• Super Admin
• 08 Mar, 2026

A chieftain of the Peoples Democratic Party (PDP) in Ogun State, Segun Showunmi, has emphasised the need to invest in strategic communication to build a better image for the country. Showunmi, who was at one time a spokesperson to former Vice President Atiku Abubakar, stated this in a statement made public on Saturday. His comments come against the backlash that trailed the recent interview between Mehdi Hasan and the Special Adviser to President Bola Tinubu on Media and Policy Communication, Daniel Bwala, on a programme, aired on Al Jazeera. Clips from the interview circulating on social media had sparked immediate backlash, with critics describing Bwala's outing as embarrassing. The PDP chieftain, argued that public communication at the highest levels of government is not a casual undertaking, and that the role of a spokesperson is one of the most demanding assignments in political leadership because it sits at the intersection of policy, perception and national reputation. He said, "Every word, tone, gesture and response becomes part of the narrative through which both domestic and international audiences judge a government." Showunmi said recent interview performances by presidential representatives have reignited an important conversation about the professional standards required for spokespersons in the modern media environment. He explained, "Confronting seasoned international interviewers such as Mehdi Hasan is not merely a media appearance; it is a high-stakes exercise in narrative management. "Effective spokespersons are rarely accidental performers. Communication scholars often reference the '10,000-hour rule', popularised by Malcolm Gladwell, to illustrate the level of sustained practice required to achieve mastery in complex professions. READ ALSO: SERAP takes Nigerian govt to ECOWAS Court over 'unlawful mass phone‑tapping rules' "Political communication is no different. Those who excel in this field typically arrive with years of disciplined engagement -- campaign messaging, media briefings, crisis communications and policy translation. "The difference between seasoned communicators and inexperienced voices becomes evident under pressure." Showunmi added, "Professional spokespersons understand how to redirect hostile or loaded questions without appearing evasive. "They rely on structured communication frameworks often summarised as a '4+1' approach: four supporting points anchored by one central message that consistently returns the conversation to the principal's policy priorities. "The interview is never about the spokesperson. It is about defending, explaining and contextualising the decisions of the leader or institution they represent." He further stated that, "For governments, the broader lesson is institutional rather than personal. Strategic communication should be treated as a professional discipline requiring training, mentorship and continuous preparation. "Many successful administrations invest heavily in communication war rooms, message simulation exercises and spokesperson coaching to ensure that representatives are fully prepared for hostile interviews. "In an era where a single media appearance can circulate globally within minutes, spokesperson performance is no longer a minor detail of governance. It is part of statecraft. "Nigeria, like many democracies, would benefit from deeper investment in professional communication training for those tasked with representing public institutions. Doing so strengthens not only the credibility of individual leaders but also the country's voice on the global stage. "Competence in this field is rarely a matter of instinct. It is the result of preparation, experience and respect for the demanding craft of strategic communication." Source: https://www.ripplesnigeria.com/bwala-atikus-former-aide-urges-training-for-presidential-spokespersons/