Brands/Products
Building Your Corporate Image Through Public Relations
By Sunday Ikwuagwu
Every organisation exists with a corporate identity unique to itself and distinguishing it from others, regardless of how similar they may be. It transcends visual elements which may include logo, colours, fonts, pay offs and other graphics associated with the company.
Creating a holistic corporate identity presupposes taking into account all aspects which define the organization’s purpose and everything it stands for. This includes the Vision, Mission, Core Values, Corporate Culture and Governance and Business Goals of the company.
Proactively building a corporate identity will ensure an organization’s consistency and coherence when engaging its internal and external stakeholders, elicit renewed confidence and trust and distinguish it from competitors.
While corporate identity is how an organisation wants to be perceived by the public, corporate image is the actual public perception of the company, and managing that perception is very crucial. The ultimate aim of a company is the exact alignment of corporate identity with corporate image, so that the public views the company exactly as the company wants to be seen.
The overall business success of a company will depend on its corporate image which attracts attention and sustains consumer loyalty. Every organisation, no matter how large or small, ultimately depends on its image and reputation for survival and success.
In today’s evolving and competitive market, a positive corporate image is a company’s greatest asset and should be considered a strategic priority that must be achieved. A favourable corporate image will help an organisation gain a competitive advantage and a fair share of the market.
Deploying an effective Public Relations strategy in achieving a favourable organizational image requires skilful and adept planning which incorporates situation analysis, defining target and publics, defining objectives, media selection, budgeting, implementation, control and monitoring and evaluation.
In developing a strategy to successfully build and enhance your corporate image, you must analyse trends. Investigate the current situation of the organisation from the public standpoint. This is also called Perception Audit. By doing this, you detect the current perception ratio of the negatives versus the positives and neutralize the negatives before it turns into a conflagration that could do serious damage to your business.
American business magnate and CEO of Berkshire Hathaway, Warren Buffet, said, “It takes 20 years to build a reputation and 5 minutes to ruin it. If you think about that, you’ll do things differently.”
Identifying your key target audiences is very crucial in building a favourable image. Your target audiences will consist of a mix of external and internal groups, including customers, clients, partners, employees, government, investors, media and industry professionals.
It’s important to be very specific when defining your audiences. You need clarity about the groups you are targeting to craft an effective strategy that will speak directly to their unique concerns.
Enhancing your company’s image basically involves communicating your successes to the widest possible audience. You excerpt testimonials, awards, and other accolades in your communication materials, in the media, on your website, social media handles, and physical (and virtual) spaces around your business environment.
When your various publics come in contact with this information, it will make a positive brand impression that is likely to cause them to have a positive perception about your company and tell people they know through their networks. By this, you can leverage your earned corporate image to increase your business profitability and make positive impressions on existing and potential customers, prospects, future employees, vendors, and all your constituents.
Developing clear and concise messages that stimulate the public’s interest in your company is vital. Your messages must be stakeholder focused. A feedback mechanism is also very necessary to elicit responses from various stakeholders and make adjustments arising from negative public outcry that could threaten the business.
Cultivating a healthy relationship with the media and implementing an effective media relations strategy will help mitigate negative consequences when your company falls into a crisis situation. A robust media relationship offers higher credibility and helps in building corporate presence and reinforce brand image using the media.
It is important to get involved in Corporate Social Investment. Engaging in CSI is a good way to build a favourable corporate image and renew public confidence in your company. It projects the company’s reputation and creates the picture of a responsible business, which can in turn, lead to competitive advantage.
The advantages accruable from CSI include positive business reputation, positive media attention, easier access to finance, government recognition, increased sales and customer loyalty, ease of doing business, greater ability to attract talent and retain staff, and organisational growth.
Corporate Sponsorship is another smart way to increase your company’s brand visibility, awareness and ultimately your company’s corporate image. Sponsorship gives your company the opportunity to boost the perceived image of your business, gain media exposure and build your brand authority.
The more your company’s brand name is associated with positive experiences or emotions through sponsorships, the stronger your corporate image will be.
Improving your company’s corporate culture in also very necessary. The internal stakeholders form an integral part of the business, and are the immediate face of the organization. It is important to align them with the business goals, values, vision and mission of your company through an effective internal communications structure. The public disposition of an employee creates a certain image of the organization in the minds of the public.
Incorporating image as part of corporate strategy and investing in reputation management requires a diligent, strategic approach. The tactic needs to be consistent, targeted and factual in support of an organization’s long-term business plans. It has been proven that investing in a quality image provides an ongoing return that organizations can measure in many ways.
Once you take steps to build and protect your corporate image, you can benefit greatly by implementing measures to leverage the positives. Most important of all, a good corporate image will provide a solid foundation on which you can build a successful business.
Always remember that how the public perceives your brand is vital to the success of your business. For that reason, investing in conscious efforts to improve your public image is one of the most effective ways to grow your business and become successful in your industry.
Sunday Ikwuagwu is the Principal Consultant at Walmond Communications Limited. He can be reached on 08181407842, 08070857968, [email protected] or www.walmondcommunications.com.
By Modupe Gbadeyanka
P+ Measurement Services Limited has been chosen as the preferred agency to provide media intelligence services for the Nigeria Sovereign Investment Authority (NSIA).
P+ won the media monitoring and intelligence business after a competitive and rigorous pitch process involving four agencies.
The foremost agency, run by Mr Philip Odiakose as the Chief Media Analyst, will provide continuous media intelligence across NSIA’s operations and affiliated interests, delivering insight-driven analysis to strengthen reputation management, stakeholder engagement, and communication performance.
It was gathered that the selection process assessed strategic thinking, execution capability, and the ability to deliver timely, decision-ready intelligence.
P+ distinguished itself through its strength in near real-time media monitoring, advanced measurement frameworks, and performance audit systems designed to support complex institutions with multiple stakeholder interests.
It brings a strong and diverse portfolio spanning government institutions, financial services, development organisations, multinationals, energy, telecommunications, and NGOs. Its approach combines global best practices with deep local expertise, ensuring that intelligence is both contextually relevant and strategically useful.
Commenting on the win, Mr Odiakose noted that the process reflected the level of diligence expected from an institution like NSIA, adding that the P+ focus remains on delivering media intelligence that goes beyond tracking media mentions to explaining narratives, measuring impact, and guiding decision-making.
He emphasised that P+ will leverage its global methodologies, adapted to local realities, to provide NSIA with timely insights, clear performance evaluation, and a deeper understanding of how media perception shapes outcomes.
Also speaking, the Corporate Communications at NSIA said P+ was chosen because it demonstrated a strong understanding of its requirements and a clear ability to translate media data into meaningful insight.
The NSIA communications team noted that the firm’s proven track record across sectors, combined with its disciplined approach to measurement and evaluation, positioned it as a credible partner to support NSIA’s communication priorities and broader institutional objectives.
By Modupe Gbadeyanka
On Tuesday, April 14, 2026, customers of Airtel Nigeria felt more involved and loved when the telecommunications company gathered them together at the Lagos Travel Inn Hotel in Ikeja to discuss some of their concerns, especially around data usage, transparency and their experience with its services.
It was the first-ever Customer Forum of Airtel Nigeria in Lagos, where regulators, high-volume data subscribers, 5G customers, and other key stakeholders learned ways to tackle the issue of data depletion.
The event, themed Understanding Your Data: How to Take Control, also highlighted Airtel Nigeria’s ongoing investments in customer experience, including enhanced digital tools, clearer usage dashboards, and expanded retail and support networks aimed at improving transparency and accessibility.
“This is our very first customer forum, and it is more than an event. It is a bold statement that in today’s digital economy, the most important voice is the informed customer,” the Director of Marketing at Airtel Nigeria, Mr Ismail Adeshina, said.
He emphasised that while data has become central to everyday life, from business transactions to education and healthcare, concerns around data value and consumption remain valid and must be addressed transparently.
“Data is no longer a luxury; it is a necessity as essential as electricity and water. However, as usage grows, customers are asking an important question: “Am I truly getting value for the data I purchase? This is not just a technical issue; it is a matter of trust,” Mr Adeshina added.
He further explained that evolving usage patterns, including high-definition video streaming, cloud-based applications, and background app activity, have significantly increased data consumption compared to previous years. According to him, the forum was designed as both a listening platform and an educational session to help customers better understand how their data is used.
“We are here to listen, to explain clearly, and to provide evidence. When customers understand how their data is consumed, it shifts the experience from uncertainty to control and from frustration to confidence,” he further disclosed.
On her part, the Director of Customer Affairs Bureau at the Nigerian Communications Commission (NCC), Ms Freda Ruth Bruce-Bennett, reaffirmed the regulator’s commitment to protecting consumer interests and ensuring service quality across the industry, noting that data consumption has become deeply integrated into daily life, making any perceived loss of data a significant concern for users.
“We understand that data is central to how people live and work today, which is why concerns around data depletion are taken seriously. The NCC has put mechanisms in place to ensure that consumers receive the quality of service they deserve and that their voices are heard,” she said.
Ms Bruce-Bennett encouraged customers to take advantage of the NCC’s consumer portal, which provides guidance on data management and a platform for lodging complaints.
“There is an A to Z of data management tips available on the NCC portal, and we encourage consumers to use it. We also continue to work closely with operators like Airtel to ensure that complaints are addressed promptly and transparently,” she added.
On customer engagement and service delivery, the Customer Experience Director at Airtel Nigeria, Mr Oladokun Oye, highlighted the company’s multi-channel approach to supporting customers across the country.
“At Airtel Nigeria, customer experience is not just a function; it is embedded across everything we do. From our network design to how we communicate and resolve issues, the customer remains at the centre,” he said.
He noted that Airtel maintains one of the most extensive customer touchpoint networks in Nigeria, including over 1,000 exclusive shops, a dedicated contact centre accessible via 300, and multiple digital platforms such as the MyAirtel App, web channels, and AI-powered chatbots.
“These channels are designed to provide not just service, but clarity and understanding. We are also continuously improving our digital platforms to ensure customers can track and manage their usage in real time,” Oye added.
He further advised customers to engage only with authorised Airtel outlets to ensure service quality and protect personal information.
The Airtel Customer Forum forms part of a broader industry effort, in collaboration with the NCC, to promote data awareness, transparency in billing, and improved customer education.
By creating a platform for open dialogue, Airtel Nigeria is reinforcing its shift from a transactional relationship with customers to a more collaborative and informed partnership.
The company noted that insights from the forum will inform future improvements in service delivery, customer communication, and digital tools, as it continues to support Nigeria’s journey towards a more inclusive and transparent digital economy.
By Adedapo Adesanya
The National Agency for Food and Drug Administration and Control (NAFDAC) has alerted the public to the distribution of unregistered and suspected counterfeit Colgate toothpaste brand in Nigeria.
In a public notice shared on X (formerly Twitter), the agency said its Post-Marketing Surveillance Directorate received a complaint regarding the sale of the products in Kaduna State by a shop owner.
Following an investigation, officials of the food and drugs surveillance organisation visited the outlet and discovered two suspected counterfeit products branded as Coglaet ActivGel 100g and Coglaet Herbal 100g. The spellings were not only the indicator, but the production standards.
According to the agency, the shop owner disclosed that the items were sourced from a door-to-door sales representative but could not provide proof of purchase.
NAFDAC stated that the products failed to meet regulatory standards for registration and quality assurance, warning that they pose potential risks to public health and safety. It also added that the stated manufacturer could be traced to Baiyun District, Guangzhou, China.
The agency confirmed that the items have been removed from circulation, while efforts are ongoing to trace those responsible for their distribution.
NAFDAC urged consumers to remain vigilant and report any suspected sale of substandard or counterfeit regulated products to the nearest office, via its hotline or official email channels.
In a statement, NAFDAC said, “All NAFDAC zonal directors and state coordinators have been instructed to conduct surveillance and mop up the unregistered and counterfeited products if found within their zones and states.
“Distributors, retailers, and consumers are hereby advised to exercise caution and vigilance within the supply chain to avoid the distribution, sale, and use of counterfeit products. The products’ authenticity and physical condition should be carefully checked.”
Consumers are advised to report any suspicion of the sale of substandard, falsified, or counterfeit regulated products to the nearest NAFDAC office, call NAFDAC on 0800-162-3322, or via email: [email protected]. For complaints, the Reforms Unit can be reached: 09097630506, 09097630507, or email: [email protected]
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