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By Abraham Maina Joda

(When everybody is speaking at the same time,nobody hears anything)

Effective governance is not only measured by policies and projects but also by how clearly a government communicates with its people. In recent times, the communication structure of the government in Taraba State has revealed noticeable gaps that urgently require reform. Multiple officials and unofficial sources often release statements that contradict one another or lack proper verification, creating confusion among citizens and weakening public confidence.

When government voices are many but coordination is absent, misinformation finds fertile ground. The resulting communication disorder has gradually widened the gap between government and the governed, allowing rumours and disinformation to travel faster than verified facts. In governance, perception matters, and perception is largely shaped by communication.

As one observer noted, “Who speaks for a government matters just as much as what is being said and the channels through which it is communicated.” Without clarity, even well-intentioned policies risk being misunderstood or misrepresented.
This challenge is not unique. At the beginning of the administration of Bola Tinubu, similar communication inconsistencies emerged at the federal level. Over time, however, a more structured approach was adopted, with Bayo Onanuga becoming widely recognized as a principal and authoritative voice for presidential communication. The result has been greater message consistency and reduced ambiguity regarding official positions.
Taraba State can draw an important lesson from this evolution. A government functions best when there is a clearly identified, credible, and centralized communication channel. The current practice, where different aides appear to speak for the government but not necessarily on behalf of it, is counterproductive. It blurs accountability and leaves media organizations uncertain about which voice represents official policy.
A practical solution is straightforward: the government should formally designate a single, reliable spokesperson or communication office and clearly notify media houses and the public about where authoritative information originates. Such clarity would not silence other officials but would ensure coordination, accuracy, and discipline in public messaging.
In today’s digital age, news travels at the speed of a supersonic jet. A single inaccurate statement can trigger widespread misunderstanding before corrections even begin. The damage caused by misinformation is often lasting, affecting governance credibility and public trust.
An African proverb captures this reality perfectly: “When everyone is speaking at the same time, nobody hears anything.” At present, it often appears that many voices speak for the governor, yet the public struggles to hear a clear and unified message. Communication, like leadership itself, requires order, structure, and intentional clarity.
Ultimately, strengthening communication is not merely a media strategy, it is a governance necessity. A government that speaks with one clear voice listens better, builds trust faster, and governs more effectively.

• Abraham Maina Joda writes from Jalingo,Taraba state. 07038543606