The Role of Media Aides: Balancing Loyalty and Ethical Principles
By Princewell Achor
In the realm of public relations, media aides and spokespersons play a crucial role in shaping the image and narrative of their principals, whether they are politicians, celebrities, or organizations. However, the line between being a loyal spokesperson/representation and aggressive advocacy or an attack dog can become blurred, raising ethical concerns. This article explores the importance of media aides adhering to ethical principles in their communication, rather than resorting to attack dog tactics.
The Attack Dog Phenomenon
This practice often involves spreading negative information or personal attacks on social media, utilizing negative impoliteness strategies like ridicule and belittling to damage public image. Additionally, labeling is used as a face-saving strategy, sometimes involving name-calling or slurs to discredit opponents. In a broader, Attack dogs are recruited by politicians, brands, or influential persons to troll and attack opponents and critics online, in traditional media, or public spaces.
Some media aides and spokespersons for Nigerian politicians and parties have employed aggressive tactics online and in traditional media, often utilizing negative impoliteness strategies like ridicule and belittling to damage public image. Notable examples include Garba Shehu, Femi Adesina, Bayo Onanuga, Sunday Dare, Daniel Bwala, and Felix Morka. Mr. Lere Olayinka, Senior Special Assistant on Public Communication and New Media to Minister Nyesom Wike, is a case in point, frequently adopting an attack dog approach that raises questions about its effectiveness in defending his principal’s reputation.
After watching Mr. Lere Olayinka, a media aide and Special Senior Assistant on Media and Public Communication to the Minister of FCT, on Arise TV’s Morning Show, I was struck by his approach. Instead of utilizing the opportunity to address comments made by Mr. Rotimi Amaechi about his principal, Minister Nyesome Wike, Mr. Lere chose to attack Dr. Ruben Abati and another presenter, journalist Rufai Oseni. He accused Dr. Abati of calling Minister Wike “rude” without Dr. Abati being present and even commended Arise TV’s decision to allegedly have Dr. Abati recuse himself from being on the show to interview him.
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Mr. Lere also personally attacked Rufai Oseni, questioning his qualifications and suggesting he should work in a different field. This approach seemed unprofessional and unbecoming of someone with a journalism background. It raises questions about the strategy Mr. Lere is employing and whether it’s effective in defending his principal’s reputation.
The Role of Media Aides: A Delicate Balance
On one hand, media aides are expected to defend and promote their principals’ interests. This can involve responding to criticism, addressing controversies, and providing information to the public. In doing so, they may be tempted to adopt an aggressive tone or personal attacks to discredit opponents. However, this approach can damage the principal’s reputation and undermine the credibility of the media aide.
On the other hand, ethical principles such as honesty, transparency, and respect for others should guide the communication of media aides. They should strive to provide accurate information, acknowledge criticisms, and engage in constructive dialogue. By doing so, they can build trust with the public and maintain the integrity of their principal’s image.
The growing trend of media aides throwing tantrums or engaging in personal attacks is alarming. Such behaviour not only reflects poorly on the principal but also erodes the public’s trust in the media aide. It is essential for media aides to strike a balance between loyalty to their principal and adherence to ethical principles.
Critique of Media Aides’ Style
Observations and experience suggest that some media aides have employed defensiveness, lack of transparency, and an aggressive tone in defending their principals. Specifically, some are overly defensive when responding to criticisms, coming across as dismissive or unresponsive. Others have failed to provide clear or timely information, fueling speculation and confusion. Additionally, some media aides have adopted an aggressive tone when addressing critics, which can exacerbate tensions and create further controversy.
These approaches can damage the principal’s reputation and undermine the credibility of the media aide. A more effective approach would prioritize honesty, transparency, and respect in communication, acknowledging criticisms and engaging in constructive dialogue.
Conclusion
Being a spokesperson or media aide requires a delicate balance between promoting one’s principles and upholding ethical standards. Rather than acting as attack dogs, media aides should prioritize honesty, transparency, and respect in their communication. By doing so, they can maintain the integrity of their principal’s image and build trust with the public. Ultimately, ethical principles should guide the work of media aides, ensuring that their communication is both effective and responsible.
Dr. Achor is a PR Professional and Political Marketing Communicator.
