By Shirley Ikonne
People have highlighted serious issues about the behaviour of some men, women, personalities, which certainly merit media scrutiny. On the level of practical affairs, the processes of fragmentation in moral and ethical ideas, and their absorption into political conflict, can be seen through the experience of individuals defending what they believe to be right. Yet it has become an integral part of the notion of democratic and civic rights in ‘free’ societies that any (controversial) position may be criticized, challenged and must not be assumed to be infallible. In Nigeria, there are individuals who hold certain positions, especially those close to the seat of power that are being criticized one way or the other. One of such positions is the special adviser on media and publicity to the political leader. The conflation between moral and political issues is viewed by some sections as conflicting. This conflation shows itself in our society through what may be called politico-moral issues where conflicting political positions are associated with conflicting moral positions.
President Muhammadu Buhari and Femi Adesina
The Special Adviser to President Muhammadu Buhari on Media and Publicity, Mr Femi Adesina once recalled that the Sultan of Sokoto had told him that the job of a media adviser does not attract appreciation from Nigerians. According to Adesina, some of his colleagues in the presidency, including himself, had never served in any government before and had no plans to but for the love for Nigeria and Buhari. Being the presidential spokesperson however requires not only professionalism, but with great efficiency and good attributes in the eyes of the people. The media aide of the president is exemplary. Their professionalism and attention to detail is evident in their work. They are able to answer press inquiries efficiently with clarity and thoughtfulness. They are highly organized and understand the importance of managing the president’s public image. They are willing to do what it takes to ensure that the message is accurately and effectively relayed to the public. This person has a keen eye for detail and is highly organized and efficient. They have an amazing ability to think quickly and effectively in order to help the president manage his public image.
Mr Femi Adesina is an exceptional media personality, a diligent worker who has dedicated his career to serving his community. Adesina is a shining example of what it means to be a committed public servant. I am impressed by his qualities and personalities that I chose to even know him better. Like many misunderstand him, one vital lesson I have come to know is that people tends to judge us by our idea and philosophy of life. This is like the idea that a person’s character can be glimpsed in their face. This is a philosophy famously popularized by Johann Lavaster, a Swiss poet, in the late 18th century.
Femi Adesina is an exceptional media aide to the President who always works with a professional approach and with inexhaustible energy to get the team’s objectives achieved. He is an exceptional, adept and frequent collaborator, who always provided the press with the right answers to vital questions. Being the special adviser on media and publicity to President Muhammadu Buhari, the former president of the Guild of Editors takes great pride in his work and always goes the extra mile to ensure that he is doing his best. Adesina valued teamwork, responsiveness, efficiency, and initiative and witnessed little evidence of any. He effectively coordinated the president’s media team. He is known for his attention to detail and his willingness to tackle even the most challenging tasks. He understands that his work has a direct impact on the lives of his fellow citizens, and he takes this responsibility very seriously.
Despite the many challenges that come with working in government, Mr. Femi Adesina remains focused and committed to his work. He understands the importance of teamwork and collaboration, and he works closely with his colleagues to ensure that they are all working towards the same goals. His exceptional and collaborative approach with his colleagues coloured his entire approach to the job as President Buhari’s special adviser, media and publicity. As an upright man with good sense of judgement, he has possessed no form of unprofessional misconducts in his carrying the tasks expected of him, making President Buhari to bestow on him the trust in managing his media publicity.
Femi Adesina’s personality is certainly explicable. So to be able to talk about a man of good character is a privilege I am glad to have. I also chose to write this because many have truly misunderstood him, his personality and good nature. It was his character that impacted others; most especially those who knew him (including myself) found themselves wanting to emulate him in many ways. Indeed Femi proved by his position as the President’s media aide that destiny for one or for a nation is the manifest result of small choices made every day by ordinary people doing the best they can and persevering in goodness. In his words, “Whatever is worth doing is worth doing well.”
Femi Adesina’s tenure as the Special Adviser to the President on Media and Publicity definitely had a significant impact on the media industry in Nigeria. Adesina is known for his experience and professionalism in the field of journalism, having served as the former president of the Nigerian Guild of Editors and the former managing director of The Sun newspaper.
During his time as the Special Adviser to the President, Adesina brought a new dimension to the media industry by introducing innovative ways of disseminating information to the public. He launched the Presidential Communication Channels, which includes the President’s social media handles and a dedicated website for the Presidency, to keep Nigerians informed about the activities of the government.
Adesina also implemented a strategic media engagement plan for the President and his administration, which involved regular press briefings, media interviews, and visits to media houses. This helped to improve the relationship between the government and the media, and also ensured that accurate information was disseminated to the public.
Furthermore, Adesina’s leadership brought about significant improvements in the media industry, particularly in terms of professionalism and ethics. He advocated for the development of media policies and the enforcement of existing laws to ensure that journalists operate in a conducive environment.
Overall, Femi Adesina’s tenure as the Special Adviser to the President on Media and Publicity brought about positive changes and improvements to the media industry in Nigeria.
The structure he eventually put in place mirrored his vast experience in the media and his thinking. Adesina moved to professionally explain some executive decisions made by his boss. His position as the special adviser, media and publicity to the president afforded him the opportunity to observe the media ethics in action. He did not involve himself with any verbal war or controversy with politicians.
Adesina’s blunt but professional communication style served its function in managing the president’s media publicity and also proved efficacious in managing press relations. Unlike other media spokesmen of the previous presidents of Nigeria, Femi was habitual with his highly developed skill of talking and helping the president manage his public image. He understands that his work is not just a job, but a calling to serve and make a positive impact on the lives of others. In his article titled, ‘The Final Gallop Home’ he revealed that the kind of national assignment he has engaged in for nearly eight years, requires him to be strictly responsible to his principal, and not to give attention to unimportant activities. He said the most important thing is for his boss to be content with his service, even when critics throw tantrums at him.
“When you are on this kind of National assignment, it’s your boss you are strictly responsible to, and not other extraneous tendencies. You hold your office at his pleasure. Once he’s satisfied with you, forget the noise of the market. The Good Book: “Who are you to judge another man’s servant? It is before his master that he rises or falls. And he will stand, for the Lord is able to make him stand.” (Romans 14:4)”
He categorically made it clear that he was not deterred whenever his critics came at him because of the confidence of his boss.
“I’ve had two types of experiences as we embark on the final gallop home. Some people pray with you, wishing you happy and safe landing. They tell of how much they would miss you in the public domain.
“Many people have I met across all walks of life, who congratulate me for successfully serving as S.A Media for 8 years (only Chief Duro Onabule, God rest his soul, has done that, serving Ibrahim Babangida for that same length of time, and no one has achieved it in a democracy). They pray that we will end well, and land safely. “I thank such people, and bless them in my heart. They are good souls, and God will reward them. Amen.” Adesina said.
He has displayed a high sense of accountability, transparency and responsibility since his appointment as special adviser, media and publicity to President Muhammadu Buhari. Being the leader of the President’s media team, his leadership style endeared him to members and staff of the legislatures as well as many Nigerians, both high and low as you can say it.
In preparation to leave office after the tenure of President Muhammadu Buhari, Adesina paid tribute to all those who served in the office he occupied in the past eight years. In his words:
“Anytime I had to look at that board in the past eight years, it reminded me that there are always entrances and exits, as Shakespeare wrote. The Yorubas talk about the man who inherited a potent charm, and is now striving to live forever. Well, if the charm was that potent, the original owner would not have died in the first place. We have our entrances and exits. I look forward to mine in 38 days, by God’s grace.
As a journalist, I pounded the streets for years, looking for news to report. And then in 1995, I was elevated to line editorship as Features Editor of National Concord. That was the first time I had an office to myself, outside the general Newsroom. What did I first do when I entered that office? I prayed, committing my stay into the hands of God, and also my exit, asking that it would be in glorious circumstances. And I’ve done that in every subsequent office I occupied. I’ve been Deputy Editor, National Concord; Editor of same paper; Editor, Daily Sun; Executive Director, Publications, The Sun Newspapers; Deputy Managing Director, and later Managing Director/Editor-in-Chief. I was equally President, Nigerian Guild of Editors, and now Special Adviser, Media and Publicity to the President since 2015. On the very first day in my current office, I already handed over the last day to God. That last day now approaches. Even life does not last forever.
Those who served before me have all succeeded in their different ways, no matter what people choose to believe, or say of them. They served their principals faithfully. I tried to do the same. As I move on in 38 days, let me borrow the words of Shakespeare again: “If we do meet again, why, we shall smile; if not, this parting was well made.”
Femi Adesina’s dedication to his work has not gone unnoticed, and he has received numerous awards and accolades for his outstanding service. But for him, the real reward comes from knowing that he is making a difference in the lives of those he serves. That is the reason Femi Adesina fought for the rights and protection of journalists when he was the president of the Guild of Editors and widely regarded as the best president of the Guild of Editors because of his constant vocal support for journalists’ welfare. His exceptional qualities earned him the admiration and respect of President Muhammadu Buhari who appointed him as his Special Adviser on Media and Publicity. Femi Adesina becomes the first Special Adviser on Media and Publicity to the President to have served 8 years, thus making him the longest serving media aide to the president of Nigeria.
In a world where cynicism and apathy are all too common, Adesina is a beacon of hope and inspiration. He reminds us that there are still people out there who are willing to work tirelessly to make the world a better place, one small step at a time.
