Reputation Revival as NIPR Unveils Power Team to Rebrand Nigeria
By Haroon Aremu
Reputation management is critical for every nation, and Nigeria is no exception. Just as public relations strategies help organizations thrive, they are equally essential for national progress.
Nigeria has much to offer in terms of reputation, but as scholars note, when reputation is poorly managed, it spirals into crisis. Unfortunately, Nigeria’s global standing has been on a steady decline. This is not just a matter of external perception—many Nigerians themselves are losing faith in their country’s development. Widespread distrust in institutions and leadership has taken root, fueled by concerns over corruption, insecurity, and governance failures.
The situation has become so dire that even Nigerians in the diaspora, such as British MP Kemi Badenoch, have publicly criticized the government, further tarnishing the country’s image.
Recognizing the urgent need to address this reputational crisis, the Nigerian Institute of Public Relations (NIPR) has taken a decisive step by establishing the Nigeria Reputation Management Group (NRMG). The group is chaired by Chief Yomi Badejo-Okusanya, a veteran public relations expert with over 30 years of experience. A recipient of multiple awards, a fellow of NIPR, and a former President of the African Public Relations Association (APRA), Badejo-Okusanya brings a wealth of experience to the role.
The NRMG brings together seasoned public relations professionals from academia, the public sector, and private industries, all equipped with extensive expertise to restore Nigeria’s reputation. Notably, two top members of the NRMG are distinguished women: Hajiya Lami Tumaka and Dr. Alice Ajeh, serving as 1st Vice Chair and 2nd Vice Chair, respectively. Both are accomplished communicators with vast experience in public and private sector roles and are respected fellows of the NIPR.
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As a core priority, NIPR President Dr. Ike Neliaku emphasized that Nigeria’s reputation is a national asset that must be strategically leveraged in the global market. According to him, the NRMG will work closely with the NIPR Council and other stakeholders to establish the Nigeria Reputation House, a dedicated hub for strategic reputation management initiatives.
The mission of the NRMG is clear: to develop strategies to enhance Nigeria’s image; identify key national assets that can positively define Nigeria’s global perception and propose structures for the Nigeria Reputation Trust Fund, which would provide sustained support for reputation-building efforts.
Key focus areas for NRMG as defined by NIPR are the following:
Developing a Reputation Roadmap – Crafting a structured approach to rebuilding Nigeria’s reputation with measurable objectives.
Strategic Partnerships – Collaborating with government agencies, private sector organizations, and civil society to amplify positive narratives.
Showcasing National Successes – Highlighting Nigeria’s achievements, innovations, and cultural heritage to counterbalance negative stereotypes.
Data-Driven Reputation Management – Conducting research and studies to track emerging trends, measure impact, and refine strategies.
Engaging the Public and Media – Establishing open communication with the media, civil society, and the general public to foster inclusive and effective reputation management.
By fulfilling these objectives, the NRMG has the potential to enhance Nigeria’s global image, attract investments, and contribute to national development. This initiative marks a crucial step toward reshaping perceptions and positioning Nigeria as a nation of integrity, innovation, and resilience.
If the NRMG can function as effectively as the Nigeria Economic Summit Group (NESG), it could be a game-changer for Nigeria’s reputation management.
The question remains: Will the NRMG succeed in facilitating a new Nigeria with a more positive reputation, or will the negative perceptions persist both at home and abroad?
Only time will tell.
Haroon Aremu is a PRNigeria Fellow and writes from Kano.
