The Nigerian Institute of Public Relations (NIPR) has publicly supported the Federal Government's controversial decision to hire foreign lobbyists, stating that the practice is both legal and internationally recognized. This defence comes amidst significant public criticism over a $9 million contract with a United States-based firm.
Clarification Amid Public Outcry
NIPR President, Dr. Ike Neliaku, addressed the issue on Thursday in Abuja during the official presentation of the inaugural Nigeria Reputation Perception Index Report for 2025. The controversy stems from a contract signed on December 17, 2025, between the Nigerian government, represented by Kaduna law firm Aster Legal on behalf of National Security Adviser Nuhu Ribadu, and the American public affairs firm DCI Group.
Filed under the U.S. Foreign Agents Registration Act, the $9 million agreement is initially set for six months, ending June 30, 2026, with an option for automatic renewal. The firm's mandate is to communicate Nigeria's efforts in protecting Christian communities and sustaining U.S. support against jihadist groups in West Africa.
Many Nigerians have questioned the huge expenditure on image management while the country grapples with severe economic hardship, rising inflation, and persistent insecurity. However, Neliaku countered these criticisms head-on.
Lobbying is Not a Crime, Says NIPR President
"Lobbying is not a criminal offence," Neliaku asserted. He connected the government's action to the NIPR's own global recognition, noting that the institute has been named a finalist for the prestigious Global Alliance World Public Relations & Communication Awards.
He argued that Nigeria's reputation problems are frequently shaped by narratives pushed by the elite, which do not reflect the everyday reality of ordinary citizens. "For the World Public Relations Forum, those who we are hiring to lobby for us will now come here from 126 countries and that is the greatest lobbying because when they return home, they go back with first-hand impressions of what they have seen. That is, in itself, effective lobbying," Neliaku explained.
Launch of Nigeria's First Reputation Baseline
The event also served to unveil the Maiden Nigeria Reputation Perception Index Report 2025. Neliaku described this as a groundbreaking, evidence-based tool developed after seven years of research.
"For the first time, Nigeria now has a measurable reputation baseline, based on evidence, not assumptions," he stated. "This index repositions reputation as a strategic national asset that should inform public policy, diplomacy, investment attraction and genuine national rebranding."
Echoing this sentiment, former Nigerian Ambassador to the United States, Ambassador Joe Keshi, emphasised the critical importance of actively managing national perception. "In a globalised world where perception travels faster than reality, national reputation matters as much as national resources or military strength. You cannot leave your reputation to chance," Keshi warned.
He pointed out that Nigeria's declining image has directly weakened its diplomatic influence, leading to issues like visa restrictions and global criticism. Using a sports analogy, Keshi lamented that the lack of world-class infrastructure, such as FIFA-approved stadiums, undermines the nation's image even when its athletes excel.
In his keynote address, the Deputy President of the Senate, Senator Barau Jibrin, hailed the index as a historic step toward evidence-based governance. He assured that the National Assembly would use the report's insights to strengthen its lawmaking and oversight functions, acknowledging that reputation is ultimately built on lived realities, leadership quality, and institutional integrity.
