Impactful PR: Fuel Crises in the Absence of Stakeholders Engagement
By Lilian Etse-Oghena Omolu,
Stakeholder engagement is the cornerstone of effective Public Relations, enabling organizations to anticipate and manage issues that could impact their reputation and bottom line. Effective stakeholder engagement is crucial for governments and organizations in today’s dynamic and complex world.
In Nigeria, where diverse groups have different needs and interests, engaging with stakeholders is akin to a ‘silver bullet,’ requiring multiple interactions and a deep understanding of diverse viewpoints.
As mentioned in “Impactful Public Relations in Customs Management” by Kabir Abdulsalam and Maryam Umar Na’Allah, stakeholder engagement involves continuous dialogue, active listening, and feedback. By embracing stakeholder engagement as a means to build trust, foster dialogue, and address the diverse needs and concerns of the Nigerian people, the government can harness the power of collaboration to solve complex challenges and create a more prosperous and stable nation.
The federal government, like Bashir Wale Adeniyi, the Comptroller General of Customs, in Impactful Public Relations in Customs Management, must recognize the importance of diverse perspectives and actively engage with stakeholders. By engaging with all parties, the government can build stronger relationships, better understand stakeholder needs and challenges, and tailor strategies accordingly.
By embracing these principles, FG can, for instance, transform the fuel price and subsidy controversy into an opportunity for inclusive and participatory governance. This inclusive approach is crucial for transforming the fuel price controversy into a catalyst for a more resilient Nigeria.
With the importance of stakeholder engagement firmly established, it’s time to delve into specific actions the federal government can take to engage with stakeholders and navigate the fuel price controversy effectively. Here are five essential steps:
The government must get to know the people and groups that are most affected by changes to fuel prices. This means understanding the perspectives of consumers who buy and use fuel, industry players who sell and distribute it, civil society organizations that advocate for citizens’ interests, and international organizations with a stake in the country’s economy and stability.
Rather than relying on social media accounts, the government could set up a space where people from all walks of life can talk about fuel price changes. This space, a multi-stakeholder forum, would be a place where citizens, industry leaders, and government officials can openly discuss their concerns and work together to come up with solutions that work for everyone.
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Nigeria is a country full of creative and resourceful people, and the government should tap into that creativity to come up with answers that work for everyone. They could create teams, made up of people from different backgrounds, to come up with solutions to the fuel price issue. These teams would work together to find ways to address the needs and concerns of all stakeholders, while also making sure that the economy stays strong and continues to grow.
When these teams come up with solutions, the government should act on them. That might mean things like helping out certain groups of people with subsidies, encouraging new industries to grow, and finding ways to use energy more wisely. Each of these actions can help lessen the impact of fuel price changes on different groups of people, while also making Nigeria a stronger, more resilient nation.
Just as a doctor might check in regularly with a patient to see how they are responding to treatment, the government should keep a close eye on how their actions are affecting people. If the solutions aren’t working as well as they should be, or if they’re causing problems for some people, the government should be willing to make changes. This is about being flexible and responsive to the needs of the people.
To ensure that the stakeholder engagement process remains effective, the government should prioritize inclusiveness, ensuring that all stakeholders have a voice in the decision-making process and that their concerns are taken seriously. Communication should be regular, keeping stakeholders informed of the government’s actions and progress, and providing updates on the impact of the fuel price increase and the solutions being implemented.
Engaging skeptical stakeholders is also crucial. Actively addressing their concerns will build trust in the government’s commitment to finding workable solutions. Mechanisms for feedback should be created, and this feedback should be used to improve the stakeholder engagement process and inform future decisions. Successes, both big and small, should be acknowledged and celebrated to maintain momentum and motivate stakeholders to continue their involvement in the decision-making process.
Learning from best practices in stakeholder engagement from other countries and regions can provide valuable insights that can be adapted to the Nigerian context to improve the government’s ability to manage complex issues like the fuel price increase. Embracing digital tools like data analytics, citizen feedback platforms, and social media can also enhance engagement, making it more efficient and transparent.
Fostering a culture of engagement within the government is essential. By prioritizing stakeholder engagement in policy-making and resource allocation, and providing training and support for government officials to develop their engagement skills, the federal government can set a new standard for managing public relations and crises.
In conclusion, stakeholder engagement is not just a buzzword but a crucial element in navigating complex issues like the fuel price increase in Nigeria. The government must adopt a proactive and inclusive approach to engage with a diverse range of stakeholders, including consumers, industry players, civil society organizations, and international stakeholders. Through dedicated channels for dialogue, collaboration on solutions, and continuous monitoring and evaluation, the government can manage the fuel price controversy in a way that promotes economic stability, growth, and social harmony.
Lilian Etse-Oghena Omolu is a PRNigeria Young Communication Fellow, writes from Abuja.
