We—those of us who craft messages, shape narratives, manage public perception, and steer development communication—must humbly admit this:
We owe the people an apology.
We helped power look polished when it should have been questioned. We packaged failure in fine language. We replaced truth with talking points. We celebrated awareness while avoiding accountability.
We called it “communication,” but it was often just public Relations (PR)for broken systems.
We promoted GDP figures as signs of national growth, even while poverty deepened, hunger spread, inequality widened, unemployment soared, and living standards collapsed all around us.
We called that ‘progress’—but it was public relations at the expense of reality.
We owe an apology to communities misled by colourful billboards and empty press releases.
To citizens who heard the messages we crafted but were never truly invited into decisions.
To the public, for the times we used data to distort, storytelling to distract, and media to manipulate.
Because communication should never be about defending power.
(1) It should inform, so people truly understand the issues.
(2) It should empower, so they believe they can be part of the solution.
(3) And it should transform, so their knowledge becomes action and impact.
Instead, we’ve served the comfort of institutions more than the clarity of the people.
We defended half-built projects with clever slogans.
We glorified ribbon-cutting while ignoring the rotting systems beneath.
We turned honest messaging into image management.
But an apology is not enough.
This must be a turning point—a moment to restore integrity to our field.
We must stop being the voice of power and start becoming the ears of the people.
We must embrace communication that listens more than it speaks.
That prioritises dialogue over performance.
That tells the truth, even when it’s inconvenient.
The apology is overdue.
But so is the change.
This post may cost me some favours—but integrity must cost something. Communication must serve the people, not just the powerful.
Audu Liberty Oseni