Sowunmi Reacts To Bwala Controversy, Says Politicians Need Serious Media Coaching

Former spokesperson to ex–Vice President Atiku Abubakar, Segun Sowunmi, has commented on the controversy surrounding the recent interview of presidential aide Daniel Bwala with international journalist Mehdi Hasan.....KINDLY READ THE FULL STORY HERE▶

In a commentary titled “When Spokespersons Falter: Lessons in Strategic Communication – The Bwala/Mehdi Meltdown,” Sowunmi stressed the need for comprehensive professional communication training for government representatives. According to him, such training would improve their ability to communicate effectively, manage crises, and promote transparency.

He argued that weak communication skills can damage a government’s credibility and public image. By strengthening these skills, Sowunmi said officials would be better positioned to clearly explain policies, address public concerns, and project a positive image of the administration.

Sowunmi emphasized that the role of a spokesperson requires careful attention to every aspect of communication.

“As a spokesperson, every word, tone, gesture, and response becomes part of the narrative through which both domestic and international audiences judge a government,” he said.

He noted that recent interviews involving presidential representatives have revived debate about the professional standards expected of spokespersons in today’s media landscape. According to him, facing experienced global interviewers like Hasan is not just a routine media engagement but a high-stakes exercise in managing a government’s narrative.

Sowunmi explained that effective spokespersons rarely succeed by chance. Citing the “10,000-hour rule” popularised by Malcolm Gladwell, he said mastery in communication requires sustained practice and preparation.

He added that skilled communicators often rely on structured frameworks to guide their messaging, including a strategy he described as the “4+1 approach,” which involves presenting four supporting points tied to a single core message that consistently steers the discussion back to the administration’s policy priorities.

According to Sowunmi, professionalism in communication also requires discipline, including resisting the temptation to speak merely to impress partisan supporters.

He further highlighted the importance of situational awareness, noting that each media platform has its own style, every interviewer has a distinct questioning technique, and audiences expect a particular tone. Preparation, he said, involves anticipating tough questions and responding in a composed manner while advancing the government’s narrative.

Sowunmi also pointed out that non-verbal communication plays a crucial role during interviews. Elements such as tone, pitch, cadence, posture, and controlled gestures, he said, significantly influence how audiences perceive a spokesperson’s confidence and authority.

He concluded that the key lesson for governments is institutional rather than personal. Strategic communication, he argued, should be treated as a professional discipline requiring structured training, mentorship, and continuous preparation.

Sowunmi noted that many successful administrations invest in communication war rooms, message simulation exercises, and professional spokesperson coaching to prepare their representatives for challenging interviews.

“In an era where a single media appearance can circulate globally within minutes, the performance of a spokesperson is no longer a minor detail of governance. It is part of statecraft,” he added.