Bwala/Mehdi interview: Poor communication skills hamper govt’s image, credibility – Showunmi
Former Spokesperson Calls for Enhanced Communication Training in Government
Segun Showunmi, a former spokesperson for ex-Vice President Atiku Abubakar, has emphasized that inadequate communication skills undermine the image and credibility of the government. He advocates for comprehensive professional communication training to better equip representatives in effectively conveying messages, managing crises, and promoting transparency.
Showunmi noted that improved communication abilities could enable government officials to articulate policies more clearly, address public concerns, and enhance their overall image. His remarks follow a recent interview between presidential aide Daniel Bwala and international journalist Mehdi Hasan, which sparked considerable discussion.
In a commentary titled “When Spokespersons Falter: Lessons in Strategic Communication. The Bwala/Mehdi Meltdown,” Showunmi highlighted the importance of every word, tone, gesture, and response from spokespersons, suggesting these factors shape how both domestic and international audiences perceive a government.
“Recent interview performances by presidential representatives have reignited an important conversation about the professional standards required for spokespersons in the modern media environment,” he said. “Engaging with seasoned international interviewers like Mehdi Hasan is not just a media appearance; it’s a high-stakes exercise in narrative management.”
Showunmi further criticized the notion of successful spokespersons being accidental performers, referencing the “10,000-hour rule,” as popularized by Malcolm Gladwell, which underscores the extensive practice needed to master complex communication roles. He stressed that effective spokespersons possess the skills to redirect challenging questions without appearing evasive.
He outlined a structured communication method he referred to as the “4+1” approach, which involves articulating four supporting points linked to a central message, ensuring that conversations remain aligned with the principal’s policy priorities.
Discipline, he argued, is crucial for professionalism, encouraging communicators to focus on their message rather than seeking approval from a narrow political audience. He also highlighted the significance of situational awareness, noting that every media platform has its own style, each interviewer employs distinctive questioning techniques, and audiences have specific expectations regarding tone.
“Preparation, therefore, requires an understanding of the adversarial dynamics in an interview setting, anticipating possible challenges, and formulating responses that maintain composure while advancing the government’s narrative,” Showunmi stated.
He also addressed the role of non-verbal communication, explaining that aspects such as tone, pitch, cadence, and posture serve as critical tools in reinforcing credibility. According to Showunmi, audiences often gauge confidence and authority through these signals even before considering the substance of a response.
Looking at the broader implications, Showunmi asserted that the need for strategic communication extends beyond individual spokespersons. He called for it to be recognized as a professional discipline that requires ongoing training and mentorship. Successful governments, he indicated, often invest in communication strategies, including war rooms, message simulations, and spokesperson coaching to ensure representatives are properly prepared for challenging interviews.
“With the potential for a single media appearance to reach a global audience within minutes, the performance of spokespersons has become a pivotal aspect of governance,” he concluded.
