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By Adedigba David
The unveiling of the Nigeria Reputation Management Group (NRMG) is more than just a symbolic gesture. It represents a long-overdue step in the nation’s quest to reshape its global image. For decades, Nigeria has struggled with a reputation that has often been overshadowed by challenges of insecurity, corruption, and economic instability. But, in truth, Nigeria is a country of immense potential, resilience, and cultural dynamism. The establishment of the NRMG, led by the Nigerian Institute of Public Relations (NIPR), is a timely initiative that aims to reposition Nigeria’s image in a way that aligns with its true character—a nation on the rise.
Now, imagine this: what would Nigeria look like if it finally took full control of its narrative? What if, instead of stories of hardship, the world saw Nigeria as a beacon of resilience and creativity? The NRMG offers that chance, but it demands collective responsibility. The NRMG is not a magic wand; it is a foundation upon which Nigerians—leaders, youth, private sector players, and civil society—must build. The future of Nigeria’s image lies not just in strategic initiatives but in the everyday actions of its people. It is a challenge that calls for dedication, foresight, and the commitment to tell the real story of Nigeria.
In today’s interconnected world, reputation is one of the most valuable assets a country can possess. As Minister of Foreign Affairs Ambassador Yusuf Maitama Tuggar aptly put it, “We must tell our own story before others tell it for us.” This reflects the central mission of the NRMG: to ensure that Nigeria’s narrative is told accurately and fairly, highlighting not just its challenges but also its triumphs. Reputation management is not about glossing over difficulties; it’s about framing them within a larger context of progress and potential. This initiative, therefore, goes beyond damage control—it is a deliberate strategy to position Nigeria as a resilient and forward-looking nation.
Efforts to improve Nigeria’s global image are not new. Over the years, various administrations have attempted to reshape the country’s narrative with limited success. For example, the rebranding campaign launched by former Information Minister Dora Akunyili in 2009 under the slogan "Nigeria: Good People, Great Nation" sought to emphasize the positive attributes of the Nigerian people. Although well-intentioned, the initiative faced challenges due to the persistence of corruption, insecurity, and poor governance. Similarly, campaigns like the "Heart of Africa" project launched in 2004 under President Olusegun Obasanjo aimed to promote Nigeria as an investment destination and cultural powerhouse. While these efforts had some initial successes, they failed to gain sustainable traction due to a lack of cohesive follow-through and the enduring socio-political issues that overshadowed these rebranding attempts. The critical flaw in these past efforts was that they focused more on external messaging rather than addressing the internal realities that influenced Nigeria’s image. The NRMG has the potential to succeed where others have fallen short by taking a more holistic and sustained approach, engaging citizens and tackling the root causes of negative perceptions.
The NRMG’s mandate is multifaceted, focusing on areas such as strategic communication, cultural diplomacy, and citizen engagement. These areas are essential because they reflect the very tools needed to manage Nigeria’s reputation effectively. Nollywood and Afrobeats have already proven to be powerful ambassadors of Nigeria’s cultural influence globally. By leveraging these cultural assets, the NRMG aims to shift perceptions and showcase Nigeria as a nation rich in talent, creativity, and innovation.
A crucial aspect of this initiative is its inclusiveness. The NRMG is not just an effort by the government; it is a collective project that involves stakeholders across various sectors, including the private industry, civil society, and the media. This comprehensive approach ensures that Nigeria’s reputation management will not be confined to one area of governance but will instead be woven into the very fabric of the nation’s socioeconomic and cultural landscape.
It is also essential to commend the leadership of the Nigerian Institute of Public Relations for its bold vision and commitment in driving this initiative forward. By bringing together various stakeholders and spearheading the formation of the NRMG, NIPR has proven its role as a critical player in Nigeria’s national development. It has provided the foundation for a sustained effort to reclaim and manage Nigeria’s global image, an endeavor that will require consistency and long-term commitment.
Dr. Ike Neliaku, President of NIPR, captured the essence of the NRMG perfectly when he stated that reputation “comes with a lot of hard work, careful design, deep foresight, skillful planning, and strategic implementation of well-orchestrated programmes and actions.” He emphasized that a nation’s reputation is delicate, taking years to build and only moments to damage. His insights reflect the gravity of this initiative and the level of dedication required to ensure its success. Neliaku’s leadership within the NIPR has been instrumental in driving the concept of NRMG, aligning its goals with the broader objective of creating a positive and resilient image for Nigeria that can stand the test of time.
Furthermore, Neliaku underscored the fact that reputation is not a static asset—it is like a living entity that needs constant nurturing and care. He stressed that Nigeria’s image, like that of any nation, is perishable and requires strategic management to avoid setbacks. His wisdom in recognizing that Nigeria’s national image is not just about how others view the country but about how Nigerians view themselves provides a deeper layer to the NRMG’s mission. It highlights the importance of fostering national pride and internal cohesion as part of the broader strategy to improve Nigeria’s global standing.
As much as the NRMG is a proactive step in managing Nigeria’s image, it also brings into focus the idea of reputation as an asset. This notion, as emphasized by the Minister of Information and National Orientation, Mohammed Idris, is often underestimated. Countries with strong, positive reputations—such as Japan, which recently topped the Nation Brands Index—enjoy tangible benefits in areas like tourism, investment, and international partnerships. Nigeria, with its vast natural and human resources, stands to benefit significantly if it can rebuild and maintain a robust national brand.
However, the challenge remains: how does Nigeria sustain this initiative? As NIPR President Dr. Ike Neliaku pointed out, reputation is a delicate asset—one that takes years to build but can be damaged in an instant. This is where the NRMG’s long-term strategy comes into play. Reputation management requires a sustained effort, careful planning, and a collaborative approach. The initiative must not only focus on telling a compelling national story but also ensure that the story remains relevant and authentic over time.
One of the most critical aspects of this initiative is its potential to change how Nigerians themselves view their country. A national reputation is not just built on how the outside world perceives a nation; it is equally shaped by how citizens feel about their homeland. The NRMG has the opportunity to foster a sense of pride and ownership among Nigerians, both at home and in the diaspora. By engaging citizens and encouraging them to become ambassadors of this new narrative, the initiative can drive a collective effort to build a positive national image.
This initiative also offers Nigeria a chance to strengthen its soft power in other areas, such as regional security, economic development, and human rights. These are critical components of any nation’s brand and will be essential for Nigeria’s long-term global positioning. If managed well, Nigeria can enhance its standing as a leader on the African continent and a key player in international affairs. This is the kind of reputation that attracts foreign investment, boosts tourism, and fosters diplomatic goodwill.
The NRMG, however, cannot succeed in isolation. For this initiative to achieve its full potential, every Nigerian must see it as a shared responsibility. The success of national reputation management depends on a collective effort—government officials, private sector leaders, civil society, and everyday citizens must all play their part. By aligning themselves with the values and goals of the NRMG, Nigerians can contribute to building a reputation that reflects the true essence of their nation.
No doubt, the Nigeria Reputation Management Group represents a critical turning point in how Nigeria engages with the world. It is not merely a reaction to past failures, but a visionary project aimed at shaping a future where Nigeria is seen for what it truly is: a nation of promise, strength, and creativity. The challenge now is to sustain this effort, to keep the narrative alive, and to ensure that every Nigerian plays a role in this process. The NRMG has laid the foundation, but it is up to us to build on it.
As we move forward, the question we must ask ourselves is this: will we allow others to continue shaping our story, or will we take control of our narrative? The answer lies in how we embrace and support the NRMG. The time to act is now, and the task is ours. Together, we can build a future where Nigeria is not only known for its challenges but celebrated for its resilience, innovation, and potential.
Adedigba David, writes from Abeokuta, Ogun State
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