By Samuel Sokale
The excerpt "Great Lofty Height Attain, to build a nation where PEACE and JUSTICE Shall reign” from Nigeria's National Anthem has recently became my favourite part for very apparent reason that it vividly reflects the bigger fraction of an average Nigerian yearnings.
Prior to the 2015 general elections, the song on the lips of every Nigerian was that of total "CHANGE" at every facets of the nation. This unflinching general quest for "change” was overwhelmingly effected by the electorates at the polls, which birthed the country's current political dispensation.
This phenomenon was indeed an epic one. A rigorous assessment into it unearthed some generally obvious facts, which i believed, were responsible for the national change mantra. These facts are, however, hinged upon some misdemeanours of the previous administrations, which did not avail but exacerbated the plights of Nigerians and betrayed their trust. It could be easily inferred also from this revolution, that Nigerians are awake, Spirited, Motivated, determined and poised to galvanise the nation to the "great lofty heights, and build a nation, where peace and justice shall reign".
A BRIEF REFLECTION.
A brief retrospection into the days of the PDP- Jonathan administration, which Many Nigerians strongly opined that it yielded nothing worthwhile, as it favoured the Elite, only.
Contrastively, some also submitted that his administration was far better than the previous ones. However, this school of thought's reasons for such submission is so equivocal. A highlight of some notably appalling occurrences, which to a large extent tainted the Jonathan led administration would swiftly aid conclusions.
INSECURITY: it is orthodox that Nigeria never experienced, as much bloodsheds, as the one under the Jonathan's administration. Under his regime, insurgency thrived ceaselessly, claimed hundred thousands of lives especially in the north and left the region extremely desolated.
A very significant occurrence in this regard, was the Kidnap of over 200 young and innocent school children (Chibok girls), whose whereabouts is unknown till present amongst other ones. This is widely judged as the chief of all failures of the administration, as a government with ample resources, and yet could not tactically and strategically combat insecurity is Useless to its citizenry.
CORRUPTION: It’s widely regarded as the most apparent demerit of the Jonathan administration. Corruption was the hallmark of his administration. Myriads of corrupt acts took place; almost all of them did not get investigated. In short, like the prodigal son, Corruption was welcomed with open arms under his watch.
The missing 20billion dollars, the refusal to extradite the drug Kingpin, Buruj Kashamu to the USA for his drug trials, several Diversions of public funds by public officials and so on. There is an almost inexhaustible case of corruption of different shades during his tenure.
The above colouration is a minute reflection of the several shortcomings of the tenure.
TOWARDS REDEMPTION.
From the foregoing, it’s no gain saying that, The Citizenry reposes huge hope and believe in this current administration to deliver the much change, needed and also steer the wheel of the Nation towards redemption. It is in this light, that it becomes imperative for the Buhari Led squad, to ensure they do not disappoint Nigerians and make sure they deliver as promised.
Therefore, this Nigeria at 55 independence celebration is far from the usual. Its a celebration that transcends a mere one, as Nigerians celebrates independence under a government, Which enjoys their legitimate support and hope for "Change" and "redemption".
As a Nigerian, I share this same spirit of "Change" and crave for it earnestly. I also believe in their manifestations under the Buhari led administration. As an optimistic Nigerian, Its glaring that things are beginning to take shape under the current leadership, most obvious of it all is in the area of electricity and Public administration.
It is generally acknowledged that the state of electricity has really improved. Although, its improvement has not reached the desired state but it has quite improved. Businesses, organisations and other aspect of personal life fares better now unlike before. The gross dependence on generator has reduced and for businesses, profits are maximising while running costs are reducing. To my best of knowledge, Baba didn’t really pulled so many strings in this sector to make this happen and to have achieved this kind of feat in such an important sector clearly reflects the kind of CHANGE that will manifest before the expiration of his tenure.
Also, Public administration has really taking a new turn. I am quite impressed at the way some states’ Governors are going about the affairs of the state. They are really working towards delivering their promises as well as ensuring that government agencies and parastatals are effective and people-oriented as well.
However, I seize this platform to crave the government's indulgence to a very potent and powerful phenomenon, that would go a long way to embellish the achievements of this government, endear it to the general Public, build, promote and maintain its Public Image and Confidence, home and abroad. This phenomenon in question, has often been relegated, neglected or probably under-utilised due to their inept knowledge of its potency and the negative effects of this have been resounding.
THE P.R. PLACE.
There are always means to an end. These means are employed for various goal oriented reasons and if well marshalled, it amounts to Optimum realisation of set Objectives.
In Nigeria's quest for Change and Redemption, certainly, the government must have put in place some means and tools at implementing its change oriented policies and plans. From years past, most administrations have always tread this path but in the end, it always seem to the Citizenry that nothing is being achieved, despite their hard work.
The problem, in this regard is very obvious as Even Stevie Wonder would submit that there has been dearth of Proper and effective application of the right strategies. Unfortunately, this government would end up a failed one to the public, if this trend is not properly addressed, as salvaging and re-positioning the Image and reputation of the country, both home and abroad, should prioritise its To-Do-List. However, the only effective means to this end is the proper and effective use of viable Communication strategies, which Public Relations only would provide.
WHY PR?
The potency of Public Relations in rebranding and re-positioning Nigeria towards redemption and change, can be likened to the biblical scripture of Psalm 127VS4"As arrows are in the hand of a mighty man...", so is Public Relations to the Government. The British Institute of Public Relations defined as “the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its public”.
The Mexican statement of 1987 further defined it as “the art and social science of analysing trends, predicting their consequences, counselling organizations’ leaders, and implementing planned programmes of action, which serve both the organization’s and public interest. Public Relations is the relations to the general public through publicity, which is further the functions of a corporate organisation that is concerned with informing the public of its activities in an attempt to create favourable opinions”.
Without rigorous appraisal of the above definitions of P.R., it’s very obvious that the relevance and potency of this phenomenon to the government’s efforts of taking the country to that lofty heights cannot be relegated, particularly in a country, where its people are poised and keen on change. If well handled, Public Relations can be used in some or all of the following ways to set a pace and achieve the unimaginable, bearing in mind its major purposes: To make something happen, to prevent something from happening, to exploit situation(s) and remedy situation(s) (Raufu, 2006).
TO MAKE SOMETHING: it is sacrosanct that repositioning the image of our dear nation is the first step to herald change to the people. This re-positioning cannot be adequately done without proper PR. Also for a nation that yearns for change in almost every sector, the government must take certain decision, formulate certain policies and implement these related policies in these affected sectors in the PR way for REAL change to manifest and be acknowledged.
Some administrations in the past, tried rebranding the nation’s image and reputation as well as executed various laudable projects that could have won them the people’s goodwill but as result of them being oblivious of PR significance towards these ends, they ended up seeming a fruitless one to the people. To make something happen that will endear this administrations to the public, the government should bombard the public with ample well-crafted messages that reveals the advantages and possible shortcomings of this development. This should be done in continuum and must engage the public, thereby giving them a voice in the implementation process, and also growing there self-belonging spirit. This feat can easily be achieved especially with the appropriate use of social media platforms like twitter, Facebook, google plus amongst others, provided it is handled by professional agency (ies).
Also the basic formidable PR tools like organising regular Press Conference at various levels of government, event management, issuing incessant press/news release, effective media relations, frequent facility/project visits for some people, etc. would undoubtedly maintain the people’s support for and believe in the government. However, PR strategies should form the bases of the governments research exercise always, through critical analysis of social trends.
TO PREVENT SOMETHING FROM HAPPENING: Public Relations strategies like THE P PROCESS, RACE FORMULAE, ASPIC MODEL, etc. are researched based ones that go a long way at being socially effective. These researches are in continuum as such, constantly analysing social trends to unearth possible unfavourable issues. With this, the government would always be kept abreast of various social situations before they turn explosive and could pro-actively tackle the negative ones to maintain a stable polity. Had this being adopted, the case of insurgency amongst others could have probably being averted as well as the tragic losses.
TO EXPLOIT SITUATIONS: with the right application of Public Relations strategies and tools, certain situations can be exploited and improved upon. If the government is faced with a kind of undesirable situation which the public finds distasteful as well, proper and strategic PR activities could be employed to save it.
The Nigerian immigration recruitment stampede is one distasteful scenario that could not have only been averted with PR strategies, but also partially exploited as well.
TO REMEDY SITUATIONS: remedial Public Relations is not advisable. The best kind of PR to always adopt is the preventive PR which involves continuous application of strategies and tools to keep the government abreast of occurrences. Remedial PR means waiting for something to happen before deploying tools and strategies to save it. However, this has not been effective in most cases. In the face of social media, preventive PR could be best practised for optimal results via: analysing social trends, keeping tabs on social opinions, crafting messages to address potential issues, moulding public opinions, engaging the public and eliciting feedbacks, organising regular E-conference, sensitizing and enlightening the public amongst others.
If all these are professionally and meticulously considered and implemented, either by a professional private PR agency or by a government established one, the realisation of set goals that will hasten the manifestation of the desired “CHANGE” in the polity will become inevitable. And sooner than we expect, the nation would attain the great lofty heights.
The excerpt "Great Lofty Height Attain, to build a nation where PEACE and JUSTICE Shall reign” from Nigeria's National Anthem has recently became my favourite part for very apparent reason that it vividly reflects the bigger fraction of an average Nigerian yearnings.
Prior to the 2015 general elections, the song on the lips of every Nigerian was that of total "CHANGE" at every facets of the nation. This unflinching general quest for "change” was overwhelmingly effected by the electorates at the polls, which birthed the country's current political dispensation.
This phenomenon was indeed an epic one. A rigorous assessment into it unearthed some generally obvious facts, which i believed, were responsible for the national change mantra. These facts are, however, hinged upon some misdemeanours of the previous administrations, which did not avail but exacerbated the plights of Nigerians and betrayed their trust. It could be easily inferred also from this revolution, that Nigerians are awake, Spirited, Motivated, determined and poised to galvanise the nation to the "great lofty heights, and build a nation, where peace and justice shall reign".
A BRIEF REFLECTION.
A brief retrospection into the days of the PDP- Jonathan administration, which Many Nigerians strongly opined that it yielded nothing worthwhile, as it favoured the Elite, only.
Contrastively, some also submitted that his administration was far better than the previous ones. However, this school of thought's reasons for such submission is so equivocal. A highlight of some notably appalling occurrences, which to a large extent tainted the Jonathan led administration would swiftly aid conclusions.
INSECURITY: it is orthodox that Nigeria never experienced, as much bloodsheds, as the one under the Jonathan's administration. Under his regime, insurgency thrived ceaselessly, claimed hundred thousands of lives especially in the north and left the region extremely desolated.
A very significant occurrence in this regard, was the Kidnap of over 200 young and innocent school children (Chibok girls), whose whereabouts is unknown till present amongst other ones. This is widely judged as the chief of all failures of the administration, as a government with ample resources, and yet could not tactically and strategically combat insecurity is Useless to its citizenry.
CORRUPTION: It’s widely regarded as the most apparent demerit of the Jonathan administration. Corruption was the hallmark of his administration. Myriads of corrupt acts took place; almost all of them did not get investigated. In short, like the prodigal son, Corruption was welcomed with open arms under his watch.
The missing 20billion dollars, the refusal to extradite the drug Kingpin, Buruj Kashamu to the USA for his drug trials, several Diversions of public funds by public officials and so on. There is an almost inexhaustible case of corruption of different shades during his tenure.
The above colouration is a minute reflection of the several shortcomings of the tenure.
TOWARDS REDEMPTION.
From the foregoing, it’s no gain saying that, The Citizenry reposes huge hope and believe in this current administration to deliver the much change, needed and also steer the wheel of the Nation towards redemption. It is in this light, that it becomes imperative for the Buhari Led squad, to ensure they do not disappoint Nigerians and make sure they deliver as promised.
Therefore, this Nigeria at 55 independence celebration is far from the usual. Its a celebration that transcends a mere one, as Nigerians celebrates independence under a government, Which enjoys their legitimate support and hope for "Change" and "redemption".
As a Nigerian, I share this same spirit of "Change" and crave for it earnestly. I also believe in their manifestations under the Buhari led administration. As an optimistic Nigerian, Its glaring that things are beginning to take shape under the current leadership, most obvious of it all is in the area of electricity and Public administration.
It is generally acknowledged that the state of electricity has really improved. Although, its improvement has not reached the desired state but it has quite improved. Businesses, organisations and other aspect of personal life fares better now unlike before. The gross dependence on generator has reduced and for businesses, profits are maximising while running costs are reducing. To my best of knowledge, Baba didn’t really pulled so many strings in this sector to make this happen and to have achieved this kind of feat in such an important sector clearly reflects the kind of CHANGE that will manifest before the expiration of his tenure.
Also, Public administration has really taking a new turn. I am quite impressed at the way some states’ Governors are going about the affairs of the state. They are really working towards delivering their promises as well as ensuring that government agencies and parastatals are effective and people-oriented as well.
However, I seize this platform to crave the government's indulgence to a very potent and powerful phenomenon, that would go a long way to embellish the achievements of this government, endear it to the general Public, build, promote and maintain its Public Image and Confidence, home and abroad. This phenomenon in question, has often been relegated, neglected or probably under-utilised due to their inept knowledge of its potency and the negative effects of this have been resounding.
THE P.R. PLACE.
There are always means to an end. These means are employed for various goal oriented reasons and if well marshalled, it amounts to Optimum realisation of set Objectives.
In Nigeria's quest for Change and Redemption, certainly, the government must have put in place some means and tools at implementing its change oriented policies and plans. From years past, most administrations have always tread this path but in the end, it always seem to the Citizenry that nothing is being achieved, despite their hard work.
The problem, in this regard is very obvious as Even Stevie Wonder would submit that there has been dearth of Proper and effective application of the right strategies. Unfortunately, this government would end up a failed one to the public, if this trend is not properly addressed, as salvaging and re-positioning the Image and reputation of the country, both home and abroad, should prioritise its To-Do-List. However, the only effective means to this end is the proper and effective use of viable Communication strategies, which Public Relations only would provide.
WHY PR?
The potency of Public Relations in rebranding and re-positioning Nigeria towards redemption and change, can be likened to the biblical scripture of Psalm 127VS4"As arrows are in the hand of a mighty man...", so is Public Relations to the Government. The British Institute of Public Relations defined as “the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its public”.
The Mexican statement of 1987 further defined it as “the art and social science of analysing trends, predicting their consequences, counselling organizations’ leaders, and implementing planned programmes of action, which serve both the organization’s and public interest. Public Relations is the relations to the general public through publicity, which is further the functions of a corporate organisation that is concerned with informing the public of its activities in an attempt to create favourable opinions”.
Without rigorous appraisal of the above definitions of P.R., it’s very obvious that the relevance and potency of this phenomenon to the government’s efforts of taking the country to that lofty heights cannot be relegated, particularly in a country, where its people are poised and keen on change. If well handled, Public Relations can be used in some or all of the following ways to set a pace and achieve the unimaginable, bearing in mind its major purposes: To make something happen, to prevent something from happening, to exploit situation(s) and remedy situation(s) (Raufu, 2006).
TO MAKE SOMETHING: it is sacrosanct that repositioning the image of our dear nation is the first step to herald change to the people. This re-positioning cannot be adequately done without proper PR. Also for a nation that yearns for change in almost every sector, the government must take certain decision, formulate certain policies and implement these related policies in these affected sectors in the PR way for REAL change to manifest and be acknowledged.
Some administrations in the past, tried rebranding the nation’s image and reputation as well as executed various laudable projects that could have won them the people’s goodwill but as result of them being oblivious of PR significance towards these ends, they ended up seeming a fruitless one to the people. To make something happen that will endear this administrations to the public, the government should bombard the public with ample well-crafted messages that reveals the advantages and possible shortcomings of this development. This should be done in continuum and must engage the public, thereby giving them a voice in the implementation process, and also growing there self-belonging spirit. This feat can easily be achieved especially with the appropriate use of social media platforms like twitter, Facebook, google plus amongst others, provided it is handled by professional agency (ies).
Also the basic formidable PR tools like organising regular Press Conference at various levels of government, event management, issuing incessant press/news release, effective media relations, frequent facility/project visits for some people, etc. would undoubtedly maintain the people’s support for and believe in the government. However, PR strategies should form the bases of the governments research exercise always, through critical analysis of social trends.
TO PREVENT SOMETHING FROM HAPPENING: Public Relations strategies like THE P PROCESS, RACE FORMULAE, ASPIC MODEL, etc. are researched based ones that go a long way at being socially effective. These researches are in continuum as such, constantly analysing social trends to unearth possible unfavourable issues. With this, the government would always be kept abreast of various social situations before they turn explosive and could pro-actively tackle the negative ones to maintain a stable polity. Had this being adopted, the case of insurgency amongst others could have probably being averted as well as the tragic losses.
TO EXPLOIT SITUATIONS: with the right application of Public Relations strategies and tools, certain situations can be exploited and improved upon. If the government is faced with a kind of undesirable situation which the public finds distasteful as well, proper and strategic PR activities could be employed to save it.
The Nigerian immigration recruitment stampede is one distasteful scenario that could not have only been averted with PR strategies, but also partially exploited as well.
TO REMEDY SITUATIONS: remedial Public Relations is not advisable. The best kind of PR to always adopt is the preventive PR which involves continuous application of strategies and tools to keep the government abreast of occurrences. Remedial PR means waiting for something to happen before deploying tools and strategies to save it. However, this has not been effective in most cases. In the face of social media, preventive PR could be best practised for optimal results via: analysing social trends, keeping tabs on social opinions, crafting messages to address potential issues, moulding public opinions, engaging the public and eliciting feedbacks, organising regular E-conference, sensitizing and enlightening the public amongst others.
If all these are professionally and meticulously considered and implemented, either by a professional private PR agency or by a government established one, the realisation of set goals that will hasten the manifestation of the desired “CHANGE” in the polity will become inevitable. And sooner than we expect, the nation would attain the great lofty heights.
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