Crisis and the weight of truth in Jamb’s apologies

“The man proposes, God orders.” This was the first line that the official management of X (previously Twitter) of the Boty Admissions and Matriculation Board (Jamb) of Nigeria (Jamb) tweeted when the news arrived that an UTME candidate, Miss Timilehin Faith Opusi, had tragically taken his life with the rodent poison after scoring a “1OW 190” in the newly concluded 2025.

It was supposed to be a message of divine consolation. Instead, he failed, triggering a social media storm. Was it a negligent tweet or a classic case of deafness of public relations in the face of a national tragedy?

While the facts surrounding the death of Miss Faith are unjustifiable, unfortunately, there are contrasting relationships that the score has really led to his disappearance; What was unmistakable, however, was the public backlash. The citizens asked for answers, the parents felt betrayed, the students were panicked and the critics launched.

But between the storm, something unusual happened. Jamb’s Chancellor, Professor Ishaq Oloyede, did something almost alien in the Nigerian public space: he admittedly publicly, boldly and without excuses.

“It was a mistake from our end. We apologize,” he said in a press conference, referring to a technical problem that influenced the result of the candidates. The room fell stationary. The Nigerians were shocked. Here there was a public official who did not blame the sabotitioners, he did not deflect the fault, but he openly owned without fear, only remorse.

In a world where negation is the first instinct of public institutions, the immediate public apologies of Jamb and the promise to investigate a masterclass in the ethical management of crises. But the splendor of that moment was not in the script, it was in man.

The crisis has shown that in public relations, honesty and empathy are the strongest tools during a storm. The excuses of the institution have moved public anger towards understanding and restoration of trust. As the Public Relations Society of America (PRSA) points out, the main sockets on defense and honesty, without the latter, crumbled is crumbled. The transparent response of Jamb now stands as a model that shows that the truth, far from the weakening of an organization, protects it and actually strengthens it

Professor Oloyede, a man whose name has long been synonymous with academic discipline, is not new for the reform. As a former vice chancellor of the University of Ilorin, my Alma Mater, he supported structural transparency and operational efficiency. Until now, his leadership in Jamb has enjoyed a strong experience of professionalism, digital reform and zero tolerance for negligence.

But no system is perfect. And in this case, an imperfection cost a precious life: a ambitious 19 -year -old girl. In moments like this, integrity is not tested by perfection, but by the answer.

In public relations, crisis communication is the most acute sword that a spokesman must exercise. But that sword cuts in both ways. Say too little: you are hiding the truth. Tell too much: legal terrestrial mines risks. However, Jamb’s approach followed a considerable path of the textbook: immediate recognition, the press release was issued without delay; Clarity on denial, the Council confirmed a technical question and promised corrective actions; And human empathy, in which the chancellor spoke not only as an officer, but as a father, an educator and a human being.

Compare this with the many agencies that blame “unknown hackers”, “technical problems” or “disinformation by bloggers”. What Oloyede did was rare. It takes a deep well of integrity to face a nation, wounded and angry, and admits badly.

The other side of the equation: the students, the system, the parents

However, the situation is not in black and white. During this investigation, I discovered a worrying model, an excessive addiction to miraculous centers, a preparation not well rooted and expectations fueled by social media and a growing wave of students more dependent on “rapid success” compared to the diligent study.

Some coaching centers have become reproduction land not for academic excellence, but for shortcuts – and in worse cases, distractions such as “connections” and relaxation. This has become a trend and is another cancerworm that eats deeply in our already disabled educational sector, this must be examined.

This is not to blame those who have performed badly. But opens a deeper conversation: are we governing students who are emotionally and mentally equipped to manage bankruptcy? Is the system by setting them with unrealistic expectations of instant success? It is necessary to answer all these questions and it is necessary to take actions.

Crisis prs in Nigeria: a moral compass or a tactical shield?

It is in times of crisis that the real value of public relations is revealed. Not as a shield to whiten the reputation, but as a moral compass that guides the truth in the public square with clarity, humility and responsibility.

Jamb’s team may have filed the initial tweet. But the communication of follow-up and the posture of his leadership have recovered not only the trust of the public, but have also opened the opportunity to start a national conversation on education, integrity and emotional preparation.

What we have seen was not perfection, but humanity. And in Nigeria, this is important.

For a country struggling with confidence in its institutions, the apologies of Professor Oloyede were not just a strategy of public relations: it was a moment of moral clarity. It was a leadership lesson, honesty and the power to own your story before the world rewrites it for you.

At a time when the “dollar passage” became institutionalized, the bold act of saying “we were wrong” could be the most powerful reform of all.