The relationship between business and government has undoubtedly entered a new era. What used to be largely transactional, focused on compliance, contracts, or regulation has grown into something far more strategic. As governments across Africa, and particularly in Nigeria, seek to partner with the private sector to tackle national development priorities, the private sector must also rethink how it shows up. In this evolving landscape, where innovation moves quickly and expectations are high, building long-term, sustainable relationships with government is not just important, it is essential. At the heart of these relationships is public relations. As technology continues to play a central role in national development, more companies are finding themselves working alongside governments in ways that go beyond regulation and compliance. The conversation is shifting from access to collaboration, from service delivery to shared impact. And at the heart of this shift is the ability to build trust and communicate value over time.

In today’s digital economy, public relations has grown from being a tool for publicity or reputation repair, to a vehicle for building trust, framing relevance, and ensuring that businesses are perceived not only as profit-making entities but as partners in progress. Particularly for businesses in digital-forward sectors like fintech, telecoms, and healthtech, public relations serves as a bridge between innovation and policy, between private ambition and public need.

While many businesses now recognize the importance of B2G engagement, what separates surface-level interaction from long-term partnership is how well the business can communicate its alignment with public goals. This is where strategic public relations becomes essential. Through thoughtful messaging, stakeholder-specific communication, and credible public engagement, businesses can build meaningful relationships with government institutions that go beyond paperwork and policy; they build familiarity, trust, and influence.

A strong example of this can be seen in how a Telecomms company recovered from a regulatory crisis after being issued a hefty fine by the Nigerian Communications Commission for SIM card compliance violations could have irreparably damaged the company’s future in Nigeria. The Telecomms company however leaned into public relations, not just crisis management. It publicly acknowledged its error, committed to local investment, and increased its visibility in national development efforts. The eventual decision to list on the Nigerian Stock Exchange in 2019 solidified that repositioning, sending a message to regulators and the wider public that they were no longer operating at arm’s length, but fully embedded in the Nigerian economy. However, this experience is not isolated. Across Nigeria and West Africa, companies that invest in long-term PR strategy are better equipped to gain the trust of public institutions. They are also better able to demonstrate their relevance to national goals, be it in job creation, education, healthcare delivery, or digital transformation.

Public relations supports businesses in framing their solutions not just as products, but as answers to public challenges. For example, a healthtech platform offering telemedicine shouldn’t only talk about technology, it should communicate how it helps overstretched public hospitals or reach underserved rural areas. A logistics startup shouldn’t only highlight operational efficiency, it should show how it can improve access to remote communities or support emergency response systems. Public relations provides the framework to tell these stories in a way that resonates with public officials, regulators, and ministries.

Equally important is the ability to tailor communication to different layers of government. Ministries, agencies, regulators, and public influencers all operate with distinct expectations and concerns. A well-structured PR strategy allows businesses to speak to each of these stakeholders in language that addresses their priorities, whether it’s data protection, national security, employment, or innovation. By showing up consistently and with purpose, businesses become more than private enterprises, they become partners in development.

Visibility also plays a major role in shaping perception. In environments where public sentiment influences policy, the companies that actively engage in national conversations, contribute insights, and are seen as credible voices in their industry gain a reputational advantage. PR makes this possible not only by publishing stories in the media but by positioning executives as thought leaders, ensuring alignment with public narratives, and building a track record of social impact that governments take seriously. Moreover, the speed of digital communication means that PR must also be agile. Conversations between business and government now unfold in real-time-on social platforms, in newsrooms, and at public events. Companies must be able to respond to misinformation, clarify their role in key issues, and contribute constructively to policy dialogue as it happens. A company without a solid PR function may struggle to remain visible, relevant, or even understood during critical moments.

Whether facing regulatory pressure, public scrutiny, or operational disruption, a business that has already built goodwill through transparent, consistent communication is more likely to maintain trust and recover. The same PR tools used to build reputation in stable times can be deployed to preserve it during turbulent ones. Ultimately, public relations strengthens B2G relationships by doing what it does best: shaping perception. And in the context of governance and national development, perception is as powerful as performance. It determines who gets a seat at the table, whose voice is heard, and whose contribution is remembered. Companies that understand this and invest in PR not as a campaign, but as a core strategy by positioning themselves not just as vendors or stakeholders, but as long-term partners in shaping the future.

The long-term benefit of this approach is influence and access. Businesses that are trusted by government not only find it easier to secure approvals, scale solutions, or co-create policies, they are more likely to be invited into strategic dialogues and public-private collaborations. These relationships often open the door to new opportunities, deeper impact, and stronger resilience in the face of shifting political or regulatory climates. In an increasingly interconnected and digitally driven world, public relations is not a nice-to-have, it’s a foundational investment in staying relevant, credible, and indispensable to the societies companies hope to serve. Because in the end, the most successful B2G partnerships are not just the result of great products, they are the result of great public relationships.