In the run-up to the first anniversary of Bola Ahmed Tinubu’s one year in office, not a few ministers took up copious spaces in print, electronic, and social media to advertise/celebrate their “extraordinary performances” in office under 12 months. Some smart ones commissioned write-ups or hired praise singers. It was all part of the game of survival in a political space with limited oxygen.
When it was his turn to sing his own praises, he authored a news commentary outlining (not eulogising) the achievements of his principal, President Bola Tinubu.
He did not do embellishments. He did not exaggerate. He did not attempt to manipulate or insult the intelligence of anyone. He was matter-of-fact and thus did not draw the ire of anyone. It was up to the listener or the reader to reflect and make up their mind, to accept or contest the issues enumerated, without bile or prejudice.
In it all, you didn’t see, or feel or hear the Minister but Mr. President.
This has been the style of the Minister of Information and National Orientation, Malam Mohammed Idris, who places more premium on the message than the messenger, who keeps on projecting his principal.
Beside the projection of the message is his use of language. In writing or reading, Malam Mohammed comes across with an uncanny clarity or precision which makes the message sink. This creates a convincing effect even for die-hards. At the risk of repetition, his language is neither bombastic nor ambiguous.
Communicating without bellicose or needless rancour has been the hallmark of Malam Mohammed. This enables him to come across as a bridge-builder and a soul-winner for this administration. This seems to be at variance with some spokespersons of this administration whose style has been decidedly trenchant with a trail of resentment instead of converts. Yet Idris has neither been apologetic nor lame in his defences of government’s policies.
Malam Mohammed has been sensitive to his environment or his publics. He has been at ease with editors, journalists, bishops, etc., and has used each opportunity to advantage.
Even during explosive moments during negotiations with organised labour, Idris was the magician, always had a way of getting everyone back to the negotiating table without loss of trajectory, earning him the nickname behind his back: “Confidence Man.”
It remains a mystery how Mohammed Idris has been able to market this government whose policies have brought considerable pain and misery to the ordinary person.
Equally mysterious is the fact that he has been able to do so without drawing the ire of the people or ribald jokes of cynics or cartoonists. As we all know, conviction or believability is key in effective communication. Idris attracts the attention of even die-hard critics of government like my humble self.
What could be the secret behind his success?
At various media platforms, including AIT, Kapital FM, and Arise TV, where I had openly commended Idris, the anchors put it to his professionalism. But I do think the matter goes beyond professionalism.