The Rise of Institutional Communication: Lessons from the Spokespersons Awards
By Muhammad Goni
Public relations in Nigeria is often narrated through personalities—the spokesperson at the podium during a national crisis, the media adviser defending a difficult government decision, or the communication strategist whose carefully crafted message helps an organisation survive a reputational storm. But behind every effective spokesperson lies something less visible yet far more enduring: an institution.
Sustainable communication is never built on eloquence alone. It requires systems, standards, institutional memory, research, technology, and a culture that values transparency. The real backbone of public communication lies not only with charismatic individuals but with the agencies, government bodies, corporate organisations, professional chapters and knowledge hubs that create mechanisms for engagement long after the cameras are switched off.
This reality was unmistakable at the sixth edition of the National Spokespersons Awards (NSAwards), held on August 13, 2026, at the NICON Luxury Hotel in Abuja. Organised by Image Merchants Promotion Limited (IMPR) in partnership with the Nigerian Institute of Public Relations (NIPR), the event offered a rare opportunity to observe how communication in Nigeria is evolving from an individual‑centric craft into an institutional responsibility.
Nigeria’s information environment is unforgiving. Misinformation travels nationwide within minutes. Institutional mistakes are amplified on social media. Citizens demand immediate explanations from public officials. Silence during a crisis can cause more damage than the crisis itself. In such a landscape, communication cannot be an afterthought. Institutions must build capacity to communicate before, during, and after major events.
The organisations and professionals recognised at the NSAwards illustrate this shift.
In the public relations agency space, Integrated Indigo Limited and Chain Reactions Africa demonstrated the importance of reputation management and creative strategy. Agencies like these do more than generate publicity. They conduct research, anticipate reputational threats, interpret public sentiment and remind organisations that credibility is earned over time—not manufactured during emergencies.
Internal communication also emerged as a critical pillar. Institutions such as the Office of the Accountant‑General of the Federation and the Nigeria Immigration Service were recognised for employee relations. Internal communication rarely attracts headlines, yet it determines whether an institution succeeds or fails. An organisation cannot preach transparency externally while its own employees remain uninformed or distrustful. Workers are often an institution’s first ambassadors—and sometimes its most influential critics.
Public affairs presented another dimension. The Federal Road Safety Corps (FRSC) operates in a space where communication can literally save lives. Road‑safety campaigns are not publicity stunts; they are behavioural interventions. Similarly, the Lagos State Government’s citizen‑engagement efforts reflect the growing expectation that governments must not only announce policies but explain them, listen to concerns and respond to feedback. This marks a shift from one‑way government information to two‑way public communication.
Crisis communication remains perhaps the most demanding institutional responsibility. When emergencies occur, the public expects accurate information quickly. Delay creates a vacuum filled by speculation and fear. The recognition of initiatives involving the Nigeria Police in crime‑prevention communication and the NITDA‑supported Centre for Crisis Communication (CCC) underscores the need for systems capable of anticipating and responding to information threats. Effective crisis communication requires monitoring, early warning, coordination, credible messengers and established protocols long before a crisis erupts.
Events and professional gatherings also play a vital role in strengthening institutional communication. The NIPR Kaduna Chapter’s hosting of the Nigeria Public Relations Week and the sustained activities of the NIPR Ogun Chapter show that professional events can be more than ceremonial. They can become platforms for learning, stakeholder engagement, knowledge exchange and institutional networking.
Knowledge itself has become a strategic communication asset. Institutions such as Maryam Abacha American University of Nigeria (MAAUN) in Kano and initiatives linked to the Kwara State Ministry of Communications highlight the growing intersection between communication, education and digital literacy. This is crucial in an era dominated by artificial intelligence. Communicators now operate alongside algorithms, synthetic media, deepfakes and sophisticated misinformation networks. Institutions that remain credible will be those that invest in research, verification, training and technological adaptation.
Digital communication has moved from the margins to the centre of public relations. Platforms such as Unilorin TV and the digital communication efforts of the Borno State Government illustrate how technology enables institutions to communicate directly with citizens. But digital visibility is not digital effectiveness. Thousands of followers mean little if an institution cannot provide timely, credible information. The true measure of digital communication is whether it enhances accessibility, transparency and trust.
Media relations remain indispensable. Institutions such as the Tertiary Education Trust Fund (TETFund) and the Rivers State Government, represented by professionals like Abdulmumini Oniyangi and Onwuka Nzeshi, demonstrate the importance of constructive relationships with journalists. Media relations is not about sending press releases or seeking favourable headlines. It requires accessibility, credibility and respect for journalists’ duty to ask difficult questions.
Corporate communication offers similar lessons. Organisations such as the Nigerian National Petroleum Company Limited (NNPCL) and the Nigerian Maritime Administration and Safety Agency (NIMASA) operate in sectors where public perception has economic consequences. Professionals like Andy Odeh and Edward Osagie work in environments where technical information must be translated into language understandable to diverse stakeholders.
The awards also recognised individual excellence. Professionals such as Hakama Sidi‑Ali of the Central Bank of Nigeria and Dele Oyewale of the Economic and Financial Crimes Commission represent the modern spokesperson—one who understands policy, anticipates public reaction, engages journalists, counters misinformation and communicates across multiple platforms under intense scrutiny.
Crisis communicators such as Lere Olayinka of the Federal Capital Territory Administration and Ibrahim Abdullahi Waiya in Kano highlight the importance of calm, credible messaging during institutional uncertainty.
Equally inspiring was the recognition of younger communicators. Professionals like Folusho Adeogun of the Nigeria Customs Service and young voices such as Ibrahim Zanna Sunoma of the Children’s Parliament represent the next generation who will inherit a profession reshaped by AI, data analytics and evolving media consumption habits.
Scholarship and literature were also celebrated. Authors such as Celestine Achi, Dr. Wasiu Tejuoso, Tolulope Olorunduro of Nigerian Women in Public Relations, and Efe Obiomah remind us that no profession can grow without documenting its experiences and producing its own knowledge.
Ultimately, the National Spokespersons Awards should be seen as more than a ceremony. Its value lies in the standards it encourages. Awards matter when they inspire institutions to invest in communication systems, when young professionals discover role models, and when organisations begin measuring communication outcomes—not just press releases or social‑media impressions.
Nigeria’s challenges—economic, security, political and social—all have communication dimensions. Policies poorly explained generate resistance. Security operations surrounded by information gaps breed rumours. Economic reforms without sustained engagement deepen suspicion.
That is why strategic communication should be regarded as part of national infrastructure. Roads connect communities physically. Digital networks connect them technologically. Credible communication connects citizens to institutions through trust.
The future of public relations in Nigeria will still need compelling spokespersons behind podiums. But behind those spokespersons must stand institutions capable of communicating consistently, professionally and credibly—even after the microphones are turned off.
Muhammad Goni is a PRNigeria Fellow and can be reached at [email protected]