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Experts Deplore Mixture of Govt Communications with Nation Branding
Miss Wendy Tlou, chief marketing officer, Brand South Africa, has said one of the keys to a successful nation branding initiative is to separate it from the government communication programme.
Speaking as the guest speaker at this year’s Public Relations Consultants Association of Nigeria (PRCAN) Annual Public Relations Gold Medal Lecture themed: “Destination Marketing: A Case Study of The South Africa Experience” in Lagos, Tlou said the inability to separate the two distinct functions could hamper the progress of a nation brand building project.
Drawing from South Africa’s experience in building “Brand South Africa”, a project whose marketing and communication programme she has been privileged to drive, Tlou noted that while the government’s activities and achievements could go a long way in supporting nation brand building, having the managers of that process to also act as mouth pieces of the government could be counter-productive.
She said: “The secret of successful destination marketing lies in separating national communication from government communication. The mistake we all make is to assume that government is the only source of information about the country. Government is a great source of information in terms of how it is running the country; it is not however the only source.
“The role of government is to communicate the steps and programmes, what service delivery it is putting in place to ensure that the lives of the citizens are improved every single day, while the role of the nation brand builders is to position the country to the world as a destination for tourism and investment, irrespective of what administration is in power at any particular point in time”.
According to Tlou, although ‘Brand South Africa’ is the brain child of former President Thabo Mbeki and also reports directly to the Presidency, it operates independently as a private enterprise.
Speaking further, she argued that building a successful nation brand is not about a geographical location but about the people in that location.
According to her, the government must obtain the buy-in of the citizens, who then naturally become the project’s ambassadors.
“At the heart of nation brand building must be the people of the nation. If the people are not convinced to buy into the dreams that the country is selling to the world, the whole effort will be nothing but a waste of resources.”
Tlou recalled that one mistake Brand South Africa made at the outset of its work was to ignore South Africans themselves – the citizens, business organisations, civil organizations and the media – and to run off, trying to sell their country to the international community.
Earlier in his opening remarks, Mr. John Ehiguese, CEO, Mediacraft Associates and president, PRCAN disclosed that the choice of the theme was informed by repeated past failures of Nigeria at nation brand building. He noted that there were lessons to learn from South Africa that has successfully turned itself into a tourism and investment destination of choice in Africa.
He said: “The choice of this year’s theme was informed by the simple fact that over the years our country Nigeria has made several efforts at destination marketing, but it does appear those efforts have not been particularly successful. On the other hand, South Africans who came out of the harrowing experience of apartheid have successfully turned their country into a destination for tourism and investment. So we said to ourselves that perhaps there are some lessons we can take home from them. Hence the choice of Wendy Tlou, who happens to have been deeply involved in the whole process in South Africa.”
The Annual Public Relations Gold Medal Lecture is a thought leadership initiative of PRCAN to stimulate public discourse on national issues that have direct bearing on Nigeria’s economic, political and social well-being.
This year’s is the second in the series. The first edition, held in October 2013, featured ex-Governor of Ekiti State, Dr. Kayode Fayemi, who spoke on the topic: “The imperatives of Policy Communication in Deepening Democracy and Governance”.
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NCAA Enforces Penalties on Five Airlines for Passenger Rights Violations
Nigeria Civil Aviation Authority (NCAA) has taken enforcement action against five airlines—two international and three domestic operators—for violations of Part 19 of NCAA Regulations 2023.
These breaches include failing to refund passengers within the stipulated timeframe, disregarding directives from the authority, mishandling luggage, issues with short-landed baggage, and problems related to flight delays and cancellations.
Michael Achimugu, NCAA’s director of public affairs and consumer protection, confirmed the development on Tuesday but declined to disclose the names of the sanctioned airlines.
Achimugu explained that while airlines are not always at fault for flight disruptions, NCAA regulations mandate specific actions they must undertake during such instances. Failure to comply with these directives results in penalties of varying severity.
Achimugu highlighted an uptick in passenger complaints about delays and cancellations, particularly during the festive season, with some disruptions attributed to harmattan-induced poor visibility.
“We all know that this is harmattan season, so there is poor visibility. Flights must get cancelled. This is force majeure, and the airlines do not owe passengers anything in those instances.
“The enforcement we are initiating today is on cases where the airline is deemed to have been at fault. More will come,” he said.
The NCAA plans to summon the chief executive officers (CEOs) of all airlines this week for a meeting to address flight disruptions and regulatory breaches.
Earlier, on December 10, the NCAA announced its intent to sanction airlines for delayed ticket refunds. Under Part 19 of the NCAA Regulations 2023, airlines are required to strictly adhere to refund timelines to protect passenger rights. Refunds for cash purchases must be made immediately and in cash, while electronic payments, including mobile apps and internet banking, must be refunded within 14 days.
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Firm Partners Access Bank to Train Youths in Digital Skills
NerdzFactory Foundation in collaboration with the Access Bank, has trained over 518 youths in digital skills. The two weeks virtual training, Youth Transition Program (YTP) 5.0, was meant to equip the youths for employment and digital skills and prepare them to excel in the competitive job market and unlock new economic opportunities.
Director of NerdzFactory Foundation, Ade Olowojoba, said the significance of the programme reflects the foundation’s mission to empower a new generation of leaders with the skills needed to thrive in an increasingly dynamic and digital global economy.
“Through initiatives like this, we are fostering innovation, resilience, and economic independence among young Nigerians,” he stated.
He disclosed that the programme succeeded in reaching its objectives. According to him, participants reported increased readiness for the workforce, improved digital skills, and enhanced entrepreneurial capabilities, which have positioned them to secure quality employment and launch their ventures. The programme has demonstrated the transformative impact of focused skill-building initiatives.
“NerdzFactory Foundation and Access Bank reaffirm their commitment to expand the reach of the Youth Transition Programme to empower more young Nigerians with the tools they need to achieve lasting success and contribute to Nigeria’s sustainable economic development,” he said.
The director noted that the programme launched in response to Nigeria’s high unemployment rate, delivered comprehensive training to empower participants with practical job search skills, digital marketing expertise, and knowledge of leveraging digital platforms for economic growth.
During the programme, some of the sessions included webinars and a virtual bootcamp designed to help participants develop workplace skills such as CV writing, LinkedIn optimisation, and effective use of digital workspace tools.
“By fostering economic independence and resilience, YTP 5.0 aligns with the United Nations’ Sustainable Development Goals, particularly Goal 4, on quality education and Goal 8, on decent work and economic growth,” he stated.
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Afreximbank and Ecobank Join Forces to Boost Trade and Compliance Across Africa
African Export-Import Bank and Ecobank Group have embarked on a collaboration aimed at simplifying trade and compliance for businesses in Africa by integrating Ecobank’s Single Market Trade Hub and Afreximbank’s MANSA Digital Repository Platform.
With the collaboration, African businesses will benefit from seamless shared services across the two platforms, with users of the Single Market Trade Hub able to easily leverage MANSA’s comprehensive database for efficient know-thy-customer (KYC) and customer due diligence (CDD) checks while MANSA platform users would, in turn, be able to directly connect to the Single Market Trade Hub to explore trade opportunities to expand their businesses across Africa.
The Ecobank Single Market Trade Hub connects registered businesses across Africa on a single platform, helping them benefit from opportunities in the unified market of 1.4 billion people created by the African Continental Free Trade Agreement (AfCFTA).
It serves as a one-stop repository for the AfCFTA by providing small and medium-scale enterprises (SMEs) and corporates with insights about the agreement while its online match-making feature enables importers and exporters to upload their profiles and showcase goods and services they offer, or wish to source, with the aim of finding partners within Africa.
Once a match is found, connections are made via the platform and the transaction can be concluded leveraging on Ecobank’s trade and payment solutions in 35 African markets.
The MANSA Digital Repository Platform, or MANSA, is a one-stop-shop for due diligence matters on all African entities. As a centralised digital repository, MANSA seeks to eliminate information asymmetry and to increase intra-African trade and trade with the rest of the world.
It drives and promotes good governance culture among African SMEs and creates visibility for their businesses while also supporting African entities to expand, diversify and add value to their export products at both the local and international levels. Entities onboarded unto MANSA are allotted an Africa Entity Identifier (AEI) code which enables them to leverage other Afreximbank products and initiatives.
MANSA is also a key digital solution at the Africa Trade Gateway (ATG) marketplace which houses a suite of digital platforms designed as a single window to enable Afreximbank better deliver on its mandate, providing critical services to support and promote intra-African trade and the implementation of the AfCFTA. The platform enables African entities to accelerate their business activities at the ATG marketplace by working with verified information on trusted counterparties.
The new collaboration is, therefore, enabling Ecobank and Afreximbank to provide a central solution to the key challenge of KYC compliance and access to business across 35 countries in Africa. The improved interoperability is expected to further streamline cross-border trade and compliance in Africa, fostering greater financial and economic integration on the continent.
Afreximbank is a pan-African multilateral financial institution established to finance and promote intra- and extra-African trade.
Ecobank Group is a leading private pan-African banking group with unrivalled African expertise.
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