Lessons in Effective Communication and Stakeholder Trust: A Reflection on Nigeria's Subsidy Removal Announcement

There are two schools of thought on the recent events surrounding President Tinubu's announcement on the removal of petrol subsidy in Nigeria. On one end are those who believe there is no good time to make the announcement; on the other are those who think the communication around the removal could have been better managed .?

I'm firmly on the side of effective policy communication and for communicators and public leaders to understand that words have power. When your words impact the economy, effective policy communication cannot be overstated.

Effective communication shapes public perception, manages expectations, and avoids unnecessary panic or unrest. Let's explore how this situation could have been better managed and the valuable lessons it offers.

1?? Clarity and transparency

One of the fundamental pillars of effective communication is clarity. When addressing a significant policy change, providing clear and concise information that the general public can easily understand is crucial.?

President Tinubu's statement , although direct, lacked specific details and failed to outline the comprehensive plan for subsidy removal. Such ambiguity created room for speculation and panic among Nigerians. A more transparent approach, with well-defined timelines and a roadmap for implementation, would have instilled confidence and minimised uncertainties.

2?? Timing and context matter

Timing is everything when it comes to communication, and the Monday announcement caught many Nigerians off guard, leaving little time to prepare for the consequences.?

When you consider that the subsidy removal was expected to take effect at the end of June, you begin to wonder why there was a rush to announce its removal on May 29.?

Public leaders must consider the timing and provide sufficient context to help stakeholders understand the rationale behind their decisions. This builds trust and allows for smoother transitions.

When your words impact the economy, effective policy communication cannot be overstated.

3?? Stakeholder education and preparation

Change can be unsettling, but effective communication can help alleviate anxiety.?

While most Nigerians were anticipating the petrol subsidy's removal, the announcement's suddenness without proper prior communication or preparedness created an immediate sense of chaos and panic buying.?

Educating and preparing stakeholders in advance would have reduced panic and better managed public expectations. The CBN's ineffective communications strategy around the Naira redesign is still fresh in the memories of Nigerians .?

4?? Empathy and mitigating impact

Understanding and addressing the concerns and anxieties of the public is vital when announcing major policy changes. It would have helped to share the measures to alleviate the immediate burden on citizens, such as increased public transportation options, subsidies for low-income households, or alternative energy initiatives.?

Demonstrating empathy and a genuine understanding of the people's challenges helps build bridges and foster goodwill during times of change. Former President Goodluck Jonathan did quite well in this regard in 2011/12. The Lagos State government also applied this in the wake of Nigeria's recent Naira scarcity. ?

5?? Crisis communication planning

Proactive crisis communication planning is crucial for any significant policy announcement. President Tinubu's team should have anticipated the potential fallout from the subsidy removal and formulated a comprehensive communication strategy.?

This plan should have encompassed various scenarios, identified key stakeholders, outlined clear messages, and prepared channels for efficient dissemination of information. By being well-prepared, the government could have better managed the immediate aftermath and minimised the negative impact on the public.

In summary, while the petrol subsidy needs to go, the President's announcement is a valuable case study for public leaders and communicators to learn from. Open and honest dialogue, backed by proactive engagement and a well-planned communication strategy, are essential components if we seek to build trust, goodwill, and positive change.

What are your thoughts on this matter? I would love to hear your perspectives.

#PublicRelations #EffectiveCommunication #BuildingTrust #StakeholderEngagement #Leadership