Public Relations professionals in Nigeria have been challenged to apply the same strategic discipline and consistency that propelled the nation’s film, music, and food industries onto the global stage to reposition the maritime sector as a major economic driver.
Mr. Osagie Edward, FNIPR, Head of Public Relations at the Nigerian Maritime Administration and Safety Agency (NIMASA), who made the call, described PR as a critical catalyst for unlocking the country’s vast but still underperforming maritime potential.
Edward, while speaking as the Guest Speaker at Nigerian Institute of Public Relations (NIPR) Lagos Monthly Meeting/ PR Clinic on Thursday, stressed that despite the massive developments across several aspects of the nation’s marine and blue economy from digital seaports like Lekki Deep Seaport to state-of-the-art maritime training facilities at Maritime Academy of Nigeria (MAN) in Oron; zero piracy attacks in over 4 years and vast coastal areas for marine tourism hubs, ship scrapping opportunities, among others; the perception of the nation in these areas still inhibits the industry’s development.
He, however, argued that the success stories of Nollywood and Afrobeats were not accidental, but the result of deliberate storytelling, brand positioning, and sustained global engagement principles that must now be deployed in the maritime space.
“Public Relations is no longer just about media coverage or reputation defence; it is about shaping investor confidence, influencing policy acceptance, and driving measurable economic outcomes,” he said.
Edward observed that Nigeria’s maritime industry despite handling over 90 percent of the nation’s trade volume contributes less than one percent to GDP, a gap he attributed partly to poor perception management and fragmented narratives.
The NIMASA spokesman noted that while Nigeria possesses significant maritime assets including an 853-kilometre coastline, extensive inland waterways, and strategic Atlantic positioning the sector continues to suffer from a global perception deficit, often seen as inefficient and high-risk despite ongoing reforms and infrastructure investments.
He enlightened the PR practitioners that the consequence of the poor perception of several maritime indicators leads to an increase in the cost of shipping thereby inflating prices of imports, even as it makes the nation less attractive for investments and heightens unemployment.
Pointing to recent positive indicators including; a 45 percent cargo throughput growth in 2024 and increased foreign investment in port development, Edward posited that these are evidence that the narrative can be reshaped with the right communication strategy.
Drawing parallels with global maritime hubs such as Singapore and Dubai, Edward emphasised that perception, driven by consistent and coordinated PR, plays a decisive role in attracting investment and enhancing competitiveness.
He outlined key priorities for practitioners, including developing a unified national maritime communication strategy, strengthening international media engagement, and deploying data-driven storytelling to highlight sector performance and opportunities.
According to him, PR professionals must transition from reactive messaging to proactive narrative building positioning Nigeria not as a problematic maritime environment, but as West Africa’s preferred gateway for trade and logistics.
He also called for targeted campaigns to attract investors and inspire youth participation in maritime careers, stressing that behavioural change is a core outcome of effective communication.
“Perception will ultimately unlock the sector’s full potential,” Edward stated, urging practitioners to take ownership of Nigeria’s maritime story with clarity, consistency, and confidence.
According to him, Nigeria already has a youthful workforce and a world-class maritime training institutions like Maritime Academy of Nigeria (MAN) Oron, so with robust and intentional PR strategy the nation could be a global hotspot for maritime training.
