In the realm of political leadership, the actions and behaviours of individuals within a presidential team carry immense weight and significance. When staff members within the presidential administration indulges in self – promotion, leveraging various platforms like social media, magazine interviews and front covers to portray themselves as the linchpin of success, it raises serious concerns. Not only does this behaviour undermine the dynamics of a cohesive team but also jeopardises the principles of transparency, accountability, and the rightful attribution of success within the administration.

Self-promotion in such a sensitive and high-profile role can have far-reaching consequences. Firstly, it erodes the collective credibility of the presidential team. By positioning themselves as the primary catalyst for major achievements, the staff member in question overshadows the collaborative efforts of the entire team and belittles the significance of leadership and collective decision-making. This not only breeds discord and division within the team but also erodes public trust in the administration, as it paints a picture of individualism rather than unity. Secondly, such self-promotion undermines the principle of shared responsibilities. When a presidential staff member implicitly tries to create a scenario that he is “the go to man”, or “the man of action” or “the star of the presidential team” it distorts the reality of the situation, falsely attempting to attribute the successes to an individual rather than acknowledging the collaborative efforts of the entire administration, including the President.

Furthermore, self-promotion in a presidential team raises ethical concerns. It blurs the line between professional conduct and personal aggrandisement. Public officeholders should prioritise the interests of the entire presidency over self-interest, avoiding actions that could cultivate an inflated ego or create a cult of personality around them, which is exactly what one of the presidential special assistants has been doing. Such self-centred actions are unprecedented in the history of any administration to date.
To address this issue effectively, several steps should be taken. Firstly, there needs to be a clear code of conduct and communications guidelines at State House that explicitly discourage self-promotion and highlight the importance of team work and collective achievement. Secondly, the President should actively communicate and emphasise the importance of humility and collective nature of success. Lastly, any violations of these guidelines [should come] with serious consequences, including termination of appointment.

In conclusion, when a presidential staff member engages in self – promotion, it disrupts the harmony and credibility of the entire presidential team and raises ethical concerns. Addressing this issue necessitates a comprehensive approach that emphasises a collective achievement, clear communications guidelines, and appropriate disciplinary measures. Upholding the values of teamwork, accountability, and humility is vital for a functional presidential administration.

(Dipak K. A. Patel is former Minister of Information & Minister of Commerce, Trade & Industry)