Nigeria’s reputation at risk as election violence scares off investors, PR chief warns

• Peterside urges shift from image-building to evidence of performance

• NRMG calls for peaceful 2027 polls, credible communication

_______________________________________________________________________

From Juliana Taiwo-Obalonye, Abuja

Nigeria’s growing reputation challenges could cost the country investment opportunities as fears over election-related violence prompt foreign investors to reconsider visits, Chairman of the Board of the Nigeria Reputation Management Group (NRMG), Yomi Badejo-Okusanya, has warned.

Badejo-Okusanya disclosed that a prospective international investor had cancelled a planned visit to Nigeria following a travel advisory linked to concerns about the forthcoming elections, warning that political violence and the desperation to win elections at all costs could undermine efforts to improve the country’s global image.

He spoke on Thursday at Nigeria Reputation Day 2026, organised by the NRMG under the theme, “Own the Narrative: Shaping Nigeria’s Reputation Together.”

The NRMG chairman urged political actors to embrace peaceful elections, stressing that electoral contests should not be treated as a do-or-die affair.

“We must have these elections in a peaceful atmosphere. If you don’t win today, you can win tomorrow. It is not winning at all costs that we must all do,” he said.

Badejo-Okusanya said Nigeria must deliberately address the conduct and practices that damage its international standing rather than concentrate solely on promoting a favourable image abroad.

He identified the forthcoming World Public Relations Forum as an opportunity to showcase Nigeria to the international community, noting that the event was expected to attract delegates from about 126 countries.

He urged stakeholders to use the global gathering to promote Nigeria and advance democracy, while encouraging greater participation in the event.

The warning comes amid growing calls for Nigeria to strengthen its national reputation through credible institutions, responsible political conduct and demonstrable improvements in governance rather than publicity campaigns.

In his keynote address, former Director-General of the Nigerian Maritime Administration and Safety Agency (NIMASA), Dr Dakuku Peterside, said Nigeria’s reputation was a strategic asset capable of influencing investment, trade, tourism and the treatment of its citizens abroad.

He argued that the country’s international image must be supported by tangible results, warning that promotional campaigns could not compensate for institutional failures.

“Promotion can get you noticed, but proof earns you credibility,” Peterside said.

According to him, Nigeria must move beyond explaining its challenges to demonstrating, through evidence, how it is addressing them.

He cited the country’s maritime security experience as an example, recounting how efforts to combat piracy through the Deep Blue Project helped change international perceptions of Nigeria’s waters.

Peterside said that after years of campaigning for international recognition and the lifting of restrictions affecting maritime operations, the country began to see a shift when it focused on building operational capacity and demonstrating results.

He said Nigeria recorded no piracy incidents between 2023 and 2026, adding that the country subsequently secured election to the International Maritime Organization (IMO) Council and the lifting of war-risk insurance restrictions that had weighed on its maritime industry.

The former NIMASA chief said the experience demonstrated that sustained action and verifiable progress were more effective in rebuilding trust than public relations alone.

He urged government institutions, businesses, the media and citizens to take collective responsibility for shaping Nigeria’s reputation, while stressing that public officials and institutional leaders bore a greater responsibility because their decisions directly influenced citizens’ experiences.

“Ultimately, a nation’s reputation is not built by words alone. It is built by the consistency between what we profess and what we practise, between the image we project and the experience we deliver,” he said.

Peterside warned against turning reputation management into propaganda, insisting that Nigeria must acknowledge insecurity, environmental damage, governance gaps and social tensions while providing evidence of efforts to address them.

He also called for stronger crisis communication standards to ensure that public institutions respond promptly to emerging controversies, distinguish verified information from speculation and provide regular updates as facts become available.

The keynote speaker further proposed the establishment of a national evidence repository and a reputation dashboard by the NRMG to document verifiable achievements, identify persistent challenges and track progress.

Earlier, Chairman of the NRMG Advisory Body, John Momoh, said Nigeria must confront its problems honestly while ensuring that the country’s achievements, talents and contributions receive adequate recognition.

Momoh said the country’s reputation was shaped less by official statements than by the everyday experiences of citizens, investors, travellers and other people who interact with its institutions.

He identified insecurity, corruption, economic hardship and declining trust between citizens and institutions as challenges that must be acknowledged and addressed.

According to him, owning Nigeria’s narrative does not mean denying the country’s difficulties or polishing its image through publicity, but presenting a balanced account of its problems and progress.

“Nigerians are too smart for that. We see through spin,” he said, adding that government must provide clarity, consistency and competence in policy implementation and public service delivery.

Momoh also challenged businesses to recognise that the quality of their products, the treatment of employees and the fulfilment of promises contribute to Nigeria’s national image.

He urged journalists and other media professionals to prioritise verified information, particularly in an era when artificial intelligence can be used to fabricate voices, manipulate videos and spread misinformation.

“Let us be first with the truth, not first with the rumour,” he said.

Momoh maintained that criticism of the country was necessary but urged Nigerians at home and abroad to avoid needlessly damaging its image.

“Let’s stop trying to announce our reputation. Let’s start earning it. Together,” he said.

The speakers agreed that improving Nigeria’s international standing would require sustained collaboration among government, the private sector, public relations professionals, the media, civil society and citizens.

They maintained that the country could not secure lasting international confidence through slogans alone, but through accountable leadership, credible information, peaceful political competition and results that Nigerians and the international community could independently verify.