In 2019, the Nigerian Air Force (NAF), the Central Bank of Nigeria (CBN), and the Niger State Government received the prestigious African Public Relations Awards for Superior Achievement in Branding, Reputation, and Engagement (SABRE) at the annual African Public Relations Association (APRA) conference in Kigali, Rwanda.
The award-winning campaigns were executed in partnership with Image Merchants Promotion Limited (IMPR), the publishers of PRNigeria and Economic Confidential. Notably, Niger was the first state in Nigeria to receive a SABRE award, a testament to the outstanding efforts of Jibrin Baba Ndace, who was then the Chief Press Secretary to Governor Sani Bello.
Upon his appointment, Ndace navigated a landscape fraught with security information management issues, plagued by a lack of synergy and inter-agency conflict. In response, he founded the Forum of Spokespersons of Critical Institutions in Niger State (FOSCIN) in December 2017, facilitating monthly management of crises such as jailbreaks, pipeline explosions, and bridge collapses throughout 2018.
FOSCIN encouraged regular communication and collaboration among security agencies, crafting a coordinated approach to crisis management and employing effective public relations strategies. The forum not only ensured smooth interactions between security agencies and the media, but also tackled pressing security challenges both statewide and nationally.
With over 20 years of experience in journalism and public relations, Ndace is recognised as a public affairs commentator, media consultant, and advocate for youth and peace, particularly in combating violent extremism and hate speech on social media. He is a distinguished war journalist and the first Nigerian author of a trilogy on the nation’s counter-insurgency efforts.
It was no surprise to many when President Bola Ahmed Tinubu appointed Ndace as the Director General of the Voice of Nigeria (VON) on October 19, 2023, following his tenure as Minister of Information’s Special Adviser. Founded in 1961 as the External Service of the Nigerian Broadcasting Corporation (NBC), VON broadcasts in multiple languages, reflecting Nigeria’s perspectives.
Ndace, a Council Member of the Nigerian Institute of Public Relations (NIPR) has not merely occupied the DG role, he has been showcasing the country on various platforms and has urged VON to develop programs that foster national unity and highlight our diverse society. In the past year, the news agency has created content that aligns with Nigeria’s foreign policy and shapes its international narrative.
I can attest that the strategic goals of VON are in tandem with the Five Pillars of the Minister of Information and National Orientation, Mohammed Idris Malagi: expanding global reach, promoting Nigerian culture, supporting national unity, enhancing global image, and leveraging technology while fostering strategic partnerships.
Ndace has forged partnerships with the Voice of America (VOA) and the U.S. Agency for Global Media (USAGM), alongside renewed collaboration with the Tanzania Broadcasting Corporation (TBC). This includes an exchange program that trains VON’s Swahili reporters to improve reporting in one of Africa’s most spoken languages. The DG has also expanded cooperation with public and private organisations, significantly increasing the agency’s visibility.
Under Ndace’s leadership, VON has improved its transmission capabilities and bolstered its digital platforms. While the station promotes Nigerian culture through public engagements, Ndace propagates cultural diversity through education and awareness initiatives. He has been a guest speaker at NIPR-sponsored and military/security-related events, among others, to promote the concept of peaceful co-existence.
Ndace has prioritised regular interactions with staff, including interns and corps members, to boost morale and productivity. He has revitalised VON’s social media presence, achieving verification and elevating the station’s credibility for better audience engagement. Currently, engineers are working to restore a transmitter that had been off-air for over seven years. This project will revive a critical component of the broadcasting infrastructure.
Additionally, Ndace has introduced dedicated program slots for government parastatals to showcase their activities, further increasing the agency’s relevance among key stakeholders. He launched an innovative radio talk show, “VON CEO’s Guest”, which celebrates role models by spotlighting outstanding Nigerians excelling in various fields.
While these achievements so far are commendable, I recommend the address of other seeming challenges, such as upgrading existing transmitters and introducing new programs that tackle regional, national and global issues. It is also crucial to generate more content that resonates across Nigeria and the African continent.
Yushau Shuaib is the publisher of PRNigeria & Spokesperson’s Digest
[email protected]
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