THE FIRST LADY WAS MISUNDERSTOOD
The recent criticism of Nigeria’s First Lady, Senator Oluremi Tinubu, over her comments encouraging small-scale businesses offers an important lesson in public communication. In my view, her remarks have been widely misunderstood. She was promoting entrepreneurship, not belittling the economic challenges facing Nigerians.
There is dignity in honest work. Across Nigeria, many successful professionals, entrepreneurs and families were sustained or educated through the proceeds of selling akara, roasted corn, kuli-kuli and other small businesses. Even today, countless Nigerians earn a decent living from such ventures. Encouraging entrepreneurship, especially at a time when paid employment is limited, is both practical and commendable.
However, leadership communication is about more than having a good message. It is about knowing what to say, how to say it, when to say it, and the most appropriate medium through which to say it. These four elements often determine whether a message inspires people or generates unnecessary controversy.
The First Lady occupies one of the most visible positions in the country. Every word she speaks is scrutinised, interpreted and amplified. During difficult economic times, citizens naturally assess public statements against their daily realities. A message intended to encourage self-reliance can therefore be perceived differently if it is not framed with sufficient empathy and context.
