Former Minister of Information and Culture, Alhaji Lai Mohammed, has revealed how a carefully designed two-pronged communication strategy played a key role in the All Progressives Congress (APC) and President Bola Tinubu’s victory in the 2023 general elections.
Mohammed made the disclosure in his newly launched book, Headlines and Soundbites: Media Moments that Defined anAdministration, which chronicles his experiences while serving in the administration of the late President Muhammadu Buhari.
Ahead of the elections, President Buhari had instructed ministers, permanent secretaries and heads of governmentagenciesto remain focused on their official duties and avoid active participation in campaign activities, warning that violations would attract sanctions.
Mohammed said he complied with the directive but adopted an alternative campaign approach that avoided rallies and partisan rhetoric. Instead, he focused on defending facts, documenting government achievements and countering what he described as a sustained campaign of misinformation.
According to him, opposition parties had pushed a dominant narrative that the APC-led Buhari administration had failed and therefore lacked achievements to present to voters. Mohammed described this narrative as false and deliberately designed to undermine the party and weaken Tinubu’s electoral prospects.
“As the popular saying goes: say it loud, say it often, and it no longer matters whether it is true,” he wrote.
To counter this, Mohammed said he implemented a two-track strategyaimedat systematically showcasing the administration’saccomplishmentswhile decisively challenging misleading claims. He disclosed that 130 days to the elections, on October 18, 2023, the Ministry of Information and Culture launched the PMB Administration Scorecard Series (2015–2023).
The initiative provided verified, evidence-based presentations of the Buhari administration’s achievements at a politically sensitive time. Under the programme, ministers presented detailed reports of accomplishments in their sectors, followed by interactive question-and-answer sessions with journalists.
To maximise impact, the ministry deployed a wide-ranging communication strategy spanning traditional and digital media platforms. Mohammed added that on February 22, 2023—three days before the polls—additional legacy tools were unveiled, including documentaries, testimonial series, printed and electronic compendiums, and a dedicated legacy portal.
The portal, he explained, served as a global digital repository housing all scorecard presentations. Mohammed described the initiative as one of the most innovative electioneering strategies in recent Nigerian history, noting that it gave Nigerians direct access to verifiable records of government performance.
He said the approach shifted campaign dynamics, forcing the opposition toabandonclaims of total failure and instead respond to documented facts, ultimately helping the APC reconnect with undecided voters and neutralise misinformation.
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