A Historiography of Nigerian Government Image and Image Repair Efforts since Independence: A Public Relations Approach

ABSTRACT: This study examined the historical sources of damage to Nigeria’s image over a 52-year period from independence in 1960 to 2012. While doing so, emphasis was placed on tracing the origins of the country’s image problems on the one hand, and efforts that Nigerian government may have made over the years to address them, on the other. The twin tasks were conducted within the public relations theoretical framework of image repair and restoration model propounded by Benoit and Pang (2008). Using a triangulation of historical and critical research methods, the study established that Nigeria has suffered a myriad image-related problems, originating mostly from - or compounded by - prolonged periods of military regimes, serious internal conflicts and dissent, poor governance, human rights abuses, and onslaught of armed militia – all of which have combined to dent the image of the country both locally and internationally. The study groups Nigerian government responses to image-related problems into three categories: a) International Communication Campaigns spearheaded by the Federal Ministry of Information and Communication to promote and repair the country’s image abroad; b) Establishment of various Commissions internally to deal with many of the domestic sources of negative image, and c) Transition to civilian/democratic rule in a bid to run away from the unpleasant image associated with military dictatorships that ruled the country for a total 29 years during the study period. The efforts of the Nigerian government fit three image repair categories: solving the problem and (trying to) prevent its recurrence in the future – through the establishment of agencies like Economic and Financial Crimes Commission, and Amnesty for Niger Delta region Militants to solve the problem of crime and militancy in the country; Reducing the offensiveness of the action (bolstering) through the use of positive comments like “Nigeria: Good People Great Nation” as a slogan in one of the image repair campaigns to strengthen the public perception about Nigeria, and paying compensation in order to show concern for the affected victims. The study concludes that in spite of the intentions and efforts of the Nigerian government to repair the country’s image there remain some serious obstacles which if left unaddressed would undermine and possibly compromise much of the desired results of the image repair efforts. These challenges include, without being limited to, youth unemployment, insecurity, bad governance, runaway corruption and general lawlessness which in combination continue to give the country a negative image. It’s recommended that credible attempts at image repair begin with or be preceded by embracing good governance, provision of social infrastructure and creation of employment for the youth. These can be possible steps that would help bring about more lasting favorable image for Nigeria both at home and abroad, perhaps with only little need for formal image repair campaigns. Keyword: Nigeria, image repair, public relations, nation branding, Boko Haram, corruption in Nigeria. ……………………………………………………………………………………………………………………………………………………………………………………………………………………