The Public Relations Consultants Association of Nigeria states without equivocation that the purported move by the Federal Government to engage foreign public relations firms is neither strategic nor advisable and represents instead a needless strategic gaffe added to the many avoidable missteps of the Federal Government in handling its communication and reputational challenges.
It would be recalled that PRCAN had roundly condemned the All Progressive Congress (APC) move to engage the UK-based AKPD Communications to boost its chances at the forthcoming 2015 election.
The purported search is premised on a wrong foundation of white washing Nigeria before foreign media and audiences. However, the real challenge before the Federal Government of Nigeria lies elsewhere and that is at the home front with its citizens, representing the primary stakeholders.
The search also misunderstands modern communication and public relations. Public Relations is based on the RACE principle – Research, Action, Communication and Evaluation- that demands strategic insight and action as the basis for engagement (communication) with stakeholders. The current run of bad press arises from a failure to set the agenda through right actions for positive media coverage of the Federal Government and Nigeria.
PRCAN submits that the task before the Federal Government is to deploy professionalism and strategic measures to regain the confidence of its primary stakeholders as no amount of engineered positive mention in foreign media would change this. The primary duty of a brand is to carry out its core mission and Brand Nigeria is currently performing woefully in its task of rendering service to citizens.
PRCAN further reminds officials of the Federal Government of the extant Nigerian law on public relations practise that clearly does not support its extravagant foreign expedition. The position of the law is clear. While PRCAN has nothing against our foreign counterparts, particularly as Nigeria is deservedly a preferred destination for Foreign Direct Investment, such engagement must be within the confines of Nigerian law. The Nigerian Government cannot be seen to be working against its own laws.
Dr. Reuben Abati
However, the presidency through its spokesman, Reuben Abati has denied the reports referring it as falsehood.
In a statement by Abati, the government described the suggestion that the Federal Government intends to spend a staggering sum of $800 Million on what it called a “phantom public relations effort” to improve its image following the mass abduction of over 200 schoolgirls in Borno State, as wholly untrue.
“Coming as they do, at a particularly difficult and sensitive time for the entire nation, the Federal Government considers the reports of a drive to recruit consultants to launder its image highly insensitive, deplorable, absurd and very malicious,” the statement said, adding that the government’s topmost priority for now is national security and the effort to ensure the safe return of the girls.
“We therefore condemn the attempt by purveyors of the bogus reports to incite the Nigerian public against the Federal Government through the circulation of falsehoods,” Abati said.
Furthermore, all “international media” are based locally and draw from in situ reportage. It is also difficult to comprehend how foreign agencies can effectively tell the Nigerian story from outside our shores.
The Federal Ministry of Information would benefit greatly in its core mission of stakeholder engagement for the Government if it receives the sums being mentioned in connection with this dubious mission.
We believe that 50 years into independence and some weeks after the World Economic Summit for Africa in Nigeria our Government should be promoting indigenous expertise and be concerned with its standing with its internal stakeholders over and above other considerations. The Federal Government of Nigeria must desist from actions such as the recent listing requirements rolled out by the Securities and Exchange Commission for ratings agencies and this move to hire foreign publicists that says it has no faith in Nigerian professionals because that undermines the basis for its own existence.
PRCAN implores the Federal Government to discontinue this needless expedition, look inwards and engage appropriate competencies grounded in local knowledge and global expertise to tackle its reputation challenges.
