By

Abubakar Idris Musa

Nigerian political figures have long utilized strategic reputation management to influence public opinion and advance their agendas. From Bola Tinubu’s emphasis on his gubernatorial legacy to Peter Obi’s adept engagement on social media, each contender has crafted a compelling narrative designed to resonate with voters. This article explores the various reputation management approaches employed by prominent Nigerian politicians—ranging from effective personal branding to digital strategies—and highlights how they navigate the complexities of the country’s dynamic political landscape.

Bola Tinubu’s Reputation Management Strategies: From Election Campaign to Post-Election Governance

Bola Ahmed Tinubu, the President of Nigeria, won the 2023 presidential election through a comprehensive reputation management strategy that leveraged his political legacy, managed media narratives, utilized alliances, and selectively engaged with digital platforms. As he transitioned into the presidency, his media team, led by figures like Dele Alake and Bayo Onanuga, continued to play a crucial role in managing his reputation amid economic challenges and public scrutiny.

Highlighting Political Experience

Tinubu emphasized his extensive political experience during his campaign, particularly his successful tenure as the Governor of Lagos State (1999-2007). He frequently highlighted his record of transforming Lagos into Nigeria’s commercial capital, focusing on improved infrastructure and economic growth. This narrative positioned him as a capable leader capable of replicating similar successes on a national scale.

By emphasizing his track record, Tinubu distinguished himself from competitors like Peter Obi, who lacked the same depth of experience in national politics. This strategy resonated particularly among older voters who prioritized experience and stability over calls for change. His messaging focused on his ability to navigate Nigeria’s economic difficulties, reinforcing his image as a seasoned and reliable leader.

Loyalty to the APC and Media Strategy

A significant part of Tinubu’s strategy was his loyalty to the All Progressives Congress (APC) and his influence within its structures. Known as the “Jagaban” (symbolizing leadership), Tinubu was instrumental in the APC’s formation and its electoral victories in 2015 and 2019. His strong connections with party elites, governors, and key stakeholders ensured solid backing throughout the campaign, allowing him to mobilize voter support effectively.

Tinubu’s media strategy primarily utilized traditional channels such as television, radio, and newspapers, with significant investment in advertisements showcasing his achievements and vision for Nigeria. This focus on traditional media allowed him to reach older and rural demographics who rely on these platforms for information, while also helping him control the narrative and counter the heavy social media presence of younger opponents like Peter Obi.

Though not as digitally focused as his rivals, Tinubu’s team maintained a controlled presence on social media, strategically releasing content to counter criticisms and provide campaign updates. This combination of traditional and selective digital engagement ensured that he reached a broad voter base while managing potential negative narratives.

Addressing Challenges and Post-Election Transition

One of the most significant challenges Tinubu faced during his campaign was public skepticism about his health and age, amplified by his physical appearance and the demanding nature of the presidency. To counter these concerns, his team released videos of him exercising and making energetic public appearances to demonstrate his vitality. Allies such as Festus Keyamo and Femi Fani-Kayode played crucial roles in defending him against these criticisms, showcasing his accomplishments and rebutting allegations related to his health.

After the election, Tinubu’s media team shifted focus to further managing his reputation as he took office amid rising economic challenges. His administration implemented bold economic policies, including the removal of fuel subsidies and restructuring the foreign exchange market. While these decisions aimed to stabilize Nigeria’s economy, they led to public backlash due to their immediate impact on living costs. Tinubu’s media team framed these policies as necessary for the country’s long-term benefit, presenting the president as a leader willing to make difficult choices for the nation’s advancement.

Maintaining Media Presence and Reputation

The post-election strategy involved maintaining a strong presence in traditional media to reach older demographics while leveraging social media for quicker responses to criticisms. Influencers like Femi Fani-Kayode and Festus Keyamo remained active on platforms such as Twitter, defending government policies and engaging with critics. This dual approach allowed Tinubu’s team to effectively control narratives across different voter segments.

By strategically using endorsements and coordinated messaging, Tinubu’s administration has continuously managed public perception and maintained a positive image. His reputation management strategy has seamlessly integrated his political legacy, media channels, and critical alliances, adapting from campaign tactics to effective governance strategies amidst Nigeria’s ongoing economic challenges.

Peter Obi: Strategic Reputation Management Leveraging Change

Peter Obi, the former Governor of Anambra State, has seen his reputation grow significantly, particularly positioning himself as a strong contender in Nigeria’s 2023 presidential election. Known for his integrity and reform-focused policies, Obi has strategically managed his public image through targeted social media engagement, alliances with key influencers, and direct communication with the electorate.

Fostering Transparency and Youth Engagement

Obi’s reputation management strategies emphasize transparency and accessibility, resonating deeply with younger voters and disillusioned citizens seeking a shift away from Nigeria’s traditional political establishment. By positioning himself as the candidate of the youth, Obi became synonymous with a push for change, enhancing his reputation as a reformer willing to disrupt the political system.

Effective Use of Social Media

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Obi’s strategic use of social media has been one of his most effective tools in enhancing his reputation. By engaging directly with the public through unfiltered, personal messages, he has appeared more transparent and relatable compared to other candidates. His consistent and timely responses to current events, such as economic crises or social issues, have demonstrated his attentiveness to public concerns, further building trust among voters, particularly the youth.

By harnessing user-generated content, Obi reshared posts, videos, and memes created by his supporters, amplifying his campaign and fostering a sense of community. His social media presence projected an image of widespread support through visuals of packed rallies and enthusiastic crowds, both in Nigeria and abroad.

Influencer Alliances

Obi’s mentorship with influential figures like Aisha Yesufu, Falz, and Mr. Macaroni has been crucial in managing his reputation during and after the election. Yesufu, a prominent activist from the EndSARS movement, brought significant credibility to Obi’s campaign, especially among young, politically conscious Nigerians. Her endorsement positioned him as a reformist aligned with popular demands for transparency and change.

By leveraging her large social media following, Obi’s campaign extended its reach to younger audiences, who trusted Yesufu’s opinions on political matters. This collaboration not only amplified his anti-establishment narrative but also helped counter misinformation and defend Obi against smear campaigns.

Rabiu Musa Kwankwaso: Reputation Management Through the Kwankwasiyya Movement

Rabiu Musa Kwankwaso, a prominent politician recognizable by his distinctive red cap, has cultivated a strong reputation through his “Kwankwasiyya” movement, a political fan club symbolizing hope and reform in Nigeria.

Educational Reforms and Legacy

During his tenures as governor of Kano State, Kwankwaso’s primary legacy has been his focus on educational reforms, such as introducing free primary, secondary, and tertiary education for Kano indigenes. These initiatives have made education accessible and solidified his image as a champion of social welfare, appealing particularly to students and graduates who benefited from these programs.

Branding and Political Positioning

Kwankwaso effectively utilizes the Kwankwasiyya movement’s branding to strengthen his reputation. The visibility of the “Kwankwasiyya” name on infrastructure across Kano serves as a reminder of his influence. His decision to run for president under the relatively unknown New Nigeria Peoples Party (NNPP) reflects his confidence in his political pedigree, even as he believes that alliances with other leading candidates like Peter Obi are unnecessary.

Strategic Social Media Engagement

Kwankwaso has also embraced social media to amplify his message and broaden his audience base. By maintaining an active presence on platforms such as Twitter and Facebook, he directly communicates his vision and achievements, bypassing traditional news channels and reaching a younger, tech-savvy demographic.

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Atiku Abubakar: A Multi-Faceted Approach to Reputation Management

Atiku Abubakar, the candidate of the People’s Democratic Party (PDP) in Nigeria’s 2023 presidential election, employed diverse reputation management strategies to establish himself as a significant contender. With a long political career and a vast business background, Atiku’s approach balanced his public persona as a seasoned politician while addressing various criticisms.

Leveraging Experience and Economic Achievements

With decades of experience in both public and private sectors, at the helm as Vice President from 1999 to 2007, Atiku focused on his contributions to Nigeria’s economic liberalization and privatization. His narrative emphasized achievements that resonated particularly with older voters seeking stability and continuity.

Addressing Controversies Head-On

Atiku faced criticism and allegations, including corruption claims often pushed by opponents. His media strategy involved addressing these allegations directly, framing himself as a target of smear campaigns while focusing on his philanthropic efforts and contributions to Nigeria’s economic development.

Engaging Younger Voters through Digital Platforms

Takeren has also actively pursued younger voters disillusioned with older politicians by emphasizing policies benefitting youth demographics, including job creation and educational reforms. His social media strategy, particularly on platforms like Twitter and Facebook, targeted these voters with regular updates and messages aimed at younger audiences.

Nasir El-Rufai: The No-Nonsense Reformer

Nasir El-Rufai, the former Governor of Kaduna State, has built a reputation as a straightforward reformer and policy-oriented leader known for bold and sometimes controversial decisions.

Establishing a Reputation for Reform

El-Rufai’s results-driven approach solidified during his tenure as Minister of the Federal Capital Territory (FCT). He implemented extensive reforms, including demolishing illegal structures to restore Abuja’s master plan, which—while controversial—earned him recognition for prioritizing development over political expediency.

Navigating Controversies with Grit

Despite facing considerable controversies throughout his career, El-Rufai has adeptly navigated challenges through unapologetic stances on sensitive issues and a strategic use of legal and media defenses to counter allegations of corruption or favoritism.

Proactive Communication and Digital Strategy

El-Rufai’s media team, led by Muyiwa Adekeye, plays a pivotal role in crafting public messaging, emphasizing achievements in education, infrastructure, and economic investments. El-Rufai actively engages citizens through social media, presenting a transparent communication style that builds trust with younger, tech-savvy voters.

Conclusion

The reputation management strategies employed by key Nigerian political figures—Bola Tinubu, Peter Obi, Rabiu Musa Kwankwaso, Atiku Abubakar, and Nasir El-Rufai—highlight the multifaceted approaches required to navigate the complexities of the Nigerian political landscape. By leveraging personal branding, strategic media engagement, and proactive communication, these leaders have crafted compelling narratives that resonate with an increasingly discerning electorate. As the political climate continues to evolve, effective reputation management will remain a critical component of successful political campaigns and governance.

Abubakar Idris musa writes from Abuja