EFFECTIVE COMMUNICATION TRAINING CRUCIAL FOR GOVERNMENT SPOKESPERSONS — PDP CHIEFTAIN
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By: Balogun Ibrahim
An Ogun State chieftain of the Peoples Democratic Party (PDP) and convener of The Alternative Movement, Segun Showunmi, has stressed the importance of investing in strategic communication to enhance the nation’s image.
Showunmi made the remarks in a statement on Saturday, responding to the backlash over the recent interview between Mehdi Hasan and Daniel Bwala, the Special Adviser to President Bola Tinubu on Media and Policy Communication, on Al Jazeera’s Head to Head programme.
Clips from the interview that circulated on social media drew widespread criticism, with many describing Bwala’s appearance as embarrassing.
The PDP chieftain, who previously served as spokesperson to former Vice President Atiku Abubakar, noted that public communication at the highest levels of government is a serious responsibility, not a casual undertaking.
He emphasised that the role of a government spokesperson is among the most demanding in political leadership, sitting at the crossroads 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.
Showunmi added that recent interviews by presidential representatives have reignited a crucial conversation about the professional standards expected of spokespersons in today’s media environment.
He explained, “Facing seasoned international interviewers like Mehdi Hasan is not just a media appearance; it is a high-stakes exercise in narrative management.
“Effective spokespersons are rarely accidental performers. Communication scholars often cite the ‘10,000-hour rule,’ popularised by Malcolm Gladwell, to show the level of sustained practice required to master complex professions. Political communication is no different. Those who excel typically come with years of disciplined experience in campaign messaging, media briefings, crisis communication, and policy translation.
“The difference between seasoned communicators and inexperienced voices becomes clear under pressure,” he added.
Showunmi noted that professional spokespersons also know how to redirect hostile or loaded questions without appearing evasive.
“They use structured communication frameworks, often described as a ‘4+1’ approach, with four supporting points anchored by a single central message that keeps the conversation focused on the principal’s policy priorities,” he explained.
“The interview is never about the spokesperson. It is about defending, explaining, and providing context for the decisions of the leader or institution they represent.”
He further emphasised that, “For governments, the lesson is institutional rather than personal. Strategic communication must be treated as a professional discipline, requiring training, mentorship, and ongoing preparation.
“Many successful administrations invest heavily in communication war rooms, message simulation exercises, and spokesperson coaching to ensure representatives are fully prepared for challenging interviews.
“In today’s world, where a single media appearance can circulate globally within minutes, spokesperson performance is no longer a minor aspect of governance—it is an essential element of statecraft.
“Nigeria, like many democracies, would benefit from greater investment in professional communication training for those representing public institutions. This strengthens not only the credibility of individual leaders but also the country’s voice on the global stage.
“Competence in this field is rarely instinctive. It comes from preparation, experience, and respect for the demanding craft of strategic communication.
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