Remember him? The enigmatic Daniel Bwala, where art thou? It’s been a while since we’ve seen the firebrand spokesperson in his usual elements, waxing lyrical about the virtues of his principal. But, alas, those were the days when he was the symbolism of the former President Atiku Abubakar campaign. His razor-sharp tongue during the campaign to stop Senator Bola Tinubu from becoming President was unassailable. Then the table turned. During the transition months, Bwala experienced an epiphany. Like the biblical Saul, a persecutor of Christians, Bwala, had a profound conversion experience, and similar to Saul who on his journey to Damascus became the Apostle Paul, Daniel’s eyes were opened to see Tinubu as the messiah Nigerians were waiting for.
This kind of transition was not merely a change of employer but a strategic alignment with a different political ideology and vision for Nigeria, because Bwala’s outspoken criticism of Tinubu was both insipid and pernicious. He questioned Tinubu’s qualifications and integrity, particularly highlighting allegations of drug trafficking and corruption. Bwala himself has recanted, saying his criticisms of Tinubu were part of his role with Atiku and that he remains committed to whoever he works for. His recent statements defending Tinubu’s policies and administration reflect a complete 180-degree shift from his previous stance.
Like it or loathe the style, Bwala’s journey is emblematic of the psychological and political complexities faced by many politicians. His ability to navigate these shifts speaks to his adaptability and resilience – politics Nigeriana! Daniel Bwala’s trajectory, by the way, is a tangled web of alliances, perceived betrayals, and romanticized politics. Once a staunch ally of Bola Tinubu, Bwala’s defection to the opposition camp and his subsequent wild romance with Atiku Abubakar raised eyebrows. But, as the saying goes, “politics makes strange bedfellows.”
This situation became evident soon after his appointment as Special Adviser by Tinubu and Bwala declared himself as the official spokesperson for the Presidency. Bayo Onanuga, the Special Adviser on Information and Strategy, moved swiftly to clarify that Bwala is merely one of three Special Advisers collectively serving as spokespersons for the government.
But, as the saying goes, “what’s sauce for the goose is sauce for the gander.” Or is it? Bwala, after all, had no qualms about sharing the spotlight with other spokespersons during the Atiku Abubakar campaign. So, why the sudden discomfort with the arrangement in the Presidency?
Daniel Bwala’s impressive rhetoric, sartorial influence, and outstanding reach have undoubtedly made him a prolific figure in Nigeria’s political landscape. However, being a successful political PR manager entails much more than just being articulate and charismatic. Ask Amanda Loveday, who has worked with politicians and campaigns to develop effective communication strategies or Mark McKinnon, another seasoned political strategist who has worked with numerous high-profile politicians, including George W. Bush and John McCain or even David Axelrod, a renowned political strategist who has worked with politicians such as Barack Obama and Hillary Clinton. These individuals demonstrate the importance of strategic communication, stakeholder engagement, and integrity in effective political PR management. In contrast, Bwala’s approach, while effective in certain contexts, especially as an attack dog, may not be sufficient for the demands of governance.
Effective political PR managers possess a range of skills, including strategic communication, stakeholder engagement, and crisis management. In contrast, Bwala’s acerbic comments, while potentially an asset in Nigeria’s political arena, can be a liability in governance. Governance requires a more nuanced approach to communication, one that prioritises building bridges over burning them.
As we watch the drama unfold, we can’t help but wonder: What happens to the ideals and convictions that once drove these individuals? Do they become mere casualties of the political game, sacrificed at the altar of expediency?
And so, we’re left with more questions than answers. What’s the true cost of this ruthless pursuit of power? How can we trust those who so readily abandon their principles for the sake of political expediency? Is this the kind of leadership we truly desire, or is it simply a façade that we’ve grown accustomed to?
As Rueben Abati once quipped, Aso Rock can be a mysterious place, with spirits that can eclipse even the brightest stars. Has Bwala fallen victim to these forces?
We demand to know: what role does he play within the trinity of Bayo Onanuga, Sunday Dare, and himself? The silence is deafening, and something must be amiss to have dimmed the sparkle of this media glitz.
Somorin, writes from Abeokuta, Ogun State
