Alhaji Lai Mohammed, former Minister of Information and Culture, has revealed how a carefully coordinated two-pronged strategy helped the All Progressives Congress (APC) and President Bola Tinubu secure victory in the 2023 presidential election.
The approach focused on highlighting the achievements of the Buhari administration while actively countering misleading opposition narratives, placing verified facts directly in the hands of voters and reshaping the election narrative.
In his book, Headlines and Soundbites: Media Moments that Defined an Administration, unveiled on December 17, 2025 and coinciding with what would have been former President Muhammadu Buhari’s 83rd birthday, Mohammed explained that the strategy sought to influence public perception while ensuring transparency and factual communication.
A central element of the campaign was the PMB Administration Scorecard Series, launched on October 18, 2023, 130 days before the February 25, 2023, election.
The series presented detailed reports on government achievements, with ministers engaging journalists in question-and-answer sessions to enhance clarity and accountability.
Mohammed emphasized the use of both traditional and digital media platforms to reach a wide audience.
He said this combination of showcasing accomplishments and proactively countering misinformation helped the APC reconnect with undecided voters and strengthen its electoral position.
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In the days leading up to the election, the ministry unveiled additional legacy tools, including documentaries and digital presentations, to reinforce the administration’s record and ensure verified information was available to the public.
Mohammed said the overarching goal was to place verifiable facts and government performance data directly in the hands of voters, countering claims that the administration had little to campaign on.
He maintained that this factual, transparent approach was central to shaping the narrative in favor of the ruling party.