The Nigerian Institute of Public Relations (NIPR) has defended President Tinubu’s decision to hire a US-based PR/Lobbying firm, describing the $9 million contract as a legitimate strategy to manage Nigeria’s image, not a criminal or illicit act.
Speaking at the National Assembly Complex in Abuja during the presentation of the First Nigeria Reputation Perception Index (NRPI) Report 2025, NIPR President Dr. Ike Neliaku said the move aims to correct negative perceptions about the country. “Many are asking why we should hire PR professionals. PR is a public relations function. So it is not a criminal thing to do,” he explained.
The contract engages Washington-based DCI Group to help communicate Nigeria’s efforts to protect Christian communities and maintain US support in countering West African security threats. Kaduna-based law firm Aster Legal facilitated the deal on behalf of National Security Adviser Nuhu Ribadu. The agreement runs for 12 months at $750,000 per month, with a six-month prepayment already made in December 2025.
The decision has faced criticism from opposition parties and civil society groups, who questioned spending millions on PR amid rising inflation, economic hardship, and security challenges. Neliaku argued that hosting foreign PR professionals in Nigeria, including for the World Public Relations Forum 2026, allows visitors to experience the country firsthand, creating stronger impact than conventional international campaigns.
Deputy Senate President Senator Jibrin Barau described national reputation as a strategic asset shaped by leadership, institutional integrity, and consistent public policies. “Reputation is ultimately built from lived realities. It is shaped by the quality of leadership, integrity of institutions, consistency of public policies, and everyday experiences of citizens,” he said.
Other speakers stressed the distinction between public relations and propaganda. Ambassador Joe Keshi, President of the Association of Retired Career Ambassadors of Nigeria, likened national reputation to family values that must be consciously protected and nurtured.
NIPR and government officials emphasized that the US PR engagement is part of a broader effort to strengthen Nigeria’s global image, combining professional PR standards with citizen-driven narratives to present a fuller picture of the country to international audiences.
