“What is public relations?” Ask the average Nigerian, even a degree holder, and the answer will either be something about ‘publicity’, or ‘media placement.’ Even some practitioners have challenges stating clearly, and simply what PR is.
Many will divert into a long exposition as if they are rendering an apology for the existence of the profession.
It is not surprising to most observers that defining PR proves so troublesome because there appears to be a wide divergence of opinion on the profession.
At this year’s event to mark World PR Day 2023, industry professionals and thought leaders converged in Lagos last to discuss Nigeria’s PR ecosystem as well as chart a way forward. The Managing Director of The Guardian Newspapers, Martins Oloja, Spoke on the identity crisis in his presentation on the relationship between journalism and public relations.
He stressed that they should not be confused for each other, as they were not the same thing.
According to him, “Journalism is exposing things that people want to keep hidden, and getting a journalist to run PR would be difficult, as they have not been trained in that regard.”
Keynote speaker, Yomi Badejo-Okusanya, in his address, emphasized the crucial role of public relations and how it can be harnessed to drive positive change and success in the battle against a confused identity.
Highlighting that the industry is struggling with many challenges, he highlighted that the profession is now competing with journalists, influencers, media managers, and others for a piece of the pie. “The value and relevance of PR has been grossly understated and watered down and now, most people think media relations is the start and end of PR.”
He advised industry players to remain consistent and continue innovating. The event was Organised by GLG Communications, in partnership with The Guardian Newspapers.
The event, which was in its third edition, started three years ago from conversations among 3,500 consultants across 25 cities in 15 countries like India, Ukraine, Romania, Nigeria, Ghana, Kenya, South Africa, Uganda, Mauritius, Zimbabwe, UK, USA, Israel, Saudi Arabia, and Holland. These 15 countries were spread across 5 continents.
Eventually, Professionals, thought leaders, experts, and undergraduates from around the world, agreed that July 16 should be commemorated as World PR Day.
It has become a global event, held annually to recognize and celebrate the field of public relations and communications while fostering a unified global agenda to enhance understanding and utilization of Public Relations ( PR).
The Founder and Convener of World PR Day, Mr. Ayeni Adekunle, emphasized the strategic significance of PR, stating, “PR plays a crucial role in building relationships, achieving business objectives, and preventing crises that could jeopardise companies or even lead nations to war. It shapes public opinion and creates a world where communication is intentional, credible, positive, powerful, and has a developmental influence.”
At a time most observers may perceive PR bodies in the country as docile or lethargic, with PRCAN still trying to establish some form of strong presence while NIPR is battling to remain relevant, the growing relevance of World PR Day is a welcome development.
This year’s extraordinary celebration brought together PR professionals, experts, and thought leaders from across the globe to showcase the nation’s prowess in the field of public relations. The event not only celebrated class and excellence but also provided a platform for Nigeria to share its unique perspectives and strategies.
By showcasing their best practices, creative campaigns, and innovative approaches, Nigerian PR professionals effectively demonstrated their ability to navigate complex challenges like identity issues and deliver outstanding results.
However, there are areas The World PR Day as well as other PR activities can consolidate to ensure that The PR profession takes its proper position in the industry
Fostering International Exchange: In subsequent activities delegates from various countries could be invited to interact with Nigerian PR experts, gain insights into the local market, and explore potential partnerships. This exchange of ideas and experiences facilitated the cross-pollination of strategies and methodologies, enriching the local PR community with fresh perspectives and innovative approaches to communication and reputation management.
Empowering the Next Generation of PR Professionals: In addition to celebrating established PR practitioners, World PR Day in Nigeria can also look at empowering the next generation of PR professionals. The event can include workshops and mentorship sessions, providing young talents with valuable learning experiences and exposure to industry leaders. This investment in nurturing talent and fostering skill development would strengthen the PR profession not only in Nigeria but across the West African sub-continent.
Promoting Sustainable PR Practices: Sustainability and corporate social responsibility (CSR) should be integral themes during PR events. Nigerian PR professionals can share success stories of campaigns that not only delivered business results but also make a positive impact on society and the environment. By recognizing sustainable PR practices, organizers can highlight the industry’s role in promoting responsible communication and contributing to the betterment of communities and the planet.
Positioning Nigeria as a PR Hub: Expanding events like World PR Day can further position the nation as a growing PR hub in Africa. The event can focus on showcasing Nigeria’s ability to organize and host global gatherings of industry leaders, cementing its reputation as a destination for international PR events and conferences. This positioning opens up opportunities for Nigeria to attract more investments, collaborations, and knowledge-sharing opportunities even in the PR sector.