NIPR Breaks Silence on Bwala Al Jazeera Interview, Flags Credibility Gap in Global Media Appearance
By Matthew Eloyi
The Nigerian Institute of Public Relations (NIPR) has formally weighed in on the controversial Al Jazeera interview featuring presidential aide Daniel Bwala, raising concerns over credibility, professionalism, and ethical standards in public communication.
Speaking in Abuja during the institute’s 2026 first quarter induction ceremony, NIPR President, Dr Ike Neliaku, explained that the body deliberately delayed its response despite mounting pressure from stakeholders across the country.
According to him, the institute chose a measured, research-driven approach rather than reacting emotionally to the situation.
He said, “When that Daniel Bwala interview broke, so many highly placed people called me from different parts of this country because they were very concerned. They asked me if NIPR is not going to say anything about it?
“But I told each of them, and if they are listening to me, they will confirm it, that the NIPR is not a civil society organisation nor a union. It is an institute.”
Neliaku stressed that professional standards demanded objectivity and scientific analysis, not impulsive commentary.
“What that means is that whatever we are doing must be scientific. It must not be based on emotion because in our clime, emotion rules logic. Once you do something, you are first of all judged from the perception of emotion instead of how it makes sense or how it doesn’t make sense.
“So we refrain from every statement whatsoever until we subject it to a scientific study.”
The institute’s eventual position, he said, was guided by findings from a report by GASKI NG Accountability Series titled “Silence the Noise, the Bwala Reputation Audit.” The report evaluated the interview using classical persuasion principles, particularly ethos (credibility) and logos (logic).
Neliaku revealed that credibility emerged as the weakest aspect of the communication effort, overshadowing the strength of the arguments presented.
“First is the issue of credibility and that is ethos. This emerged as the weakest link because the messenger could be as good as the message. If the message is strong and the messenger is weak, the messenger will corrupt the message.
“As a result of that, people will not likely listen to even the message of the messenger because credibility goes before content. It is who you are that will speak for you even before you come into the room. That’s why we talk about reputation,” he stated.
He added that while the logical structure of the argument was relatively stronger, it lacked sufficient persuasive power.
“That’s why we say that reputation is a core asset. Don’t joke with it. So in the era of credibility, our friend scored a very weak mark. Then we come to the second part, which is the strength of the argument. In other words, the logos. And Bwala performed slightly better. Those who watched it would see that in terms of argument, he made his case,” he said.
Despite what he described as an engaging performance, Neliaku noted that public reaction showed limited impact and deep divisions among viewers.
“That’s what you must learn. When the fact is weak and your logic is excellent, it will not be very difficult to be punctured. So the performance was very engaging, yet the impact was limited. In today’s media environment, visibility is not victory.
“Eloquence without credibility is a fragile asset, because it will not take time for it to be punctured. If you make a mistake, admit it immediately,” he urged.
Also addressing the gathering, Ismaila Isah, Special Adviser on Media to the Kogi State Governor, called on public relations practitioners to maintain ethical discipline in their work.
He said, “You must not disparage the people who are employers or your colleagues in the course of working in the place. As PR people we must exemplify the best conduct because that’s what our ethics expect of us.
“I want to once again congratulate our new members and to say that your journey in the industry has just begun and is going to be a success.”
The interview, aired on Head to Head, has continued to generate widespread criticism, placing the presidential aide under intense public scrutiny and reigniting debate over standards in government communication.