In the world of communication, words are not just conveyors of meaning; they shape perceptions, ignite emotions, and influence public opinion. History is rife with examples of how a single misstep in messaging can derail critical narratives, and spokesman of the All Progressives Congress (APC), Felix Morka’s recent statement on Arise News serves as a case study in the peril of unintended interpretation.
When words hijack the message
In July 2009, Harvard professor Henry Louis Gates Jr. was arrested at his Cambridge home after a neighbor mistakenly reported a burglary. Although charges were quickly dropped, the incident sparked national debate on race and policing. During a press conference on 22 July while addressing healthcare reform, President Barack Obama commented that the Cambridge police had “acted stupidly.” This unscripted remark shifted the focus from healthcare reform to the controversy surrounding his statement. Media headlines like Politico’s “Obama: Cambridge police acted ‘stupidly’” dominated the news, drowning out Obama’s critical policy message.
In 2025, a similar communication misstep unfolded in Nigerian politics when Morka appeared on Arise News to critique Peter Obi’s tenure as governor of Anambra State. While his assertion that Obi left no legacy projects was debatable, it was his remark, “Obi has crossed many lines; whatever he has coming his way, he should manage it,” that sparked outrage and shifted the narrative.
The statement was widely interpreted as a veiled threat to Obi’s safety, prompting swift backlash. The Coordinator of the Obidient Movement urged Nigerians to hold the Tinubu administration accountable if harm befell Obi or his family. Former Vice President Atiku Abubakar condemned the statement, framing it as evidence of authoritarianism. Activists, commentators, and analysts also joined in, lambasting Morka for his words.
This incident shifted the narrative from governance to personal safety concerns, unleashing a torrent of criticism and painting the APC in a negative light. Like Obama’s remark, Morka’s words illustrate how unintended framing can dominate public discourse and obscure the intended message.
The power of framing
Framing is not merely a skill; it is a strategic tool that shapes how audiences interpret messages. Research from Stanford University underscores that framing issues positively—emphasizing “gains” over “losses”—elicits more favorable reactions. Morka’s critique could have been reframed to focus on governance gaps or alternative visions, but his statement invited emotional and negative interpretations.
Lessons for PR professionals
Set clear objectives:
Communication must be intentional. As Aristotle said, “First, have a definite, clear, practical ideal”. Without defined goals, messages risk veering off course, as evidenced by Tony Hayward’s infamous “I want my life back” during the BP oil spill, which amplified public outrage instead of mitigating it.
Stick to talking points
Discipline is key. PR professionals must resist the temptation to address every issue. As the Russian proverb warns, “If you chase two rabbits, you will catch neither.” Morka’s deviation from governance critique to personal remarks highlights the dangers of straying from prepared points.
Prepare thoroughly
Rigorous preparation, or media mapping, ensures spokespersons are not caught off guard. This includes understanding the audience, the interviewer, and the socio-political climate. Examples like New Zealand’s Jacinda Ardern, known for her poise and precision, underscore the value of meticulous preparation.
Choose words wisely
Words are seeds; when carelessly scattered, they grow into weeds of misunderstanding. Morka’s phrasing, “whatever he has coming his way,” conjured threats and conspiracies. Every word must be sculpted to evoke desired perceptions and align with communication objectives.
The subconscious impact of words
Neuroscience reveals that words activate neural pathways, influencing thoughts and emotions beyond conscious awareness. George Lakoff’s “Don’t Think of an Elephant” experiment highlights how language evokes vivid imagery, often unintended by the speaker.
As PR professionals, the lesson is clear: it’s not just what you say but how your words are perceived. Strategic communicators must treat words as precision tools, crafting messages to inspire trust, evoke clarity, and avoid misinterpretation.
Conclusion
Communication is both an art and a science. Like a surgeon wielding a scalpel, a spokesperson must carefully craft statements to achieve specific objectives. Morka’s gaffe is a cautionary tale, emphasizing that words, tone, and even pauses carry subconscious cues that shape public perception.
By setting clear objectives, sticking to talking points, preparing thoroughly, choosing words with care, and anticipating emotional reactions, communicators can lead narratives with purpose and precision. In a world where perception often outweighs intention, mastering the power of framing is not optional—it is essential.
