By Olukayode Babalola
Prof. Emmanuel Dandaura, a Professor of Strategic and Development Communication at Nasarawa State University, Keffi (NSUK), has urged leaders to prioritise communicating their performance rather than relying on public perception.
Dandaura, of the Department of Theatre and Cultural Studies, Faculty of Arts, made the call on Wednesday while delivering the university’s 59th inaugural lecture in Keffi Local Government Area of the state.
The News Agency of Nigeria (NAN) reports that the lecture was titled “When Applause Lies: Communication, Power and the War Between Reputation and Perception in Nigeria”.
According to him, many leaders invest heavily in media and communication strategies aimed at shaping public perception instead of focusing on tangible performance.
“They make statements, hire crowds, and get people to clap for them even before achieving anything. At the end of the day, nothing is done.
“Yet, they continue to invest in media and people who can applaud them. Playing to the gallery cannot help Nigeria. Leaders must focus on performance, not theatrics or perception,” he said.
Dandaura expressed concern over the misuse of public funds to create artificial applause at public events, noting that such actions do not reflect the true feelings of the people.
“They assume the people are happy because of the applause, but that is not the case. The people can see through it and know when there is no real performance.
“In the end, those who clap for you today may be the same people who criticise your failure tomorrow,” he said.
He stressed that communication should reflect actual achievements rather than promises.
“We invest in communication to say what we are going to do instead of what we have done. Do not tell us what you will do; tell us what you have done. That is where communication should be positioned in Nigeria,” he added.
In his remarks, Gov. Abdullahi Sule of Nasarawa, commended the inaugural lecturer, who is also the Vice President of the Nigerian Institute of Public Relations (NIPR), for his contributions to the education sector.
Sule also praised Dandaura’s role in facilitating the siting of the NIPR University of Public Relations and Leadership in the state.
“A lot of credit may come to me, but this university would not have been possible without your guidance, encouragement, and support. I provided the funds, but you made it happen,” he said.
The governor emphasised that leadership is about service and that such service must have a direct impact on the people.
“Any service that does not impact the people is not service. True leadership is about thinking beyond expectations and delivering meaningful impact,” he added.
In a goodwill message, Prof. Ike Neliaku, President of NIPR, commended Dandaura for the lecture and described the topic as critical to national and organisational development.
“Applause can be deceptive. People may appear supportive, but once their interests are met, they may withdraw that support,” he said.
Earlier, the Vice-Chancellor of NSUK, Prof. Sa’adatu Liman, in her welcome address, lauded the lecturer’s depth of knowledge and expressed optimism that the lecture would inspire leaders to improve communication with the people they serve. (NAN)
