By ZAKAA LAZARUS
The Director-General of the National Youth Service Corps (NYSC), Brigadier General Olakunle Nafiu, has reaffirmed the Scheme’s commitment to intensifying publicity efforts aimed at showcasing its milestones and achievements to stakeholders.
He described the NYSC as one of the most enduring legacies of Nigeria’s nation-building efforts.
The Director General stated this in Abuja at strategic media training workshop for NYSC top management and State Coordinators.
The workshop, themed “Strengthening NYSC Operations through Strategic Media Engagement: Contemporary Digital and Traditional Media Approaches,” was designed to enhance communication capacity within the Scheme.
The NYSC Chief Executive explained that the training was intended to help NYSC become more visible, build stronger relationships with stakeholders, and improve service delivery in today’s rapidly evolving digital environment.
He stressed the need to actively leverage both digital and traditional media platforms to promote the Scheme’s objectives, programmes, and activities.
“The recent commemoration of the NYSC’s 53rd anniversary further provided an opportunity to showcase our achievements and contributions to national development”.
“We live in an age where information spreads instantly. A single social media post can enhance or damage an institution’s reputation within minutes. We must remain vigilant,” he said.
He observed that many stakeholders, including prospective Corps Members, parents, and the general public, do not fully understand the Scheme’s rules, policies, processes, or the impact of its programmes.
“Using the media effectively will help us tell our story, highlight our achievements, and improve public understanding of the Scheme,” he added.
The Director-General reminded the Coordinators that, being the faces of the NYSC in their respective states, their competence in media relations, crisis management, effective communication, and digital engagement is crucial to the Scheme’s success.
He urged them to take full advantage of the workshop by learning contemporary communication strategies and adopting best practices in content creation, media monitoring, risk communication, and reputation management.
“Apply the knowledge and skills you would gain from this training to drive measurable improvements in projecting NYSC activities and achievements across the 36 states and the Federal Capital Territory,” he charged.
“The NYSC under my leadership remains committed to greater openness, accountability, and citizen engagement. We will continue to strengthen our communication at all levels to ensure the Scheme remains visible, relevant, and responsive to national needs.”
Nafiu also encouraged the NYSC State Coordinators to build strong and effective media teams and to diligently monitor information relating to Corps Members and the Scheme’s activities.
Earlier in her welcome address, the Director of Information and Public Relations, Caroline Embu, emphasized the growing importance of strategic media training in view of the unique nature of the NYSC mandate, which involves the mobilization, orientation, and deployment of Nigerian graduates for national service.
She stated that effective communication and strategic information management are critical to sustaining public trust and enhancing awareness of the Scheme’s achievements.
“We cannot afford to diminish our publicity efforts; rather, we must intensify them by leveraging both traditional and emerging media platforms,” she said.
“As managers and custodians of the NYSC brand, we must be proactive in communicating our successes, addressing emerging issues, and projecting a positive image of the Scheme. This requires us to continuously evaluate our communication strategies, adapt to changing media realities, and deploy innovative approaches to stakeholder engagement.”
Embu noted that the NYSC operates in an era of rapid digital media evolution, characterized by challenges such as misinformation, disinformation, sensational reporting, misuse of social media, and inadequate coverage of positive developmental stories.
She added that these challenges are further amplified by the digitally savvy generation of young Nigerians being mobilized for national service, many of whom are highly active across various social media platforms.
According to her, these realities make it imperative for NYSC Coordinators to acquire the knowledge, skills, and competencies required to effectively manage information and strengthen the image of the Scheme.
“As officers entrusted with safeguarding the reputation of the NYSC in your respective states, you are expected to function as professional communicators and strategic information managers. You must tell our stories, celebrate our achievements, and showcase the impact of the Scheme,” she said.
“However, you must do so professionally, ethically, and strategically,” she advised.
“This training is designed to equip you with the knowledge and practical skills needed to deploy effective public relations and strategic communication techniques in the discharge of your responsibilities. It is also intended to enhance engagement with members of the media and other critical stakeholders as we strive to elevate the profile of the NYSC in the public sphere, ” the Director added.
