PR Sense: Lessons from Presidential Statement on UAE Visa Ban By Ishola Ayodele
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In the world of public relations and media communication, crafting an effective press statement or press release is an art that demands precision, clarity, and accuracy. A recent case involving the Nigerian Presidency’s announcement of the lifting of the UAE visa ban serves as a stark reminder of the importance of concise, unambiguous, and factual press releases.
The Incident:Following bilateral talks between Nigeria’s President Bola Tinubu and the President of the United Arab Emirates (UAE), His Highness Mohammed bin Zayed Al Nahyan, a press statement by the Special Adviser to the President on Media and Publicity, Ajuri Ngelale, announced that Abu Dhabi had lifted the visa ban on Nigerian travelers after almost a year. The statement further indicated that Etihad and Emirates Airlines would immediately resume flight operations in Nigeria.
The Immediate Impact:The news spread like wildfire across social media and was widely reported by both Nigerian and foreign mainstream media outlets. The development was undoubtedly a positive one, as it signified the restoration of travel and business ties between the two nations.
However, the Situation Took a Turn:An investigation into news reports on the subject by PRNigeria, Tekedia, and other fact-checkers revealed a discrepancy. While Nigerian and foreign media largely reported the lifting of the ban with reference to the statement from the Nigerian Presidency, Dubai-based news platforms such as Gulf News and Emirates News focused on President Tinubu’s meeting with UAE’s President His Highness Sheikh Mohamed bin Zayed Al Nahyan. They emphasized discussions about enhanced cooperation between both countries without acknowledging that the travel ban on Nigerians had been lifted.
The Role of Precision in Press Statements:This incident highlights the critical importance of precision in crafting press statements. A press release is a powerful tool that shapes public perception and informs decisions. It is a means through which an organization or government communicates its stance on various matters. In this case, the announcement carried significant implications for travelers and businesses alike.
Why Precision Matters: A. Clarity of Message: A press statement should leave no room for ambiguity. It should convey the intended message clearly and directly. In this case, the statement led to confusion, as it seemed to suggest an immediate resolution when, in reality, further discussions were needed.
As a ‘messaging engineer,’ I emphasize the paramount importance of message clarity, as its absence can lead to detrimental consequences:
i. Miscommunication: Unclear messaging can result in misunderstandings, causing delays, errors, and frustration. In project management, it’s empirically proven that poor communication leads to project failure one-third of the time, costing organizations an average of $135 million per project (PMI, 2017).
ii. Affecting Public Opinion and Policy Support: Clear communication is pivotal in shaping public opinion and garnering policy support. Research in the American Journal of Political Science highlights that clear political communication significantly impacts public opinion and policy backing.
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iii. Negative Global Perception: Ambiguous messaging can severely impact global perception. It invites misinterpretation, creating doubt and eroding trust on a global scale. The Reputation Institute’s RepTrak® study affirms that clear communication is vital for a country’s ranking, underscoring how mixed messaging can harm a nation’s global image.
In summary, message clarity is not merely a preference but a necessity with wide-ranging consequences in diverse fields, from project management to public policy and global reputation.
B. Credibility: Accurate and factual information is the cornerstone of credibility. When a press statement exaggerates or overstates facts, it risks undermining the trust of the audience. In the world of international relations, credibility is vital. The Edelman Trust Barometer which is an annual global survey has consistently highlighted the importance of trust and credibility in institutions, including governments. Inaccurate statements can lead to a decline in trust, which, in turn, can affect a nation’s ability to lead on global issues or negotiate effectively.
C. Public Reaction: The confusion caused by the press statement led to public frustration and even headlines stating that the Nigerian government had made a U-turn on the issue. Such confusion can have real-world consequences for individuals and businesses trying to plan their travels.
D. Media Scrutiny: Inaccurate press releases invite scrutiny from the media and fact-checkers. Inconsistencies can damage an organization’s reputation and create a perception of unreliability.
A more effective and strategically sound statement could have been crafted as follows:
“In a diplomatic breakthrough, President Tinubu passionately advocated for the removal of the Visa ban during his discussions with His Highness Sheikh Mohamed bin Zayed Al Nahyan, the esteemed President of the UAE. President Tinubu received a personal commitment from His Highness to promptly address this matter.
His Highness further underscored the UAE’s unwavering commitment to strengthening its relationship with Nigeria, emphasizing the immense significance of this partnership.”
This positive development heralds an era of enhanced cooperation between our nations and is a testament to the fruitful discussions held during their meeting.”
This revised statement maintains clarity, focuses on diplomatic progress, and avoids any premature or exaggerated claims. It is strategically designed to convey a commitment to resolving the issue while fostering positive relations between the two countries.
Lessons Learned:The UAE visa ban case serves as a valuable lesson in the world of media and public relations. It underscores the need for press statements to be concise, unambiguous, and factually accurate. Public relations professionals must exercise diligence in crafting messages that align with the reality of the situation. Exaggeration and overzealousness in press releases can lead to unintended consequences.
Conclusion: In an age where information travels at the speed of light, precision and truthfulness are paramount. A well-crafted press statement not only informs but also builds and maintains trust – a currency of immeasurable value in the world of communication.
What other lessons can we learn from this situation? Please share your thoughts.
The AuthorWith an advanced diploma in PR and a Master’s in communication studies, Ishola Ayodele is a seasoned communication strategist and author of books on PR Case Studies. A recipient of LaPRIGA’s Outstanding PR Influencer Award in 2019 and Spokespersons Communication Award (SCA) in 2020, he is the initiator of the School of Impactful Communication. A ‘Message Engineer,’ he helps leaders and organizations communicate in a way that yields the desired result. [email protected]
