How Media and Political Elites Influence the Electorate In Britain and Nigeria

How Media and Political Elites Influence the electorate in Britain and Nigeria

By Yushau A. Shuaib

Introduction

Yushau A. Shuaib

This paper submitted to MA PR 2010 Class of the University of Westminster, London discusses the notion that Elites hold the power to influence public opinion, which leads to a limitation of democracy. It also provides perspectives for a better understanding on Democracy, Elites, Media interference with references to a European country, Britain and African nation Nigeria.

It is important to note that while Britain practices a representative democracy where citizens elect representatives to make decisions on their behalf, a developing nation like Nigeria which is most populous country in Africa practices the Presidential system fashioned after America’s constitution. In addition, democratic system in Britain is as old as modern civilisation; its ethos is just being observed in Nigeria after decades of military rules.

Understanding Democracy

In the modern world democracy is acknowledged as the best form of government where the ultimate power is vested in the people and exercised by them directly or indirectly through a system of representation usually involving periodic free elections. Salim (2009) also shared this view by adding that every nation craves for the best form of democracy to empower the people socially, politically and economically[1].

As a political system, it allows citizens within the society the right to have equal shares of on how they are governed and in the political estimation. Through an electoral process democracy is devoid of authoritarian and dictatorial tendencies of other systems like monarchy, militacracy, and diarchy that are mostly practiced in the Arab world, Africa, and some Asian nations.

Democracy gives all people the right to participate in governance regardless of religious beliefs, gender, sexual orientation, physical well being and any other form of discrimination. After duration of mandatory tenures, elections are held to usher new governments. Whether in a Parliamentary or Presidential system, elected government are responsible to the electorate and are held accountable. The citizens exercise control and power to elect or remove a government during elections.

Democracy is not only enjoyed by the citizens but also received supports from people in various sectors of the economy. Miller and Dinan (2000) even point out that PR has traditionally helped financial capitalists and big-business interests maintain their dominant position in the political economy of liberal democracies.[2]

The Powerful Elites

Elites are powerful and influential groups of people within a larger society. In most cases they are in the minority in term of population, but their privileged instruments and positions make their status look larger than the society itself. With their privileged and intimidating personages, other members of the community see them with envy because of their superior intellectual, social, or economic status.”

The elites may not necessarily be in the government to influence decisions in government and private businesses. In some countries some elitist groups have impacted positive on the economic development of their communities but in other cases, they install people into government to win contracts and protect their businesses.

Moloney (2006) notes that Capitalists are an elite who control the accumulation and distribution of funds needed by business for profitable growth and that the control makes them as powerful as, if not powerful than, elected governments and certainly more powerful than other interests in liberal democracies. In operating their control, the capitalist elite have access to professionals such as investment managers, deal makers, accountant, lawyers, marketeers and public relations agencies.[3]

There are clear cases of elitist conspiracy against democratic processes not only in the developing nations where electoral processes are largely in their infancy but all in the developed economies that carry the flags of democratic evangelism.

The fraudulent elections engineered by politicians in Nigeria and excessive partisanship of media in political campaign in Britain expose on how elites hold the power to influence public opinions which leads to a limitation of democracy.

Political Elites Manipulate Elections in Nigeria

The Nigerian elites since the re-emergence of democracy in 1999 have continued to manipulate public opinion by sponsoring political campaigns for their preferred candidates who would protect their interest. It is unfortunate that those that have the credentials for top public positions must appear beggarly to the elites who determine their eligibility to win elections based on unwritten agreement to protect some parochial interest. Not even the educated citizens have the courage to make positive contributions, in discourse, to influence public opinion.

Writing in the Nigerian Village square, Oke Ndibe insists that Nigerian intellectuals, for the most part, have abdicated the historical duty of fashioning a discourse capable of clarifying the forces at play in the Nigerian polity as well as charting possibilities. According to him the failure of this class to find a language adequate to the task of articulating the nation’s predicament and prospects accounts for the confusion at the heart of the project called Nigeria. “Most of our intellectuals have grown lazy, both intellectually and morally. Their first dream is to be invited to serve in the corridors of power. In order to snag an invitation, they’re willing to go blind, to lull themselves to sleep. They are willing to broker all kinds of deals with the Devil. Anything for the opportunity to breathe the air polluted by those who wield power.”[4]

The elites are so selfish and so self-centred that all they need is to milk the country. The former Minister of Federal Capital Territory, Nasir El-Rufai says: “We have a short-sighted political elite that has put their own need for power and accumulation of wealth above the interests of the country.”[5]

The brutal approach of the elites in Nigeria who also have controlled on some of the media is traced to their antecedents in dictatorial regimes. Most of them are retired military and paramilitary officers who have ruled the nation arbitrarily and would not like their past misdeeds to be exposed. A columnist Salisu Suleiman discloses that it is common for analysts of all sorts to blame the ills of Nigeria on the ‘ruling elite’ who are in the political class, top businessmen, traditional rulers and others in the higher echelons of society in this class. He insists that if one is looking for members of this class, the person should look towards the military.”[6]

He said the movers and shakers of Nigeria who set the agenda for manipulation of public opinion have military background. Top elected public figures are products are products of the military. Past civilian Presidents including civilians:  Shagari and Shonekan and Yar’Adua were all products of the military. The elites do not necessarily need to hold power political offices to influence and install elections of civilians to protect their interests. Thus they have remained firmly in control of policies and programmes of democratic government they installed through sponsored publicity and grandstanding.

With massive wealth elites control the media and entertainment industry to deny ordinary citizens the right to choose their leaders through free and fair elections.

Media Elites’ Lopsidedness in British Electioneering

During the campaign towards 2011 Elections in Britain, the hands of the major influencers become more glaring day by day. The media owners’ bias towards some of the candidates for the election directly manipulates public opinion and the chance of ordinary voters to make independent choices.

Democracy, Freedom of speech and freedom of thought are fine in theory but the reality on the ground do not always match the theory considering the influence of opinion moulders which is the press being controlled by their respective proprietors. With the public rarely having the time to read the hand-writings on the wall, the media elites manipulate the information flow and spoon-fed the electorates with ideas and ideals that promote other hidden agenda.

The influence of media in British politics is not new; they now collaborate with politicians in attempts to satisfy the appetite of the media barons. Neil Clark writes that “to get elected, and gain the support of big business and the powerful Murdoch media empire, (former Prime Minister) Blair embraced the economic tenets of Thatcherism – mixed in with a generous dose of social liberalism to give the solution a ‘progressive’ gloss. Such a combination of economic and social liberalism would not only gain the approval of the Sun, Times and News of the World, but the Guardian too. And in terms of winning elections in a country where big business and the City now called all the shots, it worked a treat. What all of this means is that: the vast majority of Britons who don’t sign up to the phoney Westminster elite consensus are effectively disenfranchised.[7]

Writing in the Guardian, David Yelland, a former editor of the Sun exposes the hypocrisy of media barons who claimed neutrality in press coverage of political programmes. He recalls his experience at the Sun when the paper deliberately ignored and refused to provide media coverage of other contenders to elections.

Making reference to campaigns towards the 2011 British election, Yelland points out that “if the Liberal Democrats actually won the election – or held the balance of power – it would be the first time in decades that Murdoch was locked out of British politics. In so many ways, a vote for the Lib Dems is a vote against Murdoch and the media elite.”[8]

The partisanship of the Sun and its publishers was exposed in past elections when Yelland recalls his first year in the paper when reporters were not sent to cover Liberal Democrat conference. According to him “We did not send a single reporter for fear of encouraging them… So while we sent a team of five, plus assorted senior staff, to both the Tory and Labour conferences, we sent nobody to the Lib Dems. And while successive News International chiefs have held parties at both those conferences, they have never to my knowledge even attended a Lib Dem conference.”[9]

He went on to paint a gloomy picture of the situation when very serious men and women stay out of politics because the national discourse is conducted by populists with no interest in politics whatsoever. Point out that what currently exists in the United Kingdom is a coming together of the political elite and the media in a way that makes people outside London or outside those elites feel disenfranchised and powerless.

Other lesser parties are completely and deliberately underreported except when there are excuses to highlight their bad images. They are the ‘invisible party, purposely edged off the paper’s pages and ignored.’

The broadcast media are fairer and objective in their reportage in electoral coverage than the print media. The owners and the editors of newspapers are culprits and guilty not only the Murdoch and his Sun. Writing in article, Yushau Shuaib believes the Independent seems to be the only newspaper in Britain that’s free from proprietorial influence and political allegiance. He observes that “the Labour Party and its leader, Gordon Brown receives editorial sympathy from the Mirror and the Guardian; the Conservative Party and its Leader, David Cameron receives supports of Daily Mail, the Telegraph, the Time and the Sun; while Nick Clegg of Liberal Democrat has no major newspaper’s official backing except public goodwill and sincerity of some reporters.”[10]

When Public Opinion is Questioned

Opinions of the public count in production of goods and services and formulation of programmes and policies. A Nigerian author, Osuji (1999) describes public opinion as an expression of a belief held in common by members, a group or public on a controversial issue of general importance.[11]

Such definitions have been expressed by scholars in mass communications and sociology like Key (1961) who defines public opinion as consisting of those opinions held by private which government finds prudent to heed. [12]

In most cases public opinion is viewed as the collective individual attitudes and beliefs on a given issue of importance. It is usually influenced by those in public relations and the media. Political leaders and their collaborative elites invest huge resources in their attempt to sway public opinion. The media, as a reliable tool plays a critical role in forming the opinion.

Kegley and Niltkopt (1991) agree with this definition when they said that public opinion is the sum of all private opinions of which government officials in some measure are aware and which they take into account in determining their official actions.[13]

When the media is very powerful and influential, the public opinion dances invariably to the editorial tune to favour the argument, even if it is one-sided exposition. The media influences public opinion in many ways including how they vote and rating of individuals and groups in the society. Media is everything to the people: what they see, hear, understand about everything that give them ideas on forming opinions.

One of the recent scandals on how media suppresses public opinion was highlighted by the Independent newspaper when it reports an allegation that the Sun failed to publish a credible and authoritative YouGov poll that ‘voters fear a Liberal Democrat government less than a Conservative or Labour.’ The Liberal Democrats and other electorates have accused the Rupert Murdoch, the owner of the Sun for suppressing the finding. [14]

In Nigeria, not only during the democratic era, the past military administrations in their desire to transform into elected leaders they attempted to manipulate public opinion to favour their candidacies. J.A. sambe Introduction to mass Communication Practice in Nigeria, spectrum books limited Ibadan 2008, discloses that a former Nigerian military president, general sani abacha saw public opinion as a vital government instrument. He used the media effectively to mould public opinion to his favour in his bid to succeed himself. The media accentuated his stage-managed and sponsored adoption by political, various groups and movements all over the country. The media, by stage-managing the public opinion, created false impression of overwhelming support of Nigerians for Abacha.[15]

Conclusion

From the foregoing, this essay observes that the relationships between the elite and political office holders have been too close like Siemens to the point that their separation is better imagine. The elites in media and business sectors decide ahead their preferences for leaders in democratic systems before elections are held. They invest heavily for victory of their choices in the most undemocratic fashion.

Many media programs have a political allegiance. Depending on what particular new medium the people are exposed to, their reasoning and opinions are reflective of information they received from the press whose major patrons are either financial or political elites. Because the media is the major source of information to the public, it exerts enormous power and control over decisions in the society.

The citizens have the right to get essential information that is untainted to form their opinion in exercising their franchise to demonstrate that a democracy is a “government of the people by the people for the people.”

The political class and the media must ensure that they utilise the best approach to win the public supports without greenwashing and brainwashing in their attempts to sustain the relevant in democratic polity. How of such approach is the use of PR strategies through accurate and timely information. Michie (1998) writes that PR puts information into the public domain and is a precondition for informed choice in a democracy.[16]

Public Opinion must be objectively conducted gives a clear picture of event and perception on individuals, groups, products and service and their rating. Examples have shown that media utilizes a wide variety of advertising and propaganda to influence people’s choices.

Utilisation of techniques of Public relations practice can be better in persuading the public to form an opinion rather than dictatorial tendencies of elites. Molloney (2006) agrees that PR has a beneficial co-existence with democracy from the perspective of liberal equalitarism, which argues for a diminution of discrimination between individuals through redistribution of resources in the name of social justice.[17]

A democracy that is foisted on people through manipulation and underhand dealing can not be said to represent the people in a given system.

If the elites should hold the power to influence public opinion, they must ensure that the citizens have the rights to use the platform to express their views because public opinion itself is the view expressed by a significant number of persons on an issue of general importance. The elite could control the information platforms like the media but for the survival and growth of society, the editors should provide objective editorial and fair coverage through news items, features and commentaries for maximum contribution to national discourse.

---

[1] Salim M. (2009) “Democratic Practice in Nigeria and Beyond, Abuja: Yassim Press

[2] Miller, D. and Dinan, W. (2000)  ‘The Rise of the PR industry in Britain, 1979-98”, European Journal of Communication 15(1), March.

[3] Moloney, K. (2006) Rethinking Public Relations, London: Routledge

[4] Ndibe O, January 3, 2007, The Folly of Nigerian Elite. (Online) Available from: http://www.nigeriavillagesquare.com/articles/okey-ndibe/the-folly-of-the-nigerian-elite.html

[Accessed April 29, 2010]

[5] Financial Times, (April 30, 2010) “’reformer’ plans challenge to elite” (Online)

http://www.ft.com/cms/s/0/e755f686-5460-11df-b75d-00144feab49a.html [Accessed May 2, 2010]

[6] Suleiman S. (October 9, 2009) “Unmasking Nigeria’s elite” Lagos: Next Newspaper (Online) Available from:

http://234next.com/csp/cms/sites/Next/Home/5468364-146/FORENSIC_FORCE:_Unmasking_Nigeria’s_elite.csp [Accessed April 25, 2010]

[7] The First Post (April 7, 2010), “Why the General Election Result on May 6 Wont Matter a Jot” (Online) Available from: http://www.thefirstpost.co.uk/61816,news-comment,news-politics,why-the-general-election-result-on-may-6-wont-matter-a-jot [Accessed April 17, 2010]

[8] Yelland D. April 18, 2010 “Nick Clegg’s rise could lock Murdoch and the media elite out of UK politics”

The Guardian (Online) Available from: http://www.guardian.co.uk/commentisfree/2010/apr/18/clegg-media-elite-murdoch-lib-dem [Accessed April 18, 2010]

[9] Ibid

[10] Yushau A. Shuaib (April 24, 2010), Partisanship of British media in Electoral Campaign (Online) http://yashuaib.wordpress.com/2010/04/24/partisanship-of-british-media-in-electoral-campaigns/ [Accessed May 3, 2010]

[11] (Osuji C. 1999 Dynamic of Public Relations. Owerri Opinion Research Communication Inc.

[12] -Key, V. O (1961) Public Opinion and American Democracy. New York Alfred A. Knopt

[13] Kengley, C. and Nilkopt E. (1991) “American Foreign Policy, New York: St. Martins Press

[14] The Independent newspaper (April 23, 2010), “’Sun’ censored poll that showed support for Lib Dems,” (Online) http://www.independent.co.uk/news/uk/politics/sun-censored-poll-that-showed-support-for-lib-dems-1951940.html [Accessed April 23, 2010]

[15] Sambe J. A. (2008) Introduction to mass Communication Practice in Nigeria, Ibadan: Spectrum Books limited

Michie, D. (1998) The Invisible Persuaders, London: Transworld Publishers

Moloney, K. (2006) Rethinking Public Relations, London: Routledge

The PR Crisis of NNPC indebtedness

The PR Crisis of NNPC indebtedness

By Yushau Shuaib

Nigerian Nationalm petroleum corporation

The best story tellers for news media could be found among public relations practitioners who are creative in generating newsworthiness from events and statements that could even be inconsequential or belated. Most cover stories and exclusive reports have the imprint of those hidden publicity persuaders whose identities are frequently shrouded in anonymity. They are the ‘impeccable insiders’ and ‘reliable sources’ without by-lines.

Not that the media could not have their ways in getting stories, they use the PR sources to authenticate and validate their reports. While some of those image makers have succeeded in enhancing the profiles of their bosses as well as their organisations, others, due to slight misgivings become sacrificial lambs that are crucified and banished from their beats.

There is currently an intense controversy over a seeming harmless piece of news that has some elements of PR on the insolvency of Nigeria National Petroleum Corporation (NNPC) which put a top public officer and even the federal government in an embarrassing situation.

The man in the storm is Remi Babalola, the Finance Minister of State who is also Chairman of the Federation Account Allocation Committee (FAAC). A young man in the cabinet, who has remained in that position serving under three full ministers in the Finance Ministry: Dr. Shamsudeen Usman, Dr. Mansur Mukhtar and now the current minister Dr. Olusegun Aganga. He only had a brief stint as Acting Minister of the Federal Capital Territory while late President Umaru Musa Yar’Adua was alive.

Babalola has vibrant and efficient PR teams who crafts and flashes his actions and utterances to make lead stories. The strategy of the team led by Oluyinka Akintunde, an award winning investigative reporter succeeded in ensuring that their principal is recognised as spokesperson of the administration on economic and financial matters. The team uses all new media techniques, not only via email and text messages,  to ensure press releases, features, pictures and exclusive backgrounders are picked by newshounds.

While other Ministers of State, play second fiddle, the publicity campaigns make Babalola to be outspoken, independent and visible in his portfolio. Not that his senior colleagues are not doing anything, they may be too busy working behind the scene to address policy issues. He seemed to be enjoying their full confidence until the recent PR statement that went awry.

His dilemma started at the FAAC meeting in July 2010, when he disclosed that President Goodluck Jonathan had

directed the Department of Petroleum Resources (DPR) to henceforth generate monthly oil production statistics for reconciliation in the second month after the month of data gathering. The directive became necessary to address the problem of recoveries for overpayment and underpayment to State from the 13 per cent derivation computation.

He then went further in the statement to confirm that NNPC had written the Ministry of Finance to explain that it was experiencing financial difficulties as a result of the disequilibrium between costs and cash inflow streams. The NNPC, according to him also requested for a reimbursement of N1.156 trillion from Ministry of Finance in order to repay its debt of N450 billion to the Federation Account.

Immediately after the statement, which as customary was timely issued by the PR team, the first reaction strangely came from NNPC Spokesperson Dr. Levi Ajuonuma who is always cautious in issuing rejoinders chose his word appropriate declaring that the corporation could not be classified as insolvent when it had a healthy cash flow and could pay for its crude and product importation obligations. He further claimed that NNPC was being owed N1.156 trillion naira by the government as a result of petroleum subsidies which if reimbursed would enable the NNPC to offset the N450 billion naira debt being owed the FAAC.

After weekly Ministerial meeting, like a cowed bull, Remi was led and chastised before the media at a Press Conference in the Presidential Villa, where Minister of Information, Professor Dora Akunyili lambasted his claim saying that it did not reflect the true position of the Corporation and that “NNPC is not insolvent. Given the nature of NNPC, there are regular transactions between the Government and NNPC and as a result there are always outstanding balances between them.”

The new Finance Minister, Dr. Aganga then joined in the rebuke by stating that “We have so many different transactions between the NNPC and the Federal Government, in some form of the balances it maybe a daily balance and in another it may be a trade balance. You need to make all of these things up, if you are worried about NNPC that is a different matter”.

In a twist with contradictory disclosure, few weeks after, an independent body, the Nigeria Extractive Industry Initiative (NEITI) reconfirmed that NNPC owes federation account N654 billion and threatened to sanction oil and gas companies that fail to remit oil revenue and taxes to the federation account as recommended by the 2005 industry audit. The Executive Secretary of agency Mallam Haruna Yunusa Sa’eed said the NNPC is yet to remit some of the money discovered in the 2005 audit and is among the top debtors of the federation account. Chairman of the NEITI, Professor Assisi Asobie re-echoed the same position, promising to lodge complaints to appropriate authorities on the oil companies that refuse to comply with NEITI’s Act for appropriate sanction.

Looking at the facts and dramas, one may wonder what actually put Remi Babalola, a former Executive Director in some of big banks into trouble? Is Remi Babalola growing wings and undermining his superiors in government? Is he an overzealous publicity freak who would rather seek media limelight than engage in government business without attracting attention? Or could he be playing to the gallery with hidden agenda, typical of politicians, for immediate or future ambitions?

The fact is that the position of minister of state is not recognised in the Constitution. In most cases they take orders from full minister who earns high salaries. They are more like directors in Ministries. Special Advisers with designated portfolios are often more powerful and influential than Ministers of State.

The unnecessary imbroglio, a national shame and PR crisis could have been averted through consultations in the spirit of team work. Some may argue that the young minister was taught the hard lesson to check his outspokenness and visibility from taking shine off his senior colleagues.

The PR team should now realise that they need to thread softly especially on a position whose tenure is not constitutionally guaranteed from arbitrary removal. Had it been that the office is typical of independent and autonomous bodies like RMAFC, CBN and INEC, one would have expected an exciting fire-for-fire that could be laced with propaganda. There is no crime in being very efficient in PR campaign, but definitely something could be wrong by overdoing it, especially in a system where there are other players seeking recognitions.

Yushau A. Shuaib

University of Westminster,

Harrow Campus, London

yashuaib@yashuaib.com

The PR Crisis of NNPC indebtedness By Yushau Shuaib
The best story tellers for news media could be found among public relations practitioners who are creative in generating newsworthiness from events and statements that could even be inconsequential or belated. Most cover stories and exclusive reports have the imprint of those hidden publicity persuaders whose identities are frequently shrouded in anonymity. They are the ‘impeccable insiders’ and ‘reliable sources’ without by-lines. Not that the media could not have their ways in getting stories, they use the PR sources to authenticate and validate their reports. While some of those image makers have succeeded in enhancing the profiles of their bosses as well as their organisations, others, due to slight misgivings become sacrificial lambs that are crucified and banished from their beats. There is currently an intense controversy over a seeming harmless piece of news that has some elements of PR on the insolvency of Nigeria National Petroleum Corporation (NNPC) which put a top public officer and even the federal government in an embarrassing situation. The man in the storm is Remi Babalola, the Finance Minister of State who is also Chairman of the Federation Account Allocation Committee (FAAC). A young man in the cabinet, who has remained in that position serving under three full ministers in the Finance Ministry: Dr. Shamsudeen Usman, Dr. Mansur Mukhtar and now the current minister Dr. Olusegun Aganga. He only had a brief stint as Acting Minister of the Federal Capital Territory while late President Umaru Musa Yar’Adua was alive. Babalola has vibrant and efficient PR teams who crafts and flashes his actions and utterances to make lead stories. The strategy of the team led by Oluyinka Akintunde, an award winning investigative reporter succeeded in ensuring that their principal is recognised as spokesperson of the administration on economic and financial matters. The team uses all new media techniques, not only via email and text messages,  to ensure press releases, features, pictures and exclusive backgrounders are picked by newshounds. While other Ministers of State, play second fiddle, the publicity campaigns make Babalola to be outspoken, independent and visible in his portfolio. Not that his senior colleagues are not doing anything, they may be too busy working behind the scene to address policy issues. He seemed to be enjoying their full confidence until the recent PR statement that went awry. His dilemma started at the FAAC meeting in July 2010, when he disclosed that President Goodluck Jonathan had directed the Department of Petroleum Resources (DPR) to henceforth generate monthly oil production statistics for reconciliation in the second month after the month of data gathering. The directive became necessary to address the problem of recoveries for overpayment and underpayment to State from the 13 per cent derivation computation. He then went further in the statement to confirm that NNPC had written the Ministry of Finance to explain that it was experiencing financial difficulties as a result of the disequilibrium between costs and cash inflow streams. The NNPC, according to him also requested for a reimbursement of N1.156 trillion from Ministry of Finance in order to repay its debt of N450 billion to the Federation Account. Immediately after the statement, which as customary was timely issued by the PR team, the first reaction strangely came from NNPC Spokesperson Dr. Levi Ajuonuma who is always cautious in issuing rejoinders chose his word appropriate declaring that the corporation could not be classified as insolvent when it had a healthy cash flow and could pay for its crude and product importation obligations. He further claimed that NNPC was being owed N1.156 trillion naira by the government as a result of petroleum subsidies which if reimbursed would enable the NNPC to offset the N450 billion naira debt being owed the FAAC. After weekly Ministerial meeting, like a cowed bull, Remi was led and chastised before the media at a Press Conference in the Presidential Villa, where Minister of Information, Professor Dora Akunyili lambasted his claim saying that it did not reflect the true position of the Corporation and that “NNPC is not insolvent. Given the nature of NNPC, there are regular transactions between the Government and NNPC and as a result there are always outstanding balances between them.” The new Finance Minister, Dr. Aganga then joined in the rebuke by stating that “We have so many different transactions between the NNPC and the Federal Government, in some form of the balances it maybe a daily balance and in another it may be a trade balance. You need to make all of these things up, if you are worried about NNPC that is a different matter”. In a twist with contradictory disclosure, few weeks after, an independent body, the Nigeria Extractive Industry Initiative (NEITI) reconfirmed that NNPC owes federation account N654 billion and threatened to sanction oil and gas companies that fail to remit oil revenue and taxes to the federation account as recommended by the 2005 industry audit. The Executive Secretary of agency Mallam Haruna Yunusa Sa’eed said the NNPC is yet to remit some of the money discovered in the 2005 audit and is among the top debtors of the federation account. Chairman of the NEITI, Professor Assisi Asobie re-echoed the same position, promising to lodge complaints to appropriate authorities on the oil companies that refuse to comply with NEITI’s Act for appropriate sanction. Looking at the facts and dramas, one may wonder what actually put Remi Babalola, a former Executive Director in some of big banks into trouble? Is Remi Babalola growing wings and undermining his superiors in government? Is he an overzealous publicity freak who would rather seek media limelight than engage in government business without attracting attention? Or could he be playing to the gallery with hidden agenda, typical of politicians, for immediate or future ambitions? The fact is that the position of minister of state is not recognised in the Constitution. In most cases they take orders from full minister who earns high salaries. They are more like directors in Ministries. Special Advisers with designated portfolios are often more powerful and influential than Ministers of State. The unnecessary imbroglio, a national shame and PR crisis could have been averted through consultations in the spirit of team work. Some may argue that the young minister was taught the hard lesson to check his outspokenness and visibility from taking shine off his senior colleagues. The PR team should now realise that they need to thread softly especially on a position whose tenure is not constitutionally guaranteed from arbitrary removal. Had it been that the office is typical of independent and autonomous bodies like RMAFC, CBN and INEC, one would have expected an exciting fire-for-fire that could be laced with propaganda. There is no crime in being very efficient in PR campaign, but definitely something could be wrong by overdoing it, especially in a system where there are other players seeking recognitions. Yushau A. ShuaibUniversity of Westminster,Harrow Campus, Londonyashuaib@yashuaib.com

After PR Class What Next

After PR Class What Next?
By Yushau A. Shuaib

Westminster MA PR Class 2010

Finally… finally… finally…! The MA PR Class at the University of Westminster is gradually coming to an end. Since September 2009 when most of the postgraduate students arrived for the commencement of the course at the Harrow Campus, it has been sessions of studies and funs in London, the commercial and entertainment capital of Europe.

As students enjoy amusing moments, they had to face challenges of class attendance, assignments and presentations. The programme is so demanding with so many theories to study, debate sessions to engage in, presentations in the front of the class, visitations to relevant institutions and guest lectures by top PR practitioners in the industry.

The use of advanced technologies in PR could be very challenging; with latest thinking, students find them using the modern tools for their assignments on Social Media platforms.

Students are permitted to utilise few free days within the week and weekends for either part-time work/ internship or

Student Social Media get-together

enjoy at various attractive spots for funs and relaxation.

Occasionally course-mates organise special get-togethers. I quite enjoyed a Kitchen Party organised by Chinese classmate to celebrate their country’s anniversary and also Social Media Party courtesy of Matt of Moo Group.

After successful class attendance and assignments in the last seven months, from April 2010 we hope to start the next stage of the studies by conducting various researches for our dissertation projects.

MA Political PR Class

Studying at postgraduate level, no matter one’s experience, is an eye-opener to new skills and academic approach in the changing world of knowledge. Titles of some of the modules sound elementary; beneath the contents are those “academic things” called “theories” to be learnt, and deployment of modern tools for practical exercises. They include Understanding PR Media, Planning and Managing PR Campaigns, Contemporary Theories and issues in PR, Corporate Communications, Lobbying and Public affairs, Consumer PR, Fashion PR, PR and New media, NGO and charity PR, Political Communications, Marketing Principles.

Similarly apart from the occasional students’ perspective on selected topics, America and Britain are mostly cited for references and case studies when it comes to PR. Though there are less foreign books and journals outside the two countries in the library, online resources in the same library are more useful to understand the practice of PR in other nations.

Some PR perspectives in different countries are quite strange from class discussions and observations that one may

After Class What Next

doubt their practicability. I am still baffled over the hero-worshipping of celebrities, mostly entertainers and sports personalities in the United States and United Kingdom. In some countries in Africa, Mideast and Asia, politicians, political office holders, royal families and very wealthy personalities are the celebrities.

While most of the time, in Social Media Class, we are taught on the effective use of Facebook and Tweeter tools, in many countries other platforms are popular and used. Many may not believe that the online forums like yahoo and google groups are still used for forumites. By the way are those social tools: blogs and microblogs not about promotion of brand names of the owners? Coca-cola is popular drink, likewise other softdrink brands that are not coca-cola in names.

As much as we debate some of those issues in the class, our close interactions afford us to appreciate the diversity of our background and to respect others’ culture and beliefs. It is in the class I realise that physical embodiments of a male and a female do not necessarily reflect attitudinal values and sexual orientations of the respective genders. This I observe from gay-advocates in the class who produce a viral video on a campaign that shows that not all females believe in being women and not all males behave like men. The campaign is about being what you want to be. WHAT?

Students freely interact with Instructor

I was shocked initially on various issues and development, but nothing could ever be strange to me again in a foreign environment.

As we start our dissertations, most of students want to use the period of research to do internship with reputable PR department and agencies. I just hope those organisations will give us the opportunity to practice those tips and tricks we have learnt and to further gain practical experiences.

So help us God before we go for a tea-party at the end.

Yushau A. Shuaib

When Benedict Southworth Talks on Public Relations in NGO Sector

When Benedict Southworth Talks on Public Relations in NGO Sector

Benedict Southworth, YAShuaib and Pam

The role of Public Relations in a Non-governmental organization (NGO) can be interesting as well as scary in the sense that most activities of NGOs, especially in developing countries are largely antagonistic to big commercial enterprises as well as draconian government policies that profit from the agonies and pains of the people.

Most NGOs have either a community or environmental focus advancing awareness and providing supports on various issues including environmental pollution, poverty alleviation, humanitarian assistance, religious tolerance, legislations, press freedom, democratic governance, and war against corruption.

The MA PR Class 2010 at the University of Westminster was glad to receive Benedict Southworth as a guest lecturer on PR in NGOS.

Benedict Southworth is a thorough communicator and activist whose roles in almost a decade are centred on advocacy, fighting against big organisations that are not friendly to the environment. I have read about some of his advocacies as spokesperson to some global NGOs which include World Development Movement, Amnesty International, Greenpeace International, Greenpeace Australia-Pacific, Friends of the Earth.

Southworth disclosed that in most countries NGO is a legally constituted, non-governmental body (organization) established by individuals or group without full participation or representation from the government. At the same time some NGOs receive funding from governments and business enterprises as donations.

How can public relations impact in activities of NGOs?

Southworth told the class that NGOs have different messages and approaches for their campaigns. He said majority utilise PR tools to make their campaigns effective especially those in the areas of public awareness campaigns and lobbying.

The guest lecturer added that other NGOs undertake programmes and execute projects within the society especially in addressing issues on poverty alleviation programmes, investigation and documentation of human rights violations, Provision of technical supports and services, free legal service to the needy.

Some of the objectives of NGOs cannot be achieved without healthy relationship with their target publics in the host community, likewise the appropriate information to be conveyed. The organisations use public relations campaign to create public awareness and raise funds towards the success of some of the programmes.

Southworth further disclosed that since activities of NGOs are voluntary and sustained through voluntary contributions for aid, PR in NGO is not for those interested in making money but they can derive joy in helping the society. According to him, members in NGOs are activists championing justifiable causes in defending the humanity and the environment. They are civil society organizations fighting common causes for societal well being.”

While public relations practitioners can donate their time, once in a while, to promote NGOs’ causes without expecting monetary returns, those interested in working full time can earn salaries in a sector that address issues on education, culture, environment, health, social development and religion.

I must admit that as exciting as working in NGO could be for PR practitioners, it could be stressful telling from Southworth who looks older than his actual age. I had a chance of taking his picture after the lecture.

Yushau A. Shuaib

Some useful links:

PR and NGO Sector in UK

Something to Shout About

Debt Relief Still Has Many Conditions

Power to the People

Re-Examining Ethical Standards in Public Relations

Re-examining Ethical Standard in Public Relations
By YAShuaib

Can Public Relations (PR) ever be ethical? That was a question put to students of MAPR Class 2010 at the University of Westminster, London. A simple answer should be ‘yes’. As a respected profession, PR has a set of ethical standard and codes to guide practitioners on good conducts. Similarly it is expected that individuals and organisations should observe some ethics to protect their reputation.

Ethics is also known as moral philosophy which intended to address questions about morality and the perception about doing the right against wrong, being good from being bad and justice over injustice. debates on ethics always centre on whether we should do what is right all the times or do whatever we could to achieve positive results. We shouldn’t forget that propagandists believe in the philosophy of an end justify the means.

Professional Codes of Ethics
Unlike the social media that is yet to have acceptable and practical rules to be observed by users, which in some instances is creating ethical and moral dilemma, Public Relations practice is guided by various professional codes of conducts.

The codes largely provide the dos and don’ts which must be observed by registered members. A code of conducts is a system of moral principles and rules of behaviour that sets the expected and acceptable standards for members.

The code is necessitated on the need to guide and protect professional integrity of members through the provision of mandatory checklist on conducts and behaviours while discharging their responsibilities.

Nomenclatures on the Code
The code is given various nomenclatures by different bodies. While most professional bodies refer to it as Code of Conduct, others tag it Code of Ethics or Code of Professional conducts. For instance Nigerian Institute of Public Relations (NIPR) has Code of Ethics; British Institute of Public Relations (IPR) now Chartered Institute of Public Relations (CIPR) provides Codes of Professional Conduct; Public Relations Society of America (PRSA) propagates Code of Ethics; and International public Relations Association (IPRA) with headquarters in London calls it Code of Professional Conduct and Ethics.

Similarities of Contents
The content of Codes of Conducts of the four Public Relations Bodies above share similarities in the themes and philosophies.

The Core Values of the professional codes focus on expectations from PR practitioners to protect the intergrity of the profession, the employers/colleagues and the publics. A practitioner is expected to put trust and honesty of purpose before all other considerations. Loyalty to the employers is mandatory likewise serving the interest of the larger public. The codes also warn against unprofessional acts that would question the integrity of public relations and likely conflict of interest for pecuniary reasons. Above all the relationship between PR practitioners and the reporters and all media outfits should be mutual and responsive.

Yushau A. Shuaib
University of Westminster
London

From a PR Practitioner to a Social Media Cordinator

When PR Practitioners Become Social media Experts
I have started to notice some preferences for specialised communication experts who would not only dish out information but work 24/7 in monitoring and responding to information on various social media platforms.

For some years I have enjoyed regular newsletters sent to me by Ragan and PRWeek some of the best publications on public relations practice. They have been quite very generousfor keeping me abreast on latest thinkings and trends in PR. I remember having to tell them, while in Nigeria before coming to UK for a study, that I wish could afford the hard-currency subscription, being a youngman from a developing country. In some of their recent postings I discover a new trend in some advertised vacancies. In one such request an organisation asks for a Social Media Cordinator whose responsibilities will include to “maintain social media community (Twitter, Facebook, YouTube, etc.) by ensuring all gnc.com promotions are communicated effectively to drive traffic and community involvement; develop and implement programs and content such as sweepstakes, contests, and events that increase online community awareness and participation; scan site posts for potential moderation (i.e. inappropriate videos, posts, customer service-related questions, profanities, etc).”

The vacancy also states that the successful applicant as Social Media Cordinator will “coordinate with pertinent departments to ensure content is compliant, meaningful, and current; solicit, track, and report community feedback to internal departments; strategize and implement initiatives to improve member communication and recognition; stay abreast of industry trends, particularly social marketing and community sites.”

In conclusion it goes on to state that the officer will “track social media growth, performance, and participation; assist in defining online community purpose, strategy, and creative direction and establish, monitor, and enforce standards within the community to minimize conflict.”

Education and experiences demanded by the recruiting organisations are largely on integrated marketing communication fields that include PR. It is a mandatory that the applicants have demonstrated experience in digital marketing, blogs, online communities and use of social networking tools like Facebook, Myspace, WordPress, Twitter among several others.

Now here is the main challenge. A PR person whether a student or an agency must be up to date on online technologies by familiarizing with emerging trends in social media. And Guess. I will strongly recommend subscription to Ragan or PRWeek for the enormous and current information on those latest applications. I am yet to miss any important and breaking news on social media and PR. Though still enjoying free subscription, I hope to definitely pay back some days for being so kind to me.

YAShuaib

Debating Lobbying for PR or Legal Practice

DEBATING LOBBYING FOR PR OR LEGAL PRACTITIONERS

For some years I have always get excited about Lobbying as a profession. Coming to the University of Westminster to study for a Masters programme in Public Relations was seen as an opportunity for me to further study interesting subject of Public Affairs/Lobbying which I learnt is as one of the modules that will be taught. Though we have a group on blog on Public Affairs/ Lobbying, I am just surprise that not many post-graduate students are interested in this dynamic and sensitive specialised communication. Instead of being lone ranger for a course which many are not keen to study in the next semester, I decide to study Political Communication… hoping it will cover element of Lobbying as one of the themes.

I have been compiling some reference materials with the hope of sharing it during the Lobbying Class and I am therefore compelled to share them with you in this forum. My interest on Lobbying started some years ago after reading about the influence of lobbyists in the socio-political and economic policies and programmes of advanced countries like UK, US and some European countries. Lobbyists are extremely powerful. They are behind some powerful decisions and policies of government as they promote different causes.

Sometimes in May 2005, as a member of the International Public Relations Association IPRA, I instigated a debate on position of lobbying as communication, asking members of the forum PR practitioners on the platform of its listserv: http://groups.yahoo.com/group/ipra/ to help me with an answer to a question on lobbying.

My question with generate a lot of curiosity and intensive debate and discussion is very brief and it goes like this:

“It is said that lobbying is an aspect of Public Relations. In my country some lawyers say that it is part of their functions. Please may I ask: how does it operate in Public Relations or in your environment? – Yushau Shuaib”

Many comments and opinions came from members in Europe, America, Asia, Middle East and African continent. At the end the then IPRA Board Member, Richard Linning, after raising the debate about lobbying at the IPRA Board in Istanbul, had the Board and Council’s approval for the following:

Step one – create a searchable library of codes of practice – legislation and other appropriate documents – from around the world on the IPRA web site

Step two – examine these for points they have in common (who and how is yet to be determined but enlisting academic support would seem appropriate)

Step three – contribute to national and international debate about the issue – for example in the EU where there is new interest in a code of practice .. and

Step four – consider an IPRA Code of Lobbying Practice which reflects all of the above.

Such a Code – and the debate which lead to it – could be published as a Gold Paper.

It was pointed out that such a project will not be possible without the active participation of interested and involved IPRA members. Therefore further suggestions as to how that should be managed were sought.

YAShuaib

www.yashuaib.com

Online Warfare: The Propaganda Battle Ground Renewed

Online Warfare: The Battle Ground has shifted from mere propaganda from an obvious spokesperson to invisible hands behind computers using the social media to hit the targets.

I believe for sometimes that the next world war will not be fought using the bows, arrows, gun, bomb, missiles and other so-called Weapons of Mass Destruction (WMD), internet is the battle ground while social media applications will serve as the tools for destructive engagement.

One doesn’t need to fully understand the practice and concepts of public relations to know how interested parties have deployed the immediacy of intenet technologies to pursue a course of action and persuade the publics for rethink. The success of Barrack Obama’s electioneering, the revolt against Iranian authorities over the June 12 election and mass solidarity with Haiti earthquake victims, where development broght about by social media. There is a clear signal that almost every one seeking patronage and symphathy must use the online media platforms.

The recent outburst of Chinese government against US administration’s interference in Iranian election reconfirms the belief that the world today doesn’t need to shed blood through destructive tools to win wars, free flow of information and ideas through social media is a timely and effective option to engage perceived enermies (we may call it competitors in PR).

The only fear here is there is a strong suspicion that some countries and institutions who are at the advantage in the application of the technology are using it to manipulate the system in undermining others’ interest.

What could one say about the statement in an authoritative editorial of a Chinese newspaper that accuses the United States of using a “cyber army” to foment unrest in Iran? The Chinese People’s Daily goes further to add that “America was exploiting social media such as Twitter and YouTube to generate protests against the Iranian regime.”

The paper also condemns Americans’ freedom of expression by stating that “Behind what America calls free speech is naked political scheming. How did the unrest after the Iranian elections come about?” It doesn’t wait for anyone to respond to the allegation as it provide the answer thus: “It was because online warfare launched by America, via YouTube video and Twitter microblogging, spread rumours, created splits, stirred up, and sowed discord between the followers of conservative reformist factions.”

This decade starting from January 2010 will see how propagandists, spin doctors and the like, including the PR practitioners will join the battalion to the online battle field.

YAShuaib

An Exciting Book on Online Public Relations

An Exciting Book on Online Public Relations
After weeks of going through some blogs and visiting the libraries at the University of Westminster on Harrow and Marylebone campuses, to study online Public Relations (PR) with useful case studies, I discover a book on Online Public Relations by David Phillips and Philip Young.

The book is very exciting with introductory focusing of latest technical jargons on social media tools. Not only do they provide clear definitions of the tools and their usages they also give explanatory note and cases on some of the applications. The book is a practical guide to developing an online strategy in the world of social media

In 274 pages the two authors provide, as at today provide most comprehensive and useful materials tips on how PR practitioners can utilise new media to serve their publics, whether clients, customers and general public. Published by the reputable book publishers, Kogan Page in collaboration with CIPR UK, I find this latest resource as the major addition to my collection of book on public relations.

My fear is whether the book will be relevant in few years to come because new media is just changing and getting daily, if not hourly bases. Well time will tell.

YAShuaib

Publicists’ Celebrities: Between Beckham and Haye

I am confused over iconic-worshipping of celebrities that one wonders what may have influenced their incredible high-personality profiles especially if they do not make noticeable positive impact to the society and lives of the people as role models in character and characteristics.

In my PR Class at University of Westminster, an English footballer, David Beckham is always cited among other global personalities like Michael Jackson, Barack Obama, as an example of individuals whose actions and inactions are reference points for media mentions.

Until when I start to read free daily newspapers of Evening Standard, Metro and London Lite that I try to understand what really make some of the individuals more visible and recognisable: skills of their hired publicists and the power of the press. In fact some of the celebrities are just and simply media hype for commercilization and promotional stunts.

British media can be very sensationally patriotic with the way they cast their headlines and promote their brands and the people. Most of the papers have beautiful layouts and flawless in their brief narration of events… no more lengthy news items or long features… short and direct but the newsy stories focus largely on sex, crime, conflict, competition (mostly on sports) politicking, politics of welfarism and lately casualties from the War-fronts.

The publicity that caught my attention last week was on undisputable new World Boxing association (WBA) champion David Haye. He boasted with pride like an average American (even if subconsciously he doubted himself) bragging he would defeat a truly heavy Beast from the East Nikolai Valuev to become Britain’s latest world heavyweight champ. The media supported, endorsed and hailed him. But the published pictures of his extremely giant opponent, was so scary that I kept wondering who was fooling who.

Finally the day came and he won to the surprise of almost everybody.

For keeping to his words and for not disappointing the media and their readers (I am one of them) he is indeed a new genuine icon and celebrity that deserves more publicity-hype than David Beckham who I only know as a fashion-footballer and husband of gorgeously skinny Victoria, a former singer.

While some media have started campaigning to launch him into another British shining star with his good look, coherency and gait, he should not be distracted in his dream to be a great boxer. He is said to be a faithful family man who so much cares for his wife, Natasha, and young child Cassius, who live with him in his northern Cyprus hideaway. He has admitted that he wouldn’t want to be mobbed like Becks to enjoy a simple happy life.

I am also glad with his humility to move freely and exchange greeting with people when he told the press that his popularity is already increasing to the point where it becomes quite strange to himbecause of the fight. He said: “Ricky Hatton, Joe Calzaghe and Lennox Lewis are our highest-profile boxers around, but they can still go down the street. People might stop them to shake their hand, but they don’t get mobbed. David Beckham couldn’t walk down Oxford Street, it just wouldn’t happen. There would be an instant roadblock. That’s what I like about boxing, no matter how well you do, you can still have a normal life. I wouldn’t want that to change.”
With that words David Haye becomes a celebrity I can dote on… fresh, talented with a vision.

By the way, if hired publicists are paid by ambitious celebrity, do the image merchants also pay the media for photo shots and recycled news stories in the press around the paymaster? I suspect some of the paparazzis are arrangees not truly interested in the photo session just to create the HYPE… another name for propaganda. I am just confused.

YAShuaib