Nigeria’s image problem requires strong national image regulatory body
By Zion Rufus
The international perception of Nigeria and Nigerians has been steadily declining, with various countries imposing travel bans and issuing warnings to their citizens about visiting the West African nation.
From political fragility to severe macroeconomic challenges, Nigeria’s image problem has become a critical concern for public relations professionals.
Experts believe that the absence of a cohesive and proactive approach to managing the country’s image has led to several countries banning Nigerians from entering their territories, amongst other prevailing concerns and consequences which have resulted from this perception issue.
Over the years, experts have also highlighted the absence of research, measurement, rebranding, and the prevalence of quackery as factors contributing to the slow development of PR in the country, noting that prevalence of quacks further has further undermined the industry’s credibility, leading to skepticism from brand owners about hiring PR professionals.
To address this alarming situation, top public relations consultants in Nigeria have called for the establishment of a premium national image regulatory body, with a competent leader at its helm.
This lack of a strong Public Relations intermediary, they argue, is contributing to Nigeria’s unfavorable global image and hampering its growth and reputation on the international stage.
Nkechi Ali-Balogun, Principal Consultant at NECCI CONSULTING and Adetokunbo Modupe, Founder and Chief Consultant at TPT International Limited, two prominent public relations experts, also voiced their concerns about Nigeria’s image perception problem, stressing the urgent need to drive initiatives that address the nation’s negative perception abroad.
Ali-Balogun, a frontline member vying for the office of President of the Nigerian Institute of Public Relations (NIPR), emphasized that strategic communication is crucial for resolving topical issues affecting Nigeria’s image.
She believes that PR practitioners have a significant role to play in rescuing the country’s reputation.
Ali-Balogun further stressed that a firm commitment to identifying workable solutions for enhancing national integration could be the key to reversing Nigeria’s declining international perception.
According to her, implementing strategic communication and addressing internal challenges can lead to a more favorable image and rebuild the country’s reputation both domestically and on the global stage.
Modupe also echoed the sentiment, stating that Nigeria itself requires effective public relations to counter the widespread advisories against the country found online. He highlighted the need to identify the key factors eroding Nigeria’s national perception and finding solutions to address them.
“When we have a strong leader and a strong team leading the Public Relations affairs of the country, a whole lot of things will be better within the country and even outside. For instance, when you Google Nigeria, you see a lot of advisories against the country. But is the country as bad as its international perception? Have we highlighted the top eroders of Nigeria’s national perception and identified how to address them? We can only achieve this when we have a competent PR Consultant at the fore front of communication,” the TPT leader said.
Although the Nigerian Institute of Public Relations (NIPR) is tasked with regulating the practice, it faces criticism for not doing enough to elevate the profession’s standards and competitiveness globally; and despite some positive changes in the sector, some challenges still persist, hindering its progress in Nigeria.
The profession, unfortunately, is also perceived as the weakest link in the Integrated Marketing Communications Industry, lacking maturity compared to its peers in advanced countries.
Meanwhile, Vitalis Iheanyichukwu Nujimem, a TRM – Advisory Associate at KPMG US, holds a different perspective.
He asserts that Nigeria’s image problem stems from internal issues and challenges within the country, making it crucial for the nation’s leadership to address these problems rather than blaming external factors.
The issue of Nigeria’s image problem has also affected Nigerian students studying abroad. The UK, for instance, is considering restrictions on Nigerian migrants due to the high number of dependents accompanying foreign students from Nigeria.
In Canada, African nationals, including Nigerians, have experienced unusually high rejection rates for study permits, adversely affecting the chances of Nigerian students obtaining Canadian degrees.
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