Impactful PR in Reputation Management By Habibu Bawa
Reputation management, a major facet of public relations, plays a critical role in shaping public perception by influencing positive attitudinal and behavioral changes within an organization. This is often necessary for restoring respect, trust, and patronage.
A rehabilitated reputation can be measured by the subsequent character and professionalism exhibited by the organization and its leadership. Recognizing the importance of reputation management, when Dr. Ike Neliaku became President of the Nigerian Institute of Public Relations, NIPR, he had no other choice but to appoint the Comptroller General of Customs, Wale Adeniyi, to lead the Institute’s Reputation Management Committee.
Adeniyi’s comprehensive strategies on reputation management, which boosted public confidence in the Nigeria Customs Service, were meticulously outlined in the book “Impactful Public Relations,” by Kabir Abdulsalam and Maryam Umar Na’Allah.
Under Adeniyi’s leadership, Nigeria Customs has employed community relations, public relations, and reputation management to reaffirm its revenue generation and border security commitment. This approach was underscored by timely responses, stakeholder engagement, public enlightenment, honesty, vigilance, and professionalism, all aimed at addressing issues and averting crises.
At the inauguration of the NIPR Reputation Management Committee, CG Adeniyi emphasized that reputation, as a concept, is so critical that if its components are properly understood, effectively planned, efficiently harnessed, and well deployed, it can position any country for greater value, global relevance, and remarkable competitiveness.
To implement his zero-tolerance stance on corruption and unprofessionalism in Nigeria Customs, Adeniyi established an internal task force to investigate reported cases. Moreover, he invested in leadership development programs to instill integrity and ethics among customs officials. Additionally, there have been significant improvements in staff welfare, remuneration, healthcare, life insurance, accommodation, and technology integration for cargo clearance— all pivotal aspects of enhancing the service’s reputation.
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One key lesson from CGC Adeniyi’s reputation management strategy is tracking online and offline reviews to ascertain an organization’s real image. In the digital age, information spreads rapidly, and public perception is shaped by official communications and the myriad of voices across social media and other platforms. Monitoring these spaces allows an organization to understand how it is viewed by the public and respond to emerging issues before they escalate into larger problems.
Another important takeaway is the need to research competitors’ reputation management strategies. By studying what other organizations in the same field are doing, you can identify areas where your own reputation management efforts may need improvement. This approach allows organizations to remain competitive and ensures they are not left behind in maintaining a positive public image.
Creating a tailored plan to address reputation management is also vital. CGC Adeniyi demonstrated the effectiveness of having a strategy that fits the unique needs and challenges of an organization. Rather than applying generic solutions, he developed specific policies and practices that resonated with the goals of the Nigeria Customs Service, ensuring a more effective outcome.
In addition to having a strategic plan, maintaining a balanced online presence is crucial. This involves acknowledging both positive and negative reviews, showing the public that the organization is open to feedback and willing to improve where necessary. By engaging with their audience, organizations can foster trust and show they are attentive to the concerns of their stakeholders.
Finally, regularly tracking and analyzing the effectiveness of reputation management efforts is essential. An organization should not just implement strategies but also measure their impact. By assessing what works and what doesn’t, an organization can make adjustments and continue refining its approach to reputation management, ensuring long-term success.
Reputation management is essential for every organization striving for excellence and seeking to establish itself as a leader in its field. There is a clear need for a designated reputation manager to oversee the promotion and protection of an organization’s image in the eyes of the public. As the publisher of Neptune Prime, Alhaji Hassan Gimba rightly points out, following in the footsteps of remarkable PR personalities like CGC Wale Adeniyi is no easy task. Indeed, through his selfless efforts, Adeniyi has significantly enhanced the public perception of the Customs Service.
Reputation management, which involves all the elements of effective public relations, is exemplified by CGC Adeniyi’s approach. His reputation management style is supported by positive testimonials from various stakeholders, government officials, and industry leaders, reinforcing the impact of his leadership.
Habibu Bawa is a 2024 PRnigeria Young Communication Fellow
