In a strategic move to bolster its communications and public engagement, the Labour Party has announced the appointment of a seasoned diaspora mobiliser and writer to a key advisory role.
By Perpetua Onuegbu
Abuja, Dec. 23, 2025
The Labour Party has formally appointed Hon. Aju Elumelu-James as the Special Adviser on Media and Strategic Communication to the National Chairman, Mr. Julius Abure. The announcement, made by the party’s National Publicity Secretary, Obiora Ifoh, signals a deliberate effort to refine the party’s messaging and expand its influence both domestically and internationally.
This appointment is far more than a routine personnel change; it is a recognition of a proven track record and a strategic investment in narrative control. In modern politics, effective communication is not merely about disseminating information—it is about shaping perception, building trust, and mobilising support. The creation of this specialised advisory role underscores the Labour Party’s intent to professionalise its outreach and counter competing narratives in a crowded media landscape.
Why This Appointment Matters: A Profile of the Appointee
According to the official statement, Elumelu-James’ appointment is based on her “unwavering commitment, strategic insight and years of selfless service.” Her career within the party provides a clear blueprint of her qualifications:
- Grassroots and Global Mobiliser: She first distinguished herself as Deputy Director of the Directorate of Mobilisation and Integration (Diaspora), where she coordinated party activities across multiple countries. This role is critical for Nigerian political parties, which rely heavily on the financial remittances, intellectual capital, and advocacy of the diaspora community.
- Strategic Administrator: Her performance led to a promotion to Secretary-General of the Directorate of International and Diaspora Affairs (DIDA). In this capacity, she was responsible for structuring the party’s formal engagements abroad, moving beyond ad-hoc mobilisation to building sustainable international networks.
- Narrative Shaper: Since 2023, Elumelu-James has served as a key ideological voice for the party through “incisive, consistent and values-driven write-ups.” Her writings have aimed to frame the Labour Party’s core messages of “good governance, accountability and people-centred leadership.” This background in content creation is essential for a role that must now translate complex policy positions into compelling public discourse.
Context and Implications: A Role for a Critical Time
Obiora Ifoh stated that the new role “comes at a critical time,” a point that merits deeper analysis. The Labour Party, having established itself as a formidable third force in recent electoral cycles, faces the dual challenge of consolidating its gains and defining its identity against the two traditional dominant parties. The Special Adviser’s mandate will likely involve:
- Crisis Communication: Managing public perception during internal disagreements or external criticisms.
- Message Discipline: Ensuring all party spokespersons and chapters communicate a unified vision, preventing mixed signals that can confuse supporters and the electorate.
- Diaspora Engagement: Leveraging her existing networks to maintain the diaspora as a pillar of support, especially with future elections in mind.
- Media Strategy: Moving from reactive press statements to a proactive media strategy that sets the news agenda.
The party expressed confidence that Elumelu-James will bring “renewed energy, professionalism and strategic impact” to the role. Her transition from diaspora mobilisation and administration to the core of strategic communication at the national chairman’s office suggests a party seeking to integrate its international strengths with its domestic political machinery.
This appointment is a clear indicator of the Labour Party’s maturation as a political institution. By placing a seasoned communicator and organiser at the right hand of the national chairman, the party is investing in the infrastructure required for long-term relevance and electoral competitiveness. The effectiveness of this strategic move will be measured by the coherence and resonance of the Labour Party’s message in the months to come.
Edited by ‘Wale Sadeeq
Source: NAN News
