Rotary must amplify its story to sustain impact in Nigeria, says Abati

Reuben Abati, former presidential spokesperson, says Rotary International risks losing relevance in Nigeria unless it tells its story better.

Abati spoke on Tuesday at the Rotary District 9112 public image seminar in Lagos themed ‘Beyond the Logo: Building a Compliant and Impactful Rotary Image’.

He noted that while the organisation has contributed immensely to education, human development and the eradication of polio in Nigeria, “many people still do not know the depth of its work”.

“If you don’t tell your story, others will. And they may not tell it the way you want,” Abati said.

“Rotary has touched lives across the world, but in Nigeria the visibility is low. People think it’s just a social club. No, it’s much more than that.”

Abati, who is also a broadcaster and columnist, urged members to take advantage of social media and other digital platforms to project Rotary’s values of justice, goodwill and service to humanity.

He advised Rotarians to lead by example in their daily lives, noting that the conduct of individual members can either promote or damage the organisation’s image.

Abati called on the organisation to build stronger ties with journalists and newsrooms in Nigeria to ensure consistent coverage of its activities, noting that credibility comes from visibility.

“We live in a world of democratised media where everyone is now a journalist. If you believe in Rotary, then you must also be the number one promoter of Rotary,” he added.

“Rotary should be seen as a place for people who want to serve, not a place for those seeking personal benefits.”

Lanre Adedoyin, district governor of Rotary International District 9112, said the seminar was designed to equip members with better tools and strategies to tell Rotary’s stories.

Adedoyin noted that Rotary has a long history of service and humanitarian projects, but said the challenge today is to ensure that impact is communicated effectively.

“The best assessment of what we do is how it is projected, not just how it is performed,” he said.

“This seminar is about helping us improve the way we relate with the public and with ourselves as Rotarians.”