By Kandeh Sesay
The Bio Administration’s high-profile attempt to reshape its public image through a costly public relations campaign with Forbes Africa has come under heavy scrutiny after the effort failed to yield lasting impact. Despite reportedly spending a substantial amount of money on the media engagement, the campaign unraveled within just two days of publication.
Over the past five months, the government has been working to counter what it views as a wave of negative press and public perception, both locally and internationally. The decision to partner with Forbes Africa—a globally respected media brand—was intended to reframe the administration’s narrative by highlighting development strides and leadership achievements under President Julius Maada Bio.
However, critics say the campaign has backfired, noting that the glowing media feature did little to shift public opinion or address underlying issues such as governance challenges, economic hardship, and alleged corruption.
“The publicity effort was superficial and short-lived,” said a political analyst who requested anonymity. “People are more interested in tangible results—lower food prices, stable electricity, job opportunities—not glossy features that don’t reflect their daily struggles.”
Social media users were quick to question the financial justification for the deal, especially in a struggling economy. Several opposition voices also slammed the move as wasteful, suggesting the money would have been better spent addressing urgent public needs.
The campaign’s rapid decline in influence—reportedly lasting less than 48 hours in the media spotlight—has reignited public debate over the use of state resources for image management rather than policy reform.
As of now, there has been no official statement from the Ministry of Information or the Office of the Chief Minister regarding the total cost of the PR engagement or the metrics used to assess its success.
Observers say unless the administration prioritizes transparency and accountability, efforts to polish its image abroad will continue to ring hollow at home.
