Ethical Imperative Of Truth In Public Communication: A Call For Standards In Nigeria
By Femi Aderibigbe
In recent days, Nigeria’s public sphere has been abuzz with TuBaba’s divorce announcement, a personal revelation that should, for the sake of strengthening civic participation, quickly morph into a cautionary tale about the ethics of public communication.
Initially, the African Queen crooner’s management dismissed the announcement as the result of a hacked social media account, only for the artist himself to later confirm its authenticity. What should have been a straightforward matter became a case study in the dangers of dishonesty in public communication, reinforcing a systemic issue: the normalisation of lies and manipulation in managing public perception.
This isn’t just a celebrity gossip moment; it’s a microcosm of a deeper crisis. In Nigeria, governments, public figures, and even private organisations frequently manipulate narratives for short-term gains, eroding trust and fracturing the social fabric. As a development scholar and practitioner with nearly two decades of experience in advocacy and communication, I contend that this moment is a wake-up call.
The Nigerian Institute of Public Relations (NIPR) and other professional bodies must rise to the occasion, enforcing ethical standards that prioritise truth and transparency.
Lies in Public Communication: The Illusion of the ‘Greater Good’
Public communication should inform, educate, and engage audiences truthfully. Yet, in Nigeria, it often serves the opposite purpose. Lies and half-truths are weaponised to pacify the public, manage crises, or protect reputations. These actions are frequently justified under the guise of preserving stability or serving the ‘greater good’. But can dishonesty ever truly achieve meaningful progress?
The TuBaba incident is just one example. By claiming his account was hacked, his team sought to mitigate public backlash and control the narrative. While possibly well-intentioned, this approach was fundamentally dishonest. When the truth surfaced, it not only harmed TuBaba’s credibility but also fueled a culture of public cynicism.
This pattern isn’t limited to the entertainment industry. In 2020, during the #EndSARS protests, the Nigerian Army initially denied involvement in the Lekki Toll Gate shooting, despite video evidence and eyewitness accounts. The truth eventually emerged during judicial panels of inquiry, but the damage was done. Trust in the government further eroded, reinforcing the perception that public institutions prioritize self-preservation over accountability.
Similarly, the management of Covid-19 in Nigeria saw instances of misinformation. In 2021, officials were accused of inflating figures on vaccination rates to paint a rosier picture of the government’s efforts, undermining public confidence in health campaigns. When citizens perceive dishonesty in critical areas like health and security, skepticism spills over into other aspects of governance, creating a vicious cycle of distrust.
Dishonesty and Its Consequences: Low Trust, Stagnant Development
The repercussions of dishonest communication are profound. According to the Edelman Trust Barometer, Nigeria consistently ranks among countries with the lowest levels of trust in government and public institutions. This lack of trust discourages civic participation, from voting to tax compliance, thereby hindering development.
For example, during the 2023 general election, many Nigerians stayed away from the polls, citing distrust in the Independent National Electoral Commission’s (INEC) promise of a transparent process. This apathy is symptomatic of deeper disillusionment, fueled by years of unfulfilled promises and manipulated narratives.
Trust is a currency that takes years to build and moments to destroy. In countries like Finland and Denmark, where trust in government is high, citizens are more likely to comply with policies and collaborate in development efforts. Nigeria and Nigerians must learn from these examples by embedding transparency and truth into its public communication practices.
Public Relations Bodies: A Call for Ethical Standards
The Nigerian Institute of Public Relations (NIPR) and bodies such as Advertising Regulatory Council of Nigeria (ARCON), Nigerian Communications Commission (NCC), Broadcasting Organisations of Nigeria (BON) and the Nigerian Press Council (NPC) have a pivotal role in redefining public communication in Nigeria. Public relations is not merely about crisis management or image building; it is a discipline rooted in fostering trust, transparency, and accountability.
Ethical standards must become non-negotiable. PR practitioners who disseminate falsehoods should face professional consequences, just as lawyers and doctors face sanctions for malpractice. Additionally, public relations training programmes should emphasise the long-term benefits of honesty over the short-term gains of manipulation. Modules on ethical communication, real-world case studies, and the societal costs of dishonesty should be mandatory.
Building a Culture of Ethical Communication: The Role of Civil Society
Civil society organisations (CSOs) like the ImpactHouse Centre for Development Communication have been at the forefront of promoting ethical communication in Nigeria. Through initiatives like the ‘Talk Am Well’, we spark meaningful dialogue and deepen understanding among everyday citizens, empowering them to engage with the social issues that matter most to their well-being and demand accountability from their leaders.
Through our Zenzile program; an innovative virtual newsroom for African journalists, we are supporting reporters with in-depth analysis, verifiable data, and expert commentary on a wide range of specialised topics for improved quality of stories. This model can be replicated in other sectors, creating a network of ethical communicators who prioritise truth over convenience.
Furthermore, grassroots advocacy is vital. Citizens must be equipped to distinguish between propaganda and factual information. Initiatives like fact-checking workshops, community town halls, and media literacy programmes can bridge the gap between citizens and trustworthy information sources.
A Way Forward: Truth as the Foundation of Progress
Nigeria’s development challenges, ranging from insecurity to economic instability, cannot be solved without rebuilding trust. Mahatma Gandhi once said, ‘Truth never damages a cause that is just’. This wisdom is particularly relevant for a nation grappling with corruption, misinformation, and public disillusionment.
To rebuild trust, public communication must prioritise truth. Governments, private entities, and public figures must abandon the flawed logic that dishonesty can serve the greater good. Citizens, too, have a role to play by demanding transparency and holding leaders accountable.
The Nigerian Institute of Public Relations (NIPR) must lead this charge, enforcing ethical standards that reflect the importance of honesty and integrity. With truth as its foundation, Nigeria can begin to repair its fractured social fabric and chart a course toward sustainable development.
Aderibigbe is a Pan-Africanist, Development Studies Scholar and Advocate for Ethical Communication.
