Nigeria’s Reputation Under Global Scrutiny: 2025 Reputation Perception Index Reveals High Potential, Low Trust Paradox
The Nigeria Institute of Public Relations (NIPR), in collaboration with Reputation Perception Services (RPS), has released the Nigeria Reputation Perception Index (NRPI) 2025, a comprehensive, data-driven assessment of how Nigeria is perceived by domestic and international stakeholders across seven critical reputation pillars: Leadership, Performance, Credibility, Communication, Innovation, Social Equity, and Culture.
The Nigeria Reputation Perception Index (NRPI) 2025 is not an assessment of any government, administration, or reform programme, but an objective measurement of how Nigeria as a country is rated by its citizens and international stakeholders. The Index nonetheless recognises notable policy initiatives and reform efforts undertaken by government in the last three years, particularly in economic management, digital innovation, and institutional restructuring. However, the findings indicate that while such initiatives may positively influence short-term perceptions, their cumulative impact has not yet translated into measurable reputation gains, as reputation, unlike perception, is built slowly through sustained, consistent delivery and credibility over time.
The report reveals a persistent paradox: Nigeria remains highly visible and culturally influential, yet continues to face significant trust and credibility constraints. Nigeria’s overall Reputation Perception Score for 2025 stands at 35.2 per cent, reflecting moderate awareness but low trust conversion among both domestic and international stakeholders. Credibility deficits and a prevailing risk-first evaluation lens continue to shape perceptions across local and global audiences.
Governance-related pillars exert the strongest influence on trust outcomes, while Culture emerges as Nigeria’s most resilient reputation asset, amplifying global visibility, creative influence, and soft power. Despite this strength, weak performance outcomes, delivery gaps, and fragmented national communication continue to limit the conversion of potential into sustained reputation capital.
The study was conducted between 21 October and 23 November 2025 using a mixed-methods research design that integrates large-scale quantitative surveys with qualitative focus group discussions. A total of 3,911 respondents participated, covering all 36 states and the Federal Capital Territory, alongside international respondents across Africa, Europe, North America, Asia-Pacific, South America, the Middle East, and Oceania. This proportional and statistically robust sampling ensures national representativeness and global relevance.
Reputation Insights and Strategic Implications
The NRPI 2025 highlights constrained performance across key reputation drivers. While Leadership records moderate confidence, Performance, Credibility, Innovation, and Communication remain under pressure, reinforcing scepticism among stakeholders. Persistent media narratives focused on insecurity, corruption, and systemic challenges continue to overshadow gains in entrepreneurship, innovation, and cultural diplomacy.
The report concludes that Nigeria’s reputation challenge is not one of awareness, but of trust execution. Priority improvement areas include strengthening institutional credibility, improving consistency in policy delivery, aligning communication with verifiable outcomes, and adopting a coordinated national reputation management framework that integrates governance performance, media engagement, and cultural storytelling.
The Nigeria Reputation Perception Index (NRPI) 2025 provides policymakers, investors, media organisations, and development partners with a credible evidence base for understanding perception gaps and repositioning Nigeria more competitively on the global stage.
The Nigerian Institute of Public Relations and its consortium of partners under the Reputation Perception Services has promised to release the NRPI report annually following its first release in January 2026 at the National Assembly Library Complex, Abuja.
The Nigeria Institute of Public Relations (NIPR) is Nigeria’s statutory body for regulating public relations practice and advancing professional standards in reputation management and strategic communication. In collaboration with Reputation Perception Services (RPS), the Institute is advancing evidence-based national reputation intelligence to support informed decision-making and long-term trust building.
For access to the full report, visit: https://rpireport.com
