• Home
  • Anti-Corruption
  • Fact-Check
  • Economy
  • National
    • Government
  • Security
  • Features
  • State
  • Event
    • PR Nigeria Award
  • E-Paper
Search
  • Home
  • About
  • Adverts
  • Contact
Sign in
Welcome! Log into your account
Forgot your password? Get help
Password recovery
Recover your password
A password will be e-mailed to you.
PRNIGERIA PRNigeria News
PRNIGERIA PRNIGERIA
  • Home
  • Anti-Corruption
    • ICPC Secures Conviction of Rector for Running Unaccredited Degree Programmes

      Engr Abba Babagana Dalori

      Engr Dalori Forfeits Galaxy Hospital, Petrol Station, Properties & Cash

      Chinese nationals jailed in Lagos

      Court Jails Nine Chinese Nationals for Cybercrime in Lagos

      ASUU

      Tackle Corruption, Institutional Decay – ASUU Charges FG

      EFCC Arraigns Bauchi Accountant General Over N8bn Fraud as Court Sentences…

  • Fact-Check
  • Economy
    • Trade Facilitation: Nigeria Customs, NACCIMA Strengthen Partnership

      Economic Confidential to Host 3rd Public Lecture, Unveil Books on Nigeria’s…

      Luanda Summit: AUDA-NEPAD Taps AI, Green Bonds as it Launches Marketplace…

      Tinubu Jets to Brazil After Japan Summit, Eyes Trade, Security Deals

      Comptroller-General of Customs, Bashir Adewale Adeniyi (MFR), hosted the Executive Chairman of FIRS, Dr. Zacch Adedeji,

      Customs and the “National Single Window” Project

  • National
    • NDLEA Logo

      Drug Kingpin, 5 Others Arrested as NDLEA Moves to Clear Innocent…

      Senator Shehu Buba Condoles with APC National Chairman over Mother’s Death

      Customs College Graduates 50 Officers, Urges Innovation, Discipline

      Police Repatriate Wanted Chinese Fugitive

      Prof ibrahim gambari Chief of Staff

      Reciprocity, Key to Global Relations, Says Ex-Minister Gambari

    • Government
      • African Security: Nigeria Leads from the Front By Edward Gabkwet

        Senator Shehu Buba Condoles with APC National Chairman over Mother’s Death

        CG Custom Bashir Adewale Adeniyi and Zacch Adedeji

        Is Zacch Adedeji Building Bridges for Nigeria’s Revenue Future? By Yushau…

        ACF

        Arewa Consultative Forum Engages Influencers to Amplify Northern Identity

        FG, States, LGs Share N2.001trn for July, Says FAAC

  • Security
    • Army Hands Over Fake Major to Police in Lagos

      African Security: Nigeria Leads from the Front By Edward Gabkwet

      NDLEA Logo

      Drug Kingpin, 5 Others Arrested as NDLEA Moves to Clear Innocent…

      Military Troops in Action

      Troops Repel Bandits Attack in Katsina, Rescue Abductees in Kogi

      Prof ibrahim gambari Chief of Staff

      Over 1,000 Terror Groups Threaten Africa’s Stability – UN Envoy

  • Features
    • African Security: Nigeria Leads from the Front By Edward Gabkwet

      CG Custom Bashir Adewale Adeniyi and Zacch Adedeji

      Is Zacch Adedeji Building Bridges for Nigeria’s Revenue Future? By Yushau…

      Army soldiers security

      Mattress of Terror: Can Nigeria Ever Be Truly Secure? By Haroon…

      The Arrest of Ansaru Kingpins Mahmud Muhammad Usman aka Abu Bara’a, and Mahmud al-Nigeri aka Mallam Mamuda

      Ribadu and the fall of Ansaru By Senator Iroegbu

      Fixing the Fault Lines in Nigeria’s Culture of Recognition, By Mukhtar…

  • State
    • Army Hands Over Fake Major to Police in Lagos

      NDLEA Logo

      Drug Kingpin, 5 Others Arrested as NDLEA Moves to Clear Innocent…

      Military Troops in Action

      Troops Repel Bandits Attack in Katsina, Rescue Abductees in Kogi

      Police Officer

      Police Repel Bandit Attack, Arrest Child Trafficker, Rescue 11 Victims in…

      AbdulRazaq visits Babanla, other communities as new security deployments boost public…

  • Event
    • Economic Confidential to Host 3rd Public Lecture, Unveil Books on Nigeria’s…

      President Bola Ahmed Tinubu

      His Death is a National Loss, Tinubu Mourns Emir of Zuru

      Umar Lauya

      Umar Lauya Declares Candidacy for NYCN Presidency, Vows to Unite and…

      The Executive Secretary/CEO of the National Sugar Department Council (NSDC), Mr. Kamar Bakrin (L), with the CEO of Legacy Sugar Company, Alh. Abubakar Isa Musa (R), during the signing ceremony.

      NSDC, New Operators Seal Landmark Development Agreements, to Produce 400,000MT of…

      Regional Vice President Western and Central Africa at the World Bank, Mr Ousmane Diagana pays a courtesy visit to Baze University

      World Bank Vice President visits Baze University, Commends Educational Standards, Assures…

    • PR Nigeria Award
  • E-Paper
Home Features Reputation and Politics in Nigeria: The Key Players’ Story
  • Features

Reputation and Politics in Nigeria: The Key Players’ Story

By
Abubakar Idris Musa
-
November 18, 2024
PRNigeria logo fearured image

Reputation and Politics in Nigeria: The Key Players’ Story
By Abubakar Idris musa

Nigerian political figures have long utilized strategic reputation management to influence public opinion and advance their agendas. From Bola Tinubu’s emphasis on his gubernatorial legacy to Peter Obi’s adept engagement on social media, each contender has crafted a compelling narrative designed to resonate with voters. This article explores the various reputation management approaches employed by prominent Nigerian politicians—ranging from effective personal branding to digital strategies—and highlights how they navigate the complexities of the country’s dynamic political landscape.

Bola Tinubu’s Reputation Management Strategies: From Election Campaign to Post-Election Governance

Bola Ahmed Tinubu, the President of Nigeria, won the 2023 presidential election through a comprehensive reputation management strategy that leveraged his political legacy, managed media narratives, utilized alliances, and selectively engaged with digital platforms. As he transitioned into the presidency, his media team, led by figures like Dele Alake and Bayo Onanuga, continued to play a crucial role in managing his reputation amid economic challenges and public scrutiny.

Highlighting Political Experience

Tinubu emphasized his extensive political experience during his campaign, particularly his successful tenure as the Governor of Lagos State (1999-2007). He frequently highlighted his record of transforming Lagos into Nigeria’s commercial capital, focusing on improved infrastructure and economic growth. This narrative positioned him as a capable leader capable of replicating similar successes on a national scale.

By emphasizing his track record, Tinubu distinguished himself from competitors like Peter Obi, who lacked the same depth of experience in national politics. This strategy resonated particularly among older voters who prioritized experience and stability over calls for change. His messaging focused on his ability to navigate Nigeria’s economic difficulties, reinforcing his image as a seasoned and reliable leader.

Loyalty to the APC and Media Strategy

A significant part of Tinubu’s strategy was his loyalty to the All Progressives Congress (APC) and his influence within its structures. Known as the “Jagaban” (symbolizing leadership), Tinubu was instrumental in the APC’s formation and its electoral victories in 2015 and 2019. His strong connections with party elites, governors, and key stakeholders ensured solid backing throughout the campaign, allowing him to mobilize voter support effectively.

Tinubu’s media strategy primarily utilized traditional channels such as television, radio, and newspapers, with significant investment in advertisements showcasing his achievements and vision for Nigeria. This focus on traditional media allowed him to reach older and rural demographics who rely on these platforms for information, while also helping him control the narrative and counter the heavy social media presence of younger opponents like Peter Obi.

Though not as digitally focused as his rivals, Tinubu’s team maintained a controlled presence on social media, strategically releasing content to counter criticisms and provide campaign updates. This combination of traditional and selective digital engagement ensured that he reached a broad voter base while managing potential negative narratives.

Addressing Challenges and Post-Election Transition

One of the most significant challenges Tinubu faced during his campaign was public skepticism about his health and age, amplified by his physical appearance and the demanding nature of the presidency. To counter these concerns, his team released videos of him exercising and making energetic public appearances to demonstrate his vitality. Allies such as Festus Keyamo and Femi Fani-Kayode played crucial roles in defending him against these criticisms, showcasing his accomplishments and rebutting allegations related to his health.

After the election, Tinubu’s media team shifted focus to further managing his reputation as he took office amid rising economic challenges. His administration implemented bold economic policies, including the removal of fuel subsidies and restructuring the foreign exchange market. While these decisions aimed to stabilize Nigeria’s economy, they led to public backlash due to their immediate impact on living costs. Tinubu’s media team framed these policies as necessary for the country’s long-term benefit, presenting the president as a leader willing to make difficult choices for the nation’s advancement.

Maintaining Media Presence and Reputation

The post-election strategy involved maintaining a strong presence in traditional media to reach older demographics while leveraging social media for quicker responses to criticisms. Influencers like Femi Fani-Kayode and Festus Keyamo remained active on platforms such as Twitter, defending government policies and engaging with critics. This dual approach allowed Tinubu’s team to effectively control narratives across different voter segments.

By strategically using endorsements and coordinated messaging, Tinubu’s administration has continuously managed public perception and maintained a positive image. His reputation management strategy has seamlessly integrated his political legacy, media channels, and critical alliances, adapting from campaign tactics to effective governance strategies amidst Nigeria’s ongoing economic challenges.

Peter Obi: Strategic Reputation Management Leveraging Change

Peter Obi, the former Governor of Anambra State, has seen his reputation grow significantly, particularly positioning himself as a strong contender in Nigeria’s 2023 presidential election. Known for his integrity and reform-focused policies, Obi has strategically managed his public image through targeted social media engagement, alliances with key influencers, and direct communication with the electorate.

Fostering Transparency and Youth Engagement

Obi’s reputation management strategies emphasize transparency and accessibility, resonating deeply with younger voters and disillusioned citizens seeking a shift away from Nigeria’s traditional political establishment. By positioning himself as the candidate of the youth, Obi became synonymous with a push for change, enhancing his reputation as a reformer willing to disrupt the political system.

Effective Use of Social Media

Read Also:

  • Army Hands Over Fake Major to Police in Lagos
  • African Security: Nigeria Leads from the Front By Edward Gabkwet
  • Trade Facilitation: Nigeria Customs, NACCIMA Strengthen Partnership

Obi’s strategic use of social media has been one of his most effective tools in enhancing his reputation. By engaging directly with the public through unfiltered, personal messages, he has appeared more transparent and relatable compared to other candidates. His consistent and timely responses to current events, such as economic crises or social issues, have demonstrated his attentiveness to public concerns, further building trust among voters, particularly the youth.

By harnessing user-generated content, Obi reshared posts, videos, and memes created by his supporters, amplifying his campaign and fostering a sense of community. His social media presence projected an image of widespread support through visuals of packed rallies and enthusiastic crowds, both in Nigeria and abroad.

Influencer Alliances

Obi’s mentorship with influential figures like Aisha Yesufu, Falz, and Mr. Macaroni has been crucial in managing his reputation during and after the election. Yesufu, a prominent activist from the EndSARS movement, brought significant credibility to Obi’s campaign, especially among young, politically conscious Nigerians. Her endorsement positioned him as a reformist aligned with popular demands for transparency and change.

By leveraging her large social media following, Obi’s campaign extended its reach to younger audiences, who trusted Yesufu’s opinions on political matters. This collaboration not only amplified his anti-establishment narrative but also helped counter misinformation and defend Obi against smear campaigns.

Rabiu Musa Kwankwaso: Reputation Management Through the Kwankwasiyya Movement

Rabiu Musa Kwankwaso, a prominent politician recognizable by his distinctive red cap, has cultivated a strong reputation through his “Kwankwasiyya” movement, a political fan club symbolizing hope and reform in Nigeria.

Educational Reforms and Legacy

During his tenures as governor of Kano State, Kwankwaso’s primary legacy has been his focus on educational reforms, such as introducing free primary, secondary, and tertiary education for Kano indigenes. These initiatives have made education accessible and solidified his image as a champion of social welfare, appealing particularly to students and graduates who benefited from these programs.

Branding and Political Positioning

Kwankwaso effectively utilizes the Kwankwasiyya movement’s branding to strengthen his reputation. The visibility of the “Kwankwasiyya” name on infrastructure across Kano serves as a reminder of his influence. His decision to run for president under the relatively unknown New Nigeria Peoples Party (NNPP) reflects his confidence in his political pedigree, even as he believes that alliances with other leading candidates like Peter Obi are unnecessary.

Strategic Social Media Engagement

Kwankwaso has also embraced social media to amplify his message and broaden his audience base. By maintaining an active presence on platforms such as Twitter and Facebook, he directly communicates his vision and achievements, bypassing traditional news channels and reaching a younger, tech-savvy demographic.

—

Atiku Abubakar: A Multi-Faceted Approach to Reputation Management

Atiku Abubakar, the candidate of the People’s Democratic Party (PDP) in Nigeria’s 2023 presidential election, employed diverse reputation management strategies to establish himself as a significant contender. With a long political career and a vast business background, Atiku’s approach balanced his public persona as a seasoned politician while addressing various criticisms.

Leveraging Experience and Economic Achievements

With decades of experience in both public and private sectors, at the helm as Vice President from 1999 to 2007, Atiku focused on his contributions to Nigeria’s economic liberalization and privatization. His narrative emphasized achievements that resonated particularly with older voters seeking stability and continuity.

Addressing Controversies Head-On

Atiku faced criticism and allegations, including corruption claims often pushed by opponents. His media strategy involved addressing these allegations directly, framing himself as a target of smear campaigns while focusing on his philanthropic efforts and contributions to Nigeria’s economic development.

Engaging Younger Voters through Digital Platforms

Takeren has also actively pursued younger voters disillusioned with older politicians by emphasizing policies benefitting youth demographics, including job creation and educational reforms. His social media strategy, particularly on platforms like Twitter and Facebook, targeted these voters with regular updates and messages aimed at younger audiences.

Nasir El-Rufai: The No-Nonsense Reformer

Nasir El-Rufai, the former Governor of Kaduna State, has built a reputation as a straightforward reformer and policy-oriented leader known for bold and sometimes controversial decisions.

Establishing a Reputation for Reform

El-Rufai’s results-driven approach solidified during his tenure as Minister of the Federal Capital Territory (FCT). He implemented extensive reforms, including demolishing illegal structures to restore Abuja’s master plan, which—while controversial—earned him recognition for prioritizing development over political expediency.

Navigating Controversies with Grit

Despite facing considerable controversies throughout his career, El-Rufai has adeptly navigated challenges through unapologetic stances on sensitive issues and a strategic use of legal and media defenses to counter allegations of corruption or favoritism.

Proactive Communication and Digital Strategy

El-Rufai’s media team, led by Muyiwa Adekeye, plays a pivotal role in crafting public messaging, emphasizing achievements in education, infrastructure, and economic investments. El-Rufai actively engages citizens through social media, presenting a transparent communication style that builds trust with younger, tech-savvy voters.

—

Conclusion

The reputation management strategies employed by key Nigerian political figures—Bola Tinubu, Peter Obi, Rabiu Musa Kwankwaso, Atiku Abubakar, and Nasir El-Rufai—highlight the multifaceted approaches required to navigate the complexities of the Nigerian political landscape. By leveraging personal branding, strategic media engagement, and proactive communication, these leaders have crafted compelling narratives that resonate with an increasingly discerning electorate. As the political climate continues to evolve, effective reputation management will remain a critical component of successful political campaigns and governance.

Abubakar Idris musa writes from Abuja

VISIT OUR OTHER WEBSITES
PRNigeria.com EconomicConfidential.com PRNigeria.com/Hausa/
EmergencyDigest.com PoliticsDigest.ng TechDigest.ng
HealthDigest.ng SpokesPersonsdigest.com TeensDigest.ng
ArewaAgenda.com Hausa.ArewaAgenda.com YAShuaib.com
  • TAGS
  • Bola Ahmed Tinubu
  • Bola Tinubu
  • Nigerian politics
  • Peter Obi
Previous articleRibadu, Chadian Govt Collaborate Against Regional Insecurity
Next articleNAF destroys bandit kingpin’s residence, arms depot in Shiroro
Abubakar Idris Musa
Abubakar Idris Musa
Xing

RELATED ARTICLESMORE FROM AUTHOR

African Security: Nigeria Leads from the Front By Edward Gabkwet

CG Custom Bashir Adewale Adeniyi and Zacch Adedeji

Is Zacch Adedeji Building Bridges for Nigeria’s Revenue Future? By Yushau A. Shuaib

Army soldiers security

Mattress of Terror: Can Nigeria Ever Be Truly Secure? By Haroon Aremu Abiodun

The Arrest of Ansaru Kingpins Mahmud Muhammad Usman aka Abu Bara’a, and Mahmud al-Nigeri aka Mallam Mamuda

Ribadu and the fall of Ansaru By Senator Iroegbu

Fixing the Fault Lines in Nigeria’s Culture of Recognition, By Mukhtar Ya’u Madobi

How Desperation Turns Nigerian Job Seekers Into Scam Targets By Tahir Ahmad

Festus Keyamo Aviation Minister

Rebuilding Trust in Nigeria’s Aviation Through Crisis Communication, By Mukhtar Ya’u Madobi

President Bola Ahmed Tinubu

Citizen’s Diary: The message from the South-East to President Tinubu, by Fredrick Nwabufo

Ibrahim Badamasi Babangida IBB

IBB: The Golden Touch at 84 – By Zubair Abdurra’uf Idris

Ribadu’s Quiet Revolution By Jude Obioha

INEC

Looming Peril Ahead of 2027: Why Nigeria Must Act Now, By Mukhtar Ya’u Madobi

Police Officer

Security Forces Eliminate 2 Bandits in Bauchi as Police Inspector, Civilian Shot Dead in Benue

Recent Posts

  • Army Hands Over Fake Major to Police in Lagos
  • African Security: Nigeria Leads from the Front By Edward Gabkwet
  • Trade Facilitation: Nigeria Customs, NACCIMA Strengthen Partnership
  • Drug Kingpin, 5 Others Arrested as NDLEA Moves to Clear Innocent Pilgrims Detained in Saudi Arabia 
  • Troops Repel Bandits Attack in Katsina, Rescue Abductees in Kogi
  • Home
  • About
  • Adverts
  • Contact
© 2020 PRNigeria. All Rights Reserved.
Latest News
Army Hands Over Fake Major to Police in LagosAfrican Security: Nigeria Leads from the Front By Edward GabkwetTrade Facilitation: Nigeria Customs, NACCIMA Strengthen PartnershipDrug Kingpin, 5 Others Arrested as NDLEA Moves to Clear Innocent Pilgrims Detained in Saudi Arabia Troops Repel Bandits Attack in Katsina, Rescue Abductees in KogiOver 1,000 Terror Groups Threaten Africa’s Stability - UN EnvoyPolice Repel Bandit Attack, Arrest Child Trafficker, Rescue 11 Victims in BenueAbdulRazaq visits Babanla, other communities as new security deployments boost public safetySenator Shehu Buba Condoles with APC National Chairman over Mother's DeathNDLEA Arrest Widow Using Fake Pregnancy to Traffic Cocaine, Destroy Skunk in Edo, Taraba, Ondo, DeltaCustoms College Graduates 50 Officers, Urges Innovation, DisciplineKano Police Transfer 23 Officers Amid Probe into Alleged Corruption at Sheka DivisionPolice Repatriate Wanted Chinese FugitiveReciprocity, Key to Global Relations, Says Ex-Minister GambariEconomic Confidential to Host 3rd Public Lecture, Unveil Books on Nigeria’s Economy
X whatsapp