Too many cooks...

In an incredible move, the Punjab government has nominated as many as 40 people as its spokespersons, ostensibly for image building of the ruling party. The number is ridiculously high. According to a notification issued by provincial Information Minister Samsam Bokhari, the decision was made on the orders of Prime Minister Imran Khan. It is unclear though whether Khan's instructions were to better defend and explain government policies, and the provincial government went overboard; or to accommodate certain individuals in visible positions. Although press reports say these spokespersons, including MNAs, MPAs as well as unelected loyalists, are to serve the party on a voluntary basis, it is not known if they are to enjoy any perks and privileges.
The decision can do more harm than good to PTI's image. Critics have been quick to point out that while in opposition, the party had accused the previous government of favouritism and nepotism. After Nawaz Sharif appointed his daughter Maryam Nawaz as chairperson of Prime Minister's Youth Loan Programme, Imran Khan constantly disparaged the appointment, and a junior PTI leader approached the Lahore High Court against the appointment on the plea that Sharif had misused his authority by appointing his own daughter as head of the loan programme. She was compelled to resign that position. In resorting to some of the same actions and policies for which it vilified other parties, the PTI surely does not help its own cause. That though is not to say it does not need to worry about improving its public image.
The Prime Minister's Special Assistant on Information and Broadcasting, Firdaus Ashiq Awan, gets a lot of coverage almost every day defending government policies and exchanging barbs with opposition leaders. The current Punjab Information Minister may not be as hard-hitting as his predecessor was, but he is an experienced politician who knows how to articulate his side's story. However, considering that each evening TV talk shows attract a large viewership, ministers, of course, cannot regularly appear in these programmes. Others are needed to do that job. The problem with the Punjab government announcement is two-fold. First, those whose names have been notified probably are meant to represent the party in discussion programmes; describing them as spokespersons is a misnomer. Second, press reports say four persons are to coordinate with 'spokespersons', still 40 spokespersons are too many. They can be expected to say things that may not be in line with party policy.