By Donu Kogbara
As the massive row about fuel subsidy removal rages from one discussion arena to another, the thing that strikes me most forcibly is the sheer weakness of the Federal Government’s communication efforts.

I was a founding member of the Presidential Oil/Gas Sector Reform Implementation Committee, which was first inaugurated in 2000, while Obasanjo was Head of State and eventually authored the Petroleum Industry Bill (PIB).

So though I’m certainly not an expert compared to the many engineers, geologists, lawyers, accountants, etc, who have been full-time petroleum industry professionals for decades, I do know more about petroleum industry issues than the average layperson. And I think it’s fair to say that President Jonathan and his allies are right to insist that fuel subsidy removal is necessary.

*President Goodluck Jonathan

However, most Nigerians are staunchly opposed to Jonathan’s deregulation plans. And who can blame these critics for being deeply worried about impending product price increases, given that the multiple economic benefits that could flow from a new policy have not been properly explained to the general public?

It is not widely understood that a lot of positive things can happen on the infrastructural development and domestic refining fronts (for example) if Jonathan’s administration gutsily bites the bullet and saves trillions of naira by abandoning a subsidy system that is rotten to the core and financially suicidal.

Even those who are better informed than most and do understand the potential benefits of deregulation — special interest groups like trade unions and civil society organisations, for instance — react in a sceptical or hostile manner whenever this topic comes up because they simply don’t believe that ordinary citizens will be allowed to enjoy any pluses that may arise post-deregulation.

Many people I know are anti-deregulation because they are absolutely convinced that any deregulation-related savings will be frittered and squirrelled away by our shockingly selfish, glaringly greedy and chronically corrupt ruling class.

“It is very significant that governors are endorsing deregulation. They say that their support is based on a desire for more funds with which to develop their states. But, as far as I am concerned, they just want to get their hands on more cash to thieve,” is the blunt verdict of a friend who shall remain nameless.

I can emphathise with anyone who holds this cynical view of those who lead us because so many windfalls have been mismanaged and stolen in the past and there is no guarantee that they will not be mismanaged and stolen in future.

I can also see why opposition parties are sarcastically suggesting that Jonathan raise the money the government needs to save by renewing the war against corruption and recovering looted funds that have been stashed abroad.

The bottom line is that most of the resistance to deregulation boils down to the fact that this administration is not articulate enough and is not sufficiently trusted or respected. And Mr President needs to urgently address this problem and persuade Nigerians to believe that deregulation is important and that he is determined to spend any savings wisely and ethically.

Is there any human scenario in which serious long-term progress can be achieved without short-term sacrifices? I, as a world-weary adherent of the “No Pain, No Gain” philosophy of Life, very much doubt it.

Fuel subsidy removal is a matter of survival; and I wish the government would stop bungling this crucial challenge and start conveying this crucial message about tough realities skilfully, stylishly, sensitively and sincerely.

I keep wondering why Team Jonathan cannot persuade those who live in mortal fear of yet more hardship to focus on the gains rather than the pains. I keep wondering why Team Jonathan cannot get its act together and talk a good talk and win support for a move that could drastically improve the existence of all Nigerians. I keep wondering why Team Jonathan is so uninspiring and why its attempts to educate and inspire its constituents have been such a sorry failure.

Their ineptitude is so irritating! And ineptitude never comes cheap in Nigeria.

According to the Daily Trust Newspaper, “Hundreds of millions of naira have been spent on newspaper advertisements and TV/radio jingles… The adverts are being sponsored by five faceless organisations, namely Campaign Against Waste, Mass Interest Movement, Campaign In Support of Deregulation, Mass Interest Project and Subsidy Reinvestment Empowerment Programme….

“…No names of people or addresses are used to sign the adverts, raising suspicions that the government or its foot soldiers are behind the promotions.”

Whether the government is funding these expensive advertising campaigns or not, the fact remains that they are amateurish and ineffective and should be scrapped and replaced by something more robust and more credible.

I used to be an unconditional fan of President Jonathan because he was a fellow Niger Deltan and seemed to be well-intentioned and capable of excelling. But maturity dictates that one outgrows hero worship and concentrates on performance rather than sentiment. And I must confess that I am beginning to strongly suspect that Team Jonathan doesn’t have a clue how to sell, structure or manage the big changes that this country desperately needs to embrace.

If Team Jonathan wants to avoid the destructive tensions and disruptions that often poison transitions that are handled badly, it should get off its complacent backside and adopt a more sophisticated and intelligent communication strategy.

The fuel subsidy is due to go in January. Time is running out.