By Ishola Ayodele
Introduction
In an era where information flows freely but trust remains scarce, the recent controversy surrounding Ajuri Ngelale‘s resignation from his role as Nigeria’s presidential spokesperson presents a sobering lesson on the complex dynamics between official statements and public perception. What started as a personal decision due to family health reasons quickly spiraled into a maelstrom of speculation, driven by insider reports and media narratives that questioned the credibility of the official explanation. The Ngelale episode, though specific to Nigeria, reveals a global trend of growing public distrust in government communications a challenge that poses significant risks to both governance and societal cohesion.
The Ajuri Controversy
Ajuri Ngelale, Special Adviser to the President on Media & Publicity and Official Spokesperson of the President of Nigeria, recently announced his decision to take an indefinite leave of absence, citing personal and family health reasons. Despite the clarity of his official statement, media outlets and insider reports quickly cast doubt on his narrative, suggesting tensions within the presidency and possible dismissal as reasons for his departure. This case study explores the factors that led to such controversy surrounding what appeared to be a straightforward resignation due to health concerns.
Official Announcement vs. Media Speculation
In his memo and official statement, Ajuri Ngelale emphasized that his resignation stemmed from a “vexatious medical situation” affecting his immediate family. He expressed his intention to return to national service when circumstances permitted and requested privacy during this challenging time. The presidency backed his decision with a supportive statement, expressing understanding and sympathy for his circumstances.
Despite the official narrative, media speculation was rife. Reports from sources close to the presidency suggested that Ngelale’s resignation might have been a face-saving measure, allowing him to leave with dignity after tensions within the presidential media team. Insider sources alleged that long-standing conflicts between Ngelale and other key media advisers led to his departure, with some outlets even claiming that Ngelale had been dismissed and had pleaded for a “soft landing.
The Erosion of Trust: A Global Phenomenon
The erosion of trust in government communications is not unique to Nigeria. A 2023 survey by Edelman Trust Barometer revealed that only 47% of the global population trusts their government—a sharp decline from previous years (Edelman, 2023). This data points to a growing skepticism towards political leadership and the institutions that are supposed to serve the public. In Nigeria, where government scandals, corruption, and political instability have become part of the national narrative, this distrust is even more palpable.
The Ngelale controversy exemplifies how quickly official government narratives can unravel when public trust is low. “Trust is like a vase,” as the old saying goes, “once it’s broken, though you can fix it, the vase will never be the same again.” And indeed, once the public’s trust in government communications is shattered, it becomes incredibly difficult to restore, no matter how truthful or transparent subsequent statements might be.
The Power of Speculation Over Facts
While Ajuri Ngelale’s official reason for resigning was personal health, the media was quick to speculate on alternative reasons, such as internal power struggles within the presidency. This isn’t just a Nigerian issue—it reflects a broader societal phenomenon where rumors and insider speculation often hold more weight than official statements. As Noam Chomsky once observed, “The smart way to keep people passive and obedient is to strictly limit the spectrum of acceptable opinion, but allow very lively debate within that spectrum.” Media thrives on this lively debate, even when it undermines official discourse.
In Nigeria, where political alliances and influence are often shrouded in opacity, the public is predisposed to believing that there’s always more beneath the surface of every announcement. This mistrust fosters an environment where conspiracy theories and speculations flourish. According to Reuters Digital News Report (2022), 72% of Nigerians believe that media outlets often fail to separate fact from rumor, further fueling their doubts about the veracity of official communications.
The Consequences of Distrust
The cost of public distrust in government communications is profound. When citizens no longer believe what their leaders are telling them, it becomes nearly impossible for governments to effectively lead, govern, or even communicate in times of crisis. This eroded trust can lead to disengagement from the political process, exacerbating political instability and creating a cycle of disillusionment and cynicism.
Consider the COVID-19 pandemic as a prime example. Many governments around the world, including Nigeria’s, struggled to convince their citizens to follow public health guidelines. In the U.S., for instance, Pew Research found that 60% of Americans said they had lost trust in the government’s handling of the pandemic, largely due to conflicting messaging and perceived political motivations (Pew Research, 2021). Similarly, in Nigeria, mixed messaging about health policies and vaccine efficacy led to widespread skepticism, hampering the nation’s recovery efforts.
The Ngelale controversy may not have had such life-or-death consequences, but the principles remain the same. When people question the honesty of their government, even the most straightforward announcements are met with suspicion.
Addressing the Crisis of Trust: A Way Forward
So, how do governments regain trust in their communications? The way forward requires not just more transparency, but a concerted effort to actively rebuild credibility, brick by brick. Here are key strategies that can help:
1. Radical Transparency: Governments must embrace a policy of radical transparency. As former U.S. President Franklin D. Roosevelt noted, “The only thing we have to fear is fear itself.” Transparency mitigates fear and suspicion. This means not just sharing information but explaining why decisions are made, who is responsible, and what evidence supports those decisions. When information is deliberately withheld or incomplete, it invites speculation and rumors.
2. Consistent Messaging: Clear and consistent messaging is crucial in restoring trust. Government spokespeople should ensure that all official statements are aligned with previous communications and not contradicted by other officials. This consistency builds a narrative that the public can rely on. In the case of Ajuri Ngelale, more proactive engagement with the media to directly address the speculation could have helped to counteract the alternative narratives.
3. Leverage Independent Verifiers: Governments should partner with respected third parties—academics, independent journalists, NGOs, and international organizations—to verify their communications. These institutions often enjoy more credibility than political figures and can help restore faith in official narratives.
4. Engage in Two-Way Communication: Governments often communicate *to* the public but rarely engage *with* them. Creating spaces where citizens can ask questions and receive answers directly from officials fosters trust. For instance, town hall meetings, online forums, and social media Q&A sessions can help bridge the gap between the public and government.
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5. Humanizing Government Figures: People are more likely to trust individuals they can relate to. Leaders and spokespeople who show vulnerability and empathy—rather than simply acting as mouthpieces for the state—can help restore trust. Ajuri Ngelale’s decision to share the personal and health challenges behind his resignation was a step in the right direction, though the official communication apparatus could have done more to amplify his message with emotional authenticity.
6. Foster a Culture of Accountability: Trust can only thrive where there is accountability. Government officials must be held to the highest standards of integrity, and when they fail, they must face consequences. Regular updates on actions taken to address public concerns, as well as open investigations into wrongdoing, show the public that their leaders are serious about ethics and responsibility.
Conclusion: Restoring the Trust Deficit
During the build up to the 2023 Presidential election, Ajuri was the only spokesperson of the APC that stayed on topic and showcases the prowess of Tinubu with facts while debunking misinformation (watch his interview on CNN). Others were busy spewing APC Propaganda. I am not fan of Ajuri, he has his flaws just as other media aids in the Tinubu’s cabinet have their flaws too which we are all seeing.
The controversy surrounding Ajuri Ngelale’s resignation is more than just a political soap opera, it is a reflection of the profound trust deficit that exists between the Nigerian government and its citizens. While the media will continue to speculate, and insiders will always have their narratives, the real challenge for governments everywhere is to reclaim the trust of the people.
In our current age of information overload and cynicism, trust is more valuable than ever. It is the cornerstone of effective governance, and without it, no government can hope to lead with legitimacy. But the fact our politicians have not come to accept is that _*“While propaganda may help you win an election, it cannot give you legitimacy*_ because you can only fool some of the people some of the time, you can never fool all of the people all of the time.
Ishola, N. Ayodele is a distinguished and multiple award-winning strategic communication expert who specializes in ‘Message Engineering’. He helps Organizations, Brands and Leaders Communicate in a way that yields the desired outcome. He is the author of the seminal work, ‘PR Case Studies; Mastering the Trade,’ and Dean, the School of Impactful Communication (TSIC). He can be reached via ishopr2015@gmail.com or 08077932282
