Prof. Sunny Udeze, a Professor of Mass Communication at Enugu State University of Science and Technology (ESUT), has urged African leaders to address the continent’s negative stereotypes by eradicating entrenched corrupt practices.

Speaking during the ESUT 39th Inaugural Lecture titled “Deconstructing Stereotypes and Reconstructing the Image of Africa in the Global Media: Public Relations Nexus,” Prof. Udeze emphasized that truthful governance and positive actions are crucial for improving Africa’s public image. He argued that the pervasive corruption among African leaders has contributed to negative stereotypes, painting a misleading picture of the continent.

Prof. Udeze criticized the portrayal of Africa as a primitive and backward region, highlighting that such images are fueled by corruption and poor governance. He stressed that overcoming these misconceptions requires a commitment to truth and effective governance.

“We cannot achieve good public relations without doing the right thing,” Prof. Udeze said. “Negative images about Africa are often the result of corruption and other issues that the mass media highlight. To counter these stereotypes, it is essential to focus on truth and integrity in public relations.”

He noted that public relations efforts should aim to deconstruct negative images, emphasizing that the creation of such stereotypes is often driven by media portrayals of the unusual and negative aspects of life in Africa. Effective public relations, according to Prof. Udeze, involves truthfulness and addressing the core issues that lead to negative perceptions.

Governments globally prioritize their image, seeking favorable media coverage. However, a solid image can quickly deteriorate if damaged, creating a cycle of deconstruction and reconstruction. Prof. Udeze called on African governments to tackle corruption and embrace transparency to improve the continent’s global reputation.