The Director-General of the National Youth Service Corps (NYSC), Brig.-Gen. Olakunle Nafiu, has urged a shift from routine publicity to strategic communication to enhance the image and visibility of the scheme.
Nafiu gave the charge on Monday in Abuja during the scheme’s 2025 combined Information and Public Relations, Media, Protocol, and Freedom of Information Act (FOIA) workshop, attended by officials from across the federation.
He explained that an effective communication strategy must prioritise perception management, image building, and relationship development, adding that those efforts must be rooted in creativity, storytelling, and a strong foundation of data-driven insights.
According to him, communication officers should understand that every message must reflect awareness of the political and cultural environments within which they operated, without any form of political or religious bias.
He noted that officers must recognise the nuances and sensitivities of their respective operating environments while remembering that every state office represented a subsystem within the broader Nigerian national structure and identity.
The NYSC Director-General further urged participants to adopt multi-platform engagement strategies to ensure their messages effectively reach audiences across generations, considering different communication preferences among younger and older Nigerians.
“Due to generation gaps and diverse communication styles, when you post on Twitter, you should also share on Facebook and TikTok, the same message, different platforms. That’s balance,” he said.
He emphasised that information officers must be both system-oriented and business-minded, leveraging strategic communication to create tangible value, while enhancing the image and reputation of the NYSC as an evolving institution.
“We should invest ideas and information to create meaningful content that generates value.
“As communication professionals, you represent the image-making arm of the National Youth Service Corps.
“If people are not hearing us clearly, it’s your responsibility. If they misunderstand our messages, it’s still your responsibility because you advise management on effective image strengthening,” Nafiu added.
The Director of Press and Public Relations, Mr Emeka Mgbemena, said the training had consistently provided valuable opportunities for acquiring current knowledge in modern corporate communication and reputation management practices.
“These engagements have helped sharpen our professional skills, deepened our understanding of communication dynamics, and reinforced the importance of strategic storytelling in promoting the NYSC’s vision, mission, and public reputation,” he said.
Mgbemena added that the theme of the workshop, “Building Capacity of NYSC Public Relations Officers for Strategic Communication and Reputation Management,” was carefully selected to strengthen participants’ professional efficiency and leadership competence.
“The workshop was designed to refresh and equip officers with the latest strategies for managing information, engaging stakeholders effectively, and showcasing the policies, programmes, and accomplishments of the NYSC scheme,” he explained.
The News Agency of Nigeria (NAN) reports that the two-day workshop, focusing on communication innovation and institutional branding, commenced on Monday in Abuja and is expected to conclude on Tuesday.
