Former Nigerian Ambassador to the United States, Joe Keshi, has issued a stark warning that the country's standing in the world is now too delicate to be managed without a deliberate strategy. He stressed that Nigeria's international reputation, a vital national asset, is facing severe erosion.
A Critical Warning on National Reputation
Ambassador Keshi, who also serves as the National President of the Association of Retired Career Ambassadors of Nigeria, delivered this cautionary message in Abuja on January 15, 2026. The occasion was the official presentation of the Maiden Nigeria Reputation Perception Index Report 2025, launched by the Nigerian Institute of Public Relations (NIPR).
He described the nation's reputation as one of its most crucial yet overlooked resources. Keshi emphasized that this perception directly impacts diplomatic efforts, foreign investment, security partnerships, and how Nigerians are treated overseas.
Drawing a powerful analogy, the former Permanent Secretary of the Ministry of Foreign Affairs stated that countries, much like people, must actively safeguard their good name. Failure to do so, he argued, results in long-term harm that is difficult to reverse.
The Erosion of Soft Power and Goodwill
Keshi explained that a strong reputation is a core component of soft power—the ability to shape outcomes through attraction and respect rather than force or payment. He lamented that Nigeria's declining image has severely weakened its diplomatic influence, even when the country's positions on global issues are principled and well-meaning.
The former envoy recalled a time when Nigeria commanded significant reputational capital, earned through its leadership in Africa, active role in decolonisation, extensive peacekeeping contributions, and efforts to ensure regional stability.
However, he noted that this reservoir of goodwill has been steadily drained by persistent negative perceptions. Issues of corruption, widespread insecurity, and perceived inconsistencies in governance were cited as the primary culprits damaging the country's brand.
Keshi pointed to recent international discourse as evidence of the problem. Global narratives focusing on security challenges, the imposition of visa restrictions by other nations, and critical foreign media coverage demonstrate that Nigeria is struggling to counter unfavourable actions and stereotypes effectively.
Sports as a Metaphor for National Dysfunction
In a vivid illustration, the ambassador used the world of sports to highlight the reputational cost of infrastructural neglect. He expressed regret that Nigeria's failure to maintain world-class, FIFA-approved stadiums has become a source of international ridicule.
This shortcoming, he said, reinforces a global perception of dysfunction and poor management, overshadowing the admirable achievements and talents of the nation's footballers on the pitch.
NIPR's Landmark Report on National Branding
Earlier at the event, the President of the NIPR, Dr. Ike Neliaku, provided context for the newly unveiled index. He revealed that the report represents Nigeria's first evidence-based and measurable baseline for national reputation.
This pioneering project, conceived in 2019, was the product of seven years of intensive research and global benchmarking. Neliaku stated that the institute engaged with established international reputation frameworks to ensure the methodological rigor and credibility of the findings.
A Call for Evidence-Based Governance
In his keynote address, the Deputy President of the Senate, Senator Barau Jibrin, hailed the launch of the reputation index. He characterized it as a historic move towards evidence-based governance, greater institutional accountability, and strategic national branding.
The collective message from the Abuja event was clear: Nigeria's global image is a strategic priority that demands urgent, coordinated, and sustained action from all sectors of society to rebuild trust and restore the nation's standing on the world stage.
