Segun Atanda/
Nigeria’s reputation is being damaged as much by the negative narratives amplified by its own citizens as by external criticism, leading marketing and public relations experts have warned, arguing that the country risks losing investment, business opportunities and international influence unless it urgently changes the way it tells its own story.
The warning was delivered during the second edition of the ValidViewNetwork Monthly Global Discourse, held virtually on Sunday, July 26, under the theme, ‘National Demarketing and the Nigerian Psyche: Resetting Nigeria’s Public Mindset.’
The event brought together participants from Nigeria and the diaspora to examine how persistent negative narratives have shaped public perception of the country and affected its economic and developmental prospects.
The discourse featured two leading figures in Nigeria’s reputation management profession — Dr Bolajoko Bayo-Ajayi, President of the National Institute of Marketing of Nigeria (NIMN), and Dr Ike Neliaku, President and Chairman of Council of the Nigerian Institute of Public Relations (NIPR), who also serves on the board of the Global Alliance for Public Relations and Communication Management.
The experts argued that a growing culture of “national demarketing” has emerged in which Nigerians, both at home and abroad, instinctively amplify stories of failure, corruption, insecurity and institutional shortcomings while giving comparatively little attention to progress, innovation and resilience.
According to them, this imbalance has become deeply ingrained in the national psyche and has been magnified by the rapid spread of social media, where sensational content frequently gains greater visibility than balanced or evidence-based reporting.
They warned that such behaviour often extends beyond domestic conversations to international forums, inadvertently reinforcing long-standing stereotypes about Nigeria and discouraging potential investors, development partners and global businesses from engaging with the country.
The experts maintained that although criticism remains an indispensable part of democratic governance, there is a significant distinction between holding leaders accountable and promoting misinformation, exaggeration or sensational narratives that collectively damage Nigeria’s reputation.
They argued that when negative narratives become the dominant lens through which the country is viewed, they diminish investor confidence, weaken international partnerships and reduce Nigeria’s competitiveness in an increasingly reputation-driven global economy.
A major contributor to this challenge, they said, is the widening trust deficit between citizens and public institutions.
According to the speakers, public scepticism has reached a level where government achievements and institutional reforms are frequently dismissed without scrutiny, regardless of their merit.
They described this erosion of public confidence as a psychological obstacle to national development, noting that rebuilding trust requires greater openness from public institutions.
To reverse the trend, the experts called on governments and public agencies to embrace transparency, timely communication and evidence-based reporting, arguing that credible information remains the most effective antidote to misinformation and public distrust.
They also urged Nigerians to adopt what they described as a Development Communication Strategy when participating in public discourse by consciously considering whether comments, social media posts or public statements contribute to national development or merely reinforce damaging perceptions.
The speakers stressed that constructive criticism should continue to hold governments accountable but insisted that deliberately spreading falsehoods or sensational narratives undercuts national interests and amounts to demarketing the country.
They further challenged media organisations and public institutions to move beyond an excessive focus on crisis reporting by giving greater prominence to verified stories that showcase innovation, resilience, entrepreneurship, scientific achievements and successful public policies without sacrificing editorial independence.
According to them, authentic storytelling that reflects both the country’s challenges and its progress is essential to restoring public confidence and projecting a more balanced national image.
The experts equally maintained that communication alone cannot repair Nigeria’s reputation.
They argued that governments at every level must pursue inclusive policies that produce tangible improvements in citizens’ daily lives, warning that harmful narratives flourish where people feel excluded from the benefits of governance and economic development.
They concluded that reversing Nigeria’s reputation deficit would require a collective effort involving citizens, government institutions, the media and professional communicators.
According to them, citizens must embrace responsible public engagement, institutions must prioritise transparency and credibility, while regulators should continue to uphold ethical standards in communication to foster a more balanced and forward-looking national narrative.
The ValidViewNetwork Monthly Global Discourse is held on the last Sunday of every month to examine national and global issues through evidence-based conversations involving subject experts and key stakeholders.
Organisers announced that the third edition is scheduled for Sunday, 30 August 2026, and will focus on another issue of strategic national importance as the platform seeks to deepen informed public engagement and contribute to policy conversations.
Founded by Kayode Ogunjobi, ValidViewNetwork Limited operates across three core areas — media, consultancy and advocacy — with a stated focus on credible journalism, evidence-based communication, environmental sustainability, institutional development and public-interest advocacy.
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