Obianuju Lilian Ikegbune is a Public Relations, Marketing Communications Strategist, and Personal Branding Coach.
Some time ago, I woke-up to a National headline that looked like click-bait and had the name of the nation as a prefix before the news, which says; More than 1.5 million out of 1.9 million candidates representing about 79% scored below 200 in JAMB.
I was beyond shocked at such such blatant report, because first it is a national embarrassment. If according to a foreign report, Nigerians are the smartest immigrants in class, then how is our own system failing us? If JAMB or WAEC can’t stand in place of IELTS, then what are stakeholders in Education doing? Why the headline?
The impact of the phrase “Fuel Subsidy is gone” still lingers even after 2 years. In an era where information spreads rapidly, ethical crisis communication and information management plays a crucial role in shaping public perception and managing reputational risks.
The recent “imposed” mass failure in the 2025 Unified Tertiary Matriculation Examination (UTME), administered by the Joint Admissions and Matriculation Board (JAMB), has sparked widespread debate in Nigeria.
With 78% of candidates scoring below 200, concerns over exam integrity, negligence titled; technical glitches, and educational preparedness have dominated national discourse. That said, there is need for a systems, overhaul, ethical considerations in crisis communication, solution and responsible journalism can aid reputation management in national institutions.
The 2025 UTME was expected to showcase Nigeria’s commitment to a fraud-proof, digital-first tertiary admissions process. Instead, it exposed technical failures at 157 CBT centers, affecting nearly 400,000 students. The crisis led to public outrage, with stakeholders questioning the credibility of the examination system.
What we then saw was Minister of Education, Dr. Tunji Alausa, defending the results, stating that the high failure rate was evidence of stricter anti-malpractice measures.
However, the JAMB registrar came out days later to cry on National TV, admitting system’s flaws, ranging from poor infrastructure to inadequate preparation, while parents and students gave an account on how they were made to travel far distance to take the exam under poor conditions. There is need for Digital literacy skills across board, there is need for a systems and curriculum overhaul and education reforms.
If you have such mass failure for the first time in the history of CBT in the country, then sit back inside and do an audit, engage internal stakeholders for alignment before going to the media to embarrass the Nation.
To make matters worse is the press briefing and press release on social media, titled Man Proposes, God disposes. Social media managers are not PR strategists!
As a Public Relations and Marketing Communications Strategist, who also sits on the Advisory Board of Regalo Hope Foundation, which is geared towards quality Education as one of its core, I make bold to share some Ethical Considerations in Crisis Reporting / Communication as regards the crisis currently plaguing our Education system.
When reporting or communicating a national crises, stakeholders involved, journalists and media outlets must adhere to ethical principles to ensure balanced, factual, and constructive discourse. The following considerations are essential:
- Stakeholders alignment is key! The internal stakeholders must meet first to agree on a united front and line of communication, so that no one contradicts the other and trust is not lacking.
- Accuracy and Fact-Checking: Reports must be based on verified data from credible sources such as JAMB’s official statements, education experts, and affected students.
- Sensationalism should be avoided to prevent misinformation and unnecessary panic. The media must ensure that the need to stay relevant or gain traction, doesn’t override their role in accountability, and upholding the truth
- Balanced Perspectives: Coverage should include multiple viewpoints, including government officials, education analysts, and students. For instance, while JAMB attributes the failure to technical glitches and stricter exam monitoring, students and parents cite poor exam preparation and system errors as contributing factors.
- Avoiding Bias and Political Manipulation: Crisis reporting should remain neutral, avoiding political influence or personal agendas.
- Constructive Solutions-Oriented Reporting: The media must ensure that coverage does not unfairly discredit JAMB or the education ministry without presenting factual evidence. Instead of merely highlighting failures, reports should explore potential reforms, such as improving CBT infrastructure, enhancing teacher training, and refining exam policies.
For Reputation Management in Crisis Situations such as this, JAMB should conduct independent audits to assess the integrity of the 2025 UTME and restore public confidence.
For institutions like JAMB, effective reputation management during crises is essential. The following strategies can help mitigate reputational damage:
- Transparent Communication: JAMB must provide clear, timely updates on the crisis, addressing concerns openly. The registrar, Prof. Ishaq Oloyede, demonstrated leadership by taking responsibility for the glitches, a move praised by stakeholders, but it can be avoided.
- Engaging Stakeholders: Hosting public forums, press conferences, and stakeholder meetings can help rebuild trust. Collaboration with education experts and policymakers can lead to meaningful reforms.
- Leveraging Media for Positive Narratives: JAMB should work with credible media outlets, and students to highlight corrective measures and future improvements.
Ethical Journalism can help shift the narrative from failure to reform (It can be a campaign), ensuring public confidence in the examination system. The 2025 JAMB/UTME crisis underscores the importance of ethical reporting in national crises. Responsible journalism can shape public perception, drive accountability, and support reputation management for institutions facing scrutiny.
By prioritising accuracy, balanced perspectives, and constructive solutions, the media can play a pivotal role in fostering trust and driving meaningful reforms in Nigeria’s education sector.
