Farooq Kperogi: One president, many spokesmen, and mixed messages amid misery

Farooq Kperogi

Farooq Kperogi: One president, many spokesmen, and mixed messages amid misery

President Bola Ahmed Tinubu’s unparalleled appointment of three official, cabinet-level spokesmen—in addition to 9 other senior media aides— symptomizes an insidious governmental malaise. It shows a government that is obsessed with public relations at the expense of public welfare, propaganda at the expense of progress, and mind management at the expense of meaningful management.

On November 14, Daniel Bwala, the former mouthpiece for PDP’s Atiku Abubakar during the last presidential campaign, was inaugurated as Tinubu’s Special Adviser on Media and Public Communication. This move added him to a line-up that already included Bayo Onanuga, Special Adviser on Information and Strategy, who had been informally recognized as the senior spokesperson after Ajuri Ngelale’s dramatic exit, and Sunday Dare, Special Adviser to the President on Public Communication and National Orientation.

Yet, on his very first day, October 18, Bwala brazenly declared himself “the spokesman for the president” to State House correspondents, proclaiming that he was the direct successor to Ngelale. His Twitter declaration further cemented his self-anointment: “Resumed officially as the Special Adviser, Media and Public Communications/Spokesperson (State House).”

Since Onanuga had effectively functioned as the spokesman for the president after Ngelale was forced out of the Presidential Villa, it seemed like Tinubu had no confidence in Onanuga and chose to upstage him by bringing in Bwala.

That puzzled me. I wondered what reputational, symbolic, or political capital Bwala had to earn such an edge. Here’s a man who is deeply resented by Tinubu supporters for his erstwhile caustic attacks on the president and APC during the last election, who is reviled by the opposition for his perceived treachery and mercenariness, and who is disdained by people who couldn’t care less about both Tinubu and the opposition. Such a person is more of a reputational liability than an asset for persuasion.

So it came as no surprise when I read a swift news release from Bayo Onanuga disclaiming Bwala’s self-description as “the spokesperson” for the president. TheCable of November 19 reported that Tinubu was “furious on learning of Bwala’s manoeuvre and immediately instructed Onanuga to issue a clarification.”

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Goodluck Jonathan sustained this tradition. When Ima Niboro was his Special Adviser on Media and Publicity from 2010 to 2011, he had no other media/communications person. And when Reuben Abati took over from Niboro from 2011 to 2015, he was the only spokesperson and media/communications person for the president.

The slide into a propagandocracy began with Muhammadu Buhari, who doubled down on PR appointments. While Femi Adesina served as his Special Adviser on Media and Publicity, Garba Shehu operated as Senior Special Assistant on Media and Publicity. Buhari’s entourage also included social media mavens, photographers, and digital content creators—an unprecedented escalation in spin management.

There was Tolu Ogunlesi (Special Assistant, Digital & New Media); Lauretta Onochie (Personal Assistant, Social Media); Bashir Ahmad (Personal Assistant, New media); Sha’aban Sharada (Personal Assistant, Broadcast Media); Naziru Muhammed (Personal Assistant, TV Documentary); Sunday Aghaeze (Personal Assistant, Photography); and Bayo Omoboriowo (Personal Assistant/ President’s Photographer).

But Tinubu has taken this expansion to absurd heights. Apart from three cabinet-level official spokespersons, you also have Tunde Rahman (Senior Special Assistant to the President — Media); Abdulaziz Abdulaziz (Senior Special Assistant to the President — Print Media); O’tega Ogra (Senior Special Assistant (Digital/New Media); Tope Ajayi – Senior Special Assistant (Media & Public Affairs); Segun Dada (Special Assistant — Social Media); Nosa Asemota – Special Assistant (Visual Communication); Mr Fredrick Nwabufo (Senior Special Assistant to the President — Public Engagement); Mrs Linda Nwabuwa Akhigbe (Senior Special Assistant to the President — Strategic Communications); and Mr Aliyu Audu (Special Assistant to the President — Public Affairs).

Such bloated extravagance sends a disconcerting message about the administration’s priorities during a time of profound economic hardship.

In a March 4, 2017 column titled “Propagandocracy and the Buhari Media Center,” I pointed out that the size of a government’s propaganda apparatus is often inversely proportional to its confidence in its own legitimacy. Tinubu’s indulgence in this over-the-top PR operation signals two troubling realities: insecurity and incoherence.

The insecurity stems from an acute awareness of its own fragility—an administration desperate to control the narrative because it knows it has failed to deliver on substantive governance. The incoherence arises from the cacophony of voices in this unwieldy structure, breeding contradictions, turf wars, and conflicting messages. How can a government unable to synchronize its internal communication hope to connect with its citizens?

At its core, Tinubu’s sprawling PR machine is emblematic of an administration focused on perception management rather than problem-solving. This gluttonous obsession with propaganda, in the midst of soaring inflation, subsidy removals, and austerity measures, is an affront to struggling Nigerians.

Leadership demands more than just the appearance of competence; it demands action. Until Tinubu shifts his focus from multiplying spokespersons to delivering substantive governance, his legacy risks being that of a leader who built a fortress of spin while the people languished outside its gates.