By Lamara Garba
A government may build roads, construct schools, improve healthcare, empower youths and introduce policies capable of transforming lives, but without effective communication, its achievements risk being lost in the noise of public perception. In Kano State, where political awareness is high and public scrutiny is intense, Governor Abba Kabir Yusuf appears to have recognised this reality by appointing an experienced communicator, Alhaji Sanusi Bature Dawakin Tofa, as Commissioner for Information.
The appointment is more than a routine cabinet reshuffle. It is a strategic decision to place a familiar and tested media professional at the centre of the state’s communication machinery, with the responsibility of strengthening the relationship between government and the people.
Before his elevation, Sanusi Bature served as Director-General of Media and Publicity at Government House, Kano, where he played a prominent role in communicating the policies, programmes and positions of Governor Yusuf’s administration.
His experience in that office provided him with valuable exposure to government operations, media relations, public engagement and the challenges of managing information in a politically competitive environment.
His transition to the Ministry of Information is therefore a natural progression, taking him from being one of the principal voices of the Governor to becoming the head of the ministry responsible for communicating the activities of the entire state government.
Governor Yusuf made his expectations clear during the swearing-in ceremony of the newly appointed Commissioners, where he explained that their selection was guided by merit, competence and integrity.
Specifically addressing Sanusi Bature, the Governor charged him to deploy his wealth of experience to ensure the timely, effective and strategic dissemination of government information to the public.
The directive underscores the importance the administration attaches to communication as an essential instrument of governance.
In a state like Kano, with its vibrant media environment, politically conscious population and strong tradition of public debate, effective government communication is indispensable. Decisions are closely scrutinised, political narratives are vigorously contested, and information spreads rapidly through traditional and digital platforms.
A government that fails to communicate effectively risks allowing rumours, speculation and misinformation to dominate public discourse.
The Information Ministry must therefore move beyond the traditional practice of issuing press statements and organising official briefings. It must become a proactive institution that explains government policies, documents achievements, provides credible information and creates opportunities for citizens to understand and engage with public programmes.
This is where Sanusi Bature’s previous experience becomes particularly relevant.
Having worked closely with the Governor, he understands the administration’s priorities, policy direction and communication challenges. He has interacted with journalists, responded to public concerns and navigated controversies surrounding government activities.
However, his new assignment comes with a wider responsibility. While his former position focused largely on communicating the Governor’s activities and the Government House perspective, his current portfolio requires him to coordinate communication across ministries, departments and agencies.
He must build an institutional communication structure that ensures consistency, professionalism, accuracy and accessibility in the dissemination of government information.
The digital age has also made this responsibility more demanding. Social media platforms have transformed how citizens receive and interpret information. Government statements can reach thousands of people within minutes, while unverified reports and misleading narratives can spread even faster.
Consequently, the new Commissioner must combine the traditional discipline of journalism and public information management with the speed and reach of modern digital communication.
Government communication must be continuous, responsive and credible. It must not be restricted to celebrating achievements but should also explain difficult decisions, address legitimate concerns and provide accurate information when questions arise.
Another important assignment highlighted by Governor Yusuf is the fight against drug abuse and illicit substance consumption among young people.
The Governor specifically directed the new Commissioner to intensify public sensitisation on the dangers of drug abuse, illicit drugs and tobacco consumption, working closely with the Kano State Multi-Agency Task Force on Drug Abuse and Illicit Trafficking.
This directive presents an opportunity for the Ministry of Information to become an active partner in preventive public education.
The battle against drug abuse cannot be won through law enforcement alone. While security agencies and relevant authorities have responsibilities for enforcement, prevention requires sustained awareness campaigns involving schools, families, religious leaders, traditional institutions, civil society organisations and the media.
Under Sanusi Bature’s leadership, the ministry can deploy radio, television, newspapers, digital platforms and community engagement initiatives to educate young people about the dangers of substance abuse.
Such campaigns must be consistent, accessible and designed to connect with the realities facing young people across the state.
Equally important is the Governor’s emphasis on humility, transparency, accountability and dedication in public service.
During the swearing-in ceremony, Governor Yusuf reminded the Commissioners that public office is a public trust, urging them to uphold professionalism, discipline and integrity in the discharge of their responsibilities.
For an Information Commissioner, this responsibility is particularly significant because information itself is a public trust.
Citizens deserve accurate information about government policies, programmes and decisions that affect their lives. They also deserve explanations when government introduces measures that may generate public concern.
Sanusi Bature must therefore ensure that credibility remains the foundation of his communication philosophy. The Ministry should not become a platform for propaganda or exaggerated claims but a professional institution that provides facts, explains policies and engages constructive criticism.
The new Commissioner also has an opportunity to strengthen government-media relations by creating a more accessible environment for journalists, improving information flow and ensuring that ministries and agencies communicate their activities professionally.
Government achievements must be properly documented and presented without exaggeration, while policies should be explained in simple language that ordinary citizens can understand.
This is essential because the success of public policies is not determined only by their formulation or implementation but also by how effectively citizens understand and benefit from them.
An achievement that is poorly communicated may be overlooked, while a policy that is inadequately explained can easily be misunderstood.
Governor Yusuf’s decision to appoint someone who has already worked within his administration demonstrates confidence in Sanusi Bature’s experience and capacity. Having observed his performance at Government House, the Governor has entrusted him with a broader responsibility that directly builds on his previous assignment.
Nevertheless, the new Commissioner must understand that the expectations are considerably higher.
He must transform his familiarity with the administration into institutional capacity, his media experience into innovation and his understanding of government into a communication system that serves every citizen of Kano State.
The appointment also offers an opportunity to reposition the Ministry of Information as a strategic government institution rather than merely a publicity department.
If properly managed, the ministry can become a reliable bridge between government and citizens, strengthening public understanding, promoting civic participation and ensuring that government policies reach the people for whom they are designed.
Ultimately, Sanusi Bature’s journey from Director-General of Media and Publicity to Commissioner for Information represents a progression from communicating the Governor’s voice to helping shape the institutional voice of the entire Kano State Government.
He comes into the ministry with experience, institutional knowledge, media exposure and an understanding of the political and communication environment in which the administration operates.
The challenge now is to translate these advantages into measurable results through professionalism, transparency, accountability and effective public engagement.
The microphone is now bigger, the responsibility is greater and the expectations are higher.
Sanusi Bature has been the Governor’s voice. He now has the opportunity to become one of the most influential voices connecting the Kano State Government with its people.
Lamara Garba, a veteran journalist, writes from Kano.
