‘An Image Maker’s Perspective of Rethinking Nigeria’Paper delivered by

Mr. Yomi Badejo – Okusanyaat the 2015 Public Colloquium of the

Nigerian Institute of Public Relations (NIPR) Ogun State Chapter

Thursday, August 13, 2015.Preamble

Let me begin by expressing my delight at being invited to deliver this paper to mark the 2015 Ogun State NIPR Colloquium. It is indeed a pleasure to be here with this distinguished audience and I thank the Executives and Members of the NIPR Ogun State Chapter for the privilege of sharing thoughts with other leading lights in the industry. Let me add that I feel very much at home as my journey in this industry started from this city – Abeokuta and I am proud of my pedigree from this remarkable state of great achievers.

In discussing the image or perception of any country, there are so many factors to consider. More so in a country like Nigeria, where we have diverse cultures and beliefs; where issues such as corruption, unemployment and the recent threat of insecurity has affected us both locally and internationally. It is imperative for us to look at the different aspects that make up this great nation Nigeria.

Background

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From independence, Nigeria has been ruled by 12 Heads of State / Presidents. Being a keen student of history, permit me to give a quick overview of the political history of Nigeria from that period.

Time in Office

Government

Historical Events

1960-1963

Dr. Nnamdi Azikiwe(Governor General)

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Abubakar Balewa(Prime Minister)

Nigeria obtained her Independence from Britain on Oct 1, 1960. Sir Abubakar Tafawa Balewa became the first indigenous Prime Minister, while Dr. Nnamdi Azikiwe was appointed as the Governor-General.

Sir Tafawa Balewa, had the great task of nurturing a young nation with diverse cultural and political interests.

On the foreign front, Balewa played an important role in the formation of the Organisation of African Unity now known as the African Union and the creation of a cooperative relationship with French speaking African countries. He was also instrumental in negotiations between Moise Tshombe and the Congolese authorities during the Congo Crisis of 1960–1964, and he entered into an alliance with Commonwealth ministers who wanted South Africa to leave the Commonwealth in 1961. His pioneering activities helped to fashion Nigeria’s image as the “Giant of

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Africa”.

1963-1966

Nnamdi Azikiwe

(President) CivilianDied in 1996

Balewa( Prime Minister)

CivilianKilled in 1966.

Upon Nigeria becoming a republic in 1963, Dr. Azikiwe was elected President of the Federal Republic, and Balewa remained Prime Minister. However, there arose great controversy over the 1963 population census, where the Igbos thought the Hausa-Fulani overestimated their numbers in order to give the Northern region undue edge.This era witnessed disparities in economic and educational development between the south and the north, which heralded the country’s journey to strife and disintegration.

Jan.15, 1966 - Jul 29, 1966

Johnson Aguiyi-Ironsi

MilitaryKilled in 1966.

In January of 1966, some young army majors mainly of Igbo extract staged a coup d'etat to overthrow the government of Azikiwe and Balewa.Johnson Aguiyi-Ironsi was placed in charge of the new military government. Despite the bloody nature of the coup, the new government promised a progressive program that involved a quick return to civilian rule and a vow to stamp out corruption and violence.However, there were many allegations that

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Aguiyi-Ironsi favored the Igbos over other ethnic groups. There was also the fact that Ironsi’s government failed to prosecute the officers who had killed the northern leaders which further aggravated the people. Though Aguiyi-Ironsi gave some concessions to northerners, many Hausa-Fulani felt the coup was a plot to make the Igbo dominant in Nigeria. The North - South dichotomy was further widened.

July 29, 1966 - July 25, 1975

Yakubu Gowon

MilitaryStill alive

Unsurprisingly, in July of the same year, some northern army officers staged a counter coup, killing Aguiyi-Ironsi and many other Igbo officials. The army leadership chose Yakubu "Jack" Gowon a Christian, as the new ruler.Gowon had not actually been involved in the coup, but they felt he would be the best compromise candidate to head the Federal Military Government. His first steps included restoring Federalism, and releasing the late sage Chief Obafemi Awolowo from prison.Gowon vowed to re-start Nigeria along the road to civilian government. However, when Gowon moved to split the 4 existing regions into 12 states in 1967, Chukwuemeka Ojukwu, the leader of the Eastern Region refused to accept this and declared that the Eastern Region will become its own independent republic named Biafra.

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In June 1967, a civil war broke out which lasted until Biafra surrendered in January of 1970, after Ojukwu escaped into exile.

July 25, 1975 - February 13, 1976

Murtala Muhammed

MilitaryKilled in 1976.

By 1974, Gowon had broken several promises to return the nation to civilian rule, which provided an excuse for a coup to oust him in July 1975. For a change, Gowon was not killed.Murtala Muhammed took over, promising the continuation of the federal system of government with constitutional laws guaranteeing fundamental human rights, maximum democratic participation, and an orderly return to civilian rule. Plans were made to move the national capital from Lagos to Abuja.

February 13, 1976 - September 30, 1979

Olusegun Obasanjo

Military

In February of 1976, there was an attempted coup by Buka Dimka. Although it was unsuccessful, it was bloody as Gen. Muhammed was killed. Olusegun Obasanjo was chosen to take his place as the new ruler, and he promised to continue what Muhammed had started. During his term, he raised University fees which led to student riots. The government banned student organizations, restricted public opposition to the regime, controlled union activity, nationalized land, and increased oil industry regulation. However, in 1978, a new constitution was written that would return the country to civilian rule, and

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elections were held in 1979.

October 1, 1979 - December 30, 1983

Shehu Shagari

CivilianStill alive but placed under house arrest in 1983.

Alhaji Shehu Usman Musa Shagari was named the new president in the 1979 elections. He stayed in power for his entire term, and when the next elections were held in 1983, he won again.

By this time the populace decried the profligacy of politicians and had become quite disillusioned with civilian rule.

December 31, 1983 - August 27, 1985

Muhammadu Buhari

MilitaryStill alive.

Matters came to height with yet another military coup on December 31 1983, although this one was reasonably welcome as Nigerians felt that the nation had deteriorated into shameless corruption and economic mismanagement. Shagari was placed under house arrest, and Muhammadu Buhari was named the new leader. Buhari set out to revive the economy, which was focused on, instead of returning the country to civilian rule. He also restricted freedom of the press, suppressed criticism of the government, and outlawed many political and labor organizations. In addition, he declared a War Against Indiscipline to deal sternly with indecent public behavior, inadequate sanitation, corruption, and smuggling, while

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encouraging patriotism. His fiscal policies made it difficult for many companies to run profitably, and eventually led to high inflation. His inflexibility led to increasing discontent.

August 27, 1985 - August 27, 1993

Ibrahim Babangida

MilitaryStill alive

So yet another coup took place on August 27, 1985. This time Ibrahim Babangida (Buhari's Chief of Army Staff before the coup) was named Chairman of the Federal Executive Council. Babangida justified his rebellion against Buhari by citing the insensitivity of the regime to the feelings of the Nigerian masses. He began his rule claiming to be a human rights activist, and released all the politicians that Buhari incarcerated. But he too soon started to hound opposition interest groups, and detained many people for dubious political offenses. Economically, Babangida introduced controversial market reforms, freeing exchange and interest rates which led to a sharp drop in the value of the Nigerian currency, while raising lending rates to more than 40 percent.

Babangida was forced to resign after his unjust annulment of then adjudged freest and fairest election in Nigeria, won by the Late Moshood Kashimawo Abiola.

Chief Ernest Shonekan, a civilian, was appointed the head of a hurriedly

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constituted Interim National Government.

August 27, 1993 - November 17, 1993

Ernest ShonekanCivilian

Still alive

Shonekan's rule was the shortest in history of Nigeria, lasting less than 3 months; he was overthrown by General Sani Abacha on November 17, 1993. Abacha is believed to have been instrumental in both the 1983 and the 1985 coups, and was Babangida's defence minister.

November 17, 1993 - June 8, 1998

Sani Abacha

MilitaryDied of heart attack on June 8, 1998.

Sani Abacha is probably the most 'Infamous' president of Nigeria noted for his brutality and dictatorship. He dismantled all elected institutions, disbanded national and state assemblies, closed independent publications, banned all political activities and suspended the constitution.

In 1995, Ken Saro-Wiwa (an environmentalist and playwright) was constantly critical of the Nigerian government for the environmental damage being inflicted by oil exploration companies on Ogoni land. Saro-Wiwa and 8 other

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leaders were arrested on dubious charges of murdering some political opponents and were all sentenced to death by hanging. Opposition to their sentences and appeals for mercy came from all over the world. However, on November 10, 1995, they were hung. This stunned the world, and led to the suspension of Nigeria from the Commonwealth. Nelson Mandela called for international sanctions against Nigerian oil, which accounted for more than 90 percent of the foreign currency earnings.Nigeria became a pariah state.

This hurt the already deteriorating economy, but Abacha tried to shore up credibility by portraying Nigeria as a regional peacemaker through his effort at brokering peace that ended Liberia's 7-year civil war.

June 8, 1998 - May 29, 1999

Abdulsalam Abubakar

Military

After Abacha died suddenly in June 1998, Abdulsalam Abubakar took his place, and set up a transition program that led the country back to civilian rule on May 29, 1999.

May 29, 1999 - May 29, 2007

Olusegun Obasanjo

Obasanjo on of Abacha’s victim’s was released from prison by Abdusalam, and subsequently encouraged to run for President in the upcoming elections. After a series of primaries, Obasanjo won on the

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Civilian

platform of the Peoples’ Democratic Party and was inaugurated as the new civilian President on May 29, 1999. He spent two terms of 4years each exiting in 2007.

Umaru Musa Yar'Adua

Civilian

Umaru Musa Yar’adua emerged the 2nd President of Nigeria's Fourth Republic. He was declared the winner of yet another controversial Nigerian General Election of 2007, held on April 21, and sworn in on May 29, 2007.

On June 28, 2007, Yar’Adua publicly declared his assets (becoming the first Nigeria leader to do so).This disclosure, which fulfilled a pre-election promise he made, was intended to set an example for other Nigerian politicians and discourage corruption. Unfortunately, following a protracted illness, he died before he could complete his tenure, leaving the country’s governance in a quandary for a while before his death.

May 6, 2010 – May 29, 2015

Goodluck Ebele Jonathan

Following Yar’adua’s death on 5th May 2010, Dr Goodluck Ebele Jonathan was sworn in as his replacement on 6th May 2010, becoming Nigeria’s 14th head of state.

He was elected President subsequently in his own right on 16th April and sworn in

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Civilian

29th of May, 2011.

Jonathan’s tenure was quite checkered. There are strong allegations that his government was inept, corrupt and rudderless. While this may have been opposition speaking, it was obvious that Nigerians had had enough of 16 years of PDP’s rule.

May 29, 2015 – To date

Muhammadu Buhari

Civilian

Buhari ran in the 2015 Presidential election as a candidate of the All Progressives Congress. His appeal was built around his perceived incorruptibility, ability to fight insecurity and re-track the economy.On March 31, incumbent President Goodluck Jonathan called Buhari to concede defeat and congratulate him on his election as President. Buhari was sworn in on 29 May 2015 in a ceremony attended by at least 23 Heads of State and Government.

Why Rethink Nigeria?

".....Nigeria people are generally nice but the politicians are very insane..."

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"....We put ...together a very good airline-the first airline in West Africa that was ever IOSA/IATA operational safety audit accredited but unfortunately it got tied down to the politics of the country.."

".....The joint venture should have been the biggest African carrier by now if the partnership was allowed to grow, but the politicians KILLED it...Nigeria is a country we SHALL NEVER consider to doing business again....." says the rich international businessman, the chairman of Virgin Atlantic, Mr. Richard Branson.

As the American’s say ‘if it don’t broke, don’t fix it!’ This is what a global investor, whose firsthand experience makes a strong difference, thinks of Nigeria.

That Nigeria needs urgent fixing is a gross understatement. Our education is broken, infrastructure decayed, institutions failed and compromised, healthcare sick, economy poor, security under threat, basic amenities lacking and image battered.

In my own opinion, the greatest problem of Nigeria is not corruption but Impunity even as many insist that impunity itself is the extreme form of corruption. There was this unbelievable amount of sheer willfulness prevalent in the Nigerian state especially among politicians and those in government. There was the feeling that you can get away with anything if you have the right connection and resources. Things went from the absurd to sublime! Age-long values no longer mattered while reasoning was stood on its head. People literally looted and stood by their loot daring anyone to challenge them. Cases in hand are the looting of banks by people in authority, former governors blatantly self-appropriating the treasuries, and of course the most recent oil subsidy scam.

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It is against this background that the 2015 general elections were held and for the first time in Nigeria, what we thought was impossible, an opposition party defeating an incumbent, became possible. Nigerians yearned for a change. Nigerians knew we could no longer continue like this. Nigerians had started ‘Re-thinking their nation’. The 2015 elections was a clear affirmation of what Nigerians wanted and they made their voices heard. They desired to take their destiny in their own hands.

It is heartbreaking to see many of our productive work forced to stay at home for years, due to the paucity of jobs. According to official statistics, 24% of Nigerians are unemployed. In March 2014, I recollect a few years back, how 16 people were killed in stampede when 500,000 desperate job seekers rushed to apply for under 5,000 vacancies at the Nigeria Immigration Service. Consequently, many of these unemployed graduates engage themselves in online scams and other fraudulent activities just to survive. Not surprisingly, between 45 – 60 percent of the population of Nigerians live below poverty line.

Hallmark of Great Nations

1. Purposeful Leadership2. Rule of Law3. Adequate Security4. Good Social Welfare5. Strong Accountability6. Free Enterprise7. High Standard of Living8. Infrastructure Development

My Panacea

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The question now is ‘can we possibly re-think Nigeria?’ Regardless of the seemingly insurmountable challenges, is there any hope for the nation? The answer is a big Yes! I am an incurable optimist when it comes to my country. I know we can make it. Many nations have done so before and I believe Nigeria’s case cannot be different. We only have to address a number of fundamental issues and I shall attempt to deal with a few of them here;

1. Re-think& Re-set Values – a situation where wealth seems to be king no matter how it is gotten must change. The National Orientation Agency (NOA) has an enormous task to perform in this regard. It must drive the “Change Agenda” to Nigerians. We must be re-schooled in re-ordering our priorities and thinking for the greater good of the nation. We must re-learn to celebrate who and what is worth celebrating. NOA must also lead the charge of helping Nigerians to trust the government again. We need a new social order.

2. Fight Corruption: The fight against the cancer called “corruption” must be total. Corruption is multi-headed and therefore cannot, and must not be fought on any singular platform. The early moves of the Federal Government shows it means serious business.

3. Strong Citizenship Advocacy : Citizens take ownership and hold our leaders accountable. As much as our participation during the last general elections is quite commendable, we must do more.

4. Constitutional Review : Right now we are practicing feeding bottle federalism; each state must be made accountable for its resources. Hence, the need to review the constitution. For example, minimum wage should not be a national affair; each

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state should set its wages according to its capabilities. When a local government chairman in Lagos and Taraba state earn the same salary, it is bound to create a problem somewhere. This is because their constituents’ workload and population vary. We need to review our basis of staying together, not by breaking us up but by binding us together.

5. Strong Institutions& Policy Framework: We need to strengthen institutions and processes. The fight against corruption as at now is punitive but it should be proactive. There should be an improvement in justice; our judiciary must be strong, independent and well funded. While, I commend the efforts of the Nigerian Judiciary, there are more to be done, e.g. quick dispensation of justice must be looked into.

6. Security : The responsibility of every government is to protect the lives and properties of its citizens. We cannot allow different groups to disrupt the peace of the country. As a nation, the use of technology should be strongly engaged in tightening security. As of now, there are no universal data of Nigerians, no police laboratory that conduct DNA test and more. All these need to be modified.

7. Infrastructural Development : The government must look at how to fund infrastructural development; be it road, railway, hospital etc. The Public Private Partnership model must be encouraged, investable long term funds be accessible e.g. Long term pension funds and more.

8. Social Welfare & Employment Generation- The government must address the challenge of unemployment through the resuscitation of the small and medium scale enterprises.

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9. Refresh ‘Brand Nigeria’ : Concerted efforts must be made towards revamping the image of Nigeria as a means of attracting investment. The local media has a role to play in this regard. The negative publicity about the government and its activities has contributed to the poor perception of the nation in the international community.

Despite its duties as the “watch dog” of a nation, the media also has the responsibility to help protect the image of the country. Cues can be taken from other nations, for instance, CNN still finds an angle that protects their country’s image. The same goes for Britain’s BBC, Arab’s Aljazeera and China’s CCTV.

It is on this note that I strongly advocate for a convening of a National Reputation Summit for the revamping of the country’s image.

Role of the Public Relations Practitioners and NIPR

In most of the solutions proffered, you will notice that there is a huge role for the 21st century public relations practitioners. Never before in the history of Nigeria has there been a more acute need for communication. In the first place, communication delivered the change or re-thinking of Nigeria. The campaign ran by the APC bears eloquent testimony to this. There are great opportunities in public affairs, creative media services, crisis communication, reputation management, specialised communication, new media, destination marketing and communication training to mention a few.

Sadly we are yet to suitably position ourselves as PR professionals to take full advantage of these opportunities. Why?

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1. Many of our practitioners do not possess cutting-edge skills2. A large number of our consulting practitioners do not have robust

platform to take on the coming challenges. We need more partnerships.

3. Our profession is being challenged by interlopers making our value determination challenging.

NIPR has a herculean task largely; our institute does not commend the respect that it ought to. NIPR in itself will have to do many things to undergo the change that will cause people to give it and its members the due regard. The Institute must learn to put its best foot forward. The age of quarrelling and squabbling must be put behind. It must develop a road map which clearly communicate its vision to members clearly and ensure their strong buy in it. NIPR must give its members a strong sense of belonging and generally heighten its relevance among key stakeholders.

Role of the MediaWe cannot leave the media out of this quest. The media plays an important of informing and educating the people about the activities of the government. There are so many great things this nation has to offer. The media should try to promote the positive events that the nation has undertaken. Our rich cultural heritage should be emphasized; the creativity of our youths should be publicized, our achievements in the health and education sector should be talked about. For instance, the fact that we now have running refineries is commendable, let us learn to publicize it to the outside world. Instead of talking about how we are late in our developments, we should focus on the fact that we have at least reached our destination.

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We as Public relations practitioners and NIPR members should work together with the media to boost the image of this nation.

Message to the Youth

The future belongs to you and you must embrace it boldly. You have been nurtured under enormous challenges. Some of which I have cited, but you must not let that limit or hold you back. You must purpose to be the best. We are only holding the future in custody for you. You must seize that future.

Let us pray:

Oh God of creation, direct our noble causeGuide our leaders rightHelp our youth the truth to knowIn love and honesty to growAnd living just and trueGreat lofty heights attainTo build a nation where peace and justice shall reign.

Thank you for listening.

Bibliography

Collin, C. (2013, May 18). The solutions to Nigeria’s problems (Part 1). Nigeria Village Square. Retrieved from

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http://www.nigeriavillagesquare.com/articles/the-solutions-to-nigeria-s-problems-part-1.html

Thomas, F. (2012, October 6). 10 qualities of a great nation. Thomas Foss Wordpress blog. Retrieved from https://thomasfann.wordpress.com/2012/10/26/10-qualities-of-a-great-nation/

Uzochukwu, M. (2015, April 28) Resolving the multi-faceted challenges confronting Nigeria. The Nigerian Observer. Retrieved from http://www.nigerianobservernews.com/2015/04/28/resolving-the-multi-faceted-challanges-confronting-nigeria/

Major problems facing Nigeria today. AfricaW. Retrieved from http://www.africaw.com/major-problems-facing-nigeria-today

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