Journalist Yushau A. Shuaib has advised political figure Abba Bichi to curb the use of excessive birthday advertisements, warning that the current level of publicity has exceeded reasonable limits.
In a recent commentary, Shuaib argued that while celebrating milestones and acknowledging supporters is a standard practice, the saturation of birthday-related media content can become counterproductive to a politician’s public image. He suggested that the frequent use of adverts for such occasions risks creating a perception of overexposure.
The advice, presented in a critique of the excessive birthday advertisements published by Premium Times, frames the issue as a matter of strategic public relations rather than personal animosity.
Shuaib noted that in the political arena, knowing when to stop publicity is often more effective than continuous, high-frequency exposure. He stated that there is a fine line between accepting goodwill and over-saturating the public space with self-promotional content.
“Celebrate, certainly. Appreciate your friends and supporters. Accept goodwill. But there must be a limit,” Shuaib wrote. He further cautioned that in both politics and public relations, the most powerful form of publicity often comes from knowing when enough is enough.
The strategic impact of political publicity
The trend of using billboards, newspaper spreads, and intensive social media campaigns to celebrate the birthdays of political figures is a common sight across Nigeria. While these exercises are intended to build visibility and project a sense of popularity, they frequently attract criticism from observers who view them as a distraction from governance and service delivery.
Political analysts often point out that excessive self-promotion can lead to “publicity fatigue.” This occurs when the electorate becomes desensitised to a politician’s presence in the media, or worse, begins to view the constant celebrations as disconnected from the daily realities and struggles of the citizens.
For Abba Bichi, the counsel suggests a shift in focus. By limiting the frequency of birthday-related media blitzes, a political figure can preserve the impact of more substantive announcements and policy developments, ensuring that their public image remains tied to leadership rather than mere celebrity.
The debate over the necessity and volume of political advertisements remains an unresolved issue in Nigerian political culture, as stakeholders weigh the benefits of visibility against the risks of public alienation.
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