By Bilesanmi Abayomi
As political activities gradually gather momentum ahead of future election cycles, community advocate and former Kosofe Local Government supervisor, Ganiyu Olamiji Oyebanjo, popularly known as GOCO, has cautioned politicians against treating the media as a tool to be activated only during campaigns.
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Reacting to discussions around political communication and media relations, Oyebanjo argued that many political actors make the mistake of neglecting journalists, community newspapers, and local media platforms for years, only to seek extensive publicity when elections approach. According to him, such an approach often fails because it lacks authenticity and ignores the long-term nature of relationship-building.
Speaking from the perspective of a mass communication practitioner, Oyebanjo observed that editors and journalists can easily distinguish between genuine engagement and opportunistic attempts at publicity. He noted that when politicians remain absent from public discourse and community engagement throughout their tenure, their sudden appearance in newsrooms during campaign periods often raises questions about sincerity.
According to him, the media should not be viewed merely as a megaphone for political messaging but as a critical stakeholder in community development and democratic accountability. He stressed that journalists owe their primary responsibility to the public and not to political office holders or candidates.
Oyebanjo maintained that political actors often misinterpret the popular saying that there are no permanent friends or enemies in politics. While political alliances may shift, he argued that media institutions are guided by news value, public interest, and professional ethics rather than partisan loyalty. As such, politicians who expect automatic support during elections after years of disengagement may find themselves disappointed.
He further emphasized the importance of what communication scholars describe as the two-way symmetrical model of public relations, which prioritizes dialogue, mutual understanding, and sustained engagement. Rather than approaching media organizations only when seeking publicity for manifestos and campaign promises, politicians should invest in long-term relationships with journalists, community newspapers, and local stakeholders.
According to Oyebanjo, meaningful engagement includes supporting local journalism, providing access to relevant information, responding to public concerns, and participating in community conversations long before campaign season begins. He argued that trust and credibility cannot be manufactured at the last minute.
“Media practitioners are not like politicians that can be abandoned after victory,” he said. “As you make your bed, you lie on it.”
The former public official also highlighted the value of earned media, describing it as one of the most credible forms of public influence because it is based on independent editorial judgment rather than paid promotion. However, he warned that earned media cannot be demanded or purchased on short notice. Instead, it is developed gradually through years of transparency, accessibility, and meaningful engagement with both the media and the public.
Drawing lessons from international politics, Oyebanjo referenced the political rise of former U.S. President , noting that his success was driven not only by policy positions and political organization but also by a consistent and strategic approach to communication. According to him, effective leaders understand the importance of maintaining open channels of communication with the public through credible media platforms.
He concluded by urging current and aspiring public office holders to recognize that successful political communication is not a seasonal exercise but a continuous process. In his view, the relationships that sustain political success during elections are often built quietly over time through genuine engagement, mutual respect, and consistent visibility within the communities politicians seek to represent.
“The bridge you walk across during an election,” Oyebanjo said, “must be built brick by brick in the quiet years between them.”