Like Malagi Like Audi, How Best to Run the Street
By Abdullahi O Haruna Haruspice
These two men showed class yesterday following the protests in Nigeria that eventually turned ugly with deaths doting in numbers. For Mohammed Malagi, Nigeria ‘s minister of Information,it was a pure display of class coated in sparkling professionalism. From his candor to his utterances, one thing stood out- a display of a media acumen baked in many years of cultivated professionalism. First was on the popular radio reality program, Brekete Family. Malagi used most part of the program educating Nigerians on the ambitious strides of government and tacitly appealed to Nigerians to exercise patience with the government of president Bola Ahmed Tinubu. He was polite , deliberate and unassumingly real with the people – speaking with the touch of an effervescent spokesperson,he communicated to the people in the language of civility. He was neither confrontational nor rambunctious. That the people didn’t troop out enmass was to the ingenuity of the information minister. Otherwise, the Brekete Family audience alone would have occupied FCT and neighboring states. The minister understood the effect of this audience and he was swift and smart to address Nigeria from that podium! He scored many goals with that smart move.
Not done , yesterday,during the network news of the Nigerian Television Authority, Mr Muhammed Malagi was again on air to give an update on the protest. Typical of government spokespersons, Malagi broke tradition and spoke not in defence of the government but speaking as an arbiter. He recognized the place of the protesters to exercise what he tagged as constitutional privilege and also equated the place of government as being the accommodating mother of the citizens. With no air of defence, he appealed to Nigerians to keep faith with the government as all reforms initiated by the government are designed for the growth of the nation. His voice was appealing ,soothing and calming. With Malagi ‘s call yesterday,many frayed nerves would have been calmed.
Now, that is a crisis communication manager, defined by the creed of solutionism – to provide solutions in times of crisis. And unmistakably , Malagi fits perfectly into this role. Since his appointment,he has managed the information of government from the prisms of civility,decorum and professionalism – a way from the vitriolic posture that other handlers of government are known for. Certainly, one thing is certain, the man is a product of public relations and not just because he is a journalist.Malagi’s approach was a departure from the typical defensive stance of government spokespersons. His solution-focused communication style has been consistent since his appointment, showcasing his expertise in public relations.
Abubakar Ahmed Audi, the Commandant General of the Nigerian Security and Civil Defence Corp followed suit in beautiful reference. Audi’s leadership also deserves commendation. His men’s handling of the protests has been exemplary, and the official release from the Corps demonstrated; restraint and professionalism,commitment to protecting citizens’ rights and clear communication of their role and intentions.
The National Security and Civil Defence Corps’ personnel, deployed across Nigeria to protest sites, took Audi’s guidance to heart, demonstrating exceptional decorum and professionalism. Their exemplary management of the situation was evident in Abuja’s Maitama area, where they swiftly contained the siege, and in Gwagwalada and Lugbe, where they effectively ended criminal activities. Notably, they dislodged miscreants blocking airport road without firing a shot. In contrast, other security agencies, particularly the police, struggled to manage the situation, with some officers allegedly provoking protesters at Kugbo Asokoro, leading to chaotic disorder.
The police must adopt a more tactical approach, prioritizing the separation of criminal elements from genuine protesters. However, some officers showed a more positive approach, offering sachet water to protesters in Abuja, fostering trust and acceptance.
It’s crucial to recognize that not every situation requires force. In delicate situations, one misstep can lead to severe consequences, impacting the government, the people, or the country. Ultimately, the true measure of a struggle’s success lies not in the immediate challenges but in the long-term benefits. As the saying goes, ‘tomorrow is the prize of today.’
Both Malagi and Audi have shown that effective crisis communication is key to de-escalating tensions and maintaining public trust. Their approach serves as a model for others in positions of authority. Lets have more Malagi and Audi lead the front for Effective Crisis Communication.
Critically musing
