Malagi: A Game-Changer in Information Management and National Orientation
“Dahiru how are you?” the receiver at the other end of the call inquired softly in response to my greetings as soon as my boss Alhaji Yushau Shuaib passed the phone to me as we find our way through the city center, heading to Al-Furqan Mosque in Nassarawa GRA for a wedding fatiha.
With the harmattan cold slowly subsiding and a slightly hazy atmosphere surrounding the cloud, the ancient city of Kano bustled with motorcycles, cars and its iconic yellow coloured “Adaidaita Sahu” (commercial tricycles) interchangeably searching for a good bearing as they navigate through the busy late morning traffic partly caused by ongoing construction works by the state government in some key areas particularly the Kofar Dan agundi area and perhaps the array of wedding ceremonies happening in the city that day – it looked like almost half of the families are either marrying into or giving out a hand in marriage.
“Sir, I have been keenly following your approach, engagements, interventions on burning national issues and I have come to convince myself that we haven’t had an information Minister like you in the history of this country who is very professional and highly responsible in managing issues,” I said to him, not because I felt compelled to flatter him, but because I genuinely feel so.
“Allah sarki, Allah sarki, na gode, thank you,” he said appreciatively. The quality of his character and humility almost beaming through the phone. Alhaji took back the phone, had a brief chit chat, hung up as we continued our onward journey amidst the dissection of topical national issues. The man on the other end of the call was none other than the Minister of Information and National Orientation, Mallam Muhammad Idris (Malagi).
With the periods surrounding the Yuletide evoking a sense of nostalgia, warmth and sensitivity, staying back in Kano with a view to returning to Abuja in the new year, I had hoped to enjoy my life in the holiday season and even take out time to visit old family friends, reconnect and refresh before feeling ready to take on the challenge posed by the year 2025.
Haven undertaking some local and international trips and engaging in various activities and assignments without a breather, in the last ember months of 2024 I thought I deserved a befitting two weeks uninterrupted period of rejuvenation during the holiday.
Even though I knew Journalists are supposed to be on duty all the time, despite any supposed “time-off” because the news never takes a break, deadlines don’t care about holidays and the public must constantly be informed, I had convinced myself that I will have at least a semblance of what looked like a holiday after successfully conducting the PRNigeria Young Communication Fellowship and the 3rd Edition of the Arewa Stars Award and Conference, but did I? Your guess is as good as mine.
However, that’s not the crux of this piece. Before leaving the house this faithful morning and driving over the busy Kano traffic, I have received via WhatsApp an on demand video clip that aired on the Nigerian Television Authourity (NTA), from my friend and colleagues, Salis Manager. The media content aptly titled, “the journey on tax reform,” was of two segments, the first being a detailed documentary with explicit, inclusive, non confrontal and non maligning narrative that contains everything about President Tinubu’s proposed tax reforms for public discernment. The other segment featured the strategic dialogue in Kaduna with the Nigerian Institute of Public Relations (NIPR), Minister of Information and National Orientation, Muhammad Idris and other stakeholders.
As it turns out, on Saturday, October 7, stakeholders from various sectors, including government, private sector, civil society organisations, the academia, traditional rulers, religious leaders and the media converged in Kaduna to discuss the contentious tax reform bills currently before the National Assembly.
The discourse, which was organised by the NIPR, Kaduna State chapter, provided a veritable platform for the Minister of Information and National Orientation, Mohammed Idris, to mobilise stakeholders to engage in a constructive dialogue on the bills. The theme of the dialogue was: ‘The Roles of Public Relations in Fostering Constructive Dialogue for National Economic Renaissance’.
Notable attendees included Senator Shehu Sani, a human rights activist and former representative of Kaduna Central in the 8th National Assembly; respected Islamic scholar Sheikh Abubakar Gumi; and former Kaduna State chairman of the Christian Association of Nigeria (CAN), Reverend Joseph Hayab.
Undoubtedly, Nigeria’s recent tax reform proposals have ignited significant debate, highlighting deep-seated regional disparities between the northern and southern parts of the country. The government’s initiative aims to streamline the tax system, enhance revenue generation, and align with global standards. Key components include increasing the Value Added Tax (VAT) to 15% over six years and altering VAT remittance procedures to ensure taxes are paid in the state where goods and services are consumed, rather than where companies are headquartered.
Critics, particularly from northern Nigeria, argue that these changes disproportionately favor economically robust southern states like Lagos and Rivers, potentially exacerbating existing regional inequalities. They contend that the new VAT allocation method could reduce federal allocations to northern states, which traditionally rely more on centrally distributed revenues.
In response to these concerns, northern political figures, including federal lawmakers and state governors, have called for broader consultations and, in some cases, outrightly rejected the proposed bills. They fear that the reforms could further marginalize the north economically, given its higher poverty rates and lower industrial activity compared to the south.
Proponents of the reforms argue that they are necessary to create a more equitable and efficient tax system, reduce the number of taxes from 60 to eight, and eliminate low-yield “nuisance” taxes that burden small businesses and the poor. They assert that the changes will foster a business-friendly environment and promote economic growth across the entire country.
Such sensitive debate no doubt if not strategically handled, have the potential to hang the nation out and dry. “Malagi” as the information minister is fondly called by admirers understands the stakes and the need to thread not just with caution but with inclusion through engagement. What a PR masterstroke! As he go round the country engaging stakeholders, this is not the first time the Minister’s intervention will calm troubled territorial waters.
In July 2024, Nigeria’s Daily Trust newspaper published an article titled “LGBT: Nigeria Signs $150 Billion Samoa Deal,” alleging that the Nigerian government had endorsed an agreement compelling support for LGBTQ+ rights in exchange for financial benefits. The Federal Government, through Information Minister Mohammed Idris, swiftly refuted these claims, labeling the report as false and misleading.
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To address the situation rather than direct confrontation, the government lodged a formal complaint with the National Media Complaints Commission (NMCC), also known as the Ombudsman, requesting a thorough investigation into the publication’s veracity.
The NMCC acknowledged receipt of the complaint and initiated an inquiry, emphasizing its commitment to upholding journalistic standards and ethical conduct. Subsequently, the Ombudsman recommended that Daily Trust issue a public apology for the inaccuracies in its reporting. Daily Trust acknowledged lapses in its coverage and expressed a commitment to adhering to higher journalistic standards in the future.
Minister Idris’s prompt intervention was pivotal in addressing the misinformation, ensuring that public discourse on sensitive issues like LGBTQ+ rights was informed by accurate and reliable information.
A similar incident occured in January 2019, when the Nigerian military conducted raids on the offices of the Daily Trust newspaper in Abuja and Maiduguri, arresting journalists and seizing equipment. The military accused the newspaper of undermining national security by publishing sensitive information about planned military operations against Boko Haram.
The Daily Trust had reported on the military’s strategy to reclaim territories from Boko Haram in northeastern Nigeria. The military contended that such publications jeopardized the success of their operations and endangered personnel. Rather than engagement and dilague the use of brute force was deployed potentially undermining press freedom with the International Press Institute (IPI) describing the military’s response as “inappropriate and disproportionate.”
These two approaches clearly defines the difference between stakeholder engagement and confrontation in public relations strategy or stunts with the later being the opposite of the former.
Stakeholder engagement and confrontation represent two distinct approaches in public relations (PR) when interacting with key audiences such as customers, communities, governments, and media. Stakeholder engagement focuses on fostering dialogue, collaboration, and relationship-building to create trust and align interests. By promoting two-way communication, transparency, and early involvement, institution or entities involved can address concerns proactively and seek mutually beneficial solutions. This approach not only enhances reputation but also minimizes risks, strengthens public perception, and encourages long-term loyalty and advocacy.
On the other hand, confrontation is a reactive and defensive strategy used when institution or entities face criticism, opposition, or misinformation. It involves crisis management, assertive messaging, and sometimes legal action to protect the entitie’s integrity and correct false narratives. While confrontation can clarify misunderstandings and control negative publicity, it carries the risk of escalating conflicts and damaging trust.
In practice, PR strategies must balance these approaches carefully. Engagement is typically preferred for building lasting relationships and preventing crises, while confrontation should be reserved for extreme situations especially with regards to reputation. A hybrid strategy, where engagement is prioritized but confrontation is used as a last resort, ensures that public relations efforts are both resilient and effective in managing stakeholder relationships.
As a seasoned publisher and public relations practitioner who has risen through the ranks to the fellowship cadre of the NIPR, the minister who goes by the traditional title “Kakakin Nupe” understands his briefs far too well. Perhaps one of the perks of putting a round peg in a round hole.
In PR and Image making, the reputation goal defines the approach and the nations chief information officer is doing just that, defining and projecting information and national orientation in a responsible, timely, coordinated and strategic manner.
One quality that stands him out from the perk is his belief in dialogue over misinformation and dangerous propaganda, stakeholder and media enagagement over confrontation, and his total control of narratives and issues over damnation and ignorance. His conduct and decorum naturally differs and that is why one can only disagree with him on informed grounds but never disrespect or malign him. These are the qualities of a PR man to the core and his non confrontational approach amidst crisis situations is a class act in PR in itself.
My colleague who first brought the Kaduna dialogue to my attention has said that if not for “Malagi”, Tinubu would have been nowhere visible and I can’t agree less. From the Resumption of Nigeria-UAE Flights, to Addressing Economic Hardships Amid Protests, Negotiation of Minimum Wage and Promotion of Federal Government Intervention Programs, the minister has always brought on his “A” game to national information management and strategic communication.
I stand to be corrected but Mohammed Idris seem to have surpassed the legacies of his predecessors. Growing up, my earliest recollection of information ministers on duty started with Frank Nweke Jnr who served the Olusegun Obasanjo Administration between 2005 to 2007 and who caught my fancy as a result of his polished appearance accompanied by bow ties and his command of language. I couldn’t remember much of John Odey and late Dora Akunyili’s tenure who under late President Yar Adua. But i recollect vividly that when Labaran Maku, who served President Jonathan between 2010 and 2014, is shown on TV, my Dad usually reduces the entire volume. Nigerian’s already know the story of Lai Muhammed who served out a complete eight years with immediate past President Muhammadu Buhari.
None to the best of my knowledge has measured upto what minister Idris is doing in that same office, I thought to myself as I pulled up in the parking lot where our visionary PRNigeria‘s chalet is about to be seated.
It was this same reflection and thoughts that made me think aloud after I had hopped into Alhaji’s car as we headed to Al-Furqan together for the wedding Fatiha.
I was just openly expressing my admiration for the honorable minister’s approaches and strategies when Alhaji, not saying much all the while, brought out his phone and dialled a number who picked up in one dial. I didn’t realise it was the Minister himself until Alhaji handed over the phone to me, “hold on, somebody wants to tell you something,” Alhaji had told the receiver.
I was excited that I had the opportunity to appreciate the minister directly and to let him know that I was watching him, learning from him and proud of what he is doing for a country that belongs to us all.
in any case, we all agreed after dropping the call that Malagi as he is fondly called has raised the bar far above what he met on the ground. A new era in information and national orientation may have dawned. With two or six more years to go, will his successors be able to fit into the shoes he will leave behind?
Lawal, a 2023 Mandela Washington Fellow is Head of Innovation and Special Projects at PRNigeria and Executive Secretary, Network of Advocates for Digital Reporting (NADIR).
