The Nigerian Institute of Public Relations (NIPR) has publicly defended President Bola Tinubu’s decision to hire a US-based public relations and lobbying firm, describing the $9 million contract as a legitimate national strategy to manage Nigeria’s international reputation.
The announcement was made during the launch of the First Nigeria Reputation Perception Index (NRPI) Report 2025 at the National Assembly Complex in Abuja. Brandspur Politics reports that Dr. Ike Neliaku, NIPR President, stated the engagement of foreign PR professionals is intended to correct misperceptions about Nigeria abroad and is entirely consistent with standard public relations practices. “PR is a function of strategic communication. Employing experts to manage the country’s image is not a criminal act,” he emphasised.
The contract, facilitated by Kaduna-based law firm Aster Legal on behalf of the National Security Adviser, engages the Washington, D.C.-based DCI Group to communicate Nigeria’s efforts in protecting Christian communities and maintaining US support on regional security challenges. The agreement covers a 12-month period at $750,000 per month, with six months’ prepayment already completed in December 2025.
Opposition parties and civil society groups have criticised the expenditure, citing rising inflation, economic hardship, and national security concerns. However, NIPR and government officials stressed that the US-based engagement complements local initiatives, such as hosting the World Public Relations Forum 2026, giving international visitors direct exposure to Nigeria’s socio-economic and cultural landscape.
Senator Jibrin Barau, Deputy Senate President, highlighted that a nation’s reputation is a strategic asset, shaped by leadership quality, institutional integrity, and consistent public policies. He noted that PR efforts must align with lived realities and citizen experiences to yield credible results. Ambassador Joe Keshi, President of the Association of Retired Career Ambassadors of Nigeria, reinforced the point, comparing national reputation to family values that require careful nurturing and protection.
According to NIPR, the US PR engagement is part of a broader reputation management strategy that combines professional PR standards with citizen-driven narratives. The initiative aims to present a fuller and more accurate picture of Nigeria to global audiences, ensuring that messaging on security, governance, and socio-economic progress is coherent and impactful.
With the NRPI report highlighting perception gaps, the Tinubu administration’s engagement of international PR professionals is framed as a proactive measure to strengthen Nigeria’s diplomatic and economic standing, countering negative narratives while promoting investment and global partnerships.
