In the heated world of politics, perception often trumps reality. It’s no wonder therefore that political campaigns are no longer just about manifestos or debates; they are, more than ever, about messaging, storytelling, and connection. Strategic communications, the lifeblood of public relations, are at the heart of how political contestants, parties, and even policy are understood by the people. Nigeria’s contorted democratic space provides ample evidence of this.
The Power of Perception in Politics
Perception is power. Often, it defines credibility, likability, and, ultimately, electability. Strategic communication helps manage and shape that perception through its various expressions. Think stakeholder engagement, media relations, image building, crisis communications, online mobilization, and community relations.
Take the case of President Bola Ahmed Tinubu during the 2023 general elections. His campaign’s messaging was deliberate and consistent: “Renewed Hope.” Despite health speculations and several other controversies, his team managed to maintain a clear, focused narrative that resonated with a core base of voters. The discerning will notice that the campaign leaned heavily on his record in Lagos. It used targeted PR to frame him as a leader with a blueprint for national development. That is strategic communication at work.
The reader may seek to explore Donald Trump’s Make America Great Again (MAGA) campaign.
The Role of Political PR Teams
It is now irrefutable that every political actor today needs a competent PR team. And it is not just for electioneering, but much more for governance. These teams manage:
Message consistency: This is to ensure that what the candidate says aligns with the campaign’s core themes.
Media Relations: Build strong ties with journalists, bloggers, and influencers to help shape narratives.
Crisis communication: Responding swiftly and effectively to allegations, misinformation, or controversies.
Grassroots storytelling: Telling relatable stories that connect emotionally with the average voter. Who else remembers, ‘I had no shoes?’
Consider the 2015 general elections. Many think of APC’s change campaign as a masterclass in PR. And it was. Through the use of simple, relatable messaging, they painted the then-ruling PDP as out of touch and positioned General Muhammadu Buhari, an ex-military leader, as a corrective force. It worked. The power of messaging and public perception carried the day.
Digital Media As A Game Changer
The rise of social media has democratized influence. Twitter (now X), Facebook, WhatsApp groups, and even TikTok have become battlegrounds for hearts and minds. In 2023, Peter Obi and the Labour Party’s Obidient Movement were a testament to this shift.
Obi may have lacked the political structure of his rivals, but his online presence was formidable. His supporters, many of them young, educated, and tech-savvy, created viral content, organized town halls, countered narratives, and raised funds. His PR success didn’t come from traditional billboards or endless massive rallies but from relatable content, community interaction, and authenticity.
That online momentum translated to surprising victories in key states and hinted at a seismic shift in how political influence is wielded in Nigeria.
Crisis Management Can Make or Break Campaigns
Every campaign faces rough weather. Atiku Abubakar’s internal party disagreements with the G5 PDP Governors effectively derailed his 2023 campaign. More importantly, the lack of a unified and strategic PR response significantly undermined his efforts. So, strategic communication isn’t just about projecting strength; many times, it can also be about managing weakness.
The ability to quickly address scandals, clarify missteps, and reframe criticism is crucial. A strong crisis PR team doesn’t deny problems rather they own the narrative and redirect attention.
PR Work Continues Post-Election
Winning an election is just the beginning. Politicians must continue to engage the public, explain policies, manage expectations, and correct misinformation. Unfortunately, many Nigerian leaders go silent post-election. They become incommunicado. They therefore unwittingly miss the opportunity to maintain trust.
An example is Governor Babajide Sanwo-Olu, whose administration has continued to engage Lagosians across media platforms. Using X, town hall meetings, or press conferences, his team has kept the communication lines open, allowing for greater transparency and relatability. Governor Seyi Makinde of Oyo State is equally active in this space.
Why PR Firms Matter in the Political Space
Public relations firms are uniquely positioned to help political candidates and institutions craft impactful communication strategies and messages. From speechwriting and debate prep to community engagement campaigns and media outreach, the role of PR professionals is almost indispensable.
Today, as public trust in institutions erodes, clear, honest, and strategic communication is a vital tool for restoring credibility and enabling civic engagement.
Last Words
In Nigeria’s dynamic political environment, strategic communication is no longer a luxury. It is a necessity. Elections are not just won in the ballot box; they are won in the hearts and minds of the people. Perception is everything!
Political actors, serious about making an impact, must invest in communication that is honest, empathetic, and inclusive. Public relations professionals must continue to innovate, evolve, and embrace new tools to shape narratives that build trust, inspire action, and ultimately, strengthen democracy.
At 1234 Perceptions Limited, we don’t just manage messages. We create stories. We shape meaning. We can help you tell your story, the right way.
