| This discussion will be toed sequentially so that it is | | | | public relations practitioners in the formulation of reform |
| easily and understandably digested. | | | | policies makes it possible for the policy to possess |
| What is Reforms? | | | | inherent proactive factors, which will make the policy fit |
| According to the Oxford Advanced Learners’ | | | | into future arrangements. The involvement of public |
| Dictionary, reforms can be defined as ‘change that | | | | relations in reforms puts into consideration the likely |
| is made to a social system, an organization etc in | | | | outcomes of a programme aimed at reforms, hence |
| order to improve or correct it’. It is obvious here | | | | public relations puts a check on uncertainties that might |
| that the essence of reforms in any instance is to bring | | | | arise in the future. If the Nigerian government were |
| about a positive change, which will either result in | | | | able to involve public relations in reforms programmes, |
| improvement or correction; embedded intricately in the | | | | there would not have been the events of chaotic |
| definition of reforms are three major words we need | | | | outcomes from the initiation of reforms. The reason |
| to further get right to ensure our comprehending of the | | | | why most reforms do not see the light of the day or |
| essentials of this discussion, these words are change, | | | | fall short along the way without seeing maturity is that |
| social system and improve. The understanding of | | | | they lack consistency in themselves likewise fall short |
| these elements will make us appreciate the essence | | | | of heuristic values. In addition, it is a trend in the Nigerian |
| of the place of public relations in reforms in the Nigerian | | | | environment that charlatans and the wrong institution |
| polity. | | | | be asked to handle the right programme. The |
| · Change – this can be defined as the fact of a | | | | programme of giving Nigeria a new brand or image is |
| situation, a place or an experience being different from | | | | solely the responsibility of public relations, and until this is |
| what is usual and therefore likely to be interesting, | | | | effected, there can be no truly branding of a new |
| enjoyable etc. | | | | Nigeria. The reason why most times Nigeria’s |
| · Social system – this can be defined as a | | | | ‘Titianic’ hits the iceberg is due to lack of |
| patterned set of rules, norms and agreeable way of | | | | foresight, it is during the course of the implementation |
| behavior, which is applicable to all members of the | | | | of most reforms that leaders fashion short cut means |
| society. | | | | to cover up inconsistencies in their reform plans, and |
| · Improve – to make something better than before. | | | | this often times results into the use of propaganda, |
| The above analysis is purposely meant to establish the | | | | bribery, blackmail and other deceitful means in the |
| fact that Nigeria is a social system and in its present | | | | name of public relations with the intention of solving |
| state needs a change to bring about improvement in | | | | problems inherent in the poor initiated reforms |
| the polity: in other words, Nigeria needs reforms. | | | | programme, this in the long run culminates into chaos |
| Why does Nigeria need reforms? In what areas? | | | | and calamitous consequences. Even the Bible states: |
| To say Nigeria needs reforms is an understatement | | | | ‘ A prudent person foresees the danger ahead |
| – a euphemism of hypocritical proportion. Really it is | | | | and takes precautions. The simpleton goes blindly and |
| even common to hear some people express it in a | | | | suffers the consequences’ |
| stronger way that Nigeria needs ‘deliverance’. It | | | | - Proverbs 27:12 |
| is viewed by most people (especially when the African | | | | A recurring mistake that has often plagued reforms in |
| mentality comes to play) that some unseen evil forces | | | | Nigeria is not formation or adoption of good reform |
| are behind the problematic anomalies in the Nigeria | | | | policies, but the inability for sustainability and continuity |
| system. Why all these? This is because Nigeria as a | | | | of these reform programmes, this is a vacuum public |
| social system is fraught with a plethora of simple | | | | relations has to fill. With planned, deliberate and |
| political, economic, educational, international and national | | | | sustained efforts which are features of public relations, |
| related problems which when viewed by right thinking | | | | reforms in Nigeria will do better than before with the |
| persons are considered issues which in the first place | | | | involvement of public relations in their formation. |
| can be solved through mere common sense. This is | | | | Public Relations in Nigerian Reforms? Link 2 – |
| not meant to imply that those at the head of those | | | | Adviser to Reform Policy makers |
| sectors, which are faulty are incompetent or are not | | | | ‘… counseling organization leaders ….’ This |
| right thinking, but to say that they are most times either | | | | aspect of the concept of public relations makes it |
| ignorant of how to approach issues that are negatively | | | | necessary in Nigerian Reforms programmes in the |
| affecting their responsibilities, placed in the wrong place | | | | sense that professional public relations practitioners are |
| of their specialty, or surrounded by unbefitting persons | | | | needed to serve as advisers to reform policy makers. |
| who advise them in such a way that budding problems | | | | This will ensure that leaders are guided in their quest to |
| in the institutions either persist, stop transiently or | | | | bring a change to the Nigerian environment through |
| snowball into crises of national and international | | | | reforms, and this will ensure that in times of |
| proportions. Nigerian heads hardly ever involve the | | | | contingency, public relations stands to effect reactive |
| services of professional advisers in the formulation, | | | | solutions to crises, while for budding crises, public |
| expression and implementation of reforms and national | | | | relations will be in place to design proactive solutions |
| branding, and this has most times made reform | | | | which will nip any budding crises in the bud should the |
| attempts in Nigeria either futile or of disservice to all or | | | | event arise. Generally speaking one of the basic |
| some section of the polity. | | | | problems with Nigeria in terms of reforms is always |
| All the sectors in the Nigerian polity are seriously faulty | | | | either that the right person is not in the right place or |
| and riddled with problems, which are either self-induced | | | | that ‘Ahitophellic’ advisers, who give the wrong |
| or overlooked. This then infers that Nigeria itself needs | | | | or selfish advice, surround the right person. Public |
| total rebranding. Who then can carry out this task | | | | relations is in itself a management function, and its |
| successfully, but the professionals whose duty is | | | | place in reforms on this premise is to see to it that |
| predominantly image making. | | | | leaders are enlightened on the consequences of |
| The politics of Nigeria is more of a ‘chess | | | | actions, so that they look before leaping. Every leader |
| game’ other than a system of rules, priorities and | | | | is saddled with the responsibility of taking decisions, |
| responsibilities. The political system is far from the | | | | which he/she supposes will ensure improvement in |
| leadership oriented one it is supposed to be, it has | | | | situation of things for publics and the organization at |
| become a ‘dirty game’ as most people have | | | | large, a handsome dosage of public relations would do |
| stigmatized it. In most cases, other than having people | | | | well to see that such visions are well designed, |
| who are capable of handling government machinery in | | | | expressed and sustained towards positive fruition. |
| power, we have inexperienced and unqualified persons | | | | Public Relations in Nigerian Reforms? Link 3 – |
| imposed upon the people by some unfortunately rich | | | | Implementation of Reform Policy |
| or wealthy persons, who at the end of elections serve | | | | ‘ … implementing planned programmes of action |
| as advisers to ‘our leaders’; for God sake, what | | | | ….’ Public Relations aside shouldering the duty of |
| kind of advice do you expect such godfathers to offer | | | | policy formation and policy makers’ advisers also |
| those they have put in public position – to share | | | | performs the vital duty of seeing to it that policies |
| revenue from the public treasury among private | | | | formulated are well implemented and not only that, but |
| stakeholders instead of putting it to use for the benefit | | | | sustained so that it has continuity in its positive effects. |
| of public stakeholders. Nigerian leaders so far have | | | | In fact, the programme of reforming Nigeria, is centrally |
| shown that they are infected with the virus – fear | | | | the function of public relations. The involvement of |
| that makes man greedily pursue monetary (or better | | | | professional public relations practitioners in Nigerian |
| avaricious) goals other than pursuing good image. This | | | | reforms ensures that reforms programmes are |
| is why we have our political leaders caught in the act | | | | proficiently put to execution through selective means |
| of money laundering, siphoning and other corrupt | | | | such as facility visits, press conference, journals, news |
| practices which are ignominious not only to those | | | | conference, press release and other well designed |
| shameless persons but to the Nigerian identity as a | | | | media through which open communication is facilitated |
| whole. Another major mistake Nigerian leaders make in | | | | and which are certain to elicit mutual sympathy, |
| the design of reform programmes is the elimination of | | | | acceptance, interest and knowledge of publics on the |
| stakeholders’ interest in the reform plans; in one of | | | | implications of the reforms programme. Here the open |
| his articles in the dailies, Deon Rossouw was quoted to | | | | expression of intentions to publics which Public |
| have stated thus: | | | | Relations includes in the execution of plans would |
| ‘ In line with the inclusive model of corporate | | | | definitely suppress any thought of deceit from |
| governance that prevails in Africa, all country codes, | | | | government and public skepticism with which most |
| with the exception of the Nigerian one, emphasizes | | | | reform programmes in Nigeria are characterized. A |
| that there should be regular engagements with | | | | situation where contractors are awarded contracts to |
| stakeholders. Engagement with stakeholders is being | | | | put up social infrastructures that could bring a facelift |
| effected through the regular channels of | | | | to the society and improve the well being of the |
| communication that exist in the annual general meeting | | | | people, but end up doing virtually nothing will be |
| and through regular disclosure of financial reports.’ | | | | eradicated if they know that, they have to openly |
| The statement above shows the observed | | | | account for their responsibilities and this would move |
| incompleteness in the reform process in Nigeria. This | | | | the nation toward a successful reformation. |
| incompleteness accounts for the unsuccessful positive | | | | Public Relations in Nigerian Reforms? Link 4 – |
| branding of the Nigerian entity. The governance of a | | | | Two-way Communication/Protect the Interest of All |
| country determines the rate of development of that | | | | ‘ … serve both the organization’s and the |
| country. The mainframe of the faulty Nigerian image is | | | | public interest ….’ The beauty of public relations lies |
| the deceptive and politicized factors, which | | | | in this very quality of fairness, which it innately |
| characterize reforms programme in the country. | | | | possesses. The involvement of public relations in |
| In the area of economy, Nigeria is not faring well and | | | | reforms in Nigeria will definitely eradicate the anomaly |
| this unmistakably calls for reforms. The standard of a | | | | of a good reform programme facing stiff opposition |
| nation’s economy is not measured by what its | | | | from the public. The involvement of Public relations in |
| leaders are able to afford in foreign accounts, or what | | | | Nigerian reform programmes will surely ensure that the |
| the elites are able to afford; it is rather measured by | | | | public interest is considered in the formulation, |
| the standard of living of its citizens. What can we say | | | | expression and implementation of reforms. The |
| about the economic situation in Nigeria? Very appalling | | | | involvement of public relations will eventually transform |
| and pathetic. The chasm between the rich and the | | | | the Nigerian scene, especially the attitude of the publics |
| poor is very wide, we are not saying that everyone in | | | | for which reform programmes are intended from |
| the country must be equally rich, however, for a | | | | negativism to positivism. According to Frank Jefkins, |
| country as rich as Nigeria, poverty should not be so | | | | public relations will bring about the following positive |
| present that it can be measured from the physical | | | | changes in the attitude of public in the following ways, |
| appearance of the rich and the poor. In a polity of | | | | conversion of – HPAI to SAIK in the analyses |
| people of same race, there still exist discrimination in | | | | below: |
| condition of living and public marginalization in economic | | | | H – Hostility S – Sympathy |
| reforms formulation and implementation. When the | | | | P – Prejudices A – Acceptance |
| whites still physically colonized us, we complained and | | | | A – Apathy I – Interest |
| fought discrimination, but this is now the mainstay of | | | | I – Ignorance K - Knowledge |
| the economical system in Nigeria. | | | | Jefkins further elucidates on this grounds when he |
| Looking at our educational sector, the situation is | | | | explained that prior to the employment of public |
| nothing to write home about. Nigeria’s educational | | | | relations in an organization, the case is always that of |
| rating in the international environment has a | | | | negativism, but public relations adds value to such |
| substandard position. This is not because students are | | | | organization upon employment by transferring the |
| not well taught or that there are no qualified Nigerian | | | | negativism to positivism; these are the hallmark of the |
| teachers and lecturers, but because the lackadaisical | | | | transfer process – Lanre Kuye et al, Issues in Pr? |
| and haphazard system of coordinating education in | | | | In same vein, the place of public relations is essential |
| Nigeria is apparent to the international environment. A | | | | for the purpose of a conducive atmosphere for |
| lot of reforms put up by the government seems very | | | | reforms in Nigeria. Most times in the Nigerian |
| right, however, the way they are implemented other | | | | environment, when reform programmes are embarked |
| than bring about a face-lift result in confusion and in | | | | upon, adequate communication to enlighten the publics |
| some cases repulsion from the populace for which the | | | | or stakeholders on the essence of the programmes is |
| reforms are intended. | | | | not put in place, and many at times when |
| Nigeria’s International Relations is being badly | | | | communication is put in place, it is designed in a |
| dented due to various indecent acts exuded by some | | | | one-way or downward structure, hence feedback is |
| unscrupulous citizens and political leaders alike. Though | | | | not incorporated in the communication design and this |
| the federal government appears to be doing a lot | | | | makes the publics of the reform programme feel |
| about repairing the indignant image of the country | | | | imposed upon or unable to satisfy their curiosity as |
| through a series of institutions put up to show that the | | | | concerning obfuscating aspects of the programme. |
| government is not in liaison with the nefarious acts, | | | | This ‘unpublic relations’ attitude has earned |
| which have been portraying the polity as a corrupt | | | | President Obasanjo the infamous title of ‘civilian |
| hideout, those reforms appear at times to have political | | | | dictator’ in the press and polity in general. |
| subterfuge undertones in implementation, because of | | | | The place of a two-way communication in reforms |
| their malhandling, and for this reason, such reforms are | | | | cannot be overestimated. We should get it right here |
| militated against by those who are supposed to have | | | | that communication is essential in the actualization of |
| been in concordance with the policies made, hence it is | | | | peace, which bullets cannot achieve; one |
| not uncommon in Nigeria to find two or more | | | | contemporary scholar expresses the vitality of |
| institutional bodies fighting each other or one another | | | | communication when he wrote: |
| over the implementation of a good reform policy. | | | | ‘men communicate to make a desirable attitude |
| These internal imbalances have further aggravated the | | | | popular, thereby increasing the uniformity of opinion’ |
| problems of ensuring successful reforms in Nigeria, and | | | | – Ifedayo Daramola (Introduction to Mass |
| have consequently affected Nigeria negatively in the | | | | Communication). |
| international society. In 1999, when president Olusegun | | | | Two-way communication if incorporated in reforms |
| Obasanjo after resumption in office, wanted to sell | | | | programmes in Nigeria, will always make room for |
| Nigeria to foreign investors, he traveled across the | | | | general acceptability of the formulation, expression and |
| globe to achieve this aim, however, his quest met | | | | implementation of those reform programmes. But this |
| futility as a result of the negative image Nigeria already | | | | cannot be possible without the application of Public |
| possesses. This can be traced to communication gap | | | | Relations, which in itself has the use of a two-way |
| and insincerity in expression of reform policies in | | | | communication as a veritable tool. Late Sam Black, an |
| Nigeria. | | | | honorary Professor of Public Relations, and a past |
| There are of course other areas in which Nigeria is | | | | president of International Public Relations Association |
| faulty in terms of reforms, however the | | | | defined public relations as: |
| aforementioned are prominent among all. At this | | | | ‘ … the establishment of a two-way |
| juncture, we need to get it right that it is not that the | | | | communication to resolve conflict of interest by |
| Nigerian government is ignorant of the immense | | | | seeking common grounds or areas of mutual interest |
| contributory solution Public Relations proffers to the | | | | in the establishment of understanding based on truth, |
| successful implementation of reforms in the polity, but | | | | honesty and full information’ |
| a misunderstanding of the concept of Public Relations, | | | | - Lanre Kuye et al, Issues in Pr? |
| which makes most leaderships apply advertising, | | | | In Nigeria, most times, reform programmes are put up |
| propaganda, publicity, assassination, bribery and others | | | | without enough or full information to carry the publics |
| that are not Public Relations as instruments of trying to | | | | along and this poses the government as dictators, |
| implement reforms is the painful irony. For instance in | | | | whom the publics will seldom regard with having good |
| the case of renowned professor Fabian Osuji, the | | | | intentions. And in where (if at all) communication is set |
| former minister of education, he ignorantly | | | | up, it comes in the form of propaganda, and so at the |
| misconstrued public relations for bribery, yet he | | | | end of a promised time when the result of a reform |
| admitted it overlooking the ignominy such absurdity has | | | | programme is to be measured by the publics, it is |
| on his person, and I wonder how the international | | | | discovered that the government has been fabricating |
| society would have laughed Nigerian to scorn when | | | | promises all the while. A relevant example is the issue |
| the scandal became public knowledge, I am sure some | | | | of repairing the unserviceable refineries in Nigeria, |
| critics would have asked, ‘how if possible that the | | | | which the present regime, during the first tenure put |
| minister of Nigeria for education does not know what | | | | forward as the rationale behind the increase in prices |
| public relations is, how will his subordinates or the | | | | of petroleum products, but at the end, despite the neck |
| students know even other more complex things?’. | | | | breaking price the people had to pay to acclimatize |
| The man could not be said to be illiterate but | | | | themselves to the travails of hike in fuel price, the |
| professionally he is, if he had applied the services of | | | | refineries in the end were not repaired whereas the |
| professional public relations practitioners to the issue of | | | | government necessitated another fuel price hike, this |
| allocation of resources to his ministry, he would not | | | | resulted into industrial actions of national scale. Another |
| have made a mess of himself and compoundedly | | | | instance was the unceremonious execution of the |
| retain the problem he was willing to solve. The same | | | | educational reform policy, which is intended to further |
| scandal has a connection with political interests and it | | | | test the admission worthiness of potential students into |
| saw Adolpus Wabara, bow out in shame from the | | | | higher institutions. The introduction of the policy was so |
| political scene. Or better still one could reach the | | | | unceremonious and this elicited vituperation from |
| conclusion from studying the trend in Nigeria that the | | | | various stakeholders. The programme, though loaded |
| government prefers making use of quacks and willing | | | | with a lot of positive benefits appalled many people |
| puppets in place of institutions responsible for reforms | | | | including some educational institutions to which the |
| for mischievous reasons, perhaps so that those | | | | reform programme was not properly communicated. |
| institutions would be bound to bow to their whims and | | | | There was no uniformity in the execution of the |
| caprices pending when money and resources meant | | | | programme, and most schools were seen to have |
| for reform contracts would be transferred to private | | | | exploited students through the unaltruistic |
| accounts or used for selfish reasons. Behind these | | | | implementation of the programme. These are all |
| detestable acts, the actors have reforms behind their | | | | anomalies Public Relations stands to prevent or |
| minds, but they failed to apply public relations in its | | | | eradicate in reforms in Nigeria. |
| professional form and this exacerbates the problem | | | | These examples show the absence of the |
| the more. | | | | involvement of genuine application of public relations in |
| The crisis in the Niger Delta here in Nigeria is another | | | | most of the reform policies in Nigeria. And for as long |
| case. The issue of kidnapping did not just start when | | | | as Nigerian leaders fail to apply public relations in |
| the youths became lethally restive. It had started a long | | | | reforms programmes, there is every tendency that |
| time ago, but since a planned programmed solution | | | | things would not go impartially right with the |
| was not instituted to put the budding crises under | | | | development of the polity. |
| check, it resulted in a crises of international proportion. | | | | Public Relations in Nigerian Reforms: Candid Summary |
| All these expositions show that Nigeria is in dare need | | | | I submit here that individual and national success, |
| of reforms; the point now is ‘how does Public | | | | improvement and public relations are so intertwined |
| Relations fit into actualizing the dream of rebranding | | | | that they are inseparable. The place of public relations |
| and repackaging the Nigerian entity?’ This question | | | | in reforms in Nigeria cannot be compromised. It is only |
| will be answered in the subsequent paragraphs. | | | | with the involvement of genuine public relations coupled |
| Public Relations in Reforms? The links! | | | | with good leadership that Nigeria can be truly |
| The import of the application of every concept is | | | | reformed. Nigeria has all the natural resources to |
| derived from the definition of that concept, we would | | | | outgrow its present stunted growth, but has continued |
| not understand the place of public relations in reforms | | | | to ignore the efficacy of the real image builder - public |
| if we do not know what Public Relations is. For this | | | | relations to actualize true reforms. |
| reason, we need to define public relations. The most | | | | Dele Olukoju, the General Manager Richardson and |
| acceptable and generalized definition of public relations | | | | Briggie expressed this clearly, when he wrote: |
| was propounded at an international conference in the | | | | ‘ the reason why Nigeria has not been able to |
| city of Mexico in the year 1978 when about 30 national | | | | make any appreciable progress in the project of |
| and international bodies of public relations met – | | | | rebranding Nigeria was because government |
| Lanre Kuye et al, Issues in Pr? | | | | abandoned the professionals and is working with |
| The definition runs thus: | | | | contractors’. |
| ‘Public relations is the art and the social science of | | | | I wonder whether it is because of the openness which |
| analyzing trends, predicting their consequences, | | | | public relations has as its benchmark and which of |
| counseling organization leaders, and implementing | | | | course is vital to successful reformation, but which |
| planned programmes of action which will serve both | | | | negates deceit, unscrupulousness and propaganda for |
| the organization’s and the publics’ interest’ | | | | which most reform programmes in Nigeria are |
| In fact, the definition of public relations already explicitly | | | | characterized that has made our leaders shun its |
| spells out its indispensable place in reforms in Nigeria; | | | | involvement in a true and pragmatic sense, after all |
| however, it will not be left for an unconsensual debate, | | | | Nigeria is characterized with terminating the existence |
| it will be elucidatingly explained in the preceding | | | | of anything, whether human of idea that poses to bring |
| paragraphs. Here we take a look at the key points in | | | | about fairness and openness to move the polity |
| the definition given above and strewn them into the | | | | forward. It is really pathetic that we have the solution |
| right place in the topic of our discourse – Reforms | | | | to our problems right in our hands, but prefer to go on |
| in Nigeria: The Place of Public Relations; these key | | | | in the dark paths. I look forward to a day when our |
| points are: | | | | nation will eventually have a leader whose priority is |
| Public Relations in Nigerian Reforms? Link 1 – | | | | good image not avarice, a leader who will be able to |
| Formation of Reform Policy with Foresight and | | | | appreciate and put to use the instrumentality of public |
| Continuity | | | | relations in gearing the country to the summit of |
| Firstly, ‘Public Relations is the art and the social | | | | improvement and correction which are the brass tacks |
| science of analyzing trends, predicting their | | | | of reforms. |
| consequences….’, this aspect of the definition of | | | | The process of branding Nigeria is supposed to entail |
| public relations shows that the act of public relations is | | | | the initial identification of stakeholders and then policy |
| not extemporaneous, but a deliberate, planned and | | | | formulation putting into consideration how the |
| sustained one, this makes it an art and for the fact that | | | | government will engage the masses’ interest in the |
| it is concerned primarily with human relationships and | | | | reform programme. Only public relations stand as the |
| the environment makes it a social science. It aims at | | | | institution that holds the solution to the successful |
| studying the dimension of goings on in the environment, | | | | branding of Nigeria; its place in reforms in Nigeria is |
| this makes public relations very essential not only in | | | | immeasurable, invaluable and indispensable. Public |
| reforms implementation, but at the elementary stage | | | | relations is the answer. |
| of reform policies. The involvement of professional | | | | |