The National Broadcasting Commission (NBC) has commenced a specialised capacity-building workshop for staff of its Public Affairs Directorate.
The initiative aims to reposition the Commission’s corporate image and enhance service delivery.
The training, themed “Elevating Institutional Identity: Strategic Communication & Service Excellence,” is being conducted in collaboration with the Nigerian Institute of Public Relations (NIPR).
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Director-General of NBC, Charles Ebuebu, said the programme reflects the Commission’s commitment to professionalising its communication channels.
In his address at the opening session, Ebuebu stressed that a regulator’s reputation remains its most critical asset in the digital age.
“We cannot demand excellence from broadcasters if we do not embody it within our own walls,” he said.
He noted that elevating institutional identity requires strategic communication beyond routine information dissemination.
According to him, the Commission must anticipate trends, manage perceptions and communicate regulatory actions with clarity.
Despite prevailing economic challenges, the Director-General said the Commission prioritised the training because human capital remains its most valuable investment.
The Director of Public Affairs described participants as custodians of the Commission’s reputation.
He said every member of the Directorate must act as a brand ambassador for NBC.
