General John Enenche

General Enenche: An Engineer in PR Turf?
By Yushau A. Shuaib

The founding fathers of the Nigerian Institute of Public Relations (NIPR) fought for the enactment of Decree No. 16 of 1990 (now an Act of the National Assembly) to regulate and monitor conformity to the ethical standards of Public Relations (PR) practice in Nigeria.

The law bars non-members from practicing public communication in the country. The regulation also empowers the Institute to prosecute offenders. They feared then, that the profession was being infiltrated by all-comers who knew little or nothing about the PR practice.

Today, their fears have been confirmed as the PR profession in Nigeria is saturated by quacks apart from the ill-equipped, unqualified and inexperience persons assigned to handle public relations jobs.

There is a need for sanity in the profession because PR strives on sustaining mutual relationship through reputation management, crisis communication, media relations among other strategies in projecting positive image of individuals and organisations. It therefore requires qualifications, skills and experiences to practice.

While the existing law empowers the Institute to sanction and prohibit non-registered members from public relations practice, NIPR is weak in enforcing compliance. Other professional bodies have aggressively advocated and ensured only qualified members hold top positions in credible institutions in the public and private sectors. It is impossible and would sound absurd to appoint non-professionals who lack requisite qualifications and experiences in Medicine, Law, Accountancy and Engineering among others to head respective departments in reputable organisations. The professional bodies ensure that only their qualified members, such as lawyers, Doctors, Accountants and Engineers oversee such offices.

It is rather disturbing the recent appointment of an Engineer, Major General John Enenche as the Director of Defence Information (DDI) which invariably makes him the spokesperson for the entire military sector in Nigeria that include the Army, Airforce, Navy and intelligence agencies.

A qualified Engineer with Advance Diploma in Military Engineering, Enenche attended Nigerian Army School of Military Engineering (NASME), Makurdi for various engineering courses and qualifications while his areas of Interest is Civil Engineering Project Supervision. Though his hobbies include listening to gospel music and monitoring news and current affairs, General Enenche does not have the mandatory requirement to practice Public Relations in Nigeria.

Undoubtedly, General Enenche, from his profile, is a man who has received several prestigious honours and commendation awards in the military. We have no reason to fault this humble and hardworking officer for accepting military posting. The Defence Headquarters should nevertheless know that by Nigerian law it is an aberration to assign non-qualified and non-registered professional to practice public relations in Nigeria.

At a Regional Media Seminar organised by the Centre for Crisis Communication (CCC) for security spokespersons in July 2016 in Rivers State, the former Director Defence Information, retired Major General Chris Olukolade said that “It is illegal to practice Public Relations in Nigeria without certification.”

General Olukolade, a Fellow of NIPR and Chairman of Enforcement Committee of the Institute added that the Institute was undertaking membership certification and re-certification to weed out quackery in the profession. He therefore enjoined all Security agencies to comply with the law.

The recent appointment of an Army Engineer for a PR job is therefore clearly a deviation from established norms and practices by the military. PR practice should not be undermined by portraying it as a profession that doesn’t require any qualification or skills. It was in recognition of importance of capacity building and promotion of professionalism that the military established Nigerian Army School of Public Relations, and Information (Naspri). Some of those that passed through the training centre including their tutors are some of the highly qualified, competent and finest serving military officers, among them ‘Generals’ in rank and grounded in public relations practice.

As a regulatory body for image makers and reputation managers, NIPR has a lot to do in its advocacy and engagement with respective institutions to abide by the law guiding appointments into top positions in PR and Communication jobs in Nigeria. It should also emulate other bodies that jealously guard the integrity of their members and proudly protect the dignity of their professions.

The NIPR should therefore use its powers appropriately in sanctioning individuals or organisations that abuse the regulations as regards appointment, promotion, discipline and other sundry requirement of public communication.

Yushau A. Shuaib
yashuaib@yahoo.com
www.YAShuaib.com

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As it is, online media, which capitalise on rapidly developing and changing new technology unlike its well established traditional media counterpart, is still evolving and ethics and regulations that will guide its conduct and practice are yet to be standardised.

Nonetheless, online media have the advantage of accessibility, cost effectiveness, longer lifespan, and interactivity, speedy and updated knowledge. It is therefore, not surprising that traditional media have also added online platforms even though they still strictly adhere to the traditional code of ethics of journalism practice. History relates that the media, as the alternative government is always viewed with suspicion by governments because of its responsibility of keeping governments on its toes but since the ultimate beneficiary is the citizen, both governmental actors and media practitioners tolerate themselves for the lofty end of attaining the desired society.

This writer was therefore, greatly alarmed by the recent turn of events following hot exchanges of missives between the Nigerian Army and a very popular online medium, Sahara Reporters on issues bordering on the war on terror. The accusations and counter accusations were indeed unnecessary if only the two parties attempted a review and re-examination of their existing relationship.

From Public Relations perspective, one can easily sense the growth of mutual suspicion and mistrust between the military and some online media, which is quite a disturbing trend that should be addressed in the national interest.

There are many factors responsible for the mistrust. For instance, when the media alleges that Nigerian military is ill-equipped, it ignores the fact that most of the weapons used by insurgents were actually captured from fleeing Nigerian troops; when the press accuse soldiers of fleeing from battle field (a treasonable action), the Fourth Estate of the Realm shies away from recommending stringent measures against cowardice troops; when the military high command passes judgments on mutinous soldiers as deterrents, the press still condemns such verdicts which invariably could erode discipline in the barracks.

Also in desperation for exclusive stories, the media consciously or unconsciously promote terrorists’ agenda by publishing unethical gory videos and alarming statements of the groups which depict horror with the potential to scare the military and frighten citizens. Such media exposures of terrorism occasionally weaken the morale of troops and boost the confidence of insurgents.

On the flip side however, in their attempt to manage information, the military oftentimes horde stories rather than providing timely and adequate information to reassure the public. The military, apart from being accused of displaying partisanship to the party in power is also faulted on media selectivity (unwholesome preference) rather than treating them equally. While it is true that some media are financed and funded by politicians, the military erroneously assume that the media serves only the interests of their proprietors rather than national interest.

It is unfortunate that, while the military views constructive editorial contents as attacks by enemies and the opposition, the media also view every genuine action and statement from the military with scepticism as mere propaganda.

It is clear that it is not only those in the security services that are concerned about national interest. The media have also shown greater concern for national security by penning editorials to ginger those in authority to do more in protecting the territorial integrity of our nation. We have seen how the media widely celebrates military accomplishments and feat against terrorists with wide screamers in prominent pages and premium spaces without courting favour and commercial patronage. And so, editorial contents should not be seen as condemnation but rather as wakeup call to improve military and governmental operations in the protection of citizens.

If public officials must take the pain to respond to each and every media criticism, most of which are quite unnecessary, one may ask: how often have they acknowledged and responded to positive reports with the same speed and zeal? If spokespersons don’t respond in equal measures to positive report like critical editorial, they therefore, have no justification to criticise the same media for bias.

Meanwhile not all perceived negative reports require official rebuttals when appropriate actions can easily douse the tension and resolve misconceptions. It is the antics of typical politicians to issue provocative statements in response to media provocation. In fact, proactive and timely measures can solve many issues.

One message, I learnt as a PR person, is never to underrate or underestimate any medium not to talk of one with repute and wider audience. Each medium has its unique audiences. The only way to win the hearts and minds of those targeted audience is through sustained and improved media relations in order to benefit from mass communication platforms.

My appeal to Sahara Reporters and other online media that are concerned about insecurity in the country is to continue to be focused in supporting the military in its war on terror, while the military should also recognise the fact that the war is not only won by armoured tanks and troops but by the media and the information they provide though their platforms.

This article by Yushau A. Shuaib has been published by Nigerian print and online media between December

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Nelson Mandela Embodiment of Public Relations PR

Nelson Mandela: An Embodiment of Public Relations By Yushau Shuaib

“Mandela was filled with humility, forgiving spirit and the ability to unite people, sharply contrasted with the utterances of some politicians who speak as if ‘Nigeria is their bedroom’ from where they make proclamation and intimidate others.” – Goodluck Jonathan of Nigeria.

When President Goodluck Jonathan made the above praises after the demise of Nelson Mandela, the weight of the message was not realised until after a leakage of a letter addressed to him from former President Olusegun Obasanjo.

Meanwhile in his tribute Chief Olusegun Obasanjo stated that “we all have the opportunity to act nobly in whatever position we find ourselves. When we teach our children the lessons for tomorrow, let us be reminded of the lessons Mandela gave the world in forgiveness and forbearance.”

Those who read between the lines, considering the rapid turn of events within the period, would realise that beneath the tributes are political grandstanding and Public Relations (PR) strategies by leaders in their deliberate effort be relevant and be so recognised. President Barak Obama of America seemed to outshine others in his tribute and actions during the memorial on Mandela in South Africa.

Nelson Mandela was an embodiment of great public relations: charming, charismatic, eloquent and convincing in his approaches. While protecting the interest of his people, he was harassed and jailed for 27 years before his eventual freedom and election as President of his nation.

He was a great communicator who used his power of oratory and conviction to mobilise and move his people to action. He dignified himself in and outside the office, such that he eased the task of reputation managers. Ironically, in other climes such reputation managers who go with such titles of spokespersons or media advisers deserved to be managed from wrecking havocs on the image of their principals and organisations.

Going by the International Public Relations Association (IPRA) code of Conduct, the anti-Apartheid icon, who died at the age of 96, exemplified all the attributes of PR person. The IPRA Code is an affirmation of professional and ethical conduct for communicators. The new Code which was adopted in 2011 consolidates the 1961 Code of Venice, the 1965 Code of Athens and the 2007 Code of Brussels.

The code urges communicators to observe the principles of the UN Charter and the Universal Declaration of Human Rights and act with honesty and integrity at all times so as to secure and retain the confidence of their people. During his life time, Nelson Mandela insisted on the human dignity and respect for human right which engineered his struggle for the emancipation of his people from colonialism.

While PR communicators are enjoined to establish the moral, cultural and intellectual conditions for dialogue, and recognise the rights of all parties involved to state their case and express their views, Mandela garnered more friends as he embraced his adversaries wholeheartedly. It was indeed ironic that all those who had fought him and called him terrorists were among those singing his praises while he was alive and after his death.

While IPRA urges its members to be open and transparent, and to avoid any professional conflicts of interest, Mandela’s reluctant to seek for extension of tenure was one of the indicators that he had no hidden agenda. In some countries, especially in Africa leaders perpetuate themselves in office for immunity from prosecution for their misconducts. He was a selfless leader, who rather than making money for himself as a lawyer and politician, he was busy counselling the world on the necessity of living peaceful.

The IPRA code of conduct strongly admonishes communicators to honour confidential information provided to them. As a former President of South Africa, Mandela must have had the privilege of accessing information on those involved in his incarceration and the killing of blacks during the war against apartheid and colonialism. He never allowed those privilege information to influence his sense of judgement as a leader who was neither petty nor vindictive.

Deception and misleading information for political patronages are attributes of propagandists who led their followers and communities astray, Nelson Mandela was a sincere and honesty communicator who bare his mind openly without any aura of arrogance and intellectual supremacy.

Mandela avoided unnecessary controversies as a man of peace. He was very mindful of his utterances, actions and the kind of friends and allies he related with during his sojourn on earth. As a global role model, every word he uttered was loaded with lessons and power to mobilise people to good causes.

He is being celebrated not only for being a freedom fighter but for his spirit of public relations and communication skills. We can obtain any qualification such as Law, Accounting, Medicine, Engineering, journalism, architect, politics among others, but we may need to imbibe elements and principles of Public Relations like Nelson Mandela to communicate truthfully and convincingly to win the supports of our targets.

Indeed Mandela, the pride of African and black race was truly a PR Man of the Century.
Yushau A. Shuaib

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Spokespersons of Critical MDA after Inaugural meeting in CBN Hq Abuja

By Yushau A. Shuaib

The occasion was auspicious. The personalities were news-creators from diverse critical government ministries, department and agencies (MDAs) and the host is the Embassy of the United States of America in Nigeria.

The 24 selected spokespersons of critical MDAs in Nigeria represented security agencies, financial institutions and regulatory bodies who were invited to a Four-Day Spokespersons Training Workshop organised by the Public Affairs Section of the embassy in collaboration with Washington-based Edel Communication.

In his address to the plenary session, US Ambassador to Nigeria, Terence P. McCulley told the participants that as spokespersons of their organisations, they play an important role in the success of democracy. According to him “Spokespersons help shape public debates and perceptions, and are central to the system of communicating with the people.”

The Ambassador therefore encouraged the spokespersons to participate actively in the training because it would help them learn how to enhance their relationship with the media, how to inform citizens in a clear and timely manner, and demonstrate how the government is addressing people’s needs.

The guest speaker and resource person is Christian Edel, a renowned U.S. media consultant and president of Washington-based Edel Communications. He is one of the best instructors in Public Communication Strategies, and has trained ministers and government spokespersons from more than 60 countries including government representatives in Mexico, Tanzania, South Africa, Turkey, Ukraine, and Lebanon. In the United States, he is credited with the training of thousands of U.S. State Department employees, including assistant secretaries of state, ambassadors, and other diplomats.

The participants went through hands-on practical training consisting of on-camera practice along with critiques in which a group of eight participants each day worked together in pairs of two, all receiving individual attention from the trainer and peers. Participants were overwhelmed and excited by the practical training executed with sophisticated equipment, especially the simulating scenario in a live-broadcast environment. Despite their long years of experience, most participants admitted that they had learned new skills in using latest technologies to reach mass audience.

The participants were taken through various theoretical and practical techniques of public communication in a competitive and even hostile environment. Writing skills and the use of different form of media- print, electronic and online were also part of the workshop. The sessions and outcomes of the programme were very instructive, timely and beneficial for improvement in professional competence of officers.

A major revelation of the summit was the realization that spokespersons in government hardly meet to chart a course through cooperation and collaboration for unified communication strategies to propagate policies and programmes.

Though it was discovered that the Federal Ministry of Information has an online forum for Resident Information Officers for circulation of press releases and features, the platform is restricted to staffs of the ministry on secondment to other agencies. It was also noted that PRNigeria online, which has been in existence for a while is only an informative portal and resources centre for result development in communication and public relations practice.

It was generally agreed that none of the existing platforms provide an avenue for interaction in a convivial environment where spokespersons of public institutions could synergize and cooperate towards unified communication agenda in enhancing public communication for the success of the administration.

It was in view of this that the participants suggested the formation of a Forum for Spokespersons in Government as a common public communications platform. In a deliberate effort to concretise the vision of the forum towards identifying new and creative ways to promote a coherent image of the institutions of government, the Director of Communication at Central Bank, Mr. Ogochukwu Okorafor hosted the participants to a special lunch where Col. Muhammad Yerima, Director, Defence Information was elected Chairman with Okorafor as deputy while Kachi Daju of Federal Ministry of Information would serve as Secretary to steer the activities of the forum.

At the CBN- hosted special lunch, members agreed that the forum should comprise Chief Press Secretaries, Head of Press and Public Relations and Directors of Corporate Communications representing public institutions from ministries, departments, commissions, agencies among others. The forum they added should serve as a mechanism for inter-agency cooperation and coordination in the field of public information and communications. The forum will also strive to strengthen inter-agency cooperation for enhanced objective and fair media profile of government institutions.

It is expected that the spokespersons’ knowledge of the media and key mandates of their respective  institutions can enhance and promote better understanding of government policies in a well-coordinated and unified communication processes.

While more spokespersons from critical MDAs have signified their intention to join the forum, the output of the group will determine their substance and influence in re-shaping public opinions about institutions of government from seeming negative perception to positive image.

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Yushau A. Shuaib

By Yushau A. Shuaib

It is not about politics, product launch and cheap publicity. It is about image, reputation and editorial judgement. It is a choice between propaganda and public relations. Since information influences our attitudes to life, the kinds of message we receive from organizations and individuals to a large extent is of great concern to our livelihood.

Information comes in different forms. While information that is not subjected to manipulation can be positive and negative like electoral victory and earthquake or economic prosperity and financial scandal, other news are processed and manipulated by concerned interests to draw public attention. The result of some of the processed information may also be encouraging or off-putting. In an effort to maintain objectivity and balance stories, the press allows contenders and competitors in public and private sectors to express themselves freely. This genuine generosity to utilize the media platform is abused by charlatans who have little idea or lack experience on the ethics of public affairs and the operation of the press. The media is awash with individual egocentricity, personality clashes and commercialized reportage. Yet as good as some of the subjects may be, the truth is not easily decodable from the surface.

The desire to gain sympathy and acceptability of the target audience, for the sole purpose of winning patronage and support, make the roles of spokespersons, as intermediary, inevitable in any given society and corporate organization. While most spokespersons are expected to have undergone some training on ethics of mass communication or in the alternative acquire some experiences in public affairs and media practice, what we get from some of their activities are balderdash.

Cheap publicities that have lately and largely invoked public discourse are handiworks of propagandists who defend the indefensible acts through fabrication, intimidation and excessive exaggeration to manipulate public opinion. Propaganda which many are not willing to associate with even though rampant as the outputs of some spokespersons, is used to sell bad products, hoodwink the consumer and pollute the air in most uncharitable and wicked mien. It may not be necessary that one must acquire basic elementary knowledge of mass communication, decency in choice of language and action for the purpose of winning public support could have been better deployed to, at least, give credibility and respect to the spokespersons and their principals.

On the other hand, public relations is the most acceptable process of establishing and sustaining mutual and beneficial relationship with the general public by abiding to the strict code of professional practice. A PR practitioner gauges the public mood, conducts research and responds appropriately to issues in the most dignified and matured manner. A respected spokesperson, exemplified by trained public relations practitioners, gives sincere advice, undertakes genuine reconciliation and handles assignments professionally. He/she takes risk in defending his principal, organization and their programme/products with pride, conscious of the fact that there is tomorrow for men and women of honour.

The influence of propaganda in creating newsworthiness on its principals and opponents has pushed to the background development journalism that could have addressed our economic and industrial needs. There is little the editors and other news gatekeepers can do to ensure that what they receive is accurate, factual and authoritative information because of the official designations of the sources, though they can easily identify propagandists from public relations persons. It may also be of importance to note that naked propaganda, sometimes as comic relief and melodrama, sells the media because bad news is truly the news for readership appeal and commercial purposes.

It was in realization of importance of monitoring and regulating the practice and activities of masscommunicators that professional bodies are established to update members and new entrants on the rudiments, best practices and latest thinking in the field. The Nigerian Institute of Public Relations (NIPR) and Nigerian Press Council (NPC) were also established for that purpose. But unfortunately the NIPR, due to its internal wrangling which was recently resolved, has failed to assert its power to regulate, monitor and sanction quacks who give the profession a bad name. We must be impressed by the activities of other professional bodies that have effective internal mechanism to control influx of ill-qualified and inexperience persons into their folds like the Nigeria Bar Association (NBA), Institute of Chartered Accountant of Nigeria (ICAN), Nigeria Medical Association (NMA), Association of Advertising Practitioners Council of Nigeria APCON and Nigerian Guild of Editors. A credible professional body can reprimand chief executive officers of private enterprises and even heads of governmental organisations who flout the code of conducts of their respective offices. It happens in civilized world to serve as a deterrent.

The failure of relevant bodies to checkmate officers responsible for information dissemination is one of the great dilemmas the nation faces today. Instead of engaging on issues of development and beneficial to the society, what is churned out by expected spokespersons of public and private institutions are abusive language, libelous statements, threatening directives, intimidating harassment and childish expositions. It has gone to a situation that those that were highly respected but who find themselves as spokespersons, especially from the media and civil society, have like chameleons changed overnight in defending the indefensible as they refuse to advise their principals on the implications of their utterances and actions that are detrimental to public good. Most of them seem to be scared stiff to advise their bosses as they append their signatures on handouts in the name of press statements without bothering to digest the contents. Probably due to the survivalist instinct of chop-i-chop they shamelessly condone unethical, illegal and in some cases unconstitutional demeanors just to be relevant not minding the dent on their professional integrity and social responsibilty. Surprisingly such officers after leaving the office disown their bosses of being dictatorial.

While propagandists can engage in anything just to remain relevant, it is painful the constraints facing some genuine PR persons in discharging their duties. The PR professionals deserve our sympathy as they are mostly ignored or sacrificed for official exigency. The relevant professional bodies too like Nigerian Institute of Public Relations (NIPR), Association of Corporate Affairs Managers in Banks (ACAMB), Nigerian Guild of Editors (NGE) and Nigerian Union of Journalists (NUJ) should ensure that their registered members are protected as they operate within the tenets and code of their bodies.

This article was originally published in Guardian February 26, Thisday February 26, Triumph February 27, Leadership February 27, Economic Confidential March, New Nigerian March 1, Sunday Trust March 4 and Sunday Champion March 2007

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