By Zainab Yusuf

The chair is still there. But the chair remains empty.

If you have ever lost someone you loved, you know this feeling. Grief is strange that way. It doesn’t only announce itself at funerals or cemeteries. It hides in familiar voices you no longer hear, in old photographs, and in phone numbers that are impossible to delete.

Grief is one of the few experiences that spares no one. It crosses every boundary—age, religion, wealth, education and nationality. Yet despite being universal, it remains one of the least understood human experiences. Society expects mourners to “move on,” even when their hearts are still learning how to beat around an empty space.

The World Health Organization (WHO) estimates that millions of people each year experience bereavement following the death of loved ones, while humanitarian crises, conflicts and disease outbreaks continue to expose even more families to profound loss. Researchers estimate that around 7–10% of bereaved adults develop prolonged grief disorder, a condition where intense grief persists far beyond what is culturally expected and significantly interferes with daily functioning.

In 2022, the American Psychiatric Association officially recognized Prolonged Grief Disorder (PGD) in the Diagnostic and Statistical Manual of Mental Disorders (DSM-5-TR). Similarly, the World Health Organization included Prolonged Grief Disorder in the International Classification of Diseases (ICD-11), acknowledging that grief can sometimes become a serious mental health condition requiring professional support.

Swiss-American psychiatrist Elisabeth Kübler-Ross introduced the famous five stages of grief—denial, anger, bargaining, depression and acceptance—in 1969. Yet decades later, researchers caution against treating those stages as a checklist.

Psychologist George Bonanno, one of the world’s leading grief researchers, found that human beings grieve in remarkably different ways. Some cry every day. Others rarely cry at all. Some recover relatively quickly. Others carry grief for years.

Grief Has No Timeline

Faith Does Not Cancel Tears

Across cultures and religions, grief is treated not as failure but as part of being human.

When the Prophet Muhammad (peace be upon him) lost his infant son Ibrahim, tears flowed from his eyes. He said: “The eyes shed tears, the heart grieves, but we say only what pleases our Lord.”

His response has comforted grieving Muslims for centuries. Likewise, the Bible records perhaps its most famous expression of sorrow in just two words: “Jesus wept.” (John 11:35)

Neither Islam nor Christianity teaches believers to suppress grief. Instead, both remind humanity that faith and sorrow can exist together.

Sociologists like Tony Walter argue against older, psychoanalytic models that suggest the goal of grief is to “let go” or detach from the deceased. Instead, they highlight that individuals often maintain an ongoing, internal, or virtual relationship with the deceased, keeping their memory alive in daily life and collective storytelling.

Grief wears many faces.

Like the university student who lost his mum.

“Some days, I just want to hear her say, ‘I’m proud of you.’ My mum meant everything to me. Losing her felt like everything in my life would fall apart,” he said.

Although his mother is gone, he says her influence remains alive in the relationships she built during her lifetime.

“I keep her memory alive by maintaining the relationships she had while she was alive. In that way, a part of her continues to live through the people she loved.”

The Last Word

There is a Hausa proverb:

“Mutuwa ba ta da rana.”

Death has no appointed day. It arrives without invitation. Without negotiation.

Call your parents, visit your grandparents, forgive your sibling, tell your friend you love them.

Because one ordinary day will become the day you remember forever.

And when grief finally comes knocking, as it eventually does for every human being, may it find you with as few regrets as possible.

In the end, we are remembered not by the years we lived…

…but by the love we left behind.

By Sabiu Abdullahi

Kaduna State Governor, Senator Uba Sani, has announced the Executive Chairman of the Kaduna State Internal Revenue Service (KADIRS), Mr. Jerry Adams, as his running mate for the 2027 governorship election.

The governor made the announcement in a statement issued on Tuesday. He said the decision followed extensive consultations, careful reflection and prayers. He added that the nomination reflects his administration’s commitment to justice, equity, competence and inclusive governance.

According to Uba Sani, the choice goes beyond selecting a deputy governorship candidate. He said it represents the core values that have shaped his administration since he assumed office on May 29, 2023.

“This decision is far greater than the selection of a deputy governorship candidate. It is a reaffirmation of the values that have guided our administration since I took the oath of office on 29 May 2023; the values of inclusion, justice, fairness, equity and the unwavering conviction that every citizen of Kaduna State deserves a genuine sense of belonging.”


The governor described Kaduna’s ethnic, religious and cultural diversity as one of the state’s greatest assets. He said his administration has pursued policies that encourage unity, dialogue and balanced development across all parts of the state.

He also stated that government projects in roads, education, healthcare, water supply, agriculture, rural development and social protection have reached all 23 local government areas. He said the approach aims to ensure that every community benefits from government interventions.

Uba Sani further noted that continuous engagement with traditional rulers, religious leaders, community groups, women and youth organisations has strengthened peace-building efforts. He said the engagement has also improved security and renewed the confidence of farmers, businesses and investors.

The governor praised Adams as an experienced public servant and tax administrator. He said the KADIRS chairman has transformed the state’s revenue agency through effective leadership.

He credited Adams with improving Kaduna State’s internally generated revenue through innovation, transparency and professionalism. He added that the increase in revenue has enabled the government to invest more in key sectors, including education, healthcare, infrastructure and agriculture.

Uba Sani also described his running mate as a man of integrity, humility and competence. He said the nomination demonstrates his administration’s commitment to merit, character and inclusive leadership.

He urged residents of Kaduna State to view the development as an opportunity to strengthen unity and shared prosperity instead of focusing on religious, ethnic or regional differences.

“As we look towards 2027, I invite every son and daughter of Kaduna State to see this moment not through the narrow prism of religion, ethnicity or geography, but through the broader vision of the Kaduna we are building together; a Kaduna where every child can dream without fear, every community can flourish, every faith is respected and every citizen has an equal stake in our common future,” he said.


The governor expressed confidence that his administration has established a strong foundation for a more peaceful, secure and prosperous Kaduna State. He pledged to build on its achievements and continue implementing policies that promote unity, fairness and sustainable development.

By Dahiru Kasimu Adamu

University life is a vibrant tapestry woven from diverse activities, yet one of its defining features is its ability to accommodate people from different cultural backgrounds. Amid the pursuit of academic excellence, a powerful movement is taking root, ensuring that heritage is not lost but celebrated. 

Over the years, students’ associations representing various states and local governments have been at the forefront of transferring cultural heritage across institutions, turning campuses into living museums of tradition. A prime example of this cultural renaissance is the Argungu Emirates Students Association (ARESA), Usman Danfodio University, Sokoto, chapter, which recently organised its annual ARESA Day. 

Academically, the event was a showcase of intellect, featuring debates, poetry recitals, and spelling competitions where students from different local governments participated in various categories. However, it was the cultural display that truly captivated the minds and hearts of hundreds of attendees, stealing the show with its vivid authenticity.

The highlight of the event was the recreation of the Argungu Emirate Council. In a meticulously staged setting, students assumed the roles of traditional rulers and dignitaries. Aminu Sani took on the prestigious role of Kunduɗan kabi, while Ahmed Sani served as Sarkin shanun Kabi. The court was complete with district heads, including the Sarkin Zabarmawa, Mai Arewa, and Sarkin Samari, who, along with other important figures such as Kunduɗa, paid homage to the Emir. Adding to the royal pageantry, Gimbiya was present, with Masa’uda Khadija Usman Abubakar and her entourage bringing the historical narratives to life.

The Argungu Emirate is a melting pot of the Hausa, Fulani, and Zabarmawa tribes; the event featured traditional dances from each group performed before the Emir. This spectacle served as a vibrant testament to the unity and peaceful coexistence that defines the Emirate.

According to the leadership of the ARESA UDUS chapter, the aim of this cultural immersion is to showcase Argungu Emirate’s rich history, cultural heritage, and strength, while fostering unity among students. The impact on the audience was palpable. Yusuf Garba, a student from Niger State, noted that the cultural display helped him “identify the structure of Argungu Emirate council, indicating the cultural heritage of the people.” Similarly, Ruadat Ibrahim from the south-west highlighted the traditional dances of the Hausa and Zabarma tribes as the aspect that “hijacked her mind.”

Witnesses of the event have since encouraged other student associations to emulate ARESA’s initiative in showcasing their culture. 

By Sabiu Abdullahi

The Federal Government has approved a 35% increase in hazard allowances for junior and senior members of the Non-Academic Staff Union of Educational and Associated Institutions (NASU) working in federal universities.

The new allowance package will take effect from January 1, 2026. The approval followed an agreement reached between the Federal Government and NASU on June 29, 2026.

The decision was conveyed in a circular dated July 20, 2026. Adighiogu Chiadi, Acting Secretary of the National Salaries, Incomes and Wages Commission (NSIWC), signed the circular. It was addressed to the Chief of Staff to the President, the Secretary to the Government of the Federation, the Head of the Civil Service of the Federation, ministers and heads of government agencies.

The circular stated: “Following the agreement between the Federal Government of Nigeria and the Non-Academic Staff Union of Educational and Associated Institutions dated 29th June 2026, the Federal Government has approved the payment of the following allowances to non-teaching staff members of NASU in Federal Universities.”

Under the revised package, laboratory hazard allowance for workers on CONTISS 1–5 increased from N180,000 to N243,000 annually. Employees on CONTISS 6–15 will now receive N486,000 each year instead of N360,000. The increases represent 35% for both categories. NASU had requested annual payments of N360,000 and N720,000 respectively.

The government also reviewed responsibility allowances for senior non-teaching staff. Registrars and bursars will now receive N840,000 annually instead of N750,000. The union had demanded N1.5 million.

Deputy registrars, deputy bursars and deputy directors will receive N480,000 annually, although NASU sought N600,000.

Directors will receive an annual responsibility allowance of N600,000 for the first time. The amount meets the union’s request. Heads of sections, who previously had no responsibility allowance, will now earn N150,000 annually. NASU had proposed N900,000 for the category.

The government also approved higher allowances for field trips, teaching practice and industrial supervision. Workers on CONTISS 1–5 will receive N81,000 annually instead of N60,000, while those on CONTISS 6–12 will receive N108,000 instead of N80,000. Staff on CONTISS 13–15 will now earn N135,000 annually, up from N100,000.

For the Students’ Work Experience Programme (SWEP), workers on CONTISS 1–5 will receive N81,000 annually, while those on CONTISS 6–12 will earn N108,000. Employees on CONTISS 13–15 will now receive a harmonised annual allowance of N135,000, replacing the previous range of N60,000 to N100,000. NASU had proposed N200,000 for the category.

The circular further stated that the Provision Tools Allowance (PTA) has been merged into the Consolidated Non-Teaching Tools Allowance (CATA). It also noted that laboratory student-to-staff ratio supplementation will now be covered under excess workload arrangements.

The review followed months of discussions between the Federal Government and NASU. The union had argued that the allowances approved under the 2009 agreement were no longer adequate because of inflation and the rising cost of living.

By Sabiu Abdullahi

The South African government has expressed gratitude to Nigeria for its contribution to the country’s liberation from apartheid. It also pledged to strengthen cooperation with Abuja as both nations seek solutions to the recurring attacks on foreign nationals in South Africa.

Ronald Lamola, South Africa’s Minister of International Relations and Cooperation, made the remarks on Monday during a meeting with Nigeria’s Minister of State for Foreign Affairs, Sola Enikanolaiye, in Abuja.

South African President Cyril Ramaphosa had reportedly asked Lamola to deliver a message to President Bola Tinubu. However, Tinubu delegated the meeting to Enikanolaiye.

Lamola said his visit was intended to reaffirm the long-standing relationship between both countries and discuss concerns over the violence directed at foreign nationals in South Africa.

He acknowledged Nigeria’s support for South Africa during the anti-apartheid struggle. He described the assistance as a historic sacrifice that South Africans continue to appreciate.

“We remain deeply indebted to the people of Nigeria for their sacrifice,” Lamola said.

He also stated that President Ramaphosa’s administration rejects xenophobia, racism, discrimination, homophobia and every form of intolerance.

The minister, however, maintained that South Africa has the responsibility to enforce its immigration laws and tackle irregular migration as well as crimes such as drug trafficking, internet fraud and other offences.

Lamola added that migration has become a challenge across Africa. He said the issue requires collective action in line with the African Union’s framework on orderly and regular migration.

“We believe that Nigeria and South Africa have a shared responsibility to respond to these challenges within the African continent,” he said.

He noted that President Ramaphosa’s message to Tinubu would be discussed during a private meeting.

In his remarks, Enikanolaiye said President Tinubu directed the engagement to address the continued attacks on Nigerians in South Africa openly and sincerely.

He called on the South African government to take decisive steps to end what Nigeria described as repeated Afrophobic attacks against Nigerians and other African nationals. He warned that the violence could undermine decades of cooperation between Africa’s two biggest economies.

The minister disclosed that official records show 98 Nigerians have lost their lives in mob and hate-related attacks in South Africa since 2022.

He added that 5 Nigerians have been killed this year, although some returnees claimed the actual number could be higher.

Enikanolaiye stressed that Nigeria does not support criminal activities. He said anyone accused of an offence should face prosecution through the courts instead of mob action.

“Nigeria will not support drug traffickers or any criminal activity, but those accused of crimes must be treated in accordance with the rule of law, South Africa’s Constitution and international human rights standards,” he said.

He also noted that many victims of the attacks were lawful residents of South Africa. He questioned why security agencies failed to intervene in some cases. He said such incidents raise concerns about the protection of foreign nationals.

According to the minister, nearly 1,500 Nigerians have been repatriated from South Africa this year.

“I shed tears when I received the first batch of evacuees. I saw children, women and the elderly returning home with almost nothing after their properties had been looted and destroyed. That is not the Africa we want,” he said.

Enikanolaiye reaffirmed Nigeria’s commitment to maintaining cordial relations with South Africa. He expressed hope that both countries would deepen dialogue, rebuild mutual confidence and uphold the ideals of African solidarity.

By Sabiu Abdullahi

The National Industrial Court (NIC) in Lagos has directed the Nigerian Army to reinstate 70 soldiers who were convicted by courts-martial in 2014 but later received an unconditional presidential pardon from the late former President Muhammadu Buhari.

Justice Sanda Yelwa delivered the judgment on July 20. The court held that the presidential pardon granted under Section 175 of the 1999 Constitution nullified the soldiers’ convictions, prison sentences and dismissals from service. The ruling stated that the pardon restored their legal status and entitled them to return to the Nigerian Army.

The judgment followed a suit filed by the 70 soldiers against the Attorney-General of the Federation (AGF) and the Chief of Army Staff (COAS). The case, marked NICN/LA/54/2023, challenged the military authorities’ failure to reinstate them despite the presidential pardon.

A statement issued on Monday by Tayo Soyemi of Falana & Falana Chambers, counsel to the claimants, said the soldiers sought declarations that the pardon invalidated their convictions and dismissals. They also asked the court to compel the Nigerian Army to reinstate them and pay their outstanding salaries and allowances from December 17, 2014.

The soldiers had faced trial before different courts-martial in 2014 over allegations of conspiracy and mutiny. They were initially sentenced to death, but the sentences were later reduced to 10 years’ imprisonment.

After completing their prison terms, Buhari granted them an unconditional presidential pardon through the Instrument of Grant of Pardon, 2022, which appeared in the Federal Republic of Nigeria Official Gazette dated July 29, 2022.

According to the statement, Falana & Falana Chambers wrote to the Chief of Army Staff on November 7, 2022, to request the soldiers’ reinstatement and payment of their entitlements. The legal firm said the letter was acknowledged, but the Army did not act on the request.

Funmi Falana, a Senior Advocate of Nigeria (SAN), argued on behalf of the claimants that the presidential pardon removed every legal consequence of the convictions, including their dismissal from service.

The Federal Government, represented by Omobolanle Aina, opposed the suit. It argued that although a presidential pardon forgives an offence and restores civil rights, it does not erase the fact that a conviction occurred or automatically qualify a beneficiary for reinstatement.

The statement also noted that the Chief of Army Staff neither entered an appearance nor filed a defence before the court.

In his judgment, Justice Yelwa held that the official gazette was sufficient proof that all 70 soldiers benefited from the presidential pardon. He also ruled that the Nigerian Army failed to challenge the evidence presented or explain why the request for reinstatement was ignored.

The court found that the soldiers’ dismissal resulted directly from their convictions by the courts-martial. It held that the dismissals could no longer stand after the presidential pardon.

Justice Yelwa stated that although the process of reinstatement remained an administrative responsibility of the Nigerian Army, the soldiers had acquired an enforceable legal right to return to service because the constitutional obstacle to their employment no longer existed.

However, the court rejected the claim for salaries covering the period between December 17, 2014, and July 17, 2022. It ruled that the soldiers could not claim salaries for the period they were imprisoned because they did not perform official duties. The judge also noted that the instrument granting the presidential pardon did not provide for retrospective salary payments.

The court subsequently ordered the immediate reinstatement of the 70 soldiers with effect from July 18, 2022. It also directed the defendants to pay all salaries, allowances and other entitlements due to the soldiers from that date until they are formally reinstated.

By Sabiu Abdullahi

A University of Jos (UNIJOS) student, identified as Ibrahim Pilasar Mbaya, has allegedly died after fellow students accused him of stealing an iPhone 16 and subjected him to hours of torture at an off-campus apartment in Jos, Plateau State.

The incident reportedly occurred on Sunday at a residence behind the City of David in the Ring Road area of the city.

According to reports, Ibrahim had spent the night at a friend’s apartment before he was accused the following morning of stealing an iPhone 16. The friend reportedly claimed that Ibrahim was the only other person in the room and therefore the main suspect.

Rather than reporting the allegation to the police, the suspects allegedly assaulted and humiliated the student for several hours.

A video said to have captured parts of the incident has circulated online. It allegedly shows the victim tied up and suspended while being beaten. In another scene, he was reportedly forced to transfer water from one container to another with a teaspoon despite his weakened condition.

Sources alleged that the student endured repeated assaults and degrading treatment throughout the ordeal.

They further claimed that after the torture, Ibrahim was locked inside a room where a nurse was invited to examine him. The nurse reportedly confirmed that he had died.

The suspects allegedly attempted to take his body to the Accident and Emergency Unit of the Jos University Teaching Hospital (JUTH) in what witnesses described as an effort to portray the incident as a medical emergency. However, the police were reportedly alerted before the plan could be carried out.

Reacting to the incident, a concerned citizen, Prince Miaphen, condemned the alleged killing and called for justice.

“That this late student was beaten to death by his fellow students in a student environment over allegations of theft has given me serious headache and pains.

“More annoying is the fact that one of his female friends, a fellow model, suggested that my attention should be called upon when it was happening and another friend said they should wait for further investigation before informing me. Kai! Kai!! Kai!!!”

Providing more details, Miaphen said:

“It was alleged that the young boy went and slept in a friend’s place and there was a case of a stolen iPhone which he was accused of stealing. UNIJOS, Bauchi Ring Road…

“This was a very friendly and jovial model.

“He was beaten to death yesterday by students in an off-campus apartment behind the City of David in Ring Road.

“IB passed the night in his friend’s place in Ring Road and the friend accused him of stealing his iPhone 16 in the morning.

“He said since they were the only two in the room, he’s the only suspect.

“They subjected this young model to brutal torture, humiliating, disgracing and dehumanising him.

“They later locked him up in a room and asked a nurse to check up on him. The nurse confirmed him dead and they attempted to take him to JUTH Emergency Unit to make the case look like an emergency when the police was called.

“The beastly treatment they subjected this boy to is better imagined.

“May Almighty God continue to expose perpetrators of dastardly acts like this. Amen/Ameen.”

The incident has triggered widespread outrage among students and residents. Many have called on law enforcement agencies to carry out a thorough investigation and ensure that anyone found responsible faces prosecution.

As of the time of filing this report, the University of Jos had not issued an official statement on the incident.

The spokesperson of the Plateau State Police Command, SP Alfred Alabo, did not comment on the matter. He reportedly declined to speak when first contacted, while subsequent calls to him were not answered.

By Uzair Adam

The Sokoto State Police Command has thwarted an attempted bandit attack on Tauma Village in Bodinga Local Government Area, recovering five magazines loaded with 40 rounds of live ammunition after a gun battle with the attackers.

The incident occurred on the night of July 25 following a distress call reporting that a large number of armed bandits had invaded the community.

In a statement issued on Monday, the Police Public Relations Officer, DSP Ahmad Rufa’i, said the Divisional Police Officer (DPO) promptly deployed tactical teams, including operatives of the Anti-Kidnapping Unit and the Violence Crime Response Unit (VCRU), to confront the attackers.

According to the statement, security operatives engaged the bandits in a fierce exchange of gunfire, forcing them to flee into a nearby forest with suspected gunshot injuries.

A subsequent search of the surrounding area led to the recovery of five magazines containing 40 rounds of live ammunition.

The command said no casualties were recorded among security personnel or members of the community during the operation.

It added that confidence-building patrols had been intensified in and around Tauma Village to reassure residents and strengthen security against further attacks.

The police also disclosed that neighbouring divisions had been placed on alert and directed to monitor for injured suspects who might seek medical treatment or attempt to evade arrest within their jurisdictions.

The command urged residents to remain vigilant and promptly report any suspicious individuals, particularly those with visible gunshot wounds, to the nearest police station or other security agencies.

By Ugochukwu Ugwuanyi

Just like calling someone’s name often makes them look your way, there’s hardly a better way for brands to secure attention than by tying their messaging to human truths. Some of the best conversions happen when businesses step into their customers’ shoes. A story lands when audiences can glaringly see themselves in the narrative through a graphic representation of their lived circumstances. Brands that know what customers are grappling with will always outperform self-centred competitors.

Empathy storytelling targets human connections in public relations by deliberately making stakeholders heroes or protagonists of the plot. It subjects the brand or organisation to playing a supporting role in the lives, struggles, wins, and aspirations of audiences. It’s a strategy that puts the people first in order to win them over. Understanding and embodying the emotions, objections, and motivations behind a potential patronage is what separates the storytelling that gets read from the one that converts.

The best messaging isn’t built around businesses but inspires a dialogue about people, problems, and change. This is what will turn audiences into advocates. A post that engineers 100 genuine discussions is often more valuable than one that reaches 100,000 people and is forgotten the next day. Empathy storytelling is like human-interest journalism that funnels into conversations people actually want to join.

Factoring In the Critical ICP Framework 

ICP stands for Ideal Customer Profile. It involves getting a 360-degree picture of your archetypal audience so you can speak to them with empathy and effectively assuage their pain points. ICP makes for laser-focused messaging so that the writer can turn from a generic, scattered narrative into personalised storytelling that cuts through the noise. When you speak directly to an ICP’s specific problems and goals, your storytelling becomes significantly more persuasive.

The framework guarantees better word choice by enabling the storyteller to ditch corporate-speak and industry jargon, embracing vocabulary and tone that resonate with the reader. Businesses are prone to describing their products in argot, while customers express their problems in simple, emotional terms. The closer your messaging is to your audience’s language, the easier it is for them to feel understood and trust what you’re selling. Before delving into storytelling, the ICP framework should be used to flesh out the following:

Desires: What is the ideal customer’s end goal? What, in specific terms, are they trying to achieve?

Problems and Pain Points: What is standing in their way? Why are current solutions failing them? Taking note of negative 3-star reviews of your competitors on Amazon or Alibaba gets you the exact phrasing that will make your storytelling convert.

Voice of Customer (VoC): Great messaging usually sounds like the customer wrote it themselves. What are the exact words they use to describe their frustrations? You can analyse Amazon reviews, stalk Reddit threads, support tickets and YouTube comments to pull phrases that will make your reader be like, “You’ve got me there!”

Rehashing customers’ vocabulary and phrases is the ultimate hack for high-converting storytelling that feels deeply personalised. Finding and using the exact words people use to describe their problems will make your content land more naturally and relatably.

The Situational Theory of Publics

Empathy storytelling will miss the mark without audience segmentation or stakeholder mapping. Enter the Situational theory, which hypothesises problem recognition, constraint identification, involvement, and information seeking as the four determinants of how people react to an issue or an organisation.

This model helps the storyteller achieve empathy by identifying and segmenting publics, understanding their needs and preferences, so that communication with them can be meaningful. The following is how situational theory segments publics based on their levels of problem recognition and information seeking:

1. Non Publics: Individuals with zero connection to or interest in the issue. They are unlikely to engage with your message.

2. Latent Publics: People who are affected by an issue or an organisation but are unaware of it or do not perceive it as a problem. The opportunity here is to build awareness.

3. Aware Publics: Individuals who are aware of an issue or a business but do not seek information or take action. 4. Active Publics: People who are fully aware, personally invested, and actively discussing, organising, or advocating around the issue.

All of this can be deciphered from community discussions, forums and social media comment sections where patterns can be gleaned when similar questions and objections appear repeatedly. From the derivable insights, you can then use empathy storytelling to either increase the problem recognition of latent publics or reduce the constraint identification of aware publics.

The Bubble Trap: Company Excitement Doesn’t Approximate Audience Attention

Living inside your organisation’s bubble is one of the greatest pitfalls of PR. This is particularly true for complex industries such as tech, medicine, energy and finance. It plays out when an upcoming activity or launch attracts so much enthusiasm and anticipation within that you start feeling as if it’s the same without. That’s assuming that everyone else is as excited as the internal teams. But until the comms team comes to terms with “Why would anyone outside this room care?” they don’t yet have a story.

Probing every idea with an external lens brings fresh perspectives and puts PR tactics on the same page with prospects. Nothing beats having someone explain their frustrations, goals, and buying decisions in their own words. People need to feel heard and believe that the person or organisation communicating with them understands their concerns and values their perspective.

You will communicate with confidence when you come out of your company’s cocoon. Businesses with strong public confidence often enjoy increased customer trust, stronger partnerships, improved media relations, and sustainable brand recognition. A good sense of news judgement can be lost when buried in your own brand for long enough.

Having frequent conversations with people who aren’t in your company but active in the industry as audiences goes a long way in maintaining the filter. Given that PR doesn’t exist to reward effort, if you can’t explain why somebody outside your business should care, journalists won’t bother either. Neither will your customers give a hoot!

AI Must Remain an Assistant, Never the Master Storyteller

The imperative of field findings and human connection in broader storytelling (let alone the empathy variant) means that the crafting of stories and the thought process that goes into it must never be outsourced to a machine. The best stories aren’t stilted, formulaic or templated but are discovered, as has been expounded in the ICP framework and the situational theory of the publics.

If only for the resonance that the Voice of Customers guarantees, organisations can’t rely on automated summaries and other generative artificial intelligence that sounds professional but feels disconnected. AI knows the words but doesn’t know the people. You cannot stop scrolls, let alone convert audiences with banal AI-esque cliches like “Building resilience”, “Creating sustainable change”, “Empowering vulnerable communities”, “Transforming lives through partnerships”, etc.

From a mile away, experienced communicators can spot an AI slop, differentiating between a story that has been lived, listened to and understood – and one that has been generated. An organisation’s reputation is under threat when they rely on a soulless bot for content creation. An AI-generated piece of writing passed off as one’s own is deceitful and chips away at credibility. There are also ethical concerns, as information created by machine learning isn’t always factual. AI-generated images or videos can sometimes make it difficult to distinguish between real and manipulated content.

AI chatbots should therefore be confined to their assistant role, where they help with research, proofreading and polish for brevity, tone and clarity. Machine prompts shouldn’t go beyond transcribing interviews, organising ideas, improving grammatical structure and accelerating content production. A copy, writing, or asset that is nuanced in the attributes of audiences, portrays their concerns and dignity, identifies potential risks, and is ready at the right time would always trump synthesised content. The synthetic can never be as good as the authentic.

Ugochukwu is a branding specialist, storyteller and media trainer who can be reached via nmiringwu@gmail.com.

By Sabiu Abdullahi

Gunmen have attacked officials of the Independent National Electoral Commission (INEC) during a Permanent Voter Card (PVC) distribution exercise in Odo-Otin Local Government Area of Osun State, making away with election materials, including PVCs and Bimodal Voter Accreditation System (BVAS) devices.

The Osun State Police Command said the incident occurred at Oyinlola DC Primary School, Ward 2, where INEC officials were issuing PVCs to eligible voters.

In a statement, the command’s spokesperson, Abiodun Ojelabi, said about 10 suspected thugs invaded the venue, fired several shots into the air and forced electoral officials to flee before escaping with three packs of PVCs.

Ojelabi said the Commissioner of Police, Ibrahim Gotan, had condemned the attack and directed a full-scale investigation to ensure those responsible are identified and prosecuted.

“Tactical and intelligence assets have been deployed, and efforts have been intensified to apprehend the perpetrators and recover the stolen PVCs,” the statement said.

The police spokesperson also disclosed that officers restored calm in Ile-Ife after suspected thugs caused a disturbance around the Mayfair Garage area, which briefly disrupted public peace.

He assured residents that the command remained committed to protecting lives and property and would continue to uphold professionalism and the rule of law. He also appealed to members of the public with useful information to report to the nearest police station.

Meanwhile, the Chief Press Secretary to the Osun INEC Chairman, Adedayo Oketola, confirmed that some BVAS devices were stolen during the attack. He said the commission was awaiting the outcome of the police investigation.

“We are still awaiting the outcome of the police investigation. The police are already investigating that matter, so we are waiting for the outcome of the investigation. I think they started a manhunt for those people, and of course, they promised that they would arrest them,” Oketola said.

“We are waiting for the police to get back to us on the matter, and the headquarters is also waiting for the police to revert to us. So, nothing new yet.”

Oketola explained that only a small number of BVAS machines were taken.

“It is not a lot of BVAS. They only took BVAS devices that were being used at the time of the attack. I don’t have the number. But I do not think it’s a lot,” he said.

He also assured voters that the theft would not affect the conduct of the forthcoming governorship election.

“I want you to know that stealing BVAS is not going to affect the election because the BVAS are useless in their hands,” he said.

“The BVAS cannot affect the election in any way, and of course, the commission will replace the stolen BVAS, and every other plan will go ahead.”

On reports that PVCs were stolen, Oketola said he could only confirm the theft of BVAS devices because the police were still investigating the incident.

“I only know of the BVAS for now, but as I said, whatever material has been stolen, the police are investigating,” he said.

“We trust the police not just to do the investigation; we trust the police to nab these hoodlums and make them face the music.

“But as I said, I cannot speak on the matter that is being investigated by the police.

“I trust that the police would do their job well and then the suspects would be nabbed and, of course, made to face the wrath of the law. That’s what we have for now.”

Osun State is scheduled to hold its governorship election on August 15, 2026.