Nigeria should engage PR experts for effective brand perception – Obinna Inogbo
By Oghale Mafuru
Coming on the heels of the recent reports of corruption, banditry, terrorism and other related ills bedeviling the country, Obinna Inogbo, Public Relations expert and CEO of Worktainment Ltd, has urged the government to employ the services of trained and experienced PR professionals for effective nation branding.
Speaking to MARKETING EDGE in an interview, the CEO stated that PR is a strategic deployment of communication tools to positively position a brand or an entity. He asserted that if judiciously engaged, PR has the potential of giving the country its pride of place in the comity of nations.
Affirming the strategic role of PR to the nation’s brand positioning, Inogbo said: “The people who work as media advisers to the government at the Federal or State level are usually journalists who they bring in to work for a four-year term or so. They don’t bring in PR professionals. There is a big difference between journalism and PR. A lot of people think they are the same, including the government. A journalist reports the news unbiased but PR goes way beyond the media; the government needs to hire PR professionals to work for them”.
He averred that it is only a PR professional that understands how to use the various communication techniques to achieve the desired positive orientation and perception which is fundamental to the country’s foreign relations.
The PR expert said that despite the challenges confronting the country in the area of insecurity and national cohesion, including other acts capable of sabotaging the country’s diplomatic efforts, Nigerians can herald a new conversation for the country by ensuring that they do well in their respective endeavours. He noted that there are many Nigerians who are still being celebrated for their outstanding achievements in various fields of endeavours despite the daunting challenges and odds existing in the country.
It will be recalled that Nigeria has launched several rebranding projects like the ‘Good People Great Nation’ and the ‘Change Begins with You ‘campaigns with intention to influence a positive perception for the country both home and abroad, but to no avail.
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