In my
over two decades and half of media and media related professional careers, I
have encountered dozens of media relations' spokespersons in both the public
and private sector.
These
persons have during these exhilarating encounters exhibited characters ranging
from being professionally competent to the most absurd. I have met some who saw
their briefs as attack dogs who only concerns themselves with nosing around for
perceived adversarial materials for the purposes of only marketing their chief
executive officers as near-infallible public office holders which at nest can
only be found in a typical utopian setting far removed from existential
realities. But i have also met refined and robustly focused professionals who
run very open and accountable media reputational management departments and who
treat researchers and media workers with the highest quality of courtesy.
I have met some who care less about professional ethics of media reportage and
so can do anything including hiring hatchet WRITERS to attack perceived
opponents of their bosses. But there are those who believe in constructive
criticism and feedback mechanisms that they busy themselves constructively
putting out official positions that aren't so nakedly illogical to the hearing
of the listening and reading public.
As we
all know, Nigeria being one of the fastest growing economies in the developing
world, the urgency of the now to fashion out great brands and manage
reputations of institutions and businesses remains the focal point of
administrators of public and private institutions. Heads of institutions know
too well that the media can both build them, make them and unmake them or demarked
them.
During
my days as a full time newspaper reporter at both the regional and national
platforms, I had the uncommon privileges of coming close to many media managers
of government offices by the virtue of the fact that a dominant percentage of
all business done in Nigeria are domiciled within and amongst public funded
institutions.
In terms of institutional strategic pride of place, the military
is one of such publicly funded institutions that cares so much about its
reputational management in the most efficient of ways.
Over the past two decades, the military and indeed the Defence
headquarters have had dozens of serving military officers who were delegated
the duty of managing the media reputation of this establishment.
The military of Nigeria has every strategic reason to remain
adorable and respected in the eyes of the public because of the constitutional
role assigned to them as the defenders of the territorial integrity of Nigeria.
Integrity
and credibility therefore are key words that the specific officials delegated
the functions of spokespersons are charged to promote and protect. The military
have a stake in fixing the broken perception of some Generals who had misused
their high offices to help themselves from the public treasury. It is not
strange to hear commentators blame the military dictators that took over
political power in the past against constitutional tenets for the expansion of
corruption amongst public office holders. General Abacha who governed Nigeria
with brute force died many years ago but the public fund he looted from central
bank of Nigeria are still being recovered from foreign banking jurisdictions
where he concealed them.
Also,
the less than impressive role the military played in scuttling and then
restoring democratic process and system of government in Nigeria means that all
the segments of the Armed forces are expected to play by the rules of
constitutional democracy by always striving to be the beloved peoples military
of Nigeria.
I must repeat that as a media professional, I have never truly
seen any private or public institution that understands the role and place of
the media than the Nigeria Army and/or the Armed Forces which is the reason for
maintaining very elaborate and professionally administered media directorate.
Two distinguished media experts, Michael O’shaughnessy and Jane
Stadler did so well to provide us with a working understanding of what the
media means even as they proceeded to highlight the different ramifications of
objectives and the place of the media in the society. The duo expertly authored
a book titled aptly as: “Media and Society.”
What then is the media? If we may ask. The above mentioned
authors answered us thus: “The media is a commonly used term, but what exactly
does it refer to? The media include a whole host of modern communication systems,
for example cinema, television, newspaper, magazines, advertisements, and
radio. They also include video games, computers phones and mobile phones,
pagers, texters, iPods, interactive multi-media, and most importantly, the
internet. Defining the media is not easy because the media are constantly
changing with the development of new forms and technologies but there are a
number of characteristics, historical developments, and determining factors
that delineate what the media are, and these can lead towards a definition.”
For
these authors these are Media characteristics namely that "the media are
human communication systems; the media use processes of industrialized
technology for producing messages; the media generally aim to reach large
audiences or to be used by many people and hence have been referred to as ‘mass
media’ operating through ‘mass production’ leading to ‘mass communication’
their success is often built on popularity; the media usually aim to facilitate
communication across distance (and/or time) between people, or to enable
communication in which the sender does not need to be present as the
communication in which the sender does not need to be present as the
communication is recorded and then transmitted; the media are called ‘media’ because
they are literally in the middle, or are the middle chain, of this
communication (media means ‘middle’ in Latin), they are the mechanisms that
connect the senders and the receivers of messages; the development of the media
has been affected by commercial interests that recognize that the media are
potentially highly profitable industries."
In the recent history up until only few days back, the Nigeria
Army had a thoroughbred professional soldier and a good communicator as the
spokesperson of that vital institution in the person of Brigadier-General Sani
Kukesheka Usman.
General
Usman who was recently sent to school for further professional advancement by
the chief of Army Staff Lieutenant General Tukur Yusuf Buratai and replaced by
General Jude Ezecukwu, is a refined gentleman of the best qualities.
A
jolly good fellow who is loyal to the Nigeria Army and Nigeria to a fault.
His
tenure as the spokesperson of the largest Army in the black world humanized and
transparently opened up that institution that was once seen as opaque and
clandestine and he used his time richly to market that institution as peoples
friendly and human rights friendly. Even when some of us in the civil society
community disagrees with some of the tendencies of some operatives of the Army
in the area of human rights enforcement and promotions, one character you
couldn't take away from the ever smiling General Usman is the charisma and
grace and also passion with which he proceeded with giving out the official
sides of every story. He took on so many battles in his determined effort to
properly manage the reputation of the Army and the Chief of Army Staff who as a
very strategic officer is always reported in so many ways from so much
dimensions. Take the encounter of the Army with the members of the Zaria based
Islamic movement of Nigeria or Shiites or the encounter with the unarmed
members of the now proscribed indigenous people of Biafra, General Usman was
always in top of his game speaking to present the official positions that are
favourable to the Nigeria Army. Hate him or like him, General Usman was never
found sleeping on his duties. He made his telephone lines available 24/7 to
always respond to media inquiries. He remains one of the very few publicly
funded media manager that can wake up by 1am to
answer a call from a journalist just so he can defend his boss and the Army
robustly. His office also publishes beautiful and highly informative magazine
stylishly called the Army magazine which seeks to humanize the perception of
the Army as being friendly, open and transparent. He is a good spokesperson. If
not that he is a typical soldier whereby postings can be done at discretion of
the Chief, one may be tempted to ask why such a great spokesman is being
transferred to another beat. I concede to the right of the Chief of Army Staff
to rejig his staff as best as he thinks for maximum performances. Usman reminds
me of the characteristics of a great spokesperson identified in many seminal
pieces.
In a beautiful piece titled “What makes a great spokesperson?”
by Adam Fisher, the writer stated thus:
"Every
organization, big or small, needs spokespeople who can promote its achievements
and defend its reputation in a crisis."
The
author said the strength of these spokespeople has a huge impact on how their
organization is covered by the media.
"After
all, there is a big difference between talking to the media and your customers
and actually getting your key messages across effectively, gaining good
coverage and protecting and enhancing your reputation."
Adam
Fisher said a spokesperson is the voice, and for television, the face of the
business. "They have a vital role and businesses should have more than
one."
The
writer asked, but what makes a good spokesperson? Is it a natural flair for
public speaking? Or, perhaps, the confidence to think on their feet?
To
help answer that question, we asked five of our expert journalist
tutors who deliver our media
training courses to each list the top three
things they look for in a spokesperson. For brevity, this writer will quote
just one of such experts who listed out attributes that make for a great
spokesman.
From Lawrence
McGinty – former Science and Medical
Editor for ITV News: a great spokesperson must have Conviction.
"Do they really believe what they're saying or are they just mechanically
parroting a prepared script?"
Secondly,
a great spokesperson must represent a spark of something - humour,
determination, apology - whatever emotion sits well with what they're saying.
And lastly, a great spokesperson has humanity.
"Do they really care about people affected by the issues? Do they talk
from personal experience? How will what they say be received by those affected?
"
General
Usman possesses these great qualities. As i stated, one may not completely
agree with the official versions that he dished out but he does the dishing so
professionally well and much better than his colleague who was then the
Director of media in the Defence Headquarters Brigadier General John Enenche
who lacks professional charisma and skills of a great spokesperson.
*Emmanuel
Onwubiko is the Head of the Human Rights Writers Association of Nigeria
(HURIWA) andblogs@www.emmanuelonwubiko.com ; www.huriwanigeria.com;www. huriwa@blogspot.com.