Good Governance: How Public Relations Can Shape Citizens’ Perceptions
By Dr. Afolabi Olajuwon
Good governance remains a cornerstone for sustainable development and societal progress in any nation. In Nigeria, challenges such as corruption, inefficiency, and lack of transparency have engendered a climate of mistrust between the government and the citizens. I intend to dwell richly on the role of public relations (PR) in reshaping Nigerian attitudes toward good governance. Through detailed case studies, which highlights successful PR campaigns that have fostered transparency, youth engagement, and citizen participation in governance.
Public Relations (PR) has moved beyond the textbook definitions of mere reputation management and event coordination. In the contemporary socio-political structure, PR stands as a critical tool for enacting cultural and attitudinal shifts, particularly in environments fraught with governance challenges. Nigeria, with its rich history and diverse populace, offers a fertile ground for examining the potential of PR to transform attitudes toward governance.
Case Study 1:
The NOA’s “Change Begins With Me” Campaign
In 2016, the Nigerian government, through the National Orientation Agency (NOA), launched the “Change Begins With Me” campaign. Backed by both public and private sectors, the campaign aimed to instill values of accountability, integrity, and patriotism among Nigerians. The strategic use of multimedia channels ensured a broad reach:
Media Utilization: The campaign leveraged television, radio, social media, and town hall meetings to disseminate its message.
Public Figures: It employed public figures and influencers to endorse and personalize the message, lending credibility and relatability.
Educational Outreach: School programmes and community workshops were integral components, focusing on young people as future custodians of good governance.
Despite some criticisms regarding its initial reception and the implementation phase, the campaign succeeded in initiating conversations about personal and collective responsibility in governance. Metrics indicated a significant social media engagement and a gradual shift in public discourse towards accountability and transparency.
Case Study 2:
BudgIT’s Advocacy for Transparent Budgeting
BudgIT, a civic organization established in 2011, has harnessed PR tools to demand transparency and accountability in budgeting processes. By transforming complex government data into engaging infographics and interactive platforms, BudgIT has demystified public finances for the average Nigerian citizen.
Data Visualization: Simplifying budgets and expenditure reports with intuitive infographics and dashboards allowed broader public comprehension.
Engagements at the grassroots level through town hall meetings and community forums served to educate citizens on the importance of scrutinizing public budgets.
Collaborative efforts with media houses and other civil society organizations amplified their reach and impact.
BudgIT’s initiatives contributed significantly to increased public participation in budget scrutiny and advocacy for financial transparency. Government bodies, acknowledging the pressure from informed citizens, began adopting more transparent practices. A notable rise in Freedom of Information (FOI) requests is testimonial to this shift.
Case Study 3:
The “Follow The Money” Campaign by Connected Development (CODE)
Connected Development (CODE), through its “Follow The Money” initiative, has harnessed PR strategies to track and report the utilization of government funds in rural communities. This effort has notably curtailed corruption and misuse of public resources.
Training local citizens as community journalists empowered them to report on government projects and spending in their regions.
Utilizing social media platforms and a dedicated website, CODE provided real-time updates and engaged a broad audience.
Partnering with traditional media and international organizations ensured credible and extensive coverage.
The “Follow The Money” campaign has recorded significant successes, including recovering misappropriated funds and ensuring the completion of abandoned projects. Increased community trust and participation in governance have been notable outcomes.
These case studies underscore the potent role of PR in reframing attitudes towards good governance in Nigeria. Effective public relations strategies, ranging from strategic communication and media engagement to grassroots mobilization and educational outreach, have demonstrated the capacity to foster transparency, accountability, and civic participation.
While challenges persist, the continued application of innovative PR techniques promises to sustain the positive momentum toward achieving good governance in Nigeria.
Encourage collaboration between government agencies, civil society, and the private sector to amplify PR campaigns focused on good governance, as well as utilizing an integrated media approach to reach diverse demographics and ensure consistent messaging.
Invest in training programmes for PR professionals to equip them with skills on current trends and technologies in public relations would be added advantage.
Dr. Afolabi Olajuwon is a Fellow of the Nigerian Institute of Public Relations, Fellow of the Institute of Management Consultants, Fellow of the Chronicle Business School, Abuja, a Researcher and resource person at the International Institute of Journalism, Abuja.
