In a commentary titled “When Spokespersons Falter: Lessons in Strategic Communication: The Bwala/Mehdi Meltdown,” Sowunmi stressed the need for thorough professional communication training for government representatives to strengthen their ability to deliver messages clearly, manage crises, and encourage transparency.

He argued that weak communication skills can damage the government’s reputation and erode public confidence.

According to Sowunmi, improving communication capacity would help public officials present policies more clearly, respond effectively to public concerns, and project a stronger image of governance.

He emphasised that for spokespersons, every word, tone, gesture, and reaction forms part of the narrative through which both local and international audiences judge a government.

Sowunmi stated that recent interview performances by presidential representatives have revived debate about the professional standards expected of spokespersons in today’s complex media environment.

He noted that facing experienced global interviewers such as Hasan goes beyond a routine media appearance and instead becomes a critical test of narrative control.

Sowunmi explained that effective spokespersons are rarely spontaneous performers, adding that communication experts often reference the “10,000-hour rule,” popularised by Malcolm Gladwell, to illustrate the level of consistent practice required to master demanding professions.

He added that seasoned communicators know how to steer difficult or provocative questions without appearing evasive.

According to him, many rely on structured communication strategies sometimes described as a “4+1” model — four supporting arguments built around one central message that repeatedly redirects the discussion to the administration’s key policy priorities.

Sowunmi further highlighted discipline as a defining trait of professional spokespersons, noting that effective communicators avoid the temptation to speak merely to satisfy a narrow political base.

He also stressed the importance of situational awareness, explaining that each media platform has its own style, every interviewer employs a distinct questioning method, and audiences expect a particular tone.

He said proper preparation therefore involves understanding the confrontational nature of certain interviews, anticipating possible lines of questioning, and crafting responses that remain calm while advancing the government’s position.

Sowunmi added that non-verbal communication also plays a significant role in effective messaging.

He noted that tone, pitch, speaking rhythm, posture, and controlled gestures are not superficial details but important tools that strengthen credibility, as audiences often judge confidence and authority through these cues even before considering the content of a response.

He concluded that the key lesson for governments should be institutional rather than personal, stressing that strategic communication must be treated as a professional field that requires training, mentorship, and continuous preparation.

Sowunmi pointed out that many successful administrations invest heavily in communication strategy units, message simulation exercises, and media coaching to ensure their representatives are fully equipped for challenging interviews.

He added that in an era where a single interview can spread globally within minutes, the performance of a spokesperson is no longer a minor aspect of governance but a crucial part of statecraft.