Daniel Bwala’s new role sparks confusion amid reassignments

In a development that has stirred both public interest and confusion, Daniel Bwala on Monday declared himself as the new Special Adviser on Media and Public Communications to President Bola Tinubu, a role that seemingly overlapped with responsibilities previously attributed to Bayo Onanuga.

The announcement came as Bwala shared his enthusiasm for his new position on social media, while Onanuga’s official statement on the appointments indicated a different structure.

Bwala, known for his prior role as the spokesperson for Atiku Abubakar’s 2023 presidential campaign, took to Twitter to mark his entry into the presidential communications team.

“I resumed officially as the Special Adviser, Media and Public Communications/Spokesperson (State House). I am happy to have joined a meeting of the robust and fantastic communication team of Mr. President. I love the existing unity among the team and hope we can leverage on that even for more synergy,” Bwala wrote, highlighting his commitment to fostering effective communication within the government.

However, Bayo Onanuga, who holds the title of Special Adviser to the President on Information and Strategy, provided a different perspective in an official announcement.

Onanuga stated that President Tinubu had restructured the roles within the State House media team to boost communication efficiency.

READ ASO: Bwala thanks Tinubu for appointment as S.A. Media

The clarification named Sunday Dare, previously Special Adviser on Public Communication and National Orientation, as the new Special Adviser on Media and Public Communications. Meanwhile, Bwala was designated as Special Adviser for Policy Communication.

“The restructuring is as follows: 1. Mr. Sunday Dare – hitherto Special Adviser on Public Communication and National Orientation is now Special Adviser, Media and Public Communications. 2. Mr. Daniel Bwala – announced last week as Special Adviser, Media and Public Communication, is now Special Adviser, Policy Communication,” Onanuga’s statement detailed.

To further address any potential ambiguities, Onanuga emphasized that there would no longer be a singular spokesperson for the presidency.

“All three Special Advisers will collectively serve as spokespersons for the government,” he noted, underscoring the collaborative nature of the new communication structure.

Bwala’s appointment has not been without its detractors. Some critics have questioned the strategic rationale behind his inclusion in Tinubu’s media team, suggesting political maneuvering or ulterior motives.

Bwala, however, dismissed these speculations and affirmed his dedication to President Tinubu’s administration. “In life, generally, you look at focus. When you are focused on a thing, you are going to be faced with distraction,” Bwala told State House correspondents.

“Your character will be determined by how you conduct yourself in the case of carrying out the information. It’s about the government. It’s about the president. It’s about his administration. It’s not about Bwala.”

Addressing claims of opportunism, Bwala was candid in his response, reinforcing his allegiance to the broader goals of the administration.

His experience and track record from the 2023 campaign trail add depth to his new role, although the evolving designations have left observers pondering the exact implications of the reshuffle.

As the new media team settles into its reorganized framework, how the coordinated messaging strategy unfolds will be closely watched, particularly in balancing multiple voices and clarifying leadership within the communications apparatus.