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Journalism, PR, and Cash for Coverage: Matters Arising

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By Dr. Marcel Mbamalu

 

 

SIMPLE CONTEXTUAL DEFINITIONS

 

Who is a Journalist?

For the purpose of this discussion, a journalist can be described as a  person who collects, writes, photographs, processes, edits, or comments on news or other topical information to the public.

 

A Journalist’s work is called journalism (Wikipedia). A journalist must, in line with professional ethics, be accurate and fair. The journalist seeks Truth and reports it. He must be honest and courageous in gathering, reporting and interpreting information…and should take responsibility for the accuracy of his work (SPJ Code of Ethics, revised September 6, 2014)

 

 

Public Relations/ Practitioner

 

The professional maintenance of a favorable public image by a company, organization, or a famous person. The PR profession ensures a company, or organization or famous person maintains good records in the public eye. The PR practitioner helps people, organizations to gain public acceptance by explaining the aims, objectives, and methods of their organization and by building and maintaining a favorable image     (https://gostudy.net/occupation)

 

Cash for Coverage/ Brown Envelope Journalism

 

Cash for coverage or Brown Envelope Journalism (BEJ) refers to giving monetary inducement to journalists to encourage them to write positive stories, slant, or kill negative ones. Brown envelop as a term was first coined in 1994 after the UK political scandal (cash-for-questions-affair) in which The Guardian alleged that the owner of Harrods department store, Mohammed Al-Fayed, had paid a Member of Parliament in the House of Commons to ask a question using a brown-colored envelope for the transaction.

 

Journalistic parlance Brown Envelope has, over time, been used to describe monetary gifts concealed in brown envelopes and given to journalists during press briefings. In broader terms, Brown Envelope Syndrome (BES) refers to the potentiality of news sources (PR agents and/or their clients) giving, and journalists taking cash at press conferences or in the general course of their duty. It describes the propensity to give and take ‘bribes’ at any point in the value chain of journalistic sourcing and transmission of news content. So, BES as an expression in media practice can conveniently be used interchangeably with Cash for Coverage Syndrome (CFCs).

It’s a “syndrome” in the sense that giving and taking cash in the course of journalistic work manifests symptomatically and can consistently occur in varied but identifiable ways. The brown “envelope” could be in any color shade (white, green, or red), in naked cash or electronic form (bank transfers). Whatever color, form or means, Brown Envelopes, in the words of Dr. C Nwachukwu of the University of Nigeria Nsukka (UNN), represent any “temptation wrapped in money.”

On the whole, the impact of such ‘temptation’ on content creation, presentation and dissemination are real: The Mass Media audience, the ultimate king, are misled; credibility of news content and platform is compromised setting off the stage for perennial confidence crisis between the media platform and its audience. Loss of audience confidence leads to loss of patronage (business)…and jobs.

Imagine what could happen when an individual, group of individuals, politicians or government buys off an entire edition of a newspaper, a day’s program on Radio/Television or the entire Internet space and decides that no one reads, hears or sees a particular content or that they see it in predetermined modes! Worse still, the individual or group(s) could decide to let their ‘trusting’ readers, viewers and listeners see/hear only what’s convenient and let them wallow in darkness. It’s a matter of life and death for the entire information and communication space.

Yet, the audience knows better, always able to isolate the chaff from the kernel. The reason media businesses rise and fall on content, much more on the credibility of the content. Yes, Content is King! Remember Marshall McLuhan’s postulation: “The Medium is the Message.”

 

 

It’s not just Cash

Brown Envelope or Cash For Coverage syndrome is a cankerworm. It’s much more than giving or taking cash. If brown envelopes are meant to conceal inducements (the reason the envelopes are brown, not white, in the first place), then, other forms of gifts or inducements, not manifest in clear cash benefit but whose intention is to influence story slants or to curry the journalist’s friendship/sympathy when critical information is at stake, should also pass for “Brown Envelopes.”

Consider non-cash gifts like holiday trips abroad, free training for journalists, birthday gifts and cakes, etc. Will these seemingly harmless ‘gifts’ influence the journalist’s coverage and slant of stories, especially when they matter to the audience?

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Important gifts are no longer in brown envelopes; they are now in white ‘vessels’ to accomplish saintly ‘missions.’ If good journalism practice is anchored on Truth, Fairness, and Balance for credible information, education, and entertainment of the audience, any good gesture that seeks to influence good content creation and delivery is a cankerworm.

 

Cash for coverage Vs Journalism/PR Ethics

Journalism and Public Relations are complementary professions that profess truth and abhor distortion of information/communication. Cash for news coverage defies this basic principle. Among professionals, there is a general understanding that BES is very bad for good PR practice, much worse for good Journalism; it’s an unethical practice based on journalism and PR professional ethics. The Society for Professional Journalists (SPJ) has a Code of Ethics for members, the NUJ and Press Council also have a code of ethics, all aligning with good practice bordering on truthful, courageous, fairyland patriotic news reporting devoid of inducement. Yet, does the syndrome fester?

 

WHAT DOES IT MEAN TO ASK FOR CASH BEFORE COVERAGE?

 

Asking for gratification can be covert (complaints about distance and cost of transportation etc) or overt (declaring what it would cost to attend a press conference and/or to publish content therefrom). What do we make of previous scandals?

Reasons for BES among journalists and PR practitioners (What they say)

 

 

Issues about African culture of gift-giving

 

 

Nigerians believe in giving and receiving gifts formally and informally. Many say this is one of the major reasons why it’s difficult to tackle this in Nigeria.

 

Issues about PR &Journalism ideology

 

 

Do quacks truly exist in journalism and PR practice? Who truly is a journalist; the one who can write and speak impeccable English or the one who is trained, grounded, and certified on the basics of good journalism? Should Journalism and PR be different from other key professions like Medicine and Law? Can I, as a journalist be hired by a law firm to defend a client in court simply because I could argue very well? Can a good Television analyst perform a surgery on a patient because he does so with words? Not cast in iron, but these and many more are issues that perhaps, could rub off on efforts to find answers to questions under discussion. How many journalists and PR ‘agents’ ended up becoming who they are today because they could not find jobs in their disciplines after graduation?

 

Issues about Training and Retraining:

 

 

Knowledge and competence breed self-confidence and self-respect. Good retraining programs for certified members of a given profession help to engender self-confidence and mutual respect; hence, they will respect the code of ethics and overcome ‘temptations wrapped in money,’ especially in a fragile economy.

 

Issues about preaching professionalism in a fragile economy:

 

Is       Nigeria really among the poorest of the poorest countries? Does it have 20% (10.5 million) of the world’s out-of-school children? How many media organizations in Africa will survive the next 10 years? How many newspapers have an average of 200,000 print-run daily? How many of them have an average of five pages of adverts per day to stay afloat? What is the average take-home pay of Nigerian journalists? How media organizations in Nigeria pay salaries as and when due? Can we work to create saints in hell? How many oases of plenteous integrity can we find in a desert of need?

 

Yet, I see light at the end of the tunnel. There are a few Josephs, a few Daniels, a few Shedrack, Meshack, and Abadenego left!

 

On the PR side, do practitioners face pressure from employers and clients (PR)?

 

 

 

SOLUTIONS

 

Clear identity or ideology for PR and Journalism

 

Improvement in training and retraining, remuneration and reward for excellence

 

The salience of the recent unbundling of Mass Communication courses in universities to the rescue?

 

Possible redefinition of the bounds of gift-giving; must the latitude be expanded to realistically reflect certain nuances? For instance, why do patients pay for hospital cards and for drugs, yet the doctor collects separate consultation fees, nurses ask for money to buy syringes. Hospital bills still come afterward???

 

 

Are journalists tying themselves up at a time market realities are getting grimmer?

 

Public-funded BBC, CNN, and GOOGLE take adverts even from Nigerian firms and they take sides in news coverage using genres that are neither hard news, nor Feature/ opinion, but all combined in non-clear-cut reporting called ADVOCACY NEWS, which is news with explicable bias.

 

Former Minister appointed Adviser center of Journalism 

THEORETICAL UNDERPINNINGS

 

 

Social Responsibility Theory: This presupposes that the media, in discharging its critical functions, acts in social interest and for the good of the society.  Reporting dispassionately…against business logic and profit motives. In the light of current realities, the big question: Is there a more professional way to commoditize news? There are different, just like there are varied products in other professions like Law and Medicine, etc.

 

 

Media Economics: Media as a going concern and profit-oriented theory in a competitive stressful market, driven more by corporate support than by audience clientele.

 

Four-way PR Model: Sensationalism, Full Information, Symmetry, and Asymmetry. GRUNIG and HUNT 1984)

 

 

 

CONCLUSION: The Big Question

Is cash for coverage a case of professional anomaly that has become a culture, or a case of inevitable industry reality that needs some professional rethinking/adjustment? If technology is, indeed, changing many things, to what extent can it be allowed to change social laws?

Dr Marcel Mbamalu, is the News Editor of The Guardian, presented this at The Jacksonites Biweekly Webinar on August 2, 2020

Opinion

Kano Governor Yusuf Shortlisted for Africa’s SANKOFA Award of Excellence in Infrastructural Development

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By Abba Anwar

Kano State Governor Abba Kabir Yusuf makes a list of potential Awardees across West African sub-region, observed and screened by an African association named Réseau des Jeunes du Sahel pour le Progrès, le Développement et la Démocratie (Network of Sahel Youth for Progress, Development and Democracy), on infrastructural development in their respective states.

The top most Award from the association, called Sankofa Award of Excellence across various sectors, is given to people or leaders who excel in their respective areas of work or responsibilities.

With the recent disclosure made by the Commissioner of Public Procurement, Projects Monitoring and Evaluation, Nura Ma’aji Sumaila, on the state of infrastructural development and payments of contracts in the state, the association included Kano to be part of the states across Nigeria and West African countries, screened for an Award of Excellence.

Source close to the association reveals that, Governor Yusuf’s achievements in the area of infrastructural development, could not be neglected and the Governor stands a better position to be seen and amplified across the globe. As a result of his commitment and service to humanity.

Parts of the major reasons that informed the association’s decision to include Governor Yusuf for Sankofa Award of Excellence for Infrastructural Development in West Africa is his genuine inclusion of infrastructures that are human centred, modern, location specified and standardization process and procedures.

According to the source, the Screening Committee saddled with the responsibility of selecting qualified personalities across West Africa are in their final stage of releasing the result. Assuring that, under infrastructural development, Kano excels. Though not officially announced.

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When Governor Yusuf gets this Award, he will be the second person from Nigeria who bags the Award. Last year the Deputy Senate President Barau I Jibrin, PhD, CFR, got the SANKOFA Award for Legislative Excellence in Africa. Coincidentally, Governor Yusuf who is also from Kano state, would be the second Nigerian in this category.

The President of the association Mr Fassoko Doumbia, from Mali, confirmed to my source that, from all indication, “Kano State Governor, from Nigeria, Mr Abba Kabir Yusuf is in the forefront of those screened for the Award.”

With this recognition of excellence, the Award places Governor Yusuf to be one of the best Nigerian governors. And the best across West Africa on infrastructural development. One good thing about the Award is, it will as well serve as an engine oil for state commitment and unwavering service delivery.

Mr Doumbia reveals further that “… it is amazing looking at the unmatched number of completed and ongoing projects as Kano has 799 completed projects and 709 projects at various stages of completion. It is encouraging to see that Governor Yusuf is executing over 1,508 developmental projects across all 44 LGAs.”

What keeps hope and commitment alive are the transparent monitoring, evaluation and effective payment to contractors. Of which out of N928 Billion of the total contract sum, the state has already paid over N600 Billion, that’s 64.7% payment rate.
Unlike in many states in Nigeria and West Africa. The association believes that Kano institutionalized transparency through the Ministry of Public Procurement, Projects Monitoring and Evaluation.

The screening committee appreciated Kano’s strategic and balanced infrastructure spread, between urban and rural areas plus improved security. For urban renewal it has the sum of N169 Billion. While there are 5km roads in 38 LGAs with the sum of N118 Billion. They appreciated the rural infrastructure across 44 LGAs with the sum of N397 Billion for roads, education, healthcare, and social services.

While under security infrastructure the total sum of N6.863 Billion for Neighborhood Security Watch offices in 36 LGAs. This assured deliberate, balanced development with value for money, quality delivery, and measurable impact on the lives of the people. All courtesy Governor Yusuf.

It serves also as indices of how Governor Yusuf makes the list for such Award, that his infrastructures are signals for the delivery of landmark, human-centered projects as Kano completed tangible projects that directly improve lives of the citizenry, with 40 metropolitan roads, 44 PHCs, 120 schools, 5 water plants, with the ongoing Dan Agundi and Tal’udu flyovers at over 80% completion.

It has also been discovered that, Kano enjoys proven technical leadership and political will. Which glaringly displays the political will and technical competence required to drive massive infrastructure without corruption or delays. This is part of the major engagements being identified, which eventually resulted into the popular Sankofa Award of Excellence.

Anwar writes from Kano
Saturday, 25th July, 2026

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Opinion

Beyond the Numbers: What the Ekiti 2026 Governorship Results Reveal About Coalition Politics and Path to 2027

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By Abass Sherifat Taiwo

Returning Officer Adenike Oladiji, a professor and Vice-Chancellor of the Federal University of Technology, announced the results in the early hours of Sunday, at roughly 3:13 a.m. Incumbent Governor Biodun Oyebanji of the APC won comfortably, polling 319,224 votes across the state’s 16 local government areas. His closest challenger, the PDP’s Oluwole Oluyede, trailed far behind with 40,543 votes, while the ADC’s Dare Bejide came in third with 12,872 votes.

Of the 384,940 voters accredited for the election, 375,777 cast valid votes, a validity rate of about 97.6%, suggesting relatively few spoiled or rejected ballots.

Oyebanji’s win carries added weight as the first consecutive re-election in Ekiti’s history, a state known for unseating incumbents since 1999. His dominance was also total: he won all sixteen LGAs, and even his closest contest, in Ikere, was still a comfortable margin. His five strongest councils alone delivered nearly half his statewide votes, showing concentrated rather than thin support.

Elite alignment mattered too. For the first time, every living former Ekiti governor backed his re-election, leaving the opposition without any prominent defectors to rally behind. This unified backing functioned as a coordinated endorsement strategy, a visible signal of consensus that opposition parties had no comparable message to counter.

Between the opposition parties, PDP’s showing is more telling than ADC’s. ADC placing third as a newer platform isn’t surprising, but PDP, a long-established national party, barely crossed 3,000 votes in most councils, pointing to weak grassroots structure rather than just a bad cycle. The deeper question is whether this reflects a structural failure or a failure to sustain visibility and message presence at the ward level between election cycles.

Party | Votes | % of Valid Votes
APC | 319,224 | 84.95%
PDP | 40,543 | 10.79%
ADC | 12,872 | 3.43%
ADP | ~1,289 | 0.34%
Accord | 564 | 0.15%
LP | ~263 | 0.07%
AAC | ~188 | 0.05%

When the vote totals of every opposition party are combined, they amount to roughly 55,719 votes, or about 14.83% of all valid votes cast, a stark contrast to the APC’s dominant 84.95% share on its own. Even in a hypothetical scenario where every opposition party ran on a single, fully united ticket, their combined total would still fall short of the APC’s by approximately 263,505 votes. This gap illustrates just how commanding Oyebanji’s victory was: it was not simply a matter of a divided opposition splitting votes among several parties, but a result that would have withstood even total opposition unity.

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Following the Ekiti result, APC framed it as proof of growing national support ahead of 2027, pointing to the rise in its vote totals in the state from about 187,000 in 2022 to roughly 318,000 in 2026, and projecting even higher numbers for Tinubu in 2027. Opposition parties, including the ADC and SDP, pushed back, arguing that Ekiti’s off-cycle, low-turnout nature makes it a poor predictor of a national contest.

Both claims need scrutiny. APC’s growth trend is real, but it happened in a state the party already governs, where incumbency and federal attention worked in its favour, so it says more about consolidating an existing stronghold than expanding into contested territory. The opposition’s caution is fair, but understates that APC’s structural advantages, incumbency and federal resources, aren’t unique to Ekiti and could repeat elsewhere. The more accurate takeaway is that Ekiti confirms APC’s strength where it already holds power, without proving it can replicate that in genuinely competitive states by 2027.

ADC’s third-place finish in Ekiti, just 3.43% of the vote, looks unremarkable on its own, but it only makes sense next to the party’s national story. A year earlier, ADC had positioned itself as the face of a new opposition coalition, pulling in heavyweight names like Atiku Abubakar and Peter Obi with the promise of a unified front against the APC. That promise hasn’t held: Obi and Kwankwaso have since defected to a rival platform, the NDC, while ADC battles leadership disputes and court cases that put its own 2027 participation in doubt.

That is the real lesson here for coalition politics as a communication problem, not just a structural one. ADC did not fail for lack of big names, it had plenty. What it could not do was hold one coherent message together once multiple egos and regional bases began pulling in different directions. Whether it can still become the platform it promised by 2027 is uncertain, but Ekiti is an early sign of a bigger unraveling.

Beyond Ekiti, the result speaks to a deeper pattern in Nigerian opposition politics: alliances are far easier to announce than to sustain. This suggests APC’s greatest advantage going into the next general election may not be its own performance, but the opposition’s continued inability to stay united. The near-total validity rate and one-sided outcome in Ekiti also raise questions about how genuinely competitive Nigeria’s state elections currently are, and whether low-turnout, off-cycle polls like this one can reliably signal national voter sentiment.

The Ekiti result is less a story about Oyebanji’s popularity alone than about the opposition’s structural fragility. Even a fully united opposition ticket would not have closed the gap, which means the problem isn’t vote-splitting, it’s organisational weakness, unstable coalitions, and the absence of a party capable of matching APC’s machinery and incumbency advantages. What Nigeria’s opposition needs before 2027 isn’t just structural unity, but a coherent, disciplined communication strategy capable of sustaining one message across factions, something no coalition has yet demonstrated. Until Nigeria’s opposition can build a coalition that survives contact with real electoral pressure, results like Ekiti’s are likely to repeat themselves in APC strongholds heading into 2027.

By Abass Sherifat Taiwo
Department of Development and Strategic communication University of Abuja
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Opinion

Governor Abba Kabir Yusuf Has Earned a Vote of Confidence on Education

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By Hon. Muhammad Sanusi S. Kiru, FCIA
(Former Commissioner of Education, Kano State)

There comes a time in public discourse when fairness must prevail over partisanship and facts must take precedence over preconceived opinions. That moment has come in my assessment of the educational reforms being implemented by the administration of His Excellency, Governor Abba Kabir Yusuf.

As a former Commissioner of Education and someone who has consistently evaluated government performance with candour, I owe the people of Kano State an honest appraisal of the Governor’s performance in the education sector. After objectively reviewing the administration’s interventions from 2024 to 2026, particularly its determined efforts to address the acute shortage of teachers, I have reached an inescapable conclusion: Governor Abba Kabir Yusuf deserves a vote of confidence for his outstanding commitment to the development of education in Kano State.

One of the greatest challenges confronting our educational system has been the persistent shortage of teachers, resulting in unfavourable teacher-pupil and teacher-student ratios across many public schools. This problem has adversely affected the quality of teaching and learning for many years.

The present administration has confronted this challenge with courage and determination. Between 2024 and 2026, the government recruited or absorbed 8,715 permanent teachers and engaged 3,688 temporary BESDA Cohort V teachers, bringing the documented total to 12,403 education personnel. With recruitments by other education agencies, the overall figure is widely estimated at approximately 13,000 teachers.

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This represents one of the largest teacher recruitment exercises in the history of Kano State. More importantly, it is a strategic investment in the future of our children and in the long-term development of the state. By substantially reducing the teacher deficit, the administration has strengthened both the basic and post-basic education subsectors and created a stronger foundation for improved educational outcomes. The new recruitment not only means making our classrooms more vibrant and ensuring that teaching is consistently taking place, but it also signifies a positive shift in the narrative reflected in monitoring reports, the annual school census, and national personnel data.

Looking at the tangible achievements now before us, particularly in education, it is clear that the administration has made significant and commendable progress. Leadership should always be judged by measurable accomplishments, and in this regard, the Governor has acquitted himself admirably.

One area where the administration must, however, improve is public communication. Many of its remarkable achievements have not received the publicity they deserve. A well-coordinated and effective publicity strategy would ensure that citizens fully appreciate the scope and impact of these landmark interventions.

As His Excellency prepares to personally attend the special ceremony for the presentation of appointment letters to the newly employed teachers on Tuesday, 21st July 2026, I consider it appropriate to congratulate him on this historic milestone. The ceremony is more than a presentation of appointment letters; it is a celebration of renewed hope for thousands of families, a reaffirmation of government’s commitment to quality education, and a significant step towards building a stronger educational system for future generations.

I wish His Excellency a successful and hitch-free ceremony and pray that Almighty Allah grants him wisdom, good health, and continued strength to sustain the ongoing transformation of the education sector. May this programme mark the beginning of even greater achievements in the quest to provide every child in Kano State with access to quality education delivered by competent and dedicated teachers.

Governor Abba Kabir Yusuf deserves sincere commendation for these giant strides. If this policy of continuous recruitment and investment in teachers is sustained, it will undoubtedly be remembered as one of the defining legacies of his administration. Future generations will look back on this period as a turning point in the educational history of Kano State.

I therefore extend my heartfelt congratulations to His Excellency and offer him a well-deserved vote of confidence. I also wish him every success as he formally presents appointment letters to these newly recruited teachers on Tuesday. May the occasion be memorable, successful, and another milestone in the march towards educational excellence in Kano State.

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