The Nigerian Institute of Public Relations (NIPR) has stepped forward to justify the Federal Government’s controversial $9 million contract for lobbying services in the United States.
During the presentation of the First Nigeria Reputation Perception Index Report 2025 at the National Assembly in Abuja, the institute argued that the move is a legitimate professional practice rather than a misuse of public funds.
This defense follows a wave of backlash from opposition leaders and civil rights organizations, who contend that spending millions on international image-making is a “misplaced priority” while Nigerians struggle with record inflation, insecurity, and economic distress.
NIPR President Dr. Ike Neliaku addressed these concerns head-on, framing lobbying as a standard pillar of global public relations. He suggested that the engagement is part of a broader strategy to correct skewed international narratives.
“Many are asking why we should hire lobbyists. Lobbying is a public relations function. So it is not a criminal thing to do. But the important thing is that those we are hiring to lobby for us will soon be coming here from 126 countries (for the World Public Relations Forum 2026) and that is the greatest lobby we can do,” Neliaku stated.
Neliaku argued that there is a sharp divide between the “elite narratives” that dominate global media and the actual experiences of people on the ground. He believes that by bringing international observers to Nigeria, the government can bypass negative press.
“This because by the time they are returning, they will be going back with a broad impression of what they have seen. Reputation is governed by the elite, while realities are controlled by ordinary people. So while ordinary people are happy with Nigerians, saying your country is wonderful and blessed, the elite that have access to the media will continue to paint a picture of a programmed nation,” he explained.
He further noted that Nigeria’s classification by foreign powers often ignores its core strength: its people. “So when you are painted as a Country of Particular Concern, understand where it is coming from. The greatest asset of Nigeria is its people. That we have not been able to convert this asset into capital is a different thing entirely,” he added.
Supporting this perspective, Deputy Senate President Senator Jibrin Barau emphasized that in the modern era, a nation’s image is a vital economic and political tool. He commended the NIPR for creating a data-driven index to measure how the world views Nigeria.
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“In today’s interconnected world, national reputation is no longer a matter of sentiment or propaganda; it is a strategic asset. It is therefore both timely and commendable that Nigeria has taken this bold step to systematically assess how it is perceived across key dimensions such as governance, economy, security, institutions, culture, innovation, and social trust,” Barau said.
The Senator highlighted that such reports are critical for the legislature to perform its duties effectively: “The National Assembly, as the custodian of the people’s mandate, requires credible data and independent insights to effectively discharge its core responsibilities of lawmaking, oversight, and representation.”
Continuing, he noted that “Evidence-based reports such as this empower legislators to draft responsive laws, strengthen institutional frameworks, and demand accountability where it matters most.”
However, Barau admitted that external lobbying can only do so much if internal conditions do not improve. “Reputation is ultimately built from lived realities. It is shaped by the quality of leadership, the integrity of institutions, the consistency of public policies, and the everyday experiences of citizens,” he cautioned.
While the NIPR and the Senate leadership offered a defense, Joe Keshi, President of the Association of Retired Career Ambassadors of Nigeria (ARCAN), offered a more sober assessment. He warned that Nigeria’s global standing is currently in a state of decline and cannot be fixed by mere PR if the underlying governance issues remain.
“There is a difference between public relations and propaganda. Nigeria’s global reputation image is on the decline. As a young rascal growing up in Ibadan, our parents used to warn us against spoiling their good names. They valued themselves and believed they had a reputation to protect,” Keshi remarked, emphasizing that a country’s brand is its most precious “intangible asset.”
“A nation’s reputation has become one of its most valuable, yet intangible assets. The way a country is perceived by governments, investors, businesses, tourists, and international communities is greatly influenced by its reputation,” he stated.
Keshi pointed to the recent “Country of Particular Concern” designation by the U.S. as a sign of Nigeria’s weakening diplomatic hand. “Regrettably, we are currently unable to respond effectively to any action from the United States, and you all know why,” he lamented.
He concluded by noting that while Nigeria’s culture and innovation are world-class, they cannot mask systemic failures. “On the other side, Nigeria possesses immense reputational capital in culture and innovation. Listen, if you do not have good leadership and good governance, this country will continue to be in crisis. We need strategic policy coherence and institutional reforms. And that’s very critical for the survival of this nation,” Keshi warned.
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