The Rise of Institutional Communication: Lessons from the Spokespersons Awards, by Muhammad Goni

The Rise of Institutional Communication: Lessons from the Spokespersons Awards

By Muhammad Goni

Public relations in Nigeria is often narrated through personalities—the spokesperson at the podium during a national crisis, the media adviser defending a difficult government decision, or the communication strategist whose carefully crafted message helps an organisation survive a reputational storm. But behind every effective spokesperson lies something less visible yet far more enduring: an institution.

Sustainable communication is never built on eloquence alone. It requires systems, standards, institutional memory, research, technology, and a culture that values transparency. The real backbone of public communication lies not only with charismatic individuals but with the agencies, government bodies, corporate organisations, professional chapters and knowledge hubs that create mechanisms for engagement long after the cameras are switched off.

This reality was unmistakable at the sixth edition of the National Spokespersons Awards (NSAwards), held on August 13, 2026, at the NICON Luxury Hotel in Abuja. Organised by Image Merchants Promotion Limited (IMPR) in partnership with the Nigerian Institute of Public Relations (NIPR), the event offered a rare opportunity to observe how communication in Nigeria is evolving from an individual‑centric craft into an institutional responsibility.

Nigeria’s information environment is unforgiving. Misinformation travels nationwide within minutes. Institutional mistakes are amplified on social media. Citizens demand immediate explanations from public officials. Silence during a crisis can cause more damage than the crisis itself. In such a landscape, communication cannot be an afterthought. Institutions must build capacity to communicate…