The late Dr. Doyin Okupe, despite his pedigree as a medical practitioner, till date remained the finest presidential spokesman ever produced in Nigeria’s democratic era, a Veteran journalist and former Managing Director of The Guardian Newspaper, Mr. Martin Oloja has asserted.
Speaking at the 45th edition of Boiling Point Arena, a popular interview discourse, he argued that excellence in government communication depends less on academic qualifications than on emotional intelligence, strategic thinking and exceptional communication skills.
Two other communication experts, Dr Ike Neliaku, President, Nigeria Institute of Public Relations(NIPR) and Dr Eddy Ademosu were panelists during the robust conversation which examined the theme, “Journalism Is Not Public Relations: Why Many Successful Journalists Are Misfits in the Reputational Management Role”.
The once-in-a-month programme, hosted by a veteran media professional and public relations strategist, Dr Ayo Arowojolu, was transmitted via Zoom and broadcast live on multiple partner radio stations.
According to Oloja, the qualities required to manage a President’s reputation go far beyond possessing a degree in Mass Communication or Journalism.
“Multinational companies are looking for people with emotional intelligence. They are not looking for people simply because they studied communication. They are looking for people who can interpret data, tell compelling stories, articulate ideas clearly and persuade stakeholders,” he said.
To buttress his argument, Oloja cited the late Dr. Doyin Okupe, a medical doctor by training, as one of the most accomplished presidential spokespersons in Nigeria’s democratic history.
“Dr. Doyin Okupe, of blessed memory, remains one of the best presidential spokespersons in this democratic dispensation. He was a medical doctor, yet he communicated government positions with clarity, confidence and remarkable articulation,” he said.
He also referenced former Minister of Information, Prof. Jerry Gana, a Professor of Geography, describing him as another outstanding government communicator whose intellectual depth, composure and persuasive style made him highly effective.
“Jerry Gana never needed to abuse anybody. He presented facts, articulated government positions intelligently and communicated with calmness and confidence.”
Oloja maintained that communication professionals must also exercise discretion when accepting appointments, warning that some public officials become reputational liabilities regardless of the competence of their advisers.
“There are some people whose reputations you simply cannot manage. If you value your own professional reputation, you must know who you work for.”
Offering a broader professional perspective, public relations strategist, Dr. Eddy Ademosu agreed that effective presidential communication should never be measured merely by media visibility or the frequency of press briefings.
Rather than naming a single best presidential spokesman, Ademosu proposed a comprehensive appraisal framework built on four pillars: reputation management, strategic communication, institutional leadership and ethical conduct.
According to him, an outstanding presidential adviser must demonstrate policy fluency, contextual intelligence and thought leadership while also possessing trust capital, crisis temperament, cultural intelligence and the ability to proactively build the President’s reputation instead of merely reacting to controversies.
He further argued that effective presidential communication requires message discipline, narrative-setting ability, multi-channel communication competence, speed balanced with accuracy, and the wisdom to know “what to say, what not to say, and when to say nothing.”
While declining to rank presidential spokespersons, Ademosu singled out former Information Minister, Prof. Jerry Gana as the finest Minister of Information in Nigeria’s democratic era, describing him as an intellectual who brought strategic finesse to national communication and successfully positioned the Obasanjo administration during its formative years.
Also contributing to the discussion, President of the Nigerian Institute of Public Relations (NIPR), Dr. Ike Neliaku, cautioned against making absolute judgments about who qualifies as the best presidential spokesman.
Responding to the debate, he simply remarked that “circumstances differ,” suggesting that every administration presents unique communication challenges requiring different approaches and competencies.
Despite their differing views on individual personalities, the three communication experts converged on one central point: effective presidential communication is fundamentally rooted in strategic reputation management rather than academic qualifications alone.
They agreed that emotional intelligence, credibility, ethical judgment, stakeholder engagement, sound temperament and the courage to offer honest professional advice are indispensable qualities for anyone entrusted with managing the reputation of a President or any major public institution.
