We Are Talking, But Who Is Listening? Addressing The Challenge of Public Affairs in Nigeria

This was the title of the panel session on public affairs at the recently concluded Nigeria Institute of Public Relations (NIPR) annual conference branded Nigeria Public Relations Week (NPRW) 2024, Abeokuta, Ogun State.

According to the briefing note for panelists, the issue was that “In the face of constantly somersaulting government policies in Nigeria, the responsibilities of Public Affairs and Government Relations Directors from the private sector is ever challenging. A key pain point is their seeming inability to communicate effectively with the government, which most times appears ‘tone deaf’ to their business concerns. This session will explore how Public Affairs professionals can overcome the challenge of not gaining the attention of and winning over this critical stakeholder. It will also underscore the essential competencies and objectives professionals in this capacity must fulfil to meet their organisations’ expectations and strategic goals”.

This set the tone for the panel of outstanding public affairs professionals to present their perspectives, contribute to the discussions and enrich the conference experience. Yours truly was one of the panelists.

In Nigeria and most emerging economies, the dynamic nature of government policies present a significant challenge for Public Affairs professionals, in-house and consultants alike, especially in the private sector. Their roles are fraught with complexities, particularly when it comes to effectively communicating business concerns to a government that often seems indifferent.

Today’s blog will examine how Public Affairs professionals can overcome these challenges and successfully engage with key government stakeholders.

One of the main obstacles for Public Affairs professionals in Nigeria is the apparent lack of responsiveness from the government. Despite their best efforts to communicate, many in the private sector feel that their voices are not being heard. This communication breakdown not only leads to frustration but also hampers the ability to influence policy in a way that benefits businesses and the economy.

To bridge this gap, Public Affairs professionals need to employ a variety of strategies which include:

1. Cultivating Relationships: Building and maintaining strong relationships with government officials is crucial. This requires consistent and proactive engagement, rather than reaching out only when issues arise. This could be by scheduling regular meetings and updates with key officials to keep them informed about your company’s activities and contributions to the community. Also, transparent communication about your business operations and challenges helps to build trust and shows that you are a reliable partner.
2. Aligning with Government Goals: Understanding and aligning with the government’s priorities can create a more receptive environment for dialogue. Showing how your business objectives support national interests can make a more compelling case. PA professionals could try to identify common goals and areas where your business objectives intersect with government goals. For example, if the government is focusing on infrastructure development, highlight how your products and services contribute to these projects.
3. Utilising Data and Evidence: Presenting data-driven insights and evidence-based arguments can enhance your credibility and persuade government officials of the legitimacy of your business concerns. In some cases, the sharing of case studies and success stories that demonstrate the positive impact of your business initiatives could do the trick. Always, highlight measurable outcomes and benefits.
4. Forming Coalitions: Collaborating with other businesses and industry groups can amplify the private sector’s voice, making it harder for the government to ignore their concerns. To effectively collaborate with other businesses and industry groups, efforts should be made to identify common Interests, establish clear goals, create a unified message, utilise the diverse expertise and resources of coalition members, engage in joint advocacy, and focus on building long-term relationships within the coalition and with government officials. Trust and collaboration over time will strengthen tcollective influence.
5. Crafting Effective Messages: Developing clear, concise, and impactful messages that resonate with government officials is essential. This includes understanding the political and cultural context to ensure your In developing clear, concise, and impactful messages, efforts must be made to understand the audience by researching the backgrounds, priorities, and interests of the government officials you are addressing, and be aware of the prevailing political climate and cultural nuances, using clear and concise language because government officials often have limited time, so your messages should be easy to understand and get to the point quickly. Endeavour to highlight mutual benefits with data and evidence to enhance credibility, and incorporate storytelling to make messages more engaging. Share real-life examples and success stories that illustrate the positive impact of your initiatives. Finally, clearly state what is being asked for and why it is important. Whether it’s support for a policy change or collaboration on a project, make an explicit request. Finally, present messages professionally, in written documents, presentations, or verbal communications. Attention to detail reflects your seriousness and respect for the audience.

Essential Competencies for Success

To succeed in this challenging environment, Public Affairs professionals must possess a unique set of skills and competencies.

1. Political Savvy: A deep understanding of the political landscape and policy-making process is essential, including knowledge of key players and their motivations. This entails understanding the political landscape, having knowledge of policy-making processes, and identifying key players in terms of influential figures in the political and regulatory environment. Also, having regular engagements and open communication can help you to build trust and ensure your concerns are heard. Gain insights into what drives key players, and participate in policy discussions and public consultations. This can help you to influence policies and your understanding of the perspectives of other stakeholders. While it’s important to understand political dynamics, maintaining a non-partisan stance can help you to build relationships across the political spectrum and ensure long-term credibility. More importantly, the political landscape is constantly evolving. Stay updated through continuous learning, attending relevant events, and engaging with thought leaders in the field.
2. Strategic Thinking: The ability to think strategically and anticipate the long-term implications of government actions on the business environment. Regular environmental scanning helps to identify trends and potential changes that could impact the Also, scenario planning and stakeholder analysis help you to understand perspectives and anticipate the actions and reactions of key decision-makers. Aligning your business objectives with a long-term vision that considers future government policies and regulations helps to ensure your strategies are sustainable and adaptable. Efforts should be made to assess the risks associated with different government actions and develop mitigation strategies while analysing how changes in regulations, taxes, or subsidies could affect your business operations and profitability. Regularly engaging with experts and thought leaders in the industry and beyond is important as their insights can provide valuable perspectives on future trends and government actions. Use data and analytics to inform your strategic decisions. This includes leveraging market research, economic forecasts, and performance metrics, and working closely with other departments within your organisation, such as legal, finance, and operations. A collaborative approach ensures that your strategies are comprehensive and well-informed.
3. Communication Proficiency: Excellent communication skills, both written and verbal, are crucial. This includes the ability to tailor messages to different audiences and mediums. It is all about knowing your audience, clear and concise writing, effective storytelling, sharing anecdotes, case studies, and real-life examples to illustrate key points, tailoring communication style to different mediums, whether it’s emails, reports, presentations, or social media, developing strong listening skills to understand the perspectives and concerns of others, public speaking to build confidence and proficiency, seeking feedback on your communication style and be open to constructive criticism, continuously working on improving your skills based on the feedback you receive, using visual aids like charts, graphs, and infographics to enhance your messages. Visuals can make complex information more accessible and engaging, ensuring consistency in messaging across all platforms and communications, and being mindful of cultural differences and adapting your communication style accordingly. This is especially important when dealing with diverse audiences.
4. Relationship Management: Building and maintaining strong relationships with government officials, industry peers, and other stakeholders is key to effective advocacy. This involves regular engagement which helps to build trust and keep stakeholders informed about your activities and objectives while focusing on creating win-win situations. Efforts should be made to be transparent about your intentions and operations. PA professionals must engage in active listening and networking. Also, try to personalise your interactions by remembering small details about your stakeholders, such as their interests or recent achievements, which can make your engagements more meaningful. Endeavour to handle crises with care and transparency, and establish mechanisms for stakeholders to provide feedback. This shows that you value their input and are willing to make improvements based on their suggestions. PA should seek to recognise and appreciate the contributions of their Acknowledging their support and efforts can go a long way in building strong, positive relationships.
5. Adaptability: The ability to adapt to rapidly changing circumstances and pivot strategies as needed. This can be done by staying informed, flexible in planning, and embracing change. Invest in continuous learning and professional development by attending workshops, taking courses, and staying informed about best practices in your field. Build the resilience to handle setbacks and challenges, and develop the ability to make quick, informed decisions by working closely with your team and other stakeholders to gather diverse perspectives and solutions. Collaboration can lead to more innovative and adaptable strategies. Establish a feedback loop to regularly assess the effectiveness of your strategies and make necessary adjustments. Importantly too, leverage technology to enhance your adaptability. Tools for data analysis, communication, and project management can help you respond more effectively to changes. Practice mindfulness and stress management techniques to stay calm and focused during times of change. This can improve your ability to think clearly and adapt quickly.

Achieving Organizational Goals

The ultimate objective for Public Affairs professionals is to ensure that their organisations’ strategic goals are met despite the challenging environment. This requires a proactive and persistent approach to advocacy, leveraging all available tools and resources (including the use of public affairs consultants) to influence government policy in a favourable direction.

By focusing on these strategies and competencies, Public Affairs professionals can enhance their effectiveness, ensuring that their messages are heard by the right people. Through perseverance and strategic engagement, they can foster a more responsive government that is attuned to the needs of the private sector, ultimately creating a more conducive environment for business growth and economic development.