18/11/2025
THE PUBLIC RELATIONS EFFECTS OF OBASANJO’S SPEECH AT AYO FAYOSE’S 65TH BIRTHDAY, AND THE AFTERMATH RESPONSE OF FAYOSE
By Bunmi Johnson
The recent confrontation between former President Olusegun Obasanjo and former Ekiti State Governor, Ayo Fayose, at the latter’s 65th birthday celebration has generated significant public debate, not simply for the political undertones, but for its clear lessons in Public Relations practice, crisis communication, and leadership reputation management.
Both leaders acted “rightly but in the wrong way.” While each may have intended to communicate truth and assert personal values, the method, tone, setting, and timing of their actions undermined the potential positive impact of their messages. This situation offers a classic reference point for understanding the Mexican Statement of Public Relations, the globally recognized basis for PR philosophy and practice.
1. USING THE MEXICAN STATEMENT AS A FRAMEWORK FOR ANALYSIS
The Mexican Statement articulates PR as a management function that helps organizations:
* Establish and maintain mutually beneficial communication
* Analyze public opinion and attitudes
* Counsel leaders on decision-making
* Predict outcomes of communication actions
* Foster understanding between organizations and their publics
Applying this framework, it becomes evident that both OBJ and Fayose operated outside PR counsel, resulting in avoidable reputational damage.
2. ANALYSIS OF OBASANJO’S ACTION
OBJ’s public criticism of Fayose, regardless of accuracy, violated a foundational principle of effective PR:
Correct in private, praise in public.
In Yoruba culture, elders often “rebuke quietly but advise firmly,” preserving dignity while still correcting misbehavior. By choosing a public platform,a birthday celebration, no less to deliver a stinging critique, OBJ inadvertently:
* Shifted attention away from the celebrant
* Triggered emotional backlash
* Created a spectacle interpreted as personal attack
* Undermined his own statesmanlike reputation
From a PR standpoint, OBJ missed the opportunity to communicate with grace, maturity, and strategic restraint.
3. ANALYSIS OF FAYOSE’S AFTERMATH RESPONSE
Fayose’s reaction, described by many as crude and excessive, further escalated the crisis. His statements:
* Violated cultural expectations of respect for elders
* Shifted sympathy toward OBJ
* Reinforced negative public perceptions
* Confirmed, ironically, the behavioural criticisms OBJ raised
From the perspective of the Mexican Statement, Fayose’s response showed:
* Lack of self-control in communication
* Absence of strategic evaluation of consequences
* Failure to maintain mutual understanding with his publics
* Mismanagement of personal brand reputation
In PR terms, this was a reaction, not a communication strategy.
4. THE PUBLIC RELATIONS IMPLICATIONS FOR BOTH LEADERS
Both OBJ and Fayose underplayed the power of Public Relations as a leadership asset. Their actions demonstrate:
a. Poor Crisis Prediction
Neither considered the potential consequences of speaking without strategic communication guidance.
b. Mismanagement of Public Perception
They fed public controversy, shaping narratives that could have been avoided.
c. Erosion of Public Trust
The public expects leaders, especially elder statesmen and political figures to embody composure, diplomacy, and constructive communication.
d. Amplification of Negative Media Cycles
Their exchanges fueled online mockery, divided opinions, and reduced the dignity associated with their offices.
e. Cultural Disconnect
Yoruba culture deeply values respect, restraint, and honouring elders. Both actions were inconsistent with these expectations.
5. PR COUNSEL: WHAT SHOULD HAVE BEEN DONE
Using the Mexican Statement as a compass, proper PR application would have guided them to:
OBJ
* Correct Fayose privately
* Offer general advice publicly in a way that projects statesmanship
* Maintain mutual respect to preserve public unity
FAYOSE
* Respond calmly, or not at all
* Issue a soft, well-curated clarification through an aide
* Demonstrate respect, even in disagreement
* Use PR to reposition himself positively
A well-managed PR advisory team would have predicted the fallout and advised both leaders accordingly.
6. KEY LESSONS FOR PUBLIC OFFICE HOLDERS AND LEADERS
This incident offers essential lessons:
1. Public Relations is not optional
It is a strategic management tool that protects reputations and prevents avoidable crises.
2. Leaders must embrace PR counsel
Unfiltered emotions are dangerous when played out on public stages.
3. Public communication should be intentional
Every word spoken by leaders is interpreted, analyzed, and archived by the public.
4. Crisis communication must be proactive
Silence, restraint, and strategic messaging often yield better outcomes than impulsive reactions.
5. You cannot carve a rotten wood
Leaders who ignore PR principles repeatedly expose their weaknesses in public.
CONCLUSION
The OBJ–Fayose episode is not merely political drama; it is a demonstration of how leadership reputations can be strained when Public Relations is not applied as a professional, predictive, and preventive tool. Both men acted “rightly” in expressing their truths, but the wrong platform, wrong tone, and wrong timing turned personal counsel into public conflict.
Nigeria’s leaders; political, corporate, and institutional must learn from this. In an era where public perception can shift overnight, PR must be embraced as a vital partner in governance, leadership, and crisis management
