Five years ago, on February 27, 2020, Nigeria confirmed its first case of COVID-19, marking the beginning of a transformative period that tested the nation’s resilience. The federal government responded with a total lockdown from March 30 to May 15, 2020, aligning with global efforts to curb the virus’s spread.
However, Nigeria’s complex landscape—characterized by a large population, fragile healthcare system, inadequate diagnostics and isolation centres, and governance challenges—made the fight against this public health crisis exceptionally difficult.
The economic and social fallouts were profound, plunging the country into its deepest recession since the 1980s and putting millions at risk of extreme poverty and undernourishment. While the health impacts were significant, the primary effects of the crisis on Nigeria have been economic, reshaping industries, services, and livelihoods.
As we commemorate the fifth anniversary of the COVID-19 pandemic, the lessons learned extend far beyond public health.
For public affairs professionals in Nigeria, operating under President Bola Tinubu’s administration, these lessons are particularly relevant in navigating a constantly evolving policy and regulatory landscape.
Upon assumption of office in 2023, President Tinubu introduced bold economic reforms—such as the removal of fuel subsidies and the liberalisation of the foreign exchange market—aimed at fostering long-term growth.
Yet, these changes have also brought high inflation, public discontent, and new complexities for stakeholder engagement.
To mark the fifth anniversary of COVID-19, a team of public affairs and policy experts at a quarterly public policy dialogue session by The Rainbow Strategy, reviewed various experiences during the pandemic and the current policy and regulatory environment, and proposed six critical lessons for public affairs professionals in Nigeria to thrive in this dynamic context.
Lesson one: Agility in a shifting policy landscape – rapid policy shifts during the COVID-19 pandemic—lockdowns, travel bans, and economic relief measures—required swift adaptation. Today, President Tinubu’s reforms, including the removal of fuel subsidies and the floating of the naira, have similarly altered the economic terrain, with ripple effects like rising inflation.
For public affairs professionals, agility is now a non-negotiable skill. Staying ahead demands constant monitoring of government announcements, engaging with policymakers, and analyzing the implications of new regulations. The ability to adjust strategies swiftly in response to policy changes is what separates proactive professionals from those merely reacting to events.
Lesson two: Mastering Effective Communication – clear and timely communication was a cornerstone of Nigeria’s pandemic response, helping to manage public health measures and counter misinformation. In the current economic climate, this lesson remains vital. Public affairs professionals must articulate the rationale behind policies—like fuel subsidy removal, which aims to redirect funds to infrastructure and social programs—to manage public expectations and build trust.
Transparency is key; the pandemic showed that uncertainty fuels mistrust. By fostering open dialogue with stakeholders, professionals can ensure their organizations’ positions are understood and respected, even amidst contentious reforms.
Lesson three: Prioritising stakeholder engagement – the pandemic underscored the power of collaboration, with Nigeria’s response relying on coordination between government, private sector, civil society, and international partners. This collaborative spirit is equally critical today.
Public affairs professionals must cultivate relationships with diverse stakeholders to navigate the complex policy environment and advocate effectively for their organisations’ interests. For instance, the economic reforms have driven up transportation costs and inflation, directly impacting the public. Engaging stakeholders to understand and address these concerns—while aligning with national goals—can strengthen advocacy efforts and foster goodwill.
Lesson four: strategic planning and risk management – the economic disruptions of the pandemic, compounded by recent reforms, highlight the need for strategic foresight.
Public affairs professionals must anticipate policy shifts and their impacts, crafting contingency plans to mitigate risks. This requires a deep understanding of Nigeria’s political and economic context, identifying key decision-makers, and building coalitions to shape policy outcomes.
Scenario planning—envisioning possibilities like further economic liberalisation or policy reversals—enables professionals to prepare their organizations for multiple futures, ensuring resilience in an unpredictable landscape.
Lesson five: Leveraging Digital Tools and Innovation: Restrictions on movement and direct contact during the pandemic accelerated Nigeria’s digital transformation, making virtual tools essential for engagement. This shift persists as a valuable lesson.
Public affairs professionals must harness platforms like Zoom, WhatsApp, and social media to maintain and expand stakeholder relationships across Nigeria’s vast and diverse terrain. Additionally, President Tinubu’s administration has prioritized digital innovation and youth empowerment through initiatives like the National Digital Economy Policy and Strategy. Aligning advocacy with these national priorities—supporting policies that drive digital growth and job creation—positions professionals as partners in Nigeria’s development.
Lesson six: Embracing uncertainty as a constant – the pandemic brought uncertainty about the future, a challenge echoed in our study’s findings alongside limitations of direct contact, restrictions on movement, lifestyle changes, and boredom.
For public affairs professionals, operating in ambiguity is now a reality. Flexibility and adaptability are essential, enabling quick strategic pivots as conditions evolve. This also demands a focus on resilience—building organizational systems that withstand shocks, whether from policy changes, economic downturns, or global crises. By embracing uncertainty as a constant, professionals can turn challenges into opportunities for innovation and growth.
In conclusion, the fifth anniversary of the COVID-19 pandemic is more than a milestone—it’s a moment to reflect on enduring lessons and apply them to Nigeria’s current realities. For public affairs professionals, the path forward lies in the above PA principles, forged in the crucible of the pandemic, which are now indispensable in addressing the economic and social challenges of today.
By embracing these lessons, public affairs professionals can help shape a Nigeria that not only recovers from the pandemic but emerges stronger, more equitable, and better prepared for the future. In this regard, The Rainbow Strategy stands ready to lead this charge—let’s seize this moment to build a brighter tomorrow.
