By Senator Jubril Martin-Kuye
In every sphere of our existence, economic factors and their relationship with other human endeavours, be it political
or social have constantly dominated the discourse in our daily living. In fact,
corporate organisations, financial and government institutions are more concerned about how the society rates them as it bothers
on their reputation and activities.
There is therefore, no better instrument to winning the support and acceptance of the diverse
segments of the society than for the organisations and individuals concerned to apply effective strategies in maintaining
better public understanding and mutual relationship. These can only be attained
by the way and manner in which the public is adequately informed through appropriate channels of communications.
The book “Financial Public Relations – The Nigerian Approach” written by Yushau
Abdulhameed Shuaib possesses the qualities of a book that will benefit financial wizards and managers both in the Public and
Private sectors of our economy who deal regularly with the public. The author
trained in the art of communication within and outside the country and with additional higher degree in Banking and Finance,
is an experienced spokesperson in government and financial circles.
The author did not just rely on instructions received, but utilised his wealth of experience
as an award winner, which gives the book a vantage opportunity to apply informed views on the communication processes within
the financial institutions whether it be the public or the private sector of the economy.
Although, recently there has been an increase in the number of indigenous literature in finance
and mass communication, one advantage that this book may have over others is that it is predicated on the combination of current
communication practices in corporate and financial institutions. It may not be
out of place to note that the publication is probably the first indigenous textbook on the financial public relations in Nigeria.
The Book is comprehensive and detailed. The recommendations,
concepts are purposely and impressive and the conclusions are instructive.
The book gives introduction to Financial PR and discusses the financial environment, its institutions,
as well as Public Finance. It also deals with public relations concepts and integrated
marketing communication. A special chapter is devoted to research, planning and
budgeting which are interrelated and core management functions. Other areas treated
include relationship management, media events, reputation management, crisis and issues management, corporate identification
and membership of professional bodies.
The author also tries to justify the title of the book, which has the rider ‘The Nigeria
Approach’ by citing practical and local examples of application of PR skills by organisations/institutions. The current development in the telecommunication sector, especially the introduction of GSM is also mentioned. Such examples that are not far fetched, make the readers able to relate comfortably
and understandably well with issues being discussed. These enliven the topics
and take them beyond theoretical academic discussions.
Generally, the book makes for interesting and exciting reading.
No doubt, the book is a good addition to the body of knowledge on financial system and public relations in Nigeria. It
draws widely from the works of reputable authors and professionals locally and internationally in line with the academic tradition.
This book is surely readers’ friendly. Therefore, every serious manager, chief executives,
media and PR practitioner, should be curious to read and digest the content for continuous improvement and keeping themselves
abreast of current practices in the reputation and relationship management.
Without any qualms, I therefore, hasten to recommend the book to target readers. The author deserves encouragement and his initiative should be a challenge to other practitioners and academics.
Finally but most importantly, I want to thank God for the author for inspiring him to write
Senator Jubril Martin-Kuye
Hon. Minister of State Finance