Future Of Public Relations Is ‘Speed To Market’, Says Expert At NIPR Pre-Conference Series


With the fast-evolving, digitally disrupted and AI-dominated world we live in, practising public relations optimally and efficiently will now be dependent on ‘speed to market’.

These were the views of a digital public relations veteran and expert, Dr. Dotun Babatunde while speaking as a guest speaker at the second session for the Nigeria Public Relations Week (NPRWeek), Pre-Conference Series, organised by the Nigerian Institute of Public Relations via Zoom, yesterday.

Babatunde who is also the Head of Digital Marketing for agro-produce giants, Olam Agri, further revealed that digital public relations has become increasingly important because there is a huge shift from the traditional communication platforms to digital channels.

Speaking on the theme of the virtual event, “Digital Public Relations,” he added that digital platforms determine how fast one can get information about the product or service from the inception to an actual purchasable good, with so much innovation and competition in the marketplace today.

He said, “The future of public relations will depend on ‘speed to market’. If you don’t make the effort to own the conversation or control the narrative, someone else will, because everyone has become a spokesperson.

Revealing that the human attention span has further reduced to about 8.25 seconds, he added, “Human attention has become a scarce commodity and the noise remains a constant factor in today’s digital landscape. The ultimate aim is to create brand visibility and awareness and improve trustworthiness.”

Speaking further on how to maximize social media platforms on brand visibility, Babatunde said, “How are you linking people back to read more and find out more information about you and your brand? Having backlinks helps to create more talk ability. We need SEO more than ever so as a good idea to think about relevant keywords to embed into your content.”

In his welcome address earlier, the President of the Nigerian Institute of Public Relations Council (NIPR), Dr. Ike Neliaku intimated attendees on the plans laid out for the fast-approaching NPR Conference billed for the Ogun state capital, Abeokuta. He also expressed confidence in the ability of the guest speaker, Dr. Babatunde to do justice to the theme of the pre-conference theme.

The second session which was moderated by Olutayo Irantiola, anipr, aapra, a Public Relations Consultant, featured actionable insights on industry trends, case studies, and practical strategies in Digital PR.

The NPRWeek Pre-Conference Series are online sessions that have been designed by the Nigerian Institute of Public Relations to whet your appetite for the knowledge, connections, a sneak peek at the power-packed workshops and breakout sessions that await PR professionals intending to attend the forthcoming NPRWeek, scheduled to be held on April 22nd-26th, 2024, Abeokuta, Ogun state.

For more details on the conference: https://nprweek.niprng.org.ng/ Website.

Social Media: LinkedIn: https://www.linkedin.com/company/nigeria-public-relations-week/

Instagram: https://www.instagram.com/nprweek/

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