TheCable

A keen and honest observation of Buhari’s administration will agree the administration is walking on a tight rope from inception. The administration can be seen from the reality of the Yoruba adage ‘the hen is indeed sweating it is the feather that did not allow people to see’. Unfortunately,  the administration’s communication team, except the digital unit, which could have helped had been a liability than an asset.

The administration does have its noticeable weaknesses. But many times, strategic communication, effective use of public relations could have helped. One great weapon which helped Buhari during the campaign period was the deployment of good communication. Everyone agreed effective communication strengthened the campaign’s public acceptance.

Unfortunately, the Buhari-led administration abandoned a good weapon which delivered. As an individual, I strongly believe the minister of information and the duo of Garba Shehu and Mr Femi Adèsina could have done better in helping this administration. Our conclusion then is that the positions occupied by these individuals could have delivered greater dividends for the administration if occupied by thorough communication or public relations professionals with good media skills. This is not the voice of the one who wants to take over their positions.We must acknowledge they are trying their best just that it may not be good enough to handle the present situation.

First, let us start with the President’s health. If there is anything at all, it was obvious to the public neither the minister of information nor the communication team at the presidency did a good job except for the digital unit which did no damage at all. The situation was so bad that the constant tune of Mr Femi Adèsina was ‘I do not have access to him or I have not spoken to him’. Peradventure it was true that he did not have access to him, are there better ways of structuring his public communication in a way he could have better shaped the level of the public confidence then? I mean without lying.

Let us examine the second scenario.  There was petrol scarcity. The first question in my mind was does the ministry of information and the presidency communication team have a crisis plan? There had been a reoccurrence of petrol scarcity in the past twenty years. What had been the communication lessons learned and how would it be strategically handled If it ever occurs irrespective? At least to rescue the situation from going south as well as doing a lot of damage to government’s public perception.

We do know it is not the presidency communication team nor the ministry of information that is the cause of the problem. Irrespective, it is their boss’ image and perception that suffer. Another open truth known to the public knowledge is that the President is the minister of petroleum. So do they realise the weight of communication attached to this responsibility? Despite lack of acknowledgement of the truth and diplomatic communication from group managing director of NNPC,  it was obvious the ministry lacks technical knowhow on how to handle the communication fall out of the outcome. Therefore one expects a better job from the minister of information and the presidency communication team.

What about the alleged ‘Ikoyi money?’ A principle of the ‘whistleblower’ was introduced to help recover illicit money. Money was discovered and names were mentioned. A panel was set up, finding and recommendations were made. For a government with zero-corruption as its slogan, it took over three months before the public heard anything from the presidency with regards to what it was doing or going to do. There are times when silence is not golden. The deafening silence of the presidency communication team did a lot of damage by our own estimation. What about the alleged case of the former secretary to the federal government, Lawal Babachir?

It was initially rumoured he was tactically involved in the mismanagement of internal displaced persons’ fund. A panel by the senate indicted him but the presidency kept silent for a while. The man also came out on a national television to say ‘no one can sack him’. People believed it took public outcry before the President reluctantly took action. An action many considered a mere suspension. There had been no prosecution till date. There were several other issues like ‘the other side of Buhari documentary’. A possible good initiative which suffered a bout of criticism because of wrong timing.

On the positive side, there has been a noticeable improvement in power/energy supply across the nation in the past two months. Who is communicating this and many other improvements being made? Yes we do not expect this to be a major headline but nothing stops the communication team from making reference to this in their daily briefings. Do we still have daily or weekly state house media briefing session? What about constant Niger Delta crisis and damages done to the pipeline? It was strategic public relations weapon couple with effective communication which saved the nation from the massive constant destruction of pipeline and not silence.

As we move towards election period, the Buhari-led administration and especially its communication team must do a better job in building positive public perception as well as hasten the performance of their change mantra before it is too late.