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| Mr Abimbola Tooki, New Mr. Abimbola Tooki as Special Adviser on Media and Communication Strategy |
By Oladipo Oluwatosin
Before now, the All Progressives Congress (APC), like many large political institutions, grappled with a familiar challenge: a fragmented communication structure in an era that demands speed, clarity, and coherence. Party positions were often well-intentioned but poorly synchronised, allowing misinformation, internal contradictions, and hostile narratives to fill the gaps. As the Yoruba adage warns, “Bi ilé bá tán láìsí alábòójútó, ẹranko á wọlé”—when a house is left without a guard, intruders will surely enter.
The absence of a unified media command meant that responses to national issues were sometimes reactive rather than strategic. In moments of crisis, silence lingered too long; at other times, multiple voices spoke without harmony, weakening impact and confusing the public. In today’s political climate, where perception often travels faster than facts, this gap posed a serious reputational risk. As Scripture reminds us, “If the trumpet give an uncertain sound, who shall prepare himself to the battle?” (1 Corinthians 14:8).
It is against this backdrop that the National Chairman of the APC appointed Mr. Abimbola Tooki as Special Adviser on Media and Communication Strategy; a move widely interpreted as a corrective step aimed at restoring order, discipline, and strategic depth to the party’s communication machinery. This is not just a new appointment; it is a response to an old problem.
Mr. Tooki’s entry signals a shift from ad-hoc messaging to deliberate narrative management. A seasoned journalist, columnist, and media strategist, he brings a deep understanding of how stories are framed, how crises are managed, and how institutions earn public trust. In simple terms, he knows where the rain started beating the party and how to dry the body.
With decades of experience in governance reporting, crisis communication, and information management, Tooki is expected to harmonise the APC’s media voices into a single, credible channel. His background as an ICT editor and newsroom innovator positions him to fully integrate digital platforms, real-time response systems, and data-driven messaging into the party’s communication framework. As the elders say, “Ọgbọ́n ẹni kan kì í tó kó ilú”—but one wise hand can show the way.
What his appointment brings on board is first, structure. Clear lines of communication, defined messaging authority, and professional coordination between the party leadership, spokespersons, and media partners. Second is speed with accuracy—ensuring that party responses are timely without sacrificing truth or consistency. Third is credibility, built on his long-standing reputation in both print and broadcast media as a balanced, analytical, and trusted voice.
As Editor of BusinessWorld Newspaper, Tooki has managed complex editorial ecosystems, balancing content, administration, and corporate interests—experience directly transferable to political media management. His regular appearances on national television as a policy analyst further equip him to engage the public arena with confidence and clarity. In this sense, the newsroom discipline now becomes political advantage.
Beyond professional competence, his role as a Pastor in the Redeemed Christian Church of God (RCCG) adds a moral anchor to the assignment. In a political space often criticised for excess and misrepresentation, his faith-informed sense of stewardship aligns with the biblical charge: “Moreover it is required in stewards, that a man be found faithful” (1 Corinthians 4:2).
Looking ahead, Mr. Tooki is expected to reposition the APC’s media engagement from defensive posturing to proactive agenda-setting—telling the party’s story before others tell it for them. He will strengthen engagement with stakeholders, manage reputation more effectively, and ensure that the party’s ideals and policies are communicated in language the public can understand and trust. As Proverbs 24:3 teaches, “Through wisdom is an house builded; and by understanding it is established.”
In essence, where there was once noise, there will now be order; where there was delay, there will be direction; and where there was fragmentation, there will be focus. Or, in the words of the elders, “Tí olórí bá dára, ara kì í rọ̀”—when the head is right, the body functions well.
The appointment of Abimbola Tooki marks a turning point: a conscious effort by the APC leadership to confront its communication gaps and replace them with strategy, professionalism, and purpose. It is the moment the party chooses light over shadows, clarity over confusion, and wisdom over chance—because, as the Scripture says, “Wisdom is profitable to direct” (Ecclesiastes 10:10).
