Professor Chiso Ndukwe-Okafor, executive director of the Consumer Advocacy and Empowerment Foundation (CADEF), challenged conventional approaches to policy communication in Nigeria at the 12th Lagos Public Relations Stakeholders’ Conference (LaPRSC).

Meanwhile, the conference was held at the Muson Centre in Lagos.

Conference Theme and Focus

So, at recently concluded event, themed “Policy Communication: Youth, Education, and National Development,” called for reforms in Nigeria’s education sector and proper policy communication.

The Youth Imperative: More Than Demographics

Firstly, Prof Ndukwe-Okafor presented a demographic reality, saying: “Nigeria’s youth make up over 60% of our population, they are not just leaders of tomorrow.

They are citizens of today. If we fail to communicate effectively with them, we risk alienating the very generation that holds the key to our social, economic and political progress.”

However, she advocated for recognition of youth as active stakeholders in national development: “By the time they get to 40, 50, we’re in the 70s, 80s and 90s.

We can’t do much, so if we don’t engage them now, we are doomed.”

Learning from Global Success Stories

She highlighted Rwanda’s post-conflict rebuilding through direct youth engagement via platforms like Youth Connect Africa, where “youth are not just passive recipients of policy, but active partners in governance and technology.”

In the same vein, citing Singapore as an example, she said the country was at a time in the past shacks and transformed into a global economic powerhouse, with the right policy and communication.

“Singapore’s success stemmed from making skills development a national mission by clearly communicating the importance of lifelong learning and connecting it to national pride.

Singapore ensured every citizen understood that education was not just a personal asset but a national mission.”

The Three Pillars of Effective Policy Communication

Prof Ndukwe-Okafor outlined a practical framework for transforming policy communication in Nigeria.

“Policy communication is not about giving orders.

It is about dialogue,” she declared, before presenting three essential elements:

• Clarity emerged as the first pillar. “Policies need to be explained in simple, relatable language,” she emphasized.
• For the second point, Accessibility, she said: “Communication channels must reach youth where they are, whether in classrooms, communities or online.
• This requires understanding how young Nigerians actually consume information and meeting them on their preferred platforms.”
• For Engagement, which was her last point, she said: “Youth should be consulted, not just informed.
• Past are the days and the seasons and the times when we just inform youth. We have to engage them, otherwise we will fail.”

The Role of Public Relations Professionals

Prof Ndukwe-Okafor challenged PR professionals to transcend their traditional roles.

“You are the custodians of public trust.

You translate policy into reality.

You humanize government intentions.

You carry messages from the ivory towers of policy formulation to the everyday realities of Nigerian families.”

Drawing from Nigeria’s traditional communication systems, she reminded the audience: “In Nigeria, we have the greatest PR system in Africa.

We had the village town crier, who was responsible in past times to make public announcements in a village or a town by loudly calling out laws, news, proclamations and even warnings.

“ She stressed that the modern PR professional must channel this same accessibility and directness.

A Call to Action

She concluded with specific challenges for different stakeholders.

To policymakers, she urged: “Learn from Finland, India, Rwanda, Singapore, South Korea.

Design with youth, and not just for them.” To PR professionals, she advocated: “Champion transparency, clarity and cultural relevance.”

To Nigerian youth, her message was empowering: “Take inspiration from ‘not too young to run,’ own your future, use your digital voice and engage as co-creators of policies.”

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