The Minister of Information and National Orientation, Mohammed Idris, has said reputation management is no longer limited to public relations professionals but has become a shared responsibility for individuals, organisations and governments.
Idris made the statement in Kaduna during the launch of a book titled “Aren’t We All PR People?” authored by Ahmed Balarabe Sayid.
The minister, who was represented at the event by the Managing Director of the News Agency of Nigeria (NAN), Malam Ali M. Ali, described communication as a powerful force that shapes public perception, relationships and institutional credibility.
Communication shapes reputation
Idris congratulated Sayid on the publication, noting that writing about public relations requires a deep understanding of how communication influences society.
He said the title of the book raises an important question because everyone communicates, explains ideas, influences opinions and manages relationships in everyday life.
According to him, these activities represent key elements of public relations, even though professional practice requires specialised knowledge and ethical standards.
“Everyone communicates, explains themselves, persuades others and manages relationships daily. These are all, in one form or another, elements of public relations,” Idris said.
However, the minister stressed that professional public relations involves strategy, discipline, ethics and responsibility.
Digital age increases reputation risks
Idris said the communication environment has changed significantly due to the rapid spread of information through digital platforms.
He warned that messages, photographs, videos and statements can quickly circulate online, sometimes without proper context or verification.
The minister also highlighted the growing impact of artificial intelligence, saying the technology has increased the ability to create realistic but misleading texts, images, audio and videos.
He said these developments make credibility, ethical communication and responsible information management more important than ever.
Technology must work with human values
Idris said while technology continues to transform public relations, it cannot replace human qualities such as judgment, empathy, integrity and accountability.
He noted that these values remain essential in building trust between governments, institutions and citizens.
“As a ministry responsible for information and national orientation, these issues are central to our work,” he said.
The minister explained that government has a responsibility to promote an information environment where citizens can separate facts from misinformation and understand public policies.
Promoting media literacy and responsible communication
Idris said access to reliable information is necessary for citizens to participate effectively in national development.
He pointed to Nigeria’s collaboration with UNESCO to establish the International Media and Information Literacy Institute in Abuja as part of efforts to strengthen public understanding of information.
He encouraged communication professionals, students and young practitioners to read Sayid’s book and contribute to the growth of public relations in Nigeria.
The minister described the publication as a valuable addition to professional literature because it presents public relations as a responsibility that extends beyond traditional practitioners.
Author’s contribution to PR development
Idris commended Ahmed Balarabe Sayid for making public relations concepts more accessible to a wider audience.
He also praised the author’s decision to dedicate the book to a late colleague and respected media practitioner, describing the gesture as meaningful.
The minister said reputation protection requires collective effort involving government institutions, businesses, professionals and ordinary citizens.
He added that everyone has a role in promoting responsible communication and safeguarding personal and organisational reputation.
Background Information
Reputation management has become increasingly important due to the growth of social media and digital communication platforms.
Individuals, businesses and governments now face greater challenges managing public perception because information can spread globally within minutes.
The rise of artificial intelligence has also introduced new concerns around fake content, misinformation and digital manipulation.
Public relations experts increasingly emphasise transparency, credibility and ethical communication as tools for building trust.
