RismadarVoice Reporters
March 8, 2026
A chieftain of the Peoples Democratic Party (PDP) in Ogun State and convener of The Alternative Movement, Segun Showunmi, has stressed the need for Nigeria to invest in strategic communication to strengthen the country’s image on the global stage.
Showunmi made the call in a statement on Saturday while reacting to the backlash that followed the recent interview between Al Jazeera presenter Mehdi Hasan and the Special Adviser to President Bola Tinubu on Media and Policy Communication, Daniel Bwala, on the programme Head to Head.
Clips from the interview that circulated on social media had drawn widespread criticism, with many viewers describing Bwala’s performance as embarrassing.
Reacting to the controversy, Showunmi, who previously served as spokesperson to former Vice President Atiku Abubakar, said public communication at the highest levels of government should not be treated casually.
According to him, the role of a spokesperson is among the most demanding assignments in political leadership because it sits at the intersection of policy, public perception and national reputation.
“Every word, tone, gesture and response becomes part of the narrative through which both domestic and international audiences judge a government,” he said.
The PDP chieftain noted that recent interview performances by presidential representatives had reignited discussions about the professional standards required for spokespersons in today’s global media environment.
“Confronting seasoned international interviewers such as Mehdi Hasan is not merely a media appearance; it is a high-stakes exercise in narrative management,” Showunmi stated.
He explained that effective political communicators are usually products of years of training and experience, referencing the “10,000-hour rule” popularized by Malcolm Gladwell, which suggests that mastery in complex professions comes through sustained practice.
“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,” he added.
Showunmi also highlighted the importance of structured communication strategies for spokespersons, noting that professionals often rely on frameworks such as the “4+1” approach — four supporting points anchored on one central message.
“The interview is never about the spokesperson. It is about defending, explaining and contextualising the decisions of the leader or institution they represent,” he said.
He further urged governments to treat communication as a professional discipline that requires 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,” he noted.
According to him, in an era where a single media appearance can spread globally within minutes, the performance of spokespersons has become an important element of governance.
“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,” Showunmi said.
He concluded that competence in political communication is rarely a matter of instinct but rather the result of preparation, experience and respect for the demanding craft of strategic communication.
