Communication : A Game - Changer for the Nigerian Brand

Abstract

Communication plays a major role in promoting Direct Investment fostered by rebranding organizations’ corporate image. Communication as gateway and economic engine fuels change for new opportunities and resources, and often described as live-wire of human society and potent force in bringing organizational efficiency and influencing group actions. Businesses and investments are conducted both locally and internationally through communication. Adequate change in the mode of connecting and conducting businesses with investors begins a lasting change chain in business strategies. The issue of direct investment has become part of the public debate about the global perception on many organizations, and how these organizations are depicted in the international scenes. Therefore, this study examines the role of communication as a game-changer for the Nigerian brand. The Social Judgment Theory and Development Media Theory provided the theoretical framework, while the survey research design was adopted for the investigation that used a set of questionnaire as instrument for data collection, with a sample size one hundred (100). Data were collected using the purposive and convenience sampling techniques. Data gathered were analyzed using simple percentages and frequency table. The findings suggest effective Public Diplomacy, Nigeria's image, and its ability to attract Direct Investment. It also pointed out that lack of good governance, transparency, corruption, failed leadership and others remain critical problems associated with Nigeria's current international image. The paper, therefore, recommends among others the strengthening of good governance and public diplomacy as a means of improving Nigeria's international reputation. KEY WORDS: Communication, Game-changer, Organization, Brand.