A public relations expert,
Mr Peter Mutie, has advised African leaders to polish their reputation by embracing the culture of reputation management and branding.
He made the call in Calabar while contributing to a paper on “Reputation Management for Country Branding’’ presented by Robyn de Villiers, Chairperson and Chief Executive Officer, Burson-Marsteller, South Africa.
Mutie, who is the President, African Public Relations Association (APRA), said that such move was necessary for African leaders to positively influence perceptions of their countries and products by the global community.
Mutie said reputation management would also foster good governance, ensure sustainable nations and valuable product brands.
He urged members of APRA to engage their countries to push out African brands in governance, personalities, products and nations.
“To achieve this we must wake up in Africa and start branding our own brand. You are only relevant if you have value. That is our role and we must do it.
“This is because if you wait for someone else they will not do it and APRA should stand up and take the lead,’’ he said.
Robyn de Villiers had in the paper explained why African governments and countries needed to manage their reputation.
She said that since trust is low, individuals, organisations and governments in Africa should always engage professionals in image or reputation management.