Cultural Complicity: How PR Can Dismantle Nigeria’s Norms of Corruption

By Ishola Ayodele

“A child is neither born a saint nor a criminal, he is born into what society makes him to be” Ishola Ayodele

Recently the media has been abuzz with the news that the National Hajj Commission (NAHCO), responsible for overseeing and organizing the pilgrimage for Nigerian Muslims, faced scrutiny over the management of a substantial N90 billion subsidy meant for the Hajj. The scandal emerged when concerns were raised about the allocation and utilization of these funds. The accusations included mismanagement, favouritism, and a lack of transparency in how the money was distributed and utilized. This case highlighted systemic issues within NAHCO, where personal gain and financial incentives appeared to overshadow ethical considerations and institutional integrity.

 

The NAHCO corruption crisis exemplifies how deeply entrenched corruption can be with cultural norms and social practices playing a significant role in its perpetuation. This issue transcends mere governance and is woven into the societal fabric, influencing both public conduct and institutional integrity. In this article, I will analyze the cultural factors that perpetuate corruption in Nigeria and explore how public relations (PR) strategies can drive meaningful change to address these deeply rooted issues.

 

Cultural Factors Driving Corruption

1. Normalization of Corruption

In Nigeria, corruption is often normalized through practices that prioritize personal gain over ethical considerations. Communities frequently accept financial handouts from politicians, which reinforces the notion that personal benefit from public figures is a norm rather than an exception. This acceptance extends to the awarding of chieftaincy titles based on financial status rather than community service or ethical behaviour. Even religious institutions are not immune, with financial contributions sometimes overshadowing moral qualifications.

Studies have shown that such practices foster a culture of impunity where ethical norms are compromised in favour of material wealth. This societal attitude is reflected in the celebration of ostentatious wealth, such as showcasing a luxury car without regard for the source of the wealth. Such behaviours not only normalize corruption but also undermine societal values that emphasize integrity and hard work.

 

2. Cultural Implications and Challenges

The normalization of corruption is often supported by cultural adages that reflect a shift from traditional values. The proverb "the society prepares the crime and the child commits it" illustrates how societal norms predispose individuals to corrupt behaviour. The current focus on material wealth and social status undermines traditional African values of hard work, integrity, and brotherliness. Proverbial wisdom such as "Good name is better than gold and silver" and "Work is the cure for poverty" underscores a cultural ethos that values ethical conduct over superficial success.

This shift is problematic as it erodes the foundational principles of honesty and diligence that traditionally guided Nigerian society. The erosion of these values contributes significantly to the persistence of corruption and inefficiency within public institutions.

 

 How PR Can Facilitate Change in Addressing Corruption

To tackle corruption effectively, PR strategies must go beyond traditional campaigns to create profound and lasting shifts in societal attitudes. Here’s a detailed look at how PR can drive meaningful change by reorienting public perception, engaging the youth, promoting ethical leadership, and establishing a robust reward system.

 

1. Reorienting Public Perception

A. Promoting Transparency and Accountability

Public relations can play a pivotal role in reshaping societal attitudes towards corruption by fostering a culture of transparency and accountability. Effective PR strategies should aim to educate the public about the far-reaching consequences of corruption and spotlight examples of ethical behaviour. By creating compelling narratives around individuals and institutions that exemplify integrity, PR campaigns can challenge existing norms and set new standards for acceptable conduct.

B. Success Stories and Role Models

One effective approach is to showcase success stories of organizations and individuals who have made significant strides in combating corruption. To build on this, PR efforts should focus on creating a continuous stream of success stories that highlight tangible outcomes of ethical practices. Media platforms, community outreach, and educational programs can be leveraged to disseminate these stories, demonstrating the long-term benefits of maintaining integrity in both personal and professional realms.

C. Leveraging Media and Community Engagement

Utilizing various media channels—social media, traditional media, and community-based platforms—can help create a robust narrative that reinforces the value of ethical behaviour. PR professionals should also engage with community leaders to amplify messages about integrity and transparency, ensuring that these values resonate at a grassroots level.

 

2. Engaging the Youth

A. Empowering the Next Generation

The youth are critical in the fight against corruption, as they represent the future leaders and change-makers. PR strategies should target young people by emphasizing the importance of accountability and ethical behaviour. Educational campaigns in schools and universities can play a vital role in raising awareness about the impact of corruption and empowering students to demand higher standards from public officials.

 B. Educational Campaigns and Workshops

Programs like Transparency International's "Youth Against Corruption" can serve as models for engaging young people. These programs use educational workshops and media campaigns to foster a sense of civic duty and ethical behaviour among youth. Adapting such initiatives to the Nigerian context could involve integrating local cultural elements and leveraging youth influencers to enhance the impact of these campaigns.

 C. Celebrating Integrity

Highlighting and celebrating youth who exemplify integrity and contribute positively to their communities can serve as powerful motivators. PR campaigns should spotlight these young role models through media features, awards, and public recognition, demonstrating the value of ethical behaviour and inspiring others to follow their example.

 

 3. Promoting Ethical Leadership

A. Showcasing Ethical Leaders

PR can advocate for ethical leadership within public institutions by highlighting leaders who demonstrate integrity and have successfully resisted corrupt practices. Campaigns should focus on how ethical leadership contributes to organizational success and community well-being. By publicizing these success stories, PR can provide concrete examples of how ethical behaviour leads to positive outcomes and encourage others to emulate these leaders.

B. Creating a Culture of Recognition

PR strategies should also involve creating a culture of recognition for ethical behaviour. This can include awards for leaders and organizations that exhibit outstanding integrity and accountability. Recognizing and publicizing such achievements helps to reinforce the importance of ethical conduct and sets a benchmark for others.

 

4. Establishing a Reward System

A. Rewarding Integrity

A well-designed reward system can incentivize ethical behaviour and deter corruption. Society should prioritize recognizing and rewarding honesty and integrity across all sectors, from civil service and political office holders to uniformed public officers like the Army, Navy, Air Force, Police, Customs, and Immigration. This recognition should extend to ordinary Nigerians—past and present—who have consistently demonstrated the ethos of integrity in their lives. Formal awards, public recognition, and career advancement opportunities for these individuals can serve as powerful incentives to promote ethical conduct.

Imagine a scenario where ordinary Nigerians from rural areas are honoured with national awards, broadcast live on all TV and radio stations, for their selfless service to their communities and unwavering commitment to integrity. The impact of such recognition would be profound, inspiring not only the youth but also citizens across the nation to embrace and uphold these values. 

 Actually, this is not an imagination it is real as demonstrated by Singapore's National Courtesy Campaign.

Singapore's National Courtesy Campaign:

Launched in 1979, Singapore's National Courtesy Campaign aimed to foster a culture of kindness, respect, and courtesy among its citizens through various public awareness initiatives. A key strategy was the introduction of the National Courtesy Award, which honoured individuals—such as students, workers, and public transport employees—who consistently demonstrated exceptional courtesy in their daily lives. Recipients were celebrated through media coverage, ceremonies, and certificates, serving as role models and reinforcing positive behaviour across the population.

The Impact of the Campaign:

The campaign and the associated awards played a significant role in transforming social behaviour in Singapore. The emphasis on courtesy became ingrained in the national consciousness, contributing to Singapore's reputation as one of the most orderly and polite societies in the world. The success of the campaign was so profound that it eventually evolved into the Singapore Kindness Movement, continuing the mission of promoting graciousness and kindness.                        

 B. Community Contributions and Services

Rewarding community members for their contributions and services can also foster a culture of integrity. Communities should create mechanisms to honour individuals who make significant positive impacts through their service and contributions to local development. This not only promotes ethical behaviour but also encourages others to contribute positively. A good example is Rwanda’s Umuganda Initiative.

The Umuganda Initiative

“Umuganda,” which literally means “coming together in common purpose to achieve an outcome,” has long been part of Rwandan culture. It was reintroduced in 1998 as part of Rwanda's post-genocide rebuilding efforts. "Umuganda" is observed as a national day of community service on the last Saturday of each month, where citizens unite to work on various community projects. The government actively highlights and celebrates individuals and communities that excel in these efforts, with their achievements broadcast on national television and radio. This recognition has played a crucial role in fostering a culture of collective responsibility, national pride, and integrity across the country.

 C. Distancing from Corrupt Practices

Friends and family should play a role in distancing themselves from individuals whose sources of wealth are questionable or illegal. This social pressure can act as a deterrent to engaging in corrupt activities. PR campaigns can educate communities about the importance of ethical standards and encourage them to support individuals who uphold these values.

D. Promoting Whistleblowing

Establishing safe and effective whistleblowing mechanisms is another critical aspect of the reward system. PR efforts should focus on creating awareness about these mechanisms and protecting whistleblowers from retaliation. Encouraging people to report corrupt activities and rewarding those who do so can significantly enhance transparency and accountability.

 

CONCLUSION

Public relations holds transformative power in the fight against corruption, serving as a catalyst for reshaping societal norms and promoting transparency. By focusing on reshaping public perception, PR can effectively highlight the damaging effects of corruption and foster a culture of ethical behaviour. As Mahatma Gandhi aptly stated, "Be the change that you wish to see in the world," PR can guide public attitudes towards a more accountable future and demonstrate that transparency and dialogue can often overcome coercion.

Engaging the youth is a critical component of this effort. By highlighting examples of integrity and emphasizing their role in shaping a better society, PR can inspire the younger generation to demand higher standards and participate actively in combating corruption. As Nelson Mandela noted, "Education is the most powerful weapon which you can use to change the world," reinforcing the need to educate and empower young people to become champions of accountability.

Promoting ethical leadership and establishing a reward system for integrity are also vital. PR can celebrate leaders who resist corruption and set a high standard for others to follow, reinforcing the value of honesty. By creating incentives for ethical behaviour and recognizing contributions to the community, PR can align with the principle that "The reward of a thing well done is to have done it," thereby fostering a culture where integrity is both celebrated and expected.

To wrap it up, we must all know that, “Transforming corruption into integrity requires more than just words; it demands a collective voice, action and a shared vision, where PR becomes the beacon guiding society towards a future where honesty prevails and transparency thrives.”

 Ishola, N. Ayodele is a distinguished and multiple award-winning strategic communication expert who specializes in ‘Message Engineering’. He helps Organizations, Brands and Leaders Communicate in a way that yields the desired outcome. He is the author of the seminal work, 'PR Case Studies; Mastering the Trade,' and Dean, the School of Impactful Communication (TSIC). He can be reached via ishopr2015@gmail.com or 08077932282