In a bid to enhance its reputation, the Federal Government has unveiled the Nigeria Reputation Management Group (NMRG) initiative, aimed at providing policy direction and quality advisory to governments and leaderships at various levels on matters of building and sustaining reputation as a value-capital in line with global trends.
Speaking on Tuesday in Abuja, the Minister of Foreign Affairs, Ambassador Yusuf Maitama Tuggar emphasized the initiative’s importance at the launch event organized by the Nigerian Institute of Public Relations (NIPR).
Tuggar said, “We must tell our own story before others tell it for us,” stressing that⁸ “National reputation is not about glossing over challenges, but framing them within a narrative of progress, resilience and potential.”
“Nigeria faces unique reputation management challenges due to its size, diversity and global prominence. The country’s actions, successes and challenges are scrutinized internationally.
“Recent events, such as the Super Eagles’ stranded situation in Libya and Sunday Igboho’s petition to the UK government, underscore the importance of proactive reputation management.”
He further explained that the Nigeria Reputation Management Group will focus on effective communication, citizen engagement, cultural diplomacy and Technical Aid Corp (TAC) volunteer services to promote Nigeria’s positive image globally.
“The Nigerian government prioritizes policies improving citizens’ quality of life, promoting good governance, transparency and accountability, in line with President Bola Ahmed Tinubu’s 8-point Agenda.”
Tuggar also highlighted Nigeria’s soft power growth through culture, citing Nollywood and Afrobeats’ global influence noting that the cultural diplomacy is a powerful tool in national reputation management.
Tuggar emphasized citizen engagement, saying that Nigerians, both at home and in the diaspora, are primary ambassadors of Nigeria’s national brand.”
He urged Nigerians to embrace patriotism and responsibility, contributing positively to the national image.
Nigeria’s soft power extends beyond culture, encompassing economic development, social justice, environmental sustainability, regional security and human rights. The Technical Aid Corp (TAC) exemplifies Nigeria’s commitment to global cooperation.
“Our national reputation is not just about how others see us, but how we see ourselves. By promoting a positive image, addressing citizens’ needs and engaging globally, Nigeria will be seen as dynamic, resilient and forward-looking.” He said.
Similarly, the Minister of Information and National Orientation, Mohammed Idris, explained that the NRMG will play a pivotal role in promoting and changing the global perception of Nigeria by showcasing and highlighting the country’s true identity, achievements, strengths and positives, while also amplifying the voices of our various peoples.
Idris, therefore, said to accomplish this, the Group will build strategic partnerships and collaborations with stakeholders across various sectors, including government, private industry, civil society, the media and youth organizations, within and outside the country.
He said, “A country’s brand reputation is one of its core assets, alongside its financial and natural and mineral resources.
“However, the intangibility of brand reputation means that it is often not reckoned with or grossly underestimated in the accounting of a country’s primary assets.
“This dismissive mindset is what the NIPR seeks to challenge, through the NRMG.
There are various initiatives out there that rank countries on the strength of their national brand.
“One of these is the Nation Brands Index by IPSOS, that in 2023 ranked Japan as the most valuable nation brand in the world, upstaging Germany – which had held the position for the preceding six years – on the list of 60 countries ranked.” He added.
Meanwhile, the President and the Chairman of Council, Nigeria Institute of Public Relations, Dr Ike Neliaku in his opening remarks noted that as important as reputation is, it is not easily attained.
“It comes with a lot of hard work, careful design, deep foresight, skillful planning, and strategic implementation of well orchestrated programmes and actions.”
He added that reputation takes a long journey, most times it is like a relay race, highly delicate and easily perishable.
“While it takes a long time to build, it takes a short time to be damaged. In sharing his journey of life, Warren Buffet reveals that, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”
“The reputation of our country needs some help. As Minister Idris acknowledged in the documentary we watched, the reputation and image of Nigeria needs conscious, deliberate attention.
“Today’s event is NIPR’s robust response to the call. We have the biggest body of knowledge in Africa, NIPR is well positioned and ready to deal.”
“The point needs also be made, that, like a living thing, reputation is birthed; reputation needs air to survive; reputation is nurtured with the right character. When reputation is created and built as an asset, it is consiously managed and effectively sustained.” He said.
The Nigeria Reputation Management Group marks a significant step towards enhancing Nigeria’s global reputation and promoting a positive national image.
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