Back Page Columnist
You Can’t PR Your Way Out of Reality


When what organisations say collides with what people experience, reputation is decided by experience.
By Dr. Omolaraeni Olaosebikan
There comes a point in every reputation problem when better communication is no longer the answer. It is an uncomfortable admission for those of us who have spent our careers helping organisations communicate. We understand the power of language. We know that silence creates vacuums, that poor communication can turn manageable problems into crises, and that even good decisions can lose public confidence when they are badly explained. But there is another truth organisations sometimes discover rather late: communication can clarify reality; it cannot indefinitely compete with it.

This distinction matters because organisations have become extraordinarily sophisticated at telling their stories.
Governments have communication teams. Companies have corporate affairs departments. Leaders have media advisers. Brands have agencies, influencers, content calendars and carefully constructed campaigns. We have more channels through which to communicate than ever before, yet trust remains remarkably difficult to secure. Perhaps the problem is not always that organisations are communicating too little. Sometimes, what they communicate and what people experience are telling two different stories.
Consider the ordinary customer. A company tells her that she is at the heart of everything it does. The advertising is beautiful. The campaign speaks about care, convenience and exceptional service. Then something goes wrong. She calls customer service and waits endlessly. Her complaint moves from one person to another. Nobody takes ownership. Eventually, the company she has been told is obsessed with her experience begins to feel remarkably indifferent to it. Which message will she believe: the campaign or the experience?
The answer seems obvious, yet organisations repeatedly spend considerable resources trying to solve an experience problem with a communications solution. When perception deteriorates, the instinct is often to increase visibility: more media, more advertising, another campaign, another press release, perhaps an influencer or two. Sometimes that is precisely what is required. But before prescribing more communication, there is a harder question worth asking: is the reputation problem actually being created by what people are hearing, or by what they are experiencing?
Reputation is often treated as something managed primarily by communications professionals. In reality, communications may manage the articulation of reputation, but the organisation itself produces the evidence from which reputation is formed. The chief executive contributes to it. So does the receptionist. Product quality contributes. Pricing contributes. Human resources contributes. The technician who arrives at a customer’s home contributes. The employee who responds to an email contributes. Long before the communications department writes the story, hundreds of seemingly ordinary decisions have already begun writing it.
Reputation is not what an organisation says about itself. It is the conclusion people reach after comparing what it says with what they experience.
The same principle applies beyond business.
Governments can announce programmes, policies and achievements, but citizens ultimately interpret those messages through their own lives. Leaders can speak convincingly about accountability, sacrifice or inclusion, but the language becomes credible only when behaviour provides supporting evidence. Institutions can declare values on walls, websites and annual reports, but employees learn the organisation’s real values by watching which behaviours are rewarded, tolerated or punished.
This does not make communication less important. It makes strategic communication considerably more important. Good communication provides context. It explains difficult decisions. It corrects misinformation. It helps people understand complexity. It gives visibility to actions that might otherwise go unnoticed and, crucially, it allows organisations to listen. The mistake is believing that communication possesses some magical ability to create permanent trust independently of organisational conduct.
Trust is accumulated through consistency. One good advertisement cannot manufacture it. One bad encounter may not destroy it either. People build judgments gradually, through repeated encounters between promise and performance. Every time those two align, credibility earns another small deposit. Every time they diverge, something is withdrawn. Eventually, an organisation discovers that reputation is the balance left in that account.
This is particularly significant in today’s information environment. The organisation is no longer the sole narrator of its own story. Employees speak. Customers post. Screenshots travel. Reviews remain searchable. A single experience can move from a private interaction to a public conversation in minutes. Corporate communication therefore operates in an environment where institutional claims can be compared almost instantly with human evidence.
Instead of beginning with, “How do we make people see us differently?”, perhaps the conversation should begin with, “Why are people seeing us this way?” Those questions may sound similar. They are not. The first assumes perception is the problem and communication must correct it. The second allows for a more difficult possibility: that perception may contain information the organisation needs to hear. Sometimes the public has misunderstood. Sometimes a good organisation has simply failed to explain itself well. But sometimes the market, employees, customers or citizens are accurately describing an experience that leadership would rather communicate away.
That is where strategic communication should increasingly sit—not at the end of the organisational process, polishing decisions already made, but close enough to leadership to bring stakeholder reality into the room before decisions become reputational problems.
The communicator of the future cannot simply be the organisation’s loudspeaker. He or she must also be one of its most disciplined listeners.
When this happens, communication stops being cosmetic and becomes diagnostic. Reputation stops being something organisations attempt to manufacture and becomes something they consciously earn. Perhaps that is the reputation question more boardrooms should ask before approving the next campaign: if we stopped telling people who we are, what would their experience tell them?
Because eventually, every organisation reaches the point where the story it tells must meet the story people live. When those two stories reinforce each other, trust becomes possible. When they repeatedly contradict each other, even the finest communication eventually stops working. And that is why the narrative matters.
Dr. Omolaraeni Olaosebikan
Strategic Communications & Reputation Management Expert | Founder, The Narrative Matters®
Back Page Columnist
When Corruption Cases Collapse
By Lemmy Ughegbe, Ph.D
Nigeria speaks passionately about fighting corruption. Yet it repeatedly struggles to prove its most celebrated corruption allegations in court.
We have built an elaborate anti-corruption architecture. We have enacted laws, created specialised investigative units and committed considerable public resources to prosecuting financial crimes. Still, when the most consequential cases reach judgment, the outcome often raises uncomfortable questions about the competence of those entrusted with enforcing the law.
The latest judgment in the long-running Malabu Oil saga brings those questions back into national focus.
On Thursday, 15 October 2026, the Federal High Court in Abuja discharged and acquitted businessman Aliyu Abubakar, Malabu Oil and Gas Limited and six other defendants of money laundering charges linked to Oil Prospecting Licence 245. Justice Inyang Ekwo held that the Economic and Financial Crimes Commission (EFCC) failed to prove its case beyond reasonable doubt.
The decision closes another chapter in one of Nigeria’s most controversial oil-related prosecutions. It also exposes investigative and prosecutorial weaknesses that deserve serious public scrutiny.
Malabu is no ordinary financial dispute. At its centre is OPL 245, an immensely valuable offshore block first awarded in 1998 and later entangled in disputes involving government officials, multinational oil companies and allegations of illicit payments. The 2011 settlement involving the Federal Government, Malabu, Shell and Eni was valued at about $1.3 billion. For years, the affair drew international attention and came to symbolise Nigeria’s struggle to enforce accountability in its petroleum sector.
Yet the real significance of this judgment lies less in the size of the transactions than in the court’s assessment of the prosecution.
Justice Ekwo faulted the EFCC for pressing charges despite a 2018 advice from the Office of the Attorney-General of the Federation against prosecution for insufficient evidence. The court also found that the investigation had not been concluded before the charges were filed. In related proceedings involving Abubakar, it noted deficiencies in forensic evidence, including reliance on photocopies rather than original documents.
These are not trivial procedural lapses. They strike at the foundations of criminal justice.
One principle must be stated plainly. An acquittal is not a licence to keep treating defendants as criminals in the court of public opinion. The presumption of innocence is a constitutional guarantee, not an inconvenience to be discarded whenever public anger runs high.
The defendants were entitled to insist that the prosecution prove every essential element of its case. It did not. The judgment must therefore be respected, however strongly anyone feels about the wider Malabu controversy.
But respecting an acquittal does not require silence about institutional performance.
If investigators pursue complex financial crime allegations without completing the necessary groundwork, what mechanism exists to catch such failures before defendants endure years of litigation? Who reviews the evidential foundation of major prosecutions? Who decides whether the prospect of conviction justifies the public expense? And when courts identify serious investigative failings, what consequences follow?
Nigeria must stop measuring anti-corruption success by the number of arrests, the prominence of suspects or the drama surrounding charges.
An arrest is not a conviction. An allegation is not evidence. A press conference is no substitute for a properly assembled prosecution brief.
The credibility of criminal justice rests on patient investigation, competent forensic analysis, admissible evidence and prosecutors able to present a coherent case that meets the demanding standard of proof beyond reasonable doubt.
There is also a constitutional question about the relationship between the EFCC and the Attorney-General.
Section 174 of the Constitution vests the Attorney General of Federation with wide powers over federal criminal proceedings, including the power to institute, take over or discontinue prosecutions, having regard to the public interest, the interests of justice and the need to prevent abuse of legal process. The EFCC, for its part, holds statutory investigative and prosecutorial powers.
Effective law enforcement requires both institutions to operate within their mandates, without bureaucratic rivalry or political interference.
Equally, the Attorney-General’s authority must never become a shield against legitimate investigation. Advice against prosecution may be entirely justified where evidence is weak, but it must itself serve the public interest. The right response is neither blind obedience nor reckless defiance. It is a transparent, legally defensible process guided by evidence, constitutional authority and professional judgment.
Repeated failures in high-profile cases carry a double danger.
They expose individuals to prolonged prosecution without adequate evidential basis. They also erode public confidence in the state’s capacity to pursue genuine wrongdoing. Both outcomes injure justice. The innocent deserve protection from wrongful prosecution, just as society deserves competent investigation where credible evidence exists.
The EFCC should treat this judgment as an occasion for serious institutional reflection, not merely another unfavourable ruling.
A thorough review of the investigation, evidential preparation and prosecution strategy is warranted. That review should separate genuine professional failings from reasonable decisions that simply did not persuade the court. Not every acquittal proves incompetence, just as not every prosecution is justified because the allegations sound grave. The distinction matters.
The National Assembly also has a legitimate oversight role. It should examine whether our anti-corruption agencies have the forensic capacity, technical expertise and internal safeguards that complex financial investigations demand.
Crimes involving multinational transactions, offshore structures and intricate banking records cannot be prosecuted on assumptions or shortcuts. They require specialised knowledge, international cooperation and painstaking preparation.
The Malabu judgment should prompt a more mature national conversation about what success in the anti-corruption fight truly means.
Nigeria does not need agencies that merely look formidable before television cameras. It needs institutions whose investigations are rigorous, whose prosecutions are fair and whose conduct inspires confidence even when verdicts disappoint the public.
The real scandal would be to learn nothing from the failures the court has identified.
The fight against corruption must itself be governed by competence, accountability and the rule of law. Otherwise, Nigeria risks becoming a country where allegations make headlines, prosecutions consume years, and justice is left to explain why the evidence was never good enough.
Lemmy Ughegbe, Ph.D, FIMC, CMC
Email: lemmyughegbeofficial@gmail.com
WhatsApp ONLY: +2348069716645
Back Page Columnist
NARRATIVE MATTERS

NIGERIA DOES NOT HAVE ONLY A TALENT PROBLEM.
WE HAVE A TALENT-USE PROBLEM
Why capable people underperform inside incapable systems
By Dr. Omolaraeni Olaosebikan
There is a peculiar thing that happens to some Nigerians when they leave Nigeria. The employee once described as difficult suddenly becomes a star performer. The young professional told to “calm down” for asking too many questions becomes valued for initiative. The doctor, engineer, researcher or technologist who struggled to make an impact inside one system begins to flourish inside another.
We usually call it brain drain. Perhaps we should also ask what the brain was draining from. Nigeria unquestionably has a skills problem, but we have spent so much time asking whether our people are sufficiently skilled that we have paid too little attention to an equally uncomfortable question: what happens to capable people after we put them inside our institutions?
The skills deficit is real. A 2025 report cited by the Lagos State Employment Trust Fund found that 65 per cent of Nigerian employers regard skills gaps as a major barrier to organisational transformation. Employers are also searching for capabilities in cybersecurity, artificial intelligence, data, systems thinking and customer service. Nigeria therefore cannot pretend that every struggling employee is simply a misunderstood genius. Our education-to-employment pipeline needs serious repair.
But that is only half the diagnosis. A country can suffer a shortage of particular skills and simultaneously waste a disturbing amount of the talent it already possesses. Those realities are not contradictory.
Consider the labour market itself. The National Bureau of Statistics reported that informal employment accounted for 93 per cent of employment in the second quarter of 2024, while time-related underemployment stood at 9.2 per cent. The official unemployment rate was 4.3 per cent. The figures remind us that the question is no longer simply whether Nigerians are working. It is what kind of work they are doing, under what conditions, and how productively their abilities are being used.
Employment is not the same thing as productivity. Possessing talent is not the same thing as creating an environment in which talent can perform.
Put a highly capable person inside a system where approvals take weeks, initiative threatens hierarchy, technology is inadequate, promotion bears little relationship to merit, mistakes are punished more severely than inertia, and the safest career strategy is to agree with the most senior person in the room. Eventually, something predictable happens: the employee adapts.
Curiosity becomes caution. Initiative becomes compliance. Ideas become things discussed privately after meetings rather than offered during them. The organisation then looks at the diminished version of the employee it helped to create and concludes: our people are simply not good enough.
The cost goes far beyond individual frustration. The World Bank’s Human Capital Index Plus now looks not only at health and education but also at how skills develop during working life. For Nigeria, its 2025 assessment places the education pillar at 64, below the lower-middle-income-country median of 88. It estimates that increasing effective schooling to 12 years could raise labour earnings by about 20 per cent over the long term.
The important point is that human capital does not stop developing on graduation day. The workplace can sharpen ability, stretch it and reward it. It can also slowly diminish it.
That should make employers reconsider the fashionable complaint that “young people don’t want to work.” Some do not. Every generation has its share of entitlement, indiscipline and mediocrity. But leadership becomes lazy when anecdotes become a diagnosis of an entire generation.
Before declaring that talent has disappeared, organisations should examine what they reward. Do we reward the person who solves the problem, or the person who never challenges the boss? Do we promote competence or proximity? Can an employee respectfully disagree without being branded arrogant? When somebody brings a new idea, is the first instinct “How could this work?” or “Who authorised you?”
These questions are becoming more urgent because Nigeria is not operating in a closed labour market. The World Bank says about 3.5 million people enter Nigeria’s labour force every year. Weak creation of quality jobs, limited entrepreneurial opportunities and rising emigration make the challenge even sharper.
Our demographic advantage will therefore not become an economic dividend merely because Nigeria has millions of young people. Population becomes productive capital only when ability meets opportunity, tools, accountability and competent leadership.
This is also where the japa conversation deserves greater honesty. Salary matters. Security matters. Infrastructure and quality of life matter. But people also migrate towards systems: systems in which equipment works, processes are clearer, expertise carries weight, professional effort can produce an outcome and performance has a reasonable chance of being recognised.
When trained people repeatedly conclude that their abilities can create greater value elsewhere, retention cannot be solved entirely with patriotic appeals. Sometimes the problem is not simply that another country pays more. It is that another system allows the person to do more.
The private sector should resist reading this as criticism meant only for government. Dysfunction has no exclusive address. A beautifully branded company can still have a culture where information is hoarded, managers are insecure, meetings replace decisions and talented employees spend more energy navigating personalities than solving problems.
None of this absolves the Nigerian professional of responsibility. Talent without discipline is potential wasted. Qualifications without continuous learning expire quickly. The future workplace will increasingly reward adaptability, digital fluency, critical thinking, communication and the ability to learn faster than a job description changes.
Accountability must therefore run in both directions. Employees must keep developing themselves. Organisations must stop demanding world-class performance while preserving systems that punish world-class behaviour.
Nigeria needs to broaden the question. Yes, how do we produce better talent?
But also: how do we stop wasting the talent we produce? Our schools must improve. Businesses must train. Young professionals must keep learning. Yet organisations must also build cultures in which merit can breathe, managers lead rather than merely supervise, technology enables rather than frustrates, and intelligent disagreement is not mistaken for insubordination.
Perhaps, then, the Nigerian who suddenly excels abroad has not acquired an entirely new brain at Heathrow, Toronto Pearson or JFK. Sometimes what has changed is the ecosystem around that brain: the tools, expectations, incentives, consequences, processes and permission to perform.
That does not mean every Nigerian system fails or every foreign one succeeds. It means that before we conclude that our greatest problem is a shortage of capable people, we should examine the machinery into which we place them. A nation cannot complain indefinitely about losing its best minds while refusing to interrogate the conditions under which those minds are expected to work.
The story we tell about talent determines where we look for the solution. Blame the people, and we keep searching for better people. Examine the system as well, and we begin building places where good people can become exceptional. Nigeria needs both better-prepared talent and institutions capable of using that talent well and this is why the narrative matters.
Dr. Omolaraeni Olaosebikan
Strategic Communications & Reputation Management Expert | Founder, The Narrative Matters®
Back Page Columnist
Who Pays for Abuja’s Teachers’ Strike?
By Lemmy Ughegbe, Ph.D
When teachers abandon their classrooms in protest, the consequences extend beyond the dispute between workers and government. Lessons are suspended, academic calendars disrupted and children lose instructional time that cannot always be recovered. Yet behind every teachers’ strike may lie grievances that deserve attention rather than dismissal.
That is the dilemma confronting the Federal Capital Territory, where the Nigeria Labour Congress commenced an indefinite strike on 7 October over teachers’ promotions, career progression and administrative decisions affecting education personnel.
The confrontation escalated when FCT Minister Nyesom Wike directed the six area council chairmen to enforce no work, no pay against participating workers. He described the action as politically motivated and maintained that legitimate demands were being addressed. Labour disagrees.
At the centre of the dispute is a requirement that teachers can only be promoted when vacancies exist. The NLC argues that qualified teachers have consequently suffered prolonged career stagnation despite meeting advancement requirements. It also seeks reconsideration of teachers excluded from the 2025 promotion examinations and reversal of certain redeployments and demotions.
These are serious concerns. Career progression affects morale, professional dignity and commitment to public education. But government’s position also warrants examination. Promotions have implications for staffing structures, budgets and public service rules. The question is whether the existing framework fairly recognises professional growth or traps qualified teachers in positions they have outgrown.
A teacher may acquire additional qualifications, develop competence and accumulate valuable classroom experience without a senior administrative vacancy arising. Should such development count for nothing until somebody retires or resigns? The FCT Administration owes teachers a convincing answer.
There is, however, disagreement within organised labour. The FCT Trade Union Congress and the Academic Staff Union of Secondary Schools have reportedly distanced themselves from the strike, questioning the consultation preceding it and warning about its consequences. Their reservations complicate any suggestion that all affected workers speak with one voice.
Industrial action is a legitimate bargaining instrument, but it carries responsibilities. Union leaders should demonstrate that negotiations have been meaningfully pursued, their demands clearly defined and their mandate properly established. Equally, government should not dismiss employment grievances merely by questioning labour leaders’ political motivations.
Wike has alleged that FCT NLC chairman Knabayi Adalo is pursuing a political agenda. Adalo disputes that characterisation and maintains that teachers have endured prolonged stagnation. Even if political motives were established, they would not automatically invalidate genuine employment concerns.
The proper response is evidence. How many teachers qualify for promotion but remain stagnant? How many vacancies exist? Which agreements have been implemented, and which remain outstanding? What financial or administrative constraints prevent resolution? Both sides should place verifiable answers before the public.
The no work, no pay directive introduces a legal dimension. Government may invoke applicable rules concerning remuneration during strikes, while workers retain rights associated with lawful collective action, subject to statutory requirements. Whether deductions are lawful in these circumstances should be assessed against the law, not political rhetoric.
But there is a third party whose interests risk disappearing beneath the confrontation: the child.
Children neither negotiate promotions nor determine employment policy. Yet when classrooms close, they suffer consequences without any influence over the dispute. Examination candidates lose preparation time. Children from disadvantaged households may have no access to private lessons or digital alternatives. Repeated disruptions can therefore deepen educational inequality.
The right to education must remain central to the debate. It would be unfair to demand that teachers endure indefinite injustice simply because their work is indispensable. A demoralised workforce ultimately damages educational quality. But it is equally troubling when unresolved employment disagreements repeatedly interrupt children’s learning.
The solution lies neither in humiliating teachers nor in treating classrooms as permanent bargaining instruments.
The FCT Administration and labour representatives should establish a transparent, time bound mechanism to review the promotion policy, identify outstanding entitlements and resolve contested administrative decisions. Where negotiations have failed, independent mediation deserves consideration. Any settlement should include a credible plan to recover lost instructional time.
Beyond this dispute, Abuja should examine whether education sector employment conflicts require a standing resolution framework capable of intervening before disagreements escalate into school closures. Prevention is preferable to emergency negotiations after pupils have already lost weeks of learning.
Nigeria frequently promises improved educational standards and a more competitive workforce. Such ambitions require fair career structures, accountable administration and consistent classroom teaching. The present confrontation offers an opportunity to address all three.
Wike and organised labour may disagree about who caused the strike, and each may consider its position justified. But neither can transfer responsibility for resolving the dispute to children sitting at home.
When government and teachers fight over the conditions of teaching, both must remember the purpose of teaching.
Whatever the eventual outcome, Abuja’s schoolchildren should not be made to pay the price of a dispute they did not create.
Lemmy Ughegbe, Ph.D, FIMC, CMC
Email: lemmyughegbeofficial@gmail.com
WhatsApp ONLY: +2348069716645
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