By Franklyn Ginger-Eke
Founder & Chief Strategist, The Rainbow Strategy (a public affairs and strategic communication firm)
In the early days of the Tinubu administration in 2023, the Nigerian Institute of Public Relations (NIPR) raised issues over the appointments of non-qualified persons as spokespersons and advisers into the communication teams of key political office holders in Nigeria. According to credible sources, the two communication advisers to President Bola Ahmed Tinubu are not certified members of the NIPR, which raises questions about their professional qualifications for the role. The law establishing the NIPR makes it a criminal offense for anyone to practice public relations in Nigeria without the necessary certification and licensing. While the two key advisers in Tinubu’s communication team may be good writers, broadcasters, or journalists of high repute, the specific knowledge and training required for effective public relations practice in Nigeria may be lacking.
In part 1 of this series, we committed to using the structure of the communication team of the President of the United States of America as a framework for our analysis.
The important question to ask at this juncture, is what does it take to effectively support a president’s communication needs, whether in the United States or Nigeria?
It is expected that members of a presidential communication team must possess a range of professional skills, qualifications, and experience.
We have a detailed overview of what is generally required for key positions within the communication teams in the offices of the Presidents of the US and Nigeria.
UNITED STATES
1. Press Secretary
Skills and Qualifications
- Excellent communication and public speaking skills.
- Deep understanding of media relations and journalism.
- Strong writing and editing skills.
- Ability to handle high-pressure situations and respond quickly to crises.
- Proficiency in using social media platforms.
- Knowledge of political processes and government operations.
- Bachelor’s degree in communications, journalism, public relations, political science, or a related field.
Experience
- Several years of experience in public relations, media relations or
- Experience working in political campaigns or government communications.
- Proven track record of managing media interactions and press briefings.
2. Communications Director
Skills and Qualifications
- Strategic thinking and ability to craft long-term communication strategies.
- Strong leadership and team management skills.
- Excellent writing and content creation abilities.
- Understanding of public relations and public image management.
- Expertise in digital and traditional media.
- Bachelor’s or Master’s in communications, public relations, marketing, or a related field.
Experience
- Extensive experience in strategic communications or public relations.
- Experience in managing large communication teams and coordinating across various platforms.
- Experience in political communications and campaign strategies.
3. Senior Adviser for Communications
Skills and Qualifications
- Strong analytical and strategic planning skills.
- Ability to influence and persuade internal and external stakeholders.
- Excellent writing, editing, and public speaking skills.
- Deep understanding of policy issues and the political environment.
- Advanced degree in communications, public relations, political science, or related fields.
Experience
- Extensive experience in senior communication roles, preferably within government or large organization.
- Experience in advising top executives or political leaders on communication matters.
- Proven track record in managing high-stakes communication strategies.
4. Social Media Director
Skills and Qualifications
- Expertise in social media platforms and digital marketing.
- Creative content creation and visual storytelling skills.
- Data analysis and ability to track and measure engagement metrics.
- Strong writing skills tailored for social media audiences.
- Bachelor’s degree in communications, public relations, digital media, or related fields.
Experience
- Significant experience in managing social media accounts for large organisations or public figures.
- Proven track record of developing and executing successful social media campaigns.
- Experience in crisis communication and reputation management online.
NIGERIA
1. Senior Special Adviser on Media and Publicity to the President
Skills and Qualifications
- Excellent public relations, media relations and communication skills.
- Ability to craft and deliver clear, concise messages.
- Proficiency in using traditional and new media platforms.
- Strong writing and editing capabilities.
- Knowledge of local and international media landscapes.
- Bachelor’s degree in public relations, communications, journalism, media studies, or related fields.
Experience
- Several years of experience in public relations, media, or
- Experience in handling media for high-profile individuals or organisations
- Proven ability to manage press briefings and media inquiries.
2. Senior Special Adviser on Information and Strategy
Skills and Qualifications
- Strategic communication and public relations skills.
- Strong analytical and planning capabilities.
- Excellent writing, editing, and public speaking skills.
- Understanding of policy issues and political dynamics in Nigeria.
- Bachelor’s or Master’s in communications, public relations, political science, or related fields.
Experience
- Extensive experience in strategic communication or public relations roles.
- Experience in political communication, including campaign strategies and government messaging.
- Proven track record of developing and implementing communication strategies.
3. Media Assistant
Skills and Qualifications
Strong writing and communication skills.
- Proficiency in using digital media tools and platforms.
- Ability to work under tight deadlines and in high-pressure environments.
- Knowledge of media monitoring and analysis techniques.
- Bachelor’s degree in public relations, communications, journalism, or related fields.
Experience
- Experience in media relations or journalism.
- Proven ability to assist in coordinating media events and managing press materials.
- Experience in supporting senior communication professionals.
COMMONALITIES AND DIFFERENCES
Commonalities
Both countries require strong communication, writing, and media relations skills.
A deep understanding of political and policy issues is essential.
Experience in high-pressure environments and crisis management is crucial.
Educational backgrounds often include degrees in communications, public relations, journalism, political science, or related fields.
Differences
US roles emphasise strategic oversight and digital media proficiency, reflecting the larger and more diverse media landscape.
Nigerian roles may require a deeper understanding of public relations, local and regional media dynamics and cultural considerations.
The structure and titles of roles can vary, reflecting different governmental frameworks and communication strategies.
However, it is important to state that by ensuring the presidential communication team members possess these skills, qualifications, and experiences, the Nigerian President will be better off working with certified public relations professionals to manage its public messaging and media relations functions.
Website. www.therainbowstrategy.ng
