Lai Mohammed Reveals Media Strategy Behind Tinubu’s 2023 Election Win
The Tinubu’s 2023 election victory has continued to attract intense public interest, and former Minister of Information and Culture, Alhaji Lai Mohammed, has now offered rare insight into the communication blueprint that helped secure the win. Speaking at a strategic forum in Lagos, Mohammed explained that a carefully coordinated media approach was deployed to counter hostile narratives while promoting the Renewed Hope agenda.
According to him, the media environment at the time was highly charged, requiring a deliberate and disciplined strategy to shape public perception and maintain message consistency throughout the campaign period.
Mohammed revealed that the core of the plan revolved around a centralized communication structure designed to respond swiftly to misinformation. His team relied on advanced digital monitoring systems and a well aligned network of media professionals to track emerging narratives and issue immediate clarifications.
Rather than reacting late to controversies, the strategy focused on staying ahead of the news cycle and reinforcing key achievements of the outgoing administration as a solid foundation for Tinubu’s leadership vision. This approach, he said, ensured that public discussions remained anchored on governance, experience, and continuity.
Another major element of the campaign media execution was the adoption of focused town hall engagements instead of large scale rallies. These sessions allowed Tinubu to interact directly with professionals, business leaders, and interest groups across different sectors. Mohammed explained that this format helped address concerns about the candidate’s capacity and health while projecting depth, competence, and readiness for office.
By emphasizing policy conversations over political theatrics, the campaign successfully shifted attention from personal attacks to practical solutions for national challenges.
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Mohammed also defended controversial decisions taken during the election season, including tighter control of digital platforms and information flow. He described such measures as necessary steps to protect national stability and prevent the spread of harmful content capable of inflaming tensions. While critics questioned these actions at the time, he maintained that they were guided by national interest considerations and contributed to a calmer environment in which the electoral process could proceed without undue disruption.