Rebrand maritime sector like nollywood, afrobeats — Edward

By Fredrick Ameh

Public Relations practitioners have been urged to adopt strategic storytelling and branding approaches similar to those that propelled Nollywood and Afrobeats to global recognition, in order to reposition Nigeria’s maritime sector.

Osagie Edward of the Nigerian Maritime Administration and Safety Agency (NIMASA) made the call while speaking at the Lagos PR Clinic organised by the Nigerian Institute of Public Relations (NIPR).

Edward described Public Relations as a critical driver for unlocking the economic potential of the maritime industry.

He noted that despite significant advancements, including the Lekki Deep Sea Port and improved training at the Maritime Academy of Nigeria, the sector continues to grapple with negative global perception.

According to him, Nigeria has recorded zero piracy incidents in over four years and achieved a 45 per cent increase in cargo throughput in 2024, but these gains have yet to translate into stronger investor confidence.

He attributed this gap to weak and fragmented narratives about the sector.

Edward said although the maritime industry accounts for over 90 per cent of Nigeria’s trade, it contributes less than one per cent to the Gross Domestic Product (GDP), largely due to perception challenges.

He warned that poor perception increases shipping costs, discourages investment, and limits job creation.

Drawing comparisons with global maritime hubs such as Singapore and Dubai, Edward stressed the need for a unified communication strategy, stronger engagement with international media, and data-driven storytelling.

He urged PR professionals to adopt proactive narrative-building strategies to position Nigeria as a leading maritime hub in West Africa.