Image makers: The impact of public relations on Nigeria’s national brand
By Abimbola Mohammed
The image of a country is how the external public sees it and its citizens. Due to some erroneous perceptions of Nigeria and the consequent negative image equation, the need to make a meaningful change in its negative perception cannot be overstated.
The role of public relations professionals in shaping narratives in Nigeria cannot be overstated. As the voice of organizations, individuals, and governments, PR professionals play a vital role in managing reputations, resolving crises, influencing public perception and driving economic transformation. Their primary objective is to create and maintain a positive image, addressing unforeseen issues that may arise.
In Nigeria, public relations professionals are crucial in shaping the country’s narrative, both locally and internationally. They work tirelessly to rebrand Nigeria, countering negative narratives circulating in the media and online platforms. As unsung heroes, they strive to position Nigeria as an attractive investment and business destination through strategic collaborations with individuals, content creators, the Nollywood industry, institutions, government agencies, and global communities.
To position Nigeria as a land of opportunity, a hub for business and investment, and a thriving cultural force, the Nigeria Institute of Public Relations (NIPR) has taken proactive steps to foster ethical practices and highlight the pivotal role of public relations in transforming the nation’s future.
In the past, the NIPR has made significant strides to enhance Nigeria’s image, showcasing the country’s true potential and rich beauty. By harnessing the power of public relations, the institute has positioned PR as a vital asset in driving both the nation’s economic growth and its reputation renaissance. Through strategic initiatives, NIPR continues to spotlight Nigeria’s strengths, helping to reshape how the world views the country.
Speaking on rebranding the country image and the role of every citizen of Nigeria in reputation management and positioning in an interview, Mrs. Comfort Obot Nwankwo, Chairman, Lagos NIPR, noted that there is no collaboration between NIPR and the Nigeria government for now. She, however, revealed that the institute, on its part, is trying its best to work with the government and will not relent.
“When you don’t appreciate what you have, others may try to take it away from you. Constantly criticizing can have a negative impact. Instead, consider presenting challenges in a constructive way. Notice how foreign media rarely highlights their own country’s problems? They often focus on the negative aspects of other nations. We should promote a balanced view, acknowledging both the struggles and successes. Every country has its ghettos and its paradise – it’s all about perspective.”
“The Bible acknowledges that poverty and wickedness will always exist, affecting not just Nigeria but the world. Effective information management is key. Sensationalized reporting can exacerbate issues, and public relations teaches constructive presentation. As leaders, we must exercise self-control, choosing words wisely and avoiding sensationalism. The hope for a better Nigeria rests on us”, the Chairman noted.
Mrs. Nwankwo noted that the institute has launched a reputation platform, partnering with the government to promote truthful narratives about Nigeria. She said the initiative showcases our identity, values, and opportunities, encouraging all Nigerians to unite in building our country.
“The institute has established a reputation platform in collaboration with the government, aiming to promote truthful narratives about Nigeria. Soon, you’ll see stories showcasing our identity, values, and opportunities. This initiative encourages all Nigerians, young and old, to unite in building our country. As public relations professionals, we should also engage with international influencers and actors, sharing accurate stories about Nigeria and countering misrepresentations.”
In an interview with Osiyemi Adegbenga, a member of the Nigerian Institute of Public Relations (NIPR), recently shared valuable insights at the Lagos Digital Public Relations Summit. He emphasized that despite the various challenges countries face, it’s essential to promote a positive image of one’s nation. Adegbenga encouraged collective problem-solving without criticizing one’s own country, which can harm its reputation.
“Irrespective of the challenges we face, it’s essential to speak positively about our country because we have nowhere else to call home. Every country has its unique challenges, and it’s all about branding. There’s no perfect place in the world. As Nigerians, we’re resilient, and I firmly believe we’ll overcome our challenges in the long run.”
Adgbenga also pointed out the efforts of NIPR in nation building and reputation management, highlighting some of the major steps the institution has taken towards positioning the country.
“NIPR is doing a great deal, and just days ago in Abuja, the National Institute of Public Relations launched a support group to advise governments at all levels, from federal to local. The goal is to partner with governments, both at the highest and grassroots levels, to tackle societal challenges. With situations having reached a critical point, crisis management is now crucial.”
The practitioner urged Nigerians to do more by speaking about the good side of Nigeria, both offline and online, to encourage partnerships, collaborations, investment, and nation building.
Notable Efforts of the Nigerian Institute of Public Relations (NIPR)
NIPR signed an MoU with Development Specs Academy (DSA) to launch the transformative REBIRTH Nigeria programme.
Organized conferences and workshops focusing on employment creation and nation building.
Offering solutions for national integration and collaboration among citizens and stakeholders.
Partnered with the Communications Commission (NCC) to reinvent citizenship and promote image, relationship, peace, and harmony.
Launched a support group to advise governments at all levels on tackling societal challenges.
Established a reputation platform with the government to promote truthful narratives about Nigeria.
Public relations professionals in Nigeria play a critical role in shaping the country’s narrative, promoting economic growth, and building trust between organizations and their audiences. Their expertise is essential in today’s fast-paced, interconnected world.
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