Why Strong Nigerian Politicians Still Lose the Public Narrative

Having worked on political communications across Nigerian elections from 2014 to 2023, I have seen the same weakness repeatedly. Many candidates invest in polished campaign films, social-media teams and television appearances, yet struggle when an unexpected question or damaging narrative takes hold. The problem is not always a lack of ideas or competence. It is that substance is rarely turned into a clear, memorable story that voters can understand, repeat and defend. Campaigns often focus on visibility while neglecting what the public is meant to believe about the candidate. Identity-based attacks around ethnicity, religion, language and family background are predictable features of Nigerian politics. A serious campaign should anticipate them early and build an honest public narrative around the candidate’s real strengths, values and connection to voters. This is not spin. It is narrative architecture: doing the groundwork before a crisis, debate or attack forces a response. Elections are contests of policies, but they are also contests of stories. Candidates who fail to shape their story risk allowing opponents to define them first.

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