President Olusegun Obasanjo
made the admission above at the launching of the “Nigerian Image
Project” at the Presidential Villa,
Abuja
where he approved the earmarking of over N600 million for the purpose of
promoting the nation’s image at home and abroad.
The project which was initiated and organized by the Minister of
Information and National Orientation,
Chief Chukwuemeka Chikelu, is timely. One hopes that the government and
captains of industry, who are
involved would pursue the execution of the programme with all seriousness
and determination. The new
initiative of the young and ebullient Minister of Information will also
correct the impression that in
the last one year, he has only excelled in tactical and cautious
appearance in the defence of government
policy to avoid reckless pronouncement and unwarranted controversy. The
Minister who represented President Obasanjo at the last All African Public
Relations Conference organized by Federation of African Public Relations
Association
(FAPRA) with the theme “
Africa
, Good Governance and
the Challenges of Public Relations,” might have been
impressed and motivated by the quality of papers and recommendations on
how the African nation could redeem
its sullied global image. The
one-week international conference hosted by
Nigeria
was well attended and sponsored by more than
20 big corporate organizations. The packaging, which
was spearheaded by a Nigerian and Secretary-General of
the body, Mallam Kabir Nagogo, was not only about
speeches, perfect arrangement and coordination of the
event but practical solutions were also proffered to
enhance the most populous black nation’s image. It was
a forum that all elements of PR were implemented that
drew wide commendation by local and foreign media.
It was clear to all that much
of the country’s
progress and achievements have been beclouded and
damaged by sheer weight of bad publicity and erroneous impression by the
acts and actions of few individuals, corporate organizations and public
officers whose activities have wrecked havoc on our reputation as the
largest black nation in the world. By the launching of Nigerian Image
Project one should ask: what does the country intend to achieve? how will
it be accomplished? what are the parameters for the execution and how
credible are those involved in its implementation?
The problem of image building of a country like
Nigeria
, just like any other African country, is a
very arduous task if it is intended to only attract
the attention of foreign media. What make news from
Africa
, including
Nigeria
in foreign broadcast
stations and print media are gory tales of war,
hunger, disease, communal clashes and endemic
corruption. The same media devote more time and space
to promoting their entertainers, sportsmen and women
as heroes and models to be adored.
It is not deniable that a lot of vices have
continuously bedeviled the level of our progress. It
easy to mention over-reported corruption, insecurity, fraudulent practices
(419), human and drug trafficking, money laundry, degeneration of moral
and ethical values, indiscipline, violent crimes, incessant labour strike,
political rascality, communal and ethical crises, disrespect to the rule
of law, shameful judicial pronouncements, and non-challant attitude to
public opinion. Though some of these are purely exaggerated. It was
unanimously agreed at the FAPRA conference that since public relations
examines pitfalls and proffer practical solutions, African governments
should institute measures to counter all negative factors that impede the
flow of investments into the continent before selling itself to the
outside world. Like bad products no amount of marketing strategies,
advertising and publicity expended in promoting appalling programmes and
policies can yield desired fruits. The country must therefore genuinely
assess its problems and critically face and examine the ills in the
society and eradicate them, so that Nigerian would develop passion for
their country for the global community to have the same for us. It must be
admitted that the Federal Government has taken appropriate step to
checkmate the cankerworms through the establishment of relevant agencies
like ICPC, EFCC, NAFDAC and NDLEA. There still exist few scenarios
involving members of high class, which make the international community
especially the media not to take us serious. They wonder about scams
perpetrated by public officers through inflated contracts, assassination
of high caliber personalities and our annual rating amongst the most
corrupt nations in the world.
These activities of
undesirable elements, according to the Minister of Information are
perpetrated by less than one percent of the populace. It is noted that
Africans seem to generally have negative image of their continent due to
past failures of their leaders to solve their countries problems. In
projecting
Nigeria
’s image, the militating problems should be addressed and corrected
through political will and collective efforts of stakeholders. There
should be a reorientation of the citizens towards attitudinal changethat
would raise them from hopelessness to hope and pride enough to tame the
crave to jet out for greener pastures. Religious and community leaders can
be involved in the sensitization campaign against materialism and
intolerance while promoting spiritual, ethical and moral values. Our movie
industry that is widely recognized as instrument of change can always play
outstanding role in the reorientation and promotion of our enviable
culture and achievements. At the FAPRA Conference, the PR practitioners in
Africa
warned over the rush in designing actions and communication programmes
without adequate environmental scanning. For the project to be successful
it should not be a copy-copy theoretical thesis but proactive analysis of
issues and events for the sustainability of good governance. The Nigerian
Image Project should therefore, decide on the message – truthful and
honest message that promote our ingenuity, creativity, hospitality and
conducive environment.
Nigeria
has never lacked good speakers, script and
copywriters who can deliver the message but the
channel may be another serious challenge. Sometimes
our failure to attract foreign media attention is due
to our nonchalant attitude to effective public
relations strategies through research, planning and
media identification. Recently our information
attaches abroad were withdrawn on an excuse that our
diplomats can use diplomacy to inform and educate the international
community. The implications of such unprofessional incursion to
specialized assignments do not augur well to a nation seeking favourable
image. The way a medical doctor cannot take over the job of an engineer
and that of an accountant with a carpenter and vice versa so also is the
job of information officer not to be assigned to a foreign officer. In
fact in the communiqué issued at the end of the FAPRA Conference,
Governments in
Africa
were criticized for not being imaginative, innovative and proactive in
their diplomatic efforts to protect and project the image of their
countries. It advised that the governments and their public relations
professionals should adopt the public diplomacy strategy in projecting
their country’s image abroad as opposed to the traditional
government-to-government diplomacy. As the Chief Spokesperson of the
government, the eloquent and intelligent Minister of Information needs to
coordinate information flow of related agencies, so that a single and
consistent message is disseminated to all stakeholders in and outside the
country. This according to some speakers at the FAPRA Summit is to avoid
conflict with multiplicity of agencies and spokespersons who often express
divergent views on issues that further confuse potential investors. The
Ministry of Information has never and should not be a silent organ on
government programmes and policies. Since Chief Chikelu has succeeded in
reorganizing and motivating the staff of the Ministry for optimum service
delivery, he should assign responsibility to competent and qualified
officers on merit devoid of parochial considerations. If
Nigeria
must blow its trumpet in more civilized manner, as others are busy blowing
theirs, it needs to conform to international standards in order to attract
foreign investment.
Since foreign media hardly
give the country positive
coverage, the involvement of captains of corporate organizations in the
Nigerian Image Project is a positive initiative that could yield more
dividends. In
Nigeria
corporate organizations have the best manpower in reputation management
through training and retraining of their workforce and the use of latest
technology to reach the large communities. Through their websites they
proactively gather and disseminate information.
Our local broadcast stations such as AIT, Channels Television,
Minaj and NTA can be encouraged and supported to break the jinx and
compete in the global media scene just as the Al-Jazeera and Arabiya
stations that promote the Arab World and remain irresistible and reliable
media sources for acclaimed international channels.
If the country’s major
objective is to woo foreign
investors, the policy makers must deemphasize bandying
about political and economic rhetoric, technical
jargons and bloated slogans but work assiduously on
creating conducive economic environment, political
stability and hospitality. Though globalization is
described as openness to the world market and world
best practice, Mr. Peter Walker at FAPRA conference
pointed out that it is performance that gets a nation
respect not rhetoric in public arena. The country must
study its attitude and that of other nation and see
how to blend them together.
In summary, for the Nigerian
Image Project to be
successful there is need for it to have a clear cut
mission statement, time-bound execution, stages for actualization and
necessary feed back as it progresses. Effective use of professional
lobbyists and all the elements of integrated marketing communications are
desirable. More emphasis should be laid on pride in our culture, products
and people. Our traditional attire of flowing gown and caftan are
beautiful brand that have for years distinguished our nation as lover of
culture.
For the success of the new image project, involving
public and private sectors participation, the
initiators must heed the advice of FABRA in its
communiqué, that there is need for planned, focused
and sustained efforts at creating, maintaining and
sustaining cordial relationship within and outside the government. Regular
evaluations of public opinion, attitudes and perception of all
stakeholders are necessary for proper plan of action to address them.
Yushau Abdulhameed Shuaib
(Author of Financial Public
Relations)
Head of Public Relations,
Revenue Mobilization Allocation and Fiscal Commission,
Abuja
yashuaib@yahoo.com