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Henry Ugwu was managing communications for the Nigerian government’s pandemic response when he realized he needed more experience. That led him to CMDI and its PhD in communication. Photo by Kimberly Coffin.

It was while managing the Nigerian government’s pandemic-related communication campaign that Henry Ugwu realized he needed more experience.

“I was all of 25 years old, running meetings with ministers and governors, and trying to guide them on what to do,” said Ugwu, who was the technical communications lead on the project. “That’s when I realized I had to up my game.”

To be fair, Ugwu’s game was already highly leveled when he arrived at 91��ý. Most notably, he was a senior communications specialist with Credo Advisory—with offices in Nigeria and Washington, D.C.—where he worked on clients such as World Bank and the US Agency for International Development; he also was a youth fellow at the International Monetary Fund.

But coming to the College of Communication, Media, Design and Information for his PhD in communication gave him a theoretical grounding that he said has dovetailed nicely with the practical skills he developed in his professional career. It was still an adjustment for Ugwu to find himself in a classroom, though.

“The industry is all about immediate results—you run a campaign, you see the data in real time, you see the impact of the work you’re doing and behaviors you’re helping to change,” he said. “Now, I apply theories to explain the phenomena of what happens in the field.

“My first semester was a bit of a learning curve, with a lot of reading to do. But I love the academic research side of things, where I explore varying topics, make a hypothesis, test it and try to publish it.”

An early advisor connection

Ugwu credited his advisor, Jolene Fisher, with helping his maturation as a student and researcher. In fact, he already knew of Fisher—an expert in strategic communication for development work and social change—from his career.

“My first introduction to Jolene was through her incredible work, and when I reached out to her to learn more, she could not have been more encouraging and personable,” he said. “I came here with all these broad ideas, and Jolene really helped me narrow things down. She has been extremely instrumental in my success as a researcher.”

Jolene Fisher

Fisher still remembers the Zoom call she took with Ugwu as he was exploring doctoral programs.

“I couldn’t believe, after doing so much research in international development and communication, that I might finally have a student who was just as into this work,” she said.

Ugwu’s work is tailor-made for the crisis development organizations are navigating. His broad interests encompass public relations, health communications and development communications; his dissertation explores issues of trust that multilateral development organizations like USAID and the United Nations are facing at a time of cutbacks and intense scrutiny of their work.

“The legitimacy of organizations like the World Bank and the UN is coming from critics who say that, since they’ve been established, they haven’t met their missions of driving development and eradicating poverty,” Ugwu said, noting the significant positive impact such organizations have had in addressing the world’s most complex issues. “But it’s important to examine the impact and relevance of these organizations from the perspective of communications professionals who are managing this emerging crisis.”

One thing he’s interested in, for instance, is localization—involving stakeholders in a solution, rather than prescribing answers from faraway places.

“It’s listening to what the needs are and having people at the grassroots lead in identifying and working toward solutions,” Ugwu said. “This kind of work is important to anyone working on communications in global health or in international development.”

There is extensive scholarly work on development communication, but Fisher said Ugwu’s work represents a novel approach in thinking about how these kinds of relationships are created and managed through the lens of public relations.

As seismic shifts test those partnerships and strain resources, “it’s more important than ever to understand how we think about who holds the power to make decisions about development projects,” she said. “And his fieldwork really helps him see these challenges and bring them to life for the students in his classes, who may not appreciate the different places their strategic communication education can take them.”

Combining work experience, research insights

The chance to bring the observations from his life and work in Nigeria to the field was a key reason Ugwu was excited about doing a PhD.

“I think it’s a great opportunity to contribute to revisiting, and maybe improving, some existing theories—or potentially developing a new one,” he said.

Henry Ugwu’s work in the field ‘really helps him see these challenges and bring them to life for the students in his classes,’ says his advisor, Jolene Fisher. Photo by Kimberly Coffin.

Ugwu hopes to research and teach in academia—he recently won a Graduate Part-Time Instructors Teaching Excellence award from the Graduate School and a research and academic achievement award from CMDI—but plans to keep active in industry so that he’s able to bring trends and insights to his students. He shared the story of fueling up his car during the worst of COVID and overhearing a conversation where a woman claimed the disease wasn’t real, in spite of all Ugwu and his team were doing to change behavior and ensure positive health outcomes for residents.

“That was hard to hear—despite being aware of such skeptics from our polling data—but it forced us to change our approach, which had been really high-level communications,” he said. “We realized we needed more grassroots engagement to complement what we were doing on radio, television and social media.

“Conducting research that helps people better understand the scale of the problem was fulfilling. And that’s something I want to be able to offer to students—because there are some lessons that you can really only learn from being out there and doing the work.”

Joe Arney covers research and general news for the college.