Sanusi Bature Fires Back at Critic, Defends Aggressive Communication Style
By Ahmad Tijjani Abdul
KANO — The Director General, Media and Publicity to Kano State Governor, Alhaji Sanusi Bature Dawakin Tofa, has defended his robust approach to political communication, insisting that the realities of today’s digital media landscape require government spokespersons to respond forcefully to attacks against their principals.
Bature was reacting to comments by Adnan Mukhtar Tudunwada, spokesperson to Kano ADC governorship candidate who had questioned the communication style of the governor’s spokesman and urged him to embrace greater decorum and professionalism in the discharge of his responsibilities.
In a strongly worded response, Bature dismissed the criticism, arguing that political communication has evolved beyond conventional public relations, particularly with the rise of what he described as “social media brutality.”
“Being professional is a perception,” Bature said. “The days of social media brutality are here, and any spokesperson who allows his principal to receive brutal attacks from opponents on social media in the name of pretending to be decent and professional should find another job.”
He maintained that his credentials and professional experience speak for themselves, stressing that no one could legitimately question his competence in public relations.
“By way of experience and qualification, there is no way anyone can describe me as unprofessional because I have all it takes to be called and addressed as a PR professional. I worked in public relations at the international level for 10 years before joining politics,” he stated.
Bature also dismissed Tudunwada’s advice on the grounds that the critic is politically opposed to the administration, arguing that satisfying members of the opposition would amount to failing in his responsibility as the governor’s image manager.
“There is no reason I should take your advice seriously because if I do what will please you, then it means I am satisfying a member of the opposition party,” he said.
Reaffirming his commitment to vigorously defending the administration, Bature declared that he would continue to confront those he believes launch hostile attacks against the government.
“We are ready to give it raw to anyone interested in making brutal attacks on our interests,” he said, adding in Hausa: “Zamu dirar wa little sai mu ga yadda zaka kare shi professionally,” suggesting that critics would find it difficult to respond professionally when confronted with equally forceful rebuttals.
The exchange followed an earlier statement by Tudunwada, who acknowledged Kano’s history of accomplished government spokespersons, citing figures such as Baba Halilu Dantiye, Associate Professor Sule Yau Sule, Dr. Abba Anwar, and Ameenu Kabeer Yassar as examples of seasoned communicators who brought professionalism and strategic engagement to the office.
While recognising Bature’s background in broadcasting and corporate communications, Tudunwada argued that the office of a government spokesperson demands greater restraint and decorum, expressing hope that the governor’s aide would draw lessons from the experience of his predecessors.
The public exchange has since sparked discussions on the changing nature of political communication in Nigeria, with competing views over whether government spokespersons should prioritise civility and institutional decorum or adopt more combative tactics to counter increasingly aggressive political messaging on social media.