Since taking office in 2022, Somali President Hassan Sheikh Mohamud has faced a relentless barrage of negative publicity, amplified by bloggers, established Somali media, and various influential circles. This wave of criticism has largely overshadowed his historic return to office, a first since his 2012 election victory. The root cause? A disastrous approach to presidential communication that has failed to protect, promote, and properly communicate the president’s brand.
A Communication Crisis
In any government, effective media relations are crucial. The communication department is as vital as presidential security, medical, and strategic teams, acting as the critical link between the president’s image and the public. During his previous term, Mohamud understood this well, appointing Daud Aweis, a respected journalist who is now the Information Minister, to head his media team. However, this time around, the president’s choice has been less fortunate.
When President Mohamed Abdullahi Farmaajo left office in 2022, he left behind a well-oiled media machine. Farmaajo’s media team, often referred to as CBB (digital infantries), successfully crafted a positive public image for him, making him a favorite among the Somali public. In stark contrast, President Hassan Sheikh Mohamud’s media leadership has been marred by incompetence, leading to significant public humiliation.
Lessons from Neighbours
A quick comparison with neighboring Kenya and Tanzania highlights the impact of effective media management. Kenya’s President William Ruto, since his inauguration, has enjoyed extensive positive publicity, thanks to a competent media team led by Hussein Mohamed, a well-respected Somali-Kenyan media professional. Similarly, in Tanzania, President Samia Suluhu Hassan’s communication is expertly handled by Zuhura Yunus, resulting in frequent and high-quality updates that keep the public informed and engaged.
A Tarnished Image
In Mogadishu, despite being surrounded by highly respected and academically accomplished individuals, President Mohamud’s administration has suffered immensely due to poor media management. Misinformation and negative narratives about him and his administration circulate almost daily, eroding his image and authority. This is particularly tragic given the significant achievements of his presidency, including Somalia’s admission to the East African Community (EAC), the lifting of the arms embargo, progress under the Heavily Indebted Poor Countries (HIPC) Initiative, and the liberation of areas from Al-Shabab.
However, these outstanding accomplishments by President Hassan Sheikh Mohamud have received little recognition while being overshadowed by the plainly visible failures of a media leadership lacking necessary experience and competence for such a crucial role, under little known Director of Communications Abdulkadir Ali Dige who recently returned from the United States.
Embarrassing Blunders
The mismanagement extends to the President’s digital presence. His official website is rarely updated, with the last recorded national activity dating back to December 2023, and numerous stories mysteriously deleted. The Presidential Instagram account was even handed over to a comedian who used the platform to insult the president, a scandal that would be unthinkable in any other country. Other blunders include leaked videos making fun of the president, a humiliating situation for a nation just beginning to enjoy peace.
The Villa Somalia social media platforms have devolved into mere press statement outlets, lacking targeted communication and engaging content. This predictability has led to public disengagement, a far cry from the vibrant and informative platforms of President Farmaajo’s era.
The Way Forward
Rumors suggest that President Mohamud is planning to make changes to his media team. However, the delay in implementing these changes continues to damage his legacy, reputation, and public image. If the president is to salvage his tenure and restore his public standing, immediate and decisive action is required to overhaul his communication strategy and team.
In conclusion, the presidency of Hassan Sheikh Mohamud stands as a stark reminder of the critical role that effective media management plays in modern governance. Without a competent and strategic communication team, even the most significant achievements can go unnoticed, leaving a legacy tarnished by avoidable mistakes and public relations disasters.
NOTE: This piece is 3 part series with keen focus on How Villa Somalia Media mismanagement continues to tarnish President Hassan Sheikh’s Legacy.
Facebook Comments