A chieftain of the Peoples Democratic Party, Otunba Segun Showunmi, has criticised the recent interview performance of presidential spokesperson, Daniel Bwala, during an appearance with British journalist Mehdi Hassan, saying it highlighted the importance of professionalism and preparation in government communication.
Showunmi, in a commentary titled 'When Spokespersons Falter: Lessons in Strategic Communication', argued that public communication at the highest levels of government requires discipline, strategic thinking and extensive preparation.
According to him, the role of a spokesperson is one of the most demanding assignments in political leadership because it lies at the intersection of policy, perception and national reputation.
He said, “Public communication at the highest levels of government is not a casual undertaking. 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.”
The PDP chieftain noted that every word, tone, gesture and response from a government spokesperson contributes to how both domestic and international audiences judge an administration.
“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 facing experienced international interviewers such as Hassan requires more than political loyalty, stressing that such engagements are high-stakes exercises in narrative management.
“Confronting seasoned international interviewers such as Mehdi Hassan is not merely a media appearance; it is a high-stakes exercise in narrative management,” he said.
He further stated that effective spokespersons are rarely accidental performers, explaining that expertise in political communication is often built through years of experience in campaign messaging, media briefings, crisis communication and policy translation.
Showunmi referenced the widely discussed “10,000-hour rule”, popularised by author Malcolm Gladwell, to illustrate the level of practice required to achieve mastery in complex professions.
“The difference between seasoned communicators and inexperienced voices becomes evident under pressure,” he said.
According to him, professional spokespersons understand how to manage hostile questions without appearing evasive and often rely on structured communication frameworks that keep discussions anchored to the principal’s key policy messages.
He said the interview process should never revolve around the spokesperson personally but rather focus on defending and explaining the policies of the leader or institution they represent.
“The interview is never about the spokesperson. It is about defending, explaining, and contextualising the decisions of the leader or institution they represent,” Showunmi added.
He also stressed the importance of message discipline, warning that spokespersons should resist the temptation to make statements aimed at pleasing narrow political audiences.
“The true target is the broad middle: undecided citizens, neutral observers, and international audiences whose perceptions influence the credibility of a government,” he said.
Showunmi further emphasised the need for situational awareness in media engagements, noting that spokespersons must understand the style of interview platforms, the methods of interviewers and the expectations of their audiences.
Preparation, he said, should include anticipating potential lines of questioning and crafting responses that maintain composure while advancing the government’s narrative.
He also highlighted the role of non-verbal communication, saying tone of voice, cadence, posture and gestures contribute significantly to how audiences perceive credibility.
For governments, Showunmi said the lesson from such interviews is institutional rather than personal, calling for greater investment in professional communication training.
“Strategic communication should be treated as a professional discipline requiring training, mentorship, and continuous preparation,” he said.
He noted that many successful administrations invest in communication war rooms, message simulation exercises and spokesperson coaching to prepare their representatives for difficult 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,” he said.
Showunmi added that Nigeria would benefit from deeper investment in professional communication training for officials tasked with representing public institutions.
“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,” he stated.
