THE ETHICS OF GOVERNANCE: SHAPING REPUTATIONS THROUGH PUBLIC RELATIONS

THE ETHICS OF GOVERNANCE: SHAPING REPUTATIONS THROUGH PUBLIC RELATIONS

The concept of public relations came into place as far back as the 18^th and 19^th centuries, but was modernized and internationally spread by the father of public relations, popularly known as Edward Bernays, in the 20^th century. Edward Barneys and other key pioneers like Ivy Lee and Arthur Page shaped this field to be more of a strategic management function rather than just a publicity function.

For instance, He was also responsible for pioneering PR as a profession, teaching the first public relations university course at New York University in 1923, writing the first PR textbook, and applying psychological principles to influence public opinion.  Besides all these great achievements and history, public relations plays a vital role in building trust and credibility. Although, how does it shape the reputation of governance, while maintaining the moral principles at hand?

The Ethics of Governance could be explained as the moral principles and values that guides the behavior of people in government. The ethics of governance and public relations are intertwined, that is the people of various authorities in the political space can be shown through public relations. Public relations can be defined as maintaining understanding and a mutual beneficial relationship between an organization and its publics. This can only be done through communication, media and so on. So, the theme titled: “The Ethics of governance: shaping reputation through public relations” is the moral principle and value that guides the behaviour of the people in government to build a positive image and maintain a beneficial relationship with the public using public relations.

Also, the importance of public relations is vital to know as it helps in shaping the reputation of an organization, and they are building brand credibility, managing reputation, and fostering trust with stakeholders by shaping public perception through strategic communication. To understand that public relations does not just pertain to business/private organisations but also applies to government organizations.

There are various examples of notable leaders who practiced ethics while in governance and built a relationship between them and the public, examples are: Nelson Mandela who was known for his dedication to justice and equality, alongside his commitment to non-violence. He also inspired individuals and movements around the globe.  All this showed him as an inspirational, ethical example of a leader. Also, Jacinda Arden the former prime minister of New Zealand, who is known for her empathetic and transparent communication style during times of crises. During the Christchurch Mosque shooting in 2019, Arden uses of immediate and open communication with the public, coupled with a genuine demonstration of empathy, was widely praised. She used her platform to convey information clearly, offer reassurance, and express solidarity, which helped the country. Nigeria's notable leaders include Abubakar Tafawa Balewa, Ibrahim Babangida, and so on.

 

Therefore, shaping reputation through public relations allows an organisation to build a positive image and maintain such image. The maintenance of an image can only be upheld if the authorities in governance uphold ethical standards, like obeying rules and regulations and following orders. This approach tends to place the country or state in good shape, and to show other nations around that such a country or state is in good hands. [The state of a place being controlled shows the effectiveness of the person in power or in control of the place.] So, from the presidential seat down to the local assembly all are joint heirs to sustaining a good reputation for the country.

Besides, there are various ways in which governance can shape reputation through public relations and there are: Through building trust by engaging with the citizens through various channels, providing clear and accurate information to the citizens, be transparent in your information, also taking full responsibility for every action and decision. Through effective communication, build a relationship with the media relations team. As well as engage with the citizens through public outreaches that connects and respond to significant issues and crises. Through promotion of positive image by showcasing achievements [highlighting government successes and plans]. Storytelling also helps in building a positive image, telling stories of government programs and services offered and many more. Also, it is one thing to shape a reputation and another to manage such reputation. Through reputation management by monitoring responses and feedback given by the public. By addressing concerns and thoughtfully responding to them and improving government services. These are ways you can shape reputation, others include consulting the public, by asking them about their take on policies and initiatives. Community outreaches, to build a relationship with your local communities.

Also, using public relations tends to allow your public to see from the perspective of how much effort you put in as a person of high authority. For instance, according to an article written by Dr. Afolabi Olajuwon, a Public Relations professional, he said, “One prominent case study that exemplifies the role of public relations in Nigerian governance is the #BringBackOurGirls campaign following the abduction of over 200 schoolgirls by the terrorist group Boko Haram in 2014. This tragic incident garnered international attention and sparked a global social media movement demanding the rescue of the kidnapped girls. Through strategic PR efforts, both within Nigeria and globally, advocacy groups, government officials, and activists employed various communication channels to raise awareness, pressure the government to take action, and mobilize support for the safe return of the girls.”. [Afolabi Olajuwon, 2024].  [Although a good reputation would be questioned, when what is being shown is not what is done in reality].

Public relations creates a mutual bond between an organization and its public by providing information and updates, raising awareness to take appropriate actions. In addition, effective governance shows transparency, accountability, diligence, responsibility, great achievements, and so on. While Public relations helps to communicate all these about effective governance to the public. These public could include stakeholders, employees, customer and consumer, etc.

Additionally, we know for a fact that ethics are moral principles and values that guides the behavior of a person. So, when the ethics of governance is being followed by the people in government. It automatically builds a reputation, so what is left for the public relations team is to just communicate the activities of those people in government. But what if the reputation built through public relations doesn’t meet the ethics of governance. What happens next? When PR is used to manipulate, deceive, or exploit, it could erode trust and undermine the very foundations of national unity. As highlighted from the spokesperson digest article written by Dr. Afolabi Olajuwon, which says “In this context, public relations emerges as a significant force. Beyond its traditional role of managing corporate reputations, PR possesses the potential to shape public discourse, influence attitudes, and promote specific values.

However, this power comes with a profound ethical responsibility. When PR is used to manipulate, deceive, or exploit, it can further erode trust and undermine the very foundations of national unity. Conversely, when practiced ethically, PR can be a catalyst for positive social change, fostering dialogue, building consensus, and promoting a shared understanding of national values”. [Spokesperson digest, 2025].

In conclusion, public relations cannot only be used by private companies and organizations. For government organizations, public relations is a great necessity. To manage relationships and crises, to build trust, to ensure honesty and transparency, or even to take responsibility for every action taken. Public relations is a crucial tool for establishing a mutual bond between governmental bodies and the public they serve.

According to an article written (Excel media services, 2025) “Public relations plays a transformative role in helping government organizations communicate policies, programs, and services effectively. In democracies, where citizens hold the right to question, criticize, and participate in governance, it becomes essential for public institutions to cultivate strong relationships with their constituents. And that’s where public relations becomes indispensable. Although one might face challenges while trying to maintain a positive image and following moral principles and values, which includes misinformation; trying to maintain credibility and avoid misinformation. Also, ensuring that the information reaches everybody considering the population to ensure public engagement. With the help of public relations, a good reputation would be built by continuous effort.