Coasting in the Media Space with Mixed glee
By Williams Ayooso
My familiarization and agenda-setting meeting with members of the Communication and Media Directorate of Senator Emmanuel Bwacha’s Gubernatorial Campaign Council in Taraba State has allayed my fears about the enormous responsibilities attached to my position as Director.
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As the name implies, the Directorate is responsible for countering misinformation and mal-information, setting the records straight on issues concerning our principal, the PDP governorship candidate in Taraba State, Distinguished Senator Emmanuel Bwacha, Esq., projecting his time-honoured leadership principles, amplifying his political agenda and communicating his vision for the good people of Taraba State. This will, of course, involve sustained engagement with the media community, within the operational boundaries established by the Campaign Council.
However, my present assignment has unique features and attendant challenges. I am now expected to serve as the watchdog of an organisation and a particular political ideology. In the process, I may have to endure mudslinging or even take some metaphorical bullets for my organisation, just as I may be required to fire back at hostile or rival camps. By this, I mean verbal attacks and exchanges of uncomplimentary remarks, not actual firearms or AK-47 bullets. My new role places me squarely in the public arena, making me more exposed and vulnerable to scrutiny.
Beyond these challenges, I will be operating on a different side of the political divide from some of my close media associates and senior colleagues with whom I have built enduring relationships. Many of them serve in the media directorate of the Campaign Council of the APC governorship candidate, Dr Agbu Kefas.
My concern stems from the emotional ties that bind me to these personalities across the political divide. Beyond the advantage of belonging to the ruling party at both state and federal levels, with its considerable financial resources, they have earned their stripes in the media profession. They possess a wealth of experience that has been firmly established over the years. I am referring to the likes of Emma Bello, Aaron Artimas, Lyn Adda, Rikwense Muri and my younger brother, Justin Tyopuusu, among others. If you describe this combination as a formidable team, you would not be wrong.
Following our Directorate’s inaugural meeting, however, we reinforced the convictions we shared even before coming together as a team and identified the advantages we believe we have over our opponents. In our assessment, theirs is a case of an astute trader attempting to sell an unpopular product in the marketplace. More challenging for them is the perception that the product has already been tested, experienced and distrusted by sections of the electorate. Selling Governor Agbu Kefas to the people of Taraba State may therefore prove a herculean task, regardless of the ingenious marketing strategies they deploy.
Fortunately, we have Distinguished Senator Emmanuel Bwacha, a prominent figure in Nigeria’s political landscape, a renowned and resourceful parliamentarian, an impactful grassroots politician and a humanist whose commitment to the people is evident. With such a principal, our task is considerably simplified. Our responsibility as a Directorate is to amplify his agenda and aspirations for Taraba State, while communicating his vision for a new direction and seeking to restore the confidence of people who, in our view, have endured years of hardship arising from governance challenges.
For more than a decade, Taraba State has struggled under the weight of political and developmental challenges. Yet, even in these difficult circumstances, there is hope at the end of the tunnel. Senator Bwacha believes he can offer an alternative to the existing system and is prepared to pursue the changes he considers necessary for the state’s progress.
Our Directorate comprises talented young journalists distinguished by intellectual vibrancy, curiosity and a strong commitment to results. Calling us a winning team may sound ambitious, but it reflects the confidence and determination we bring to this assignment. It is a privilege to work alongside such a calibre of media professionals in Taraba State.
As we approach the 2027 elections, campaign slogans, political engagements and strategies may differ, and the contest may test our relationships as Taraba people. Nevertheless, we must not allow political differences to obstruct our shared vision of a better Taraba State—the state of our collective dreams.
I sincerely appreciate Distinguished Senator Emmanuel Bwacha for finding me worthy of this responsibility. I also wish to announce that, following advice from the Board of Directors and Management of Worldview Magazine, I have agreed to step aside from my role as a lead editor at the publication to enable it to maintain its identity as a platform founded on fairness, objectivity and credibility.
Finally, I appreciate everyone, especially those who have taken the time to congratulate me on this appointment. Your goodwill and encouragement are deeply appreciated.
Williams Ayooso is the Director of the Directorate of Media and Communication, Senator Emmanuel Bwacha Governorship Campaign Council, Taraba State.
