Tinubu’s Multi-Spokesperson Model Risks Message Fragmentation
By TONY ONYIMA, Ph.D. The recent restructuring of President Ahmed Tinubu’s media and communications team introduces an unconventional approach. It dispenses with the traditional singular spokesperson for the Presidency and instead delegates this role to a team of three special advisers. While the stated objective is to enhance efficiency and ensure consistent messaging, this strategy raises critical questions about its practicality and potential pitfalls.The primary risk of a decentralised communication model is the lack of a unified voice. Effective public communication requires coherence and clarity, especially at the presidential level. Multiple spokespersons increase the likelihood of conflicting narratives, especially on…