Hiring foreign PR firm is a strategic gaffe, PRCAN tells FG

The Public Relations Consultants Association of Nigeria (PRCAN) has stated without equivocation that the purported move by the Federal Government to engage foreign public relations firms is neither strategic nor advisable, and represents instead a needless strategic gaffe added to the many avoidable missteps in handling its communication and reputational challenges.

The purported search is premised on a wrong foundation of white-washing Nigeria before foreign media and audiences. However, the real challenge before the Federal Government of Nigeria lies elsewhere and that is at the home front with its citizens, representing the primary stakeholders.

In a statement jointly signed by the association president, Chido Nwakanma, vice president John Ehiguese, and secretary general Muyiwa Akintunde, said the search also misunderstands modern communication and public relations.

“Public Relations is based on the RACE principle – Research, Action, Communication and Evaluation – that demands strategic insight and action as the basis for engagement (communication) with stakeholders. The current run of bad press arises from a failure to set the agenda through right actions for positive media coverage of the Federal Government and Nigeria,” according to the statement.

PRCAN submits that the task before the Federal Government is to deploy professionalism and strategic measures to regain the confidence of its primary stakeholders, as no amount of engineered positive mention in foreign media would change this. The primary duty of a brand is to carry out its core mission and Brand Nigeria is currently performing woefully in its task of rendering service to citizens.

PRCAN further reminds officials of the Federal Government of the extant Nigerian law on public relations practice that clearly does not support its extravagant foreign expedition, noting that “the position of the law is clear. While PRCAN has nothing against our foreign counterparts, particularly as Nigeria is deservedly a preferred destination for Foreign Direct Investment, such engagement must be within the confines of Nigerian law. The Nigerian Government cannot be seen to be working against its own laws.”