Prof. Sunny Udeze, a Professor of Mass Communication at the Enugu State University of Science and Technology (ESUT), has called on African leaders to eradicate the negative image that has been established about the continent due to pervasive corruption.
He identified sycophancy as one of the greatest obstacles facing Africa and its leaders, explaining how it burdens those in positions of authority.
In his 39th inaugural lecture delivered on Thursday, Udeze emphasized that the best way to achieve positive public relations is through honesty and by showcasing good deeds instead of highlighting negative aspects.
He pointed to the rampant corruption among African leaders, which has contributed to the Western world’s distorted perception of Africa—one that depicts its people as living in caves and treetops, possessing animal-like traits, and more. He denounced these stereotypes as false representations of the black race.
In his lecture titled “Deconstructing Stereotypes and Reconstructing the Image of Africa in the Global Media: The Public Relations Nexus,” Udeze argued that overcoming these misconceptions and biases hinges on truth and good governance.
He asserted that effective public relations can only be achieved through ethical behavior, noting that the images of people are largely shaped by mass media narratives.
“As a society, we must rethink our actions; only then can we foster positive public relations. Our negative behaviors, particularly corruption, contribute to the damaging images of Africa,” he stated.
“Media typically covers the unusual, while Africans often engage in the ordinary, leading foreign outlets to perpetuate stereotypes. Public relations can help dismantle these negative images, but the emphasis on truth is crucial.”
Udeze further remarked that governments worldwide prioritize their images, striving for favorable coverage in the global media. He cautioned that an image, no matter how carefully constructed, can crumble with the slightest damage. This cycle of deconstruction and reconstruction is essential for every government and, by extension, for every organization.
