“People do not buy goods and services. They buy relations, stories and magic - Seth Godin
Legendary Business tycoon, Sir Richard Branson was most categorical in his frank analyses on the fine art and beauty of a good copy compared to a full front page -paid for advert, when he insisted that: “A good PR story is infinitely more effective than a front page add
Though the ruling People’s Democratic Party(PDP) has publicly tendered an apology over the manner they sent a congratulatory message to an opposing candidate of the exalted Emir of Kano seat, for the records  and for sake  of posterity let us rewind this case and thus move to call a spade by a spade and not by a marines name

In a very elaborate position paper by the Country’s opposition party, the Alliance for Progressive Congress, APC, through its Interim National Publicity Secretary, Alhaji Lai Mohammed, the party said that the statement issued by the PDP’s Publicity Secretary, Olisah Metuh, congratulating one of the contenders before the Kano State Government announced the new Emir was premeditated and calculated to incite violence.
It wondered why a ruling party which has access to Kano or any State government, would  rush to the media to congratulate contender who had not been selected, without even contacting authority to ensure the  veracity of whatever news it may have heard
The opposition party wondered aloud that: ‘What was so urgent about congratulating the new Emir that could not have waited for a few hours for the appropriate authority to make an official announcement, and when eventually the final announcement was made and the contender who had already been congratulated lost out, it was only natural that his supporters would feel shortchanged ,hence it can therefore be seen as obvious that the ruling party through the National Publicity went out of their way to stoke the  fire of violence in Kano’’
The APC was to conclude that since we live in a Country which is being governed by the rule of law, the best, the best option could have been state (Kano) through the State Auditor General to immediately institute criminal proceeding against PDP and her officials for incitement and whatever explanation they have they have for their premeditated action, they should reserve for their defense in court
Now, while the option of seeking redress through the Courts as proposed by APC, it is only natural and proper for this writer, as a good and law abiding citizen of this great Country, Nigeria to offer one or two advice to the self acclaimed biggest party in Nigeria, PDP.
The ruling party’s publicity machinery, led by Olisa Metuh must but take a cue from the brand icon, Seth Godin who once postulated that “People do not buy goods and services. They buy relations, stories and magic.” –
With blunders such as what happened in Kano of congratulating a rival contender all in the name of settling old political albatross, the big picture is simple, people are buying the service the party claims they are offering the citizenry; rather the people  will purchase the negative stories and relations stories on ground  and the expectant result? More dent on the Presidency’s image, because any word from the party is invariably seen as that coming from the heart of the Commander-In-chief, but through the hand and voice of the party mouth pieces
·   * Cerutti Mike Osagie,''Chief of Pen' is a Lagos based author and social network commentator. The piece, he insisted is written without prejudice.
He can be reached on:youngchief@yahoo.com/Roaming line: +234 7042631895


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