When a video of Kebbi State Governor addressing pilgrims at Mount Arafat surfaced online during this year’s Hajj, the backlash was swift and unforgiving. What was intended as a heartfelt message to citizens turned into a PR misfire — and the storm it triggered revealed a deeper dysfunction within the state’s protocol and media architecture.
By Yusuf Muhammad Ladan | Birnin Kebbi
In the Islamic world, Arafat is sacred. It’s not just another date on the Hajj calendar — it is the day of solemn reflection, prayer, and connection with the divine. For many Nigerian pilgrims, it’s a deeply personal moment. So, when a political engagement took center stage at such a spiritually loaded time, it inevitably raised eyebrows.
The criticism wasn’t just about the message; it was about the moment. Most governors waited until after the completion of the Hajj rites to engage with their citizens. Kebbi did not. That decision, whether deliberate or accidental, showed a lapse in judgment — but more importantly, it pointed to a glaring weakness in coordination and media strategy.
At the heart of this blunder lies a troubling question: Who is managing the governor’s public image, and how did such a critical misstep slip through the cracks?
A failing protocol and media system
The role of a state’s protocol team is not ceremonial. It’s strategic. From scheduling engagements to ensuring cultural and religious sensitivity, these officers serve as the first line of defense for a governor’s public perception. In Kebbi, that line appears broken.
The failure to advise against staging an address at Arafat suggests either a lack of awareness or a lack of influence. Even more concerning is the apparent overreach by Hajj Board officials who reportedly orchestrated the event, sidelining due process and good judgment.
But protocol is only half the story.
A media unit in disarray
Kebbi’s New Media Office, according to multiple insider accounts, operates in a vacuum. Lacking trained digital communication experts, and reportedly bypassing the supervision of the Special Adviser on Media and Publicity or the Chief Press Secretary, the unit has become a loose cannon — publishing unvetted content and exposing the governor to public ridicule.
In contrast, other states have built tightly integrated media operations, where every tweet, video, and statement goes through a vetting process. The result? Cohesive messaging, fewer blunders, and stronger public trust.
Kebbi’s current model — fragmented and largely unsupervised — is not just outdated; it’s dangerous.
The way forward
This incident should serve as a wake-up call. Not just for damage control, but for deep, institutional reform. Here’s what must happen:
- Restructure the protocol office: Equip it with professionals who understand both political optics and cultural nuance.
- Reform the new media unit: Hire trained digital communication experts who can craft thoughtful, well-timed messaging.
- Establish clear oversight: Place the New Media Office under the direct supervision of the SA on Media or CPS, ensuring content is vetted before going public.
- Empower the media and publicity department: With more authority and better resources, this department can take on a strategic, not just reactive, role in the administration.
The governor’s message at Arafat may have been well-intended, but intent without strategy is a recipe for controversy. If Kebbi State hopes to avoid future embarrassments and build a more effective relationship with its citizens, it must begin with fixing its internal machinery.
There’s still time to turn things around — but the work must begin now. Not at Arafat, not after the fact — but today, in the corridors of power in Birnin Kebbi.
Ladan is a journalist and public affairs commentator based in Birnin Kebbi.
