Less than a year now, after the passing of Isa Ali Gusau, the former Borno State governor’s spokesman, popular opinion has it that the all powerful and popular might of the state government media institution had been relegated to a mere nothingness.
This is happening even with the abundant human and material media resources at the government house.
The situation begs the question of why this has happened and how, but before that, who is Governor Zulum’s spokesperson at the moment, remains the more important question.
To fully grasp the situation and why the latter question above is important, it is imperative to, even if only briefly, highlight the key roles and what is expected of a governor’s spokesperson and what he/she requires to fit in.
The role of a governor’s spokesperson, be it whatever name or title ascribed to it, is as sensitive as it is important, especially given the growing influence of the electronic media today.
Beyond the formal responsibilities, this role needs an operator, director or coordinator with not only the skills and experience in mass media, but a broad knowledge of both the media and non-media affairs.
Also, the current trends in the media spaces and how they impacts, directs and influences people and governments decisions-making process, the job of managing such an important office demands other qualities beyond the attributes mentioned above.
The ability to think both within and outside the box, sound logic and critical thinking, wisdom, patience, loyalty, doggedness and perhaps even cunning and scheming wit, especially during damage control and other crisis are very important attributes of a governor’s spokesperson.
In a nutshell, the role of a governor’s spokesperson is not only limited to writing and talking on behalf of the governor, either offensively or defensively, it is to know, understand and analyze the citizens’ opinions and perceptions on the government and use these data to provide intelligent informations for the governor to guide his policy decisions and directions.
In addition, the media manager ‘most’ have a fair knowledge of happenings in all units and departments of the system, in the event that he is required to account for his principal’s policies and objectives. And with that, he/she would be able to sensitive, advocate and fashion out a clear image of their government’s path and purposes; also another important selling point for his boss’s political future.
Now back to our former question of why Borno State government’s media has lost its might. This may simply be answered by saying, because the governor has refused to appoint a replacement for Gusau, reasonable or not, the void that ushered in following the exit of the deceased and it’s underlying negative effects is not debatable and cannot be ignored.
Some may say he is not a fascinating writer, but the late spokesman is no doubt a veteran public relations officer and an experience journalist, and whose exit in just less than a year, speaks volumes of his excellence and impacts; and if anything, he probably only failed in not grooming a suitable predecessor who can fit into his shoes in case of a situation like this.
For the media deciples that worked under him and are still serving the government, the ‘copy and paste’ army, they have either refused to learn from him or are incompetent and incapable of doing that; perhaps a logical explanation as to why the governor refused to appoint any of them to fill the gap.
However, other popular opinion would suggest that the weakening of Gov. Zulum’s media transcends the unavailability of a capable director, but that the available media resources at the government house have shifted their loyalty to the man in the villa, oops! a story for another day.
Addressing the last question on who is Governor Zulum’s spokesperson, current trends has shown that the governor is somehow his own spokesman.
His reckless utterances, especially before and during the nationwide hunger protest, which can be avoided if someone is managing his public speeches, is more than enough prof to that effect.
In Robert Green’s popular book, 48 Laws of Power, he suggests that a leader or any power wielding individual most ”say less than necessary” as a key to command power, but Governor Zulum is helplessly forced to say more than necessary.
It is not rocket science that powerful leaders are known for their few, but intelligent and insightful words.
The media is too powerful to not have a sound manager, especially for a public leader like a governor. It is not less important as hiring a personal physician, a legal assistant and other important service providers.
Governor Zulum’s refusal to not appoint a deserving media director, for a reason only known to him, is doing more harm than good to him, his government and future political ambition, if he has any.
It is only human to mourn the death, but like the saying goes ‘soldier go, soldier come but the barrack stays,’ the late spokesman is gone just like many before him while serving the government, may their souls rest in peace, Ameen; and like the barracks, government most therefore continue.
Let someone do the talking for the man of action and let him continue doing what he knows best, action!.
Abubakar Haruna, a journalist and public commentator, writes from Abuja, Nigeria
