
In a new article titled ''President Buhari As a Public Relations
Nightmare'' publisher Dele Momodu, chronicle the many mistakes President
Buhari has made since assuming office and how it has distanced him from
Nigerian youths who were so eager to have him come into office in 2015.
According to Momodu, the Nigerian youths who said they would vote
President Buhari in 2015 even if all he had as an academic credential
was a NEPA bill, are so disappointed in him now that it will take a
miracle and magic to get that kind of reconnection.
Momodu went on to say that President Buhari has a lot of media
practitioners around him but lacks a public relations expert that would
handle any gaffe he creates professionally. Read his piece below...
Fellow Nigerians, these are not the best of times for our dear
President, Muhammadu Buhari. And it must be much worse for his media
handlers. Let me state matter-of-factly, from the onset, that President
Buhari gets into regular trouble, indeed, too frequently, because he has
invested heavily in a media team but lacks a public relations team. In
Nigeria, most leaders fail to realise that being a good journalist,
Editor, Publisher, Broadcaster, and what have you, does not make you a
good or excellent public relations guru. The other problem is I’m not
sure the President is surrounded by those bold or brave enough to look
him straight in the eye to tell him the honest truth. His earlier
persona as a military ruler has also not helped matters in this respect.
The fear of a military dictator is the beginning of wisdom, according
to the view of an average Nigerian.
I must confess that I have been a latter-day convert and ardent fan
of President Buhari. I signed up only after he decided to contest the
2015 elections for a record fourth time. I took the view that he was the
best man for the job particularly because the Jonathan administration
was fumbling and not prone to correction. I played my part in
articulating the President’s attraction for me and those like me who
felt that he was what Nigeria required at the time, a stop-gap in the
mould of Mandela option. Without being immodest I can say that I
successfully played my own part in the eventual victory of APC and the
Buhari/Osinbajo ticket.
I first had a significant interaction with Buhari in 2011, when he
asked Dr Lanre Tejuoso to bring me to his house in Abuja and we got on
quite well. The camaraderie was palpable. And he disarmed me with his
candour and passion. Prior to the 2015 election, I met Buhari in London
at a flat in Mayfair, the day he spoke at Chatham House. He sprang to
his feet as soon as I walked in and appeared happy to see me. We chatted
briefly and took several pictures with Rotimi Amaechi, Hadi Sirika,
Festus Keyamo, Hadiza Bala Usman and others. He was as effervescent and
excited as everyone else at the prospect of becoming Nigeria’s new
leader. His optimism for the country was infectious and I believed I had
made a wise decision in deciding to follow and publicly support him.
I vividly recollect my meeting with President Buhari shortly after he
assumed office in 2015. This was at his behest. I found him very
relaxed and jocular. We again got on well. Contrary to the public
misconception and rumours about his taciturnity, he was witty, chatty
and freely spoke his mind. He certainly did not appear dictatorial or
aloof. Many of those who saw our interaction on television, as well as
the pictures in different media, could not believe how freely we had
bonded. I was surprised when a few Ministers asked what I did to make
him feel so comfortable with me. Even before I went in to see him, a few
people had pleaded with me to help talk to him frankly. I started
getting the feeling that they considered me a suicide bomber who should
carry away the sins of the earth. But the Buhari I met was not as
difficult as he was made out to be. Everyone says when you hold meetings
with him, it is a monologue, you are forced to do the talking while he
does the listening. And that you never know whether he has heard you or
what is on his mind. That was not the Buhari I met. He was receptive and
we exchanged ideas on the various issues of national and social
interest that we talked about.
It is one of those inexplicable ironies that the same man who
generated and galvanised so much love and passionate affection has lost
and squandered most of that uncommon goodwill. No one since the June 12,
1993, election, which was clearly and undoubtedly won by Chief MKO
Abiola, has had such monumental, widely acclaimed and fair victory as
President Buhari did in 2015. The youths of Nigeria were so much in love
with him that they studiously ignored all his shortcomings and embraced
him warts and all. The same youths are so angry today that I’m almost
certain it would take some magic and miracle to get them to reconnect
with our President like they did in 2015. There was nothing anyone could
have said negatively to Buhari that they would have believed at that
time. As a matter of fact, the youths said if Buhari presented NEPA
bills as his school certificate result, they would accept it as genuine
and further, that they were ready to march for Buhari all the way to Aso
Rock.
So what went wrong? It is difficult to point at just one thing. It
has been an amalgamation of conflicting issues and signals. The first
was the attitude exhibited early in the life of this government that
there was no real urgency and Buhari could take forever to handpick his
team. The government lost the much-needed steam at that moment. And when
the team was announced, it was déjà vu, because there was no difference
and no big deal about their composition. Next was the witting or
unwitting decision to start a war of attrition within his own party. I
warned against this very quickly, but was dismissed as raising false
alarm. The APC became a house divided against itself. Till this day they
couldn’t hold regular meetings, they couldn’t make most of the
necessary political appointments, they couldn’t select their board of
trustees, they couldn’t even hold a convention to celebrate their
victory not to talk of one to elect a new national executive and so on.
The Party’s highfalutin campaign promises soon became its albatross.
The grandiloquent manifesto had been packaged to entice everyone like
babies to lollipop but when the day of reckoning and delivery came, the
chocolate boxes were suddenly and strangely empty. The schools feeding
programs could not be achieved. The social security and welfare packages
of arranging stipends for the unemployed youths reached a cul-de-sac
because government could not muster such resources. The President’s
avowed fiscal policy target of parity between the Naira and the US
Dollar – One Naira to one US Dollar proved to be a pipe dream that all
discerning members of the public knew it would be. Indeed, it was much
worse as the Naira slid to its lowest ever price against all currencies
including African ones.
Buhari’s biggest attraction was the belief that he would easily wipe
out, or at least significantly reduce, corruption in Nigeria. Those who
believed the hype saw him as the only saint in Nigeria, but they forgot
that sinners are probably the only ones capable of catapulting the saint
to power. He tried his best in fighting the demons of Nigerian
democracy, but they were much smarter than he ever bargained for.
Pronto, the demons lined up in a long queue and migrated from PDP to APC
where they are now comfortably ensconced and protected. Several
corruption allegations and scandalous revelations involving members of
the government or trusted aides and associates have either been ignored
or swept under the carpet. Thus it has become difficult for the ruling
party to stand on any moral ground and sermonise or pontificate about
fighting corruption. For every finger pointed at others, four fingers
pointed back at them. The sacred cows, otherwise known as the cabal, and
other members of the Politburo have remained mysteriously and
monstrously powerful and untouchable.
The most nauseating to many people has been the blame game. This has
irritated so many people, including former Head of State and President,
Olusegun Obasanjo, who exploded and told Buhari frontally to deliver on
his promises instead of his regular lamentations. He effectively said
everyone knew the former government did abominably badly and that is why
it was sacked. The blame game seemed to have backfired as Nigerians are
bored sick of hearing the same jejune tales over and over, instead of
government telling us the good news of their own kingdom, and
juxtaposing their own achievements against that of former President
Goodluck Jonathan. The government should have known that hungry people
hardly listen attentively to preaching and sooner than later would
request for the way forward. Using the past as an excuse can only work
up to a point. The people want action and not this litany of woes.
The other problem, and this is grave, is that the President hardly
talks to Nigerians in Nigeria. And when he speaks, the words are so
scanty and not much can be grabbed from them. Our President was
critically ill and had to domicile himself abroad for several months
cumulatively, yet no one knows what was wrong till this day. A public
figure cannot afford to be too secretive in this manner. It only fuels
curiosity and promotes ugly rumours. Significantly, the President who
does not speak at home picks the wrong places and occasions to talk
abroad and attracts controversies and public ridicule to himself and his
country. The headlines have always been for the wrong reasons rather
than the right mileage for the country and himself from the
international media exposure and interest. On those trips, we’ve
expanded the lexicon with such phrases as “the other room”; or as the
latest gaffe goes “young people who want to sit and want to be paid
free money and free health…”
I have been inundated by calls since President Buhari made his latest
remarks in London in answer to a question at the end of his keynote
address at the Commonwealth Business Forum. To say most of the comments
have been quite bad is an understatement. To properly understand I
listened to the video and transcribed it myself, although I also had
access to my dear brother, the Special Adviser Media to the
President, Femi Adesina’s transcription. Below is my humble effort:
“We have ah, a very young population. Our population is estimated
conservatively to be ah, a hundred and eighty million. Ah, this is a
conservative one. More than 60 per cent of the population is below the
age of (sic) thirty. Ah, a lot of them haven’t been to school. They are
claiming ah, ah, you know, that Nigeria has been an oil producing
country, therefore ah, they should sit and do nothing and get housing,
healthcare, ah, education free.”
The furore and fury the latest controversy has generated on social
media is almost unprecedented. It is like touching the tiger by the
tail. A seemingly harmless statement credited to President Buhari has
ignited a huge conflagration everywhere. I felt bad for Femi Adesina as
he struggled to defend, explain and transliterate what the President
said or meant to say to an unwilling and unyielding audience. It has
become a very heavy cross he must carry every time his boss speaks these
days and it cannot be easy. It is true the President did not use the
word lazy or say that all Nigerian youths sit at home and do nothing. It
is also not true that he used the word half-educated. However, what he
said about the youths suggests something worse, although that is clearly
not what was meant. “a lot of them did not go to school”, translates to
a lot of them are uneducated which is even worse than half-educated.
One may pardon the President because empirically this is true of the
educationally disadvantaged States with which he is very familiar, but
it is blatantly false about the south where education is much advanced.
Similarly, to say somebody sits down and does nothing and wants to claim
freebies is to say that person is irresponsible. In my view, this is
much worse than laziness. Factor in the fact that free health, free
education and affordable housing for all, were the campaign slogans of
the APC and no one begged for it. So you can see a public relations
disaster right before your very eyes.
President Buhari indeed has become a public relations nightmare. He
is seriously in need of experts and coaches in public speaking and
etiquette, especially now that he has decided to challenge fate by
aspiring for a second term in office. If the plan is to throw in
combatants, trolls and internet warriors to bully his opponents into
submission, it would not fly. He needs all the gentility in the world to
cajole, coax and convince Nigerians that he means well; that he knows
what he is doing; that he is tackling the difficult challenges; that he
is not a religious bigot or ethnic supremacist or jingoist; that he
would reduce the menace of, if not wipe out, Boko Haram; that he would
destroy the rampaging invaders called herdsmen wherever they are coming
from; that he would revamp and improve the economy; that he would create
opportunities for all Nigerians including jobs for our restive youths;
and above all that he will keep all the brightest people closer to him …
I pray it is not too late