Rewriting the Narrative: How PR Can Help Combat Corruption in Nigeria

Rewriting the Narrative: How PR Can Help Combat Corruption in Nigeria
By Ishola Ayodele

“A child is neither born a saint nor a criminal, he is born into what society makes him to be” Ishola Ayodele

The recent scandal involving the National Hajj Commission (NAHCO) over the mismanagement of a N90 billion subsidy for the Hajj pilgrimage has brought to light systemic corruption issues within the organization. Allegations of mismanagement, favoritism, and lack of transparency have raised concerns about the integrity of NAHCO. This case reflects how corruption is deeply embedded in cultural norms and social practices in Nigeria, affecting both public conduct and institutional integrity. In this article, I will analyze the cultural factors that perpetuate corruption in Nigeria and explore how public relations (PR) strategies can drive meaningful change to address these deeply rooted issues.

Cultural Factors Driving Corruption
1. Normalization of Corruption
In Nigeria, corruption is often normalized through practices that prioritize personal gain over ethical considerations. Communities frequently accept financial handouts from politicians, which reinforces the notion that personal benefit from public figures is a norm rather than an exception. This acceptance extends to the awarding of chieftaincy titles based on financial status rather than community service or ethical behaviour. Even religious institutions are not immune, with financial contributions sometimes overshadowing moral qualifications.
Studies have shown that such practices foster a culture of impunity where ethical norms are compromised in favour of material wealth. This societal attitude is reflected in the celebration of ostentatious wealth, such as showcasing a luxury car without regard for the source of the wealth. Such behaviours not only normalize corruption but also undermine societal values that emphasize integrity and hard work.

2. Cultural Implications and Challenges
The normalization of corruption is often supported by cultural adages that reflect a shift from traditional values. The proverb “the society prepares the crime and the child commits it” illustrates how societal norms predispose individuals to corrupt behaviour. The current focus on material wealth and social status undermines traditional African values of hard work, integrity, and brotherliness. Proverbial wisdom such as “Good name is better than gold and silver” and “Work is the cure for poverty” underscores a cultural ethos that values ethical conduct over superficial success.
This shift is problematic as it erodes the foundational principles of honesty and diligence that traditionally guided Nigerian society. The erosion of these values contributes significantly to the persistence of corruption and inefficiency within public institutions.

How PR Can Facilitate Change in Addressing Corruption
1. Reorienting Public Perception
A. Promoting Transparency and Accountability
Public relations can reshape societal attitudes toward corruption by promoting transparency and accountability. Effective PR strategies should educate the public on the negative consequences of corruption and highlight ethical behaviour. By sharing compelling narratives of individuals and institutions that demonstrate integrity, PR campaigns can challenge and change existing norms.

B. Success Stories and Role Models
Showcasing success stories of organizations and individuals who combat corruption is a powerful approach. Continuous efforts to highlight the tangible benefits of ethical practices through media, community outreach, and education can inspire long-term change.

C. Leveraging Media and Community Engagement
Engaging various media channels and community leaders is crucial to reinforcing the value of ethical behaviour. By amplifying messages about integrity and transparency at the grassroots level, PR professionals can ensure these values resonate widely.

2. Engaging the Youth
A. Empowering the Next Generation
The youth are essential in the fight against corruption, as they represent future leaders and change-makers. PR strategies should focus on educating young people about accountability and ethical behaviour through school and university campaigns.

B. Educational Campaigns and Workshops
Programs like Transparency International’s “Youth Against Corruption” can be adapted to the Nigerian context, using educational workshops and media campaigns that incorporate local cultural elements and youth influencers to foster civic duty and ethical conduct.

C. Celebrating Integrity
PR campaigns should highlight and celebrate young individuals who exemplify integrity, showcasing them through media features, awards, and public recognition. This can serve as powerful motivation for others to embrace ethical behaviour.

3. Promoting Ethical Leadership
Public relations can promote ethical leadership by highlighting leaders who demonstrate integrity and resist corruption. Campaigns should emphasize how ethical leadership contributes to organizational success and community well-being, providing concrete examples that encourage others to follow suit.

4. Establishing a Reward System
A. Rewarding Integrity
A reward system can incentivize ethical behaviour and deter corruption by recognizing honesty and integrity across all sectors, including civil service, political office, and uniformed public officers. Formal awards, public recognition, and career advancement opportunities for individuals who demonstrate integrity can serve as powerful incentives to promote ethical conduct. A good example is the Singapore’s National Courtesy Campaign.
Singapore’s National Courtesy Campaign:
Singapore’s National Courtesy Campaign, launched in 1979, aimed to promote kindness, respect, and courtesy among citizens. A key element was the National Courtesy Award, which honoured individuals displaying exceptional courtesy, serving as role models. The campaign significantly influenced social behaviour, embedding courtesy into Singapore’s national identity and contributing to its reputation as an orderly society. Its success led to the creation of the Singapore Kindness Movement, which continues to promote these values.

B. Community Contributions and Services
Rewarding community members for their contributions and services can also foster a culture of integrity. Communities should create mechanisms to honour individuals who make significant positive impacts through their service and contributions to local development. This not only promotes ethical behaviour but also encourages others to contribute positively. A good example is Rwanda’s Umuganda Initiative.
The Umuganda Initiative
“Umuganda,” meaning “coming together in common purpose,” is a traditional Rwandan practice reintroduced in 1998 to aid post-genocide rebuilding. Observed on the last Saturday of each month as a National Day of Community service, citizens unite to work on community projects. The government recognizes and celebrates outstanding contributions, with achievements broadcast on national media. This recognition has been vital in promoting a culture of collective responsibility, national pride, and integrity in Rwanda.

C. Distancing from Corrupt Practices
Friends and family should play a role in distancing themselves from individuals whose sources of wealth are questionable or illegal. This social pressure can act as a deterrent to engaging in corrupt activities. PR campaigns can educate communities about the importance of ethical standards and encourage them to support individuals who uphold these values.

CONCLUSION
Public relations can play a transformative role in combating corruption by reshaping societal norms and promoting transparency. Through targeted PR efforts, public perception can be altered to emphasize the harmful effects of corruption and encourage a culture of ethical behavior. Engaging the youth is essential, as PR can inspire them to demand higher standards and take an active role in fighting corruption.
Additionally, promoting ethical leadership and implementing a reward system for integrity are vital strategies. By celebrating leaders who resist corruption and setting high standards, PR reinforces the value of honesty. Recognizing and rewarding ethical behavior can cultivate a culture where integrity is celebrated and expected.
Ultimately, transforming corruption into integrity requires collective action and a shared vision, with PR guiding society toward a future where honesty and transparency thrive.

*Ishola, N. Ayodele the author of ‘PR Case Studies; Mastering the Trade,’ and Dean, the School of Impactful Communication (TSIC). [email protected]