NIPR Cites Credibility Concerns Over Bwala’s Al Jazeera Interview

 

Credibility concerns have taken centre stage in Nigeria’s public communication space following the Nigerian Institute of Public Relations’ assessment of an interview granted by Presidential aide Daniel Bwala on an international broadcast platform.

The Nigerian Institute of Public Relations (NIPR) said the recent appearance of the Special Adviser to President Bola Tinubu on Media and Policy Communication, Daniel Bwala, on Al Jazeera’s Head to Head programme raised significant questions about trust and professional conduct in public messaging.

Speaking in Abuja on Thursday during the institute’s first quarter induction ceremony, NIPR President, Dr Ike Neliaku, disclosed that the body deliberately withheld immediate reaction after the interview aired, opting instead for what he described as a “scientific” and evidence-based evaluation.

Bwala’s interview had drawn widespread attention after clips circulated across social media platforms, particularly X, where users criticised his responses on Nigeria’s security situation and questioned his consistency on past political positions.

During the programme, the host confronted Bwala with archived video clips of his previous criticisms of President Tinubu prior to his defection to the ruling All Progressives Congress (APC), challenging his denials and placing his current stance under scrutiny. He was also questioned on insecurity, with references to reports by international organisations, while critics argued that his responses lacked sufficient data-backed support.

Despite the backlash, Bwala has publicly maintained that he stands by his comments and will continue to defend the administration on global platforms.

Neliaku said the institute came under pressure from stakeholders across the country to respond swiftly but chose restraint in line with its mandate as a professional body.

“When that Daniel Bwala interview broke, so many highly placed people called me from different parts of this country because they were very concerned. They asked me if NIPR is not going to say anything about it?” he said.

“But I told each of them that the NIPR is not a civil society organisation nor a union. It is an institute.”

He explained that the institute’s interventions must be grounded in research rather than public sentiment, noting that emotional reactions often dominate public discourse in Nigeria.

“What that means is that whatever we are doing must be scientific. It must not be based on emotion because in our clime, emotion rules logic. Once you do something, you are first of all judged from the perception of emotion instead of how it makes sense or how it doesn’t make sense.

“So we refrain from every statement whatsoever until we subject it to a scientific study,” he added.

According to Neliaku, the institute’s eventual position drew from findings in a report by GASKI NG Accountability Series titled “Silence the Noise: The Bwala Reputation Audit,” which assessed the interview using established principles of persuasion.

He noted that credibility, often referred to as ethos in classical rhetoric, emerged as the weakest element in Bwala’s communication, warning that even strong arguments could be undermined if the audience doubts the messenger.

“The messenger could be as good as the message. But if the message is strong and the messenger is weak, the messenger will corrupt the message. Credibility goes before content. It is who you are that speaks even before you begin,” he said.

While acknowledging that Bwala’s logical arguments, or logos, showed relative strength, Neliaku said this alone was insufficient to achieve effective persuasion.

“In terms of argument, he made his case. But when the facts are weak, even strong logic can easily be punctured. The performance was engaging, but the impact was limited,” he stated.

The NIPR president also cautioned against equating media visibility with influence, stressing that public trust remains the foundation of effective communication.

“In today’s media environment, visibility is not victory. Eloquence without credibility is a fragile asset. If you make a mistake, admit it immediately,” he advised.

The development reflects broader concerns within Nigeria’s communication landscape, where public officials increasingly engage international media amid heightened scrutiny over governance, security, and policy direction. Analysts have often noted that such appearances demand not only message clarity but also consistency, factual depth, and reputational integrity.

Also speaking at the event, the Special Adviser to the Kogi State Governor on Media, Ismaila Isah, urged practitioners to adhere strictly to ethical standards, warning that unprofessional conduct could erode public confidence.

“You must not disparage employers or colleagues in the course of your work. As PR practitioners, we must exemplify the highest standards because that is what our ethics demand,” he said.

NIPR, established in 1963 and chartered by decree in 1990, serves as the regulatory body for public relations practice in Nigeria, setting standards for training, certification, and ethical conduct. Its interventions in matters of public communication often shape discourse within government, corporate, and media institutions.

The institute’s latest position underscores ongoing debates about accountability, credibility, and professionalism in Nigeria’s public messaging, particularly at a time when digital platforms have amplified scrutiny and public reaction to official statements.