Former Minister of Information and Culture, Alhaji Lai Mohammed, has revealed how his strategic communication approach contributed to the victory of President Bola Tinubu and the All Progressives Congress (APC) in the 2023 presidential election.
Speaking ahead of the launch of his new book, Headlines and Soundbites: Media Moments That Defined an Administration, Mohammed explained that the campaign relied on a two‑pronged media strategy rather than traditional rallies or rhetoric to reshape the political narrative.
The strategy involved:
•Highlighting the achievements of the outgoing Buhari administration, using evidence‑based presentations to counter claims that the APC had no record of accomplishment.
•Countering opposition narratives and misinformation, including the launch of the PMB Administration Scorecard Series (2015–2023) months before the election to showcase government performance across ministries.
Mohammed said the campaign leveraged both traditional and digital media platforms to reach a wide audience, reconnect undecided voters with the APC’s message, and neutralize misleading narratives in the run‑up to the polls.
He described the approach as innovative in Nigeria’s political context, claiming it played a key role in ensuring Tinubu’s success in the 2023 election.
