Is Nigeria Truly Ready To Host The World Public Relations Forum? After NPRW Uyo, I Might Have An answer

Brand Communicator’s Jeremiah Agada was in Uyo, Akwa Ibom State, to cover the recently concluded Nigeria Public Relations Week (NPRW), a flagship gathering of communication professionals across the country. This year’s edition was particularly different because it is a litmus test for Nigeria’s preparedness to host the World Public Relations Forum (WPRF) in 2026. In this deeply reflective and grounded opinion piece, Agada offers a comprehensive take on the NPRW experience in Uyo—not as a cheerleader, but as a professional and observer assessing the highs, the hiccups, and the horizon ahead. Rather than gloss over the challenges, he weighs them against the strides made, examining what the Uyo experience reveals about our capacity to host the world with excellence.

Is Nigeria truly ready to host the world next year at the prestigious World Public Relations Forum (WPRF)?

This is not a rhetorical question, and the question is not without merit. In a country where national planning often suffers from erratic execution and infrastructural limitations, it is understandable that both observers and stakeholders would approach such a proposition with a healthy dose of skepticism. Hosting a global forum of this magnitude demands more than enthusiasm; it requires systems, people, and processes working in perfect synchrony. It demands a standard of excellence that is consistent, deliberate, and communicable to the world.

When earlier in the year Nigeria won the bid to host the 2026 edition of the World Public Relations Forum, it was not just a feather in our cap, it was a moment that demanded a bold reimagining of our national identity on the global stage. And like many Nigerians with a finger on the pulse of our development story, I had my doubts.

That was until I attended the recently concluded Nigeria Public Relations Week (NPRW) in Uyo.

Let me say this clearly: I have lost count of the events, summits, forums, and conferences I have attended in over a decade as a journalist covering the integrated marketing communication industry. From an NIMN Conference I covered as far back as 2011 as a greenhorn at Marketing Edge, to the just  concluded event in Uyo, I think I have earned the right to say I’ve experienced it all—the good, the forgettable, and the frustrating. I’ve also attended one advertising forum in Durban, South Africa, which, unsurprisingly, set a high bar. Often, I return from these assignments exhausted, sometimes intellectually stimulated, but more often physically drained.

But my experience in Uyo was different. It was an immersive affair that married intellectual depth with culture and entertainment. It provided a convincing, if not definitive, response to those doubts. While the NPRW was not without its shortcomings, it offered a glimpse into what Nigeria could deliver when purposeful leadership meets meticulous planning. By the time I was leaving Akwa Ibom’s serene capital, I felt not only refreshed but oddly optimistic. If Uyo was a test case for WPRF 2026, then Nigeria has passed with flying colours.

From the outset, the event demonstrated a level of coordination and structure rarely seen at national gatherings. Registration was handled with a degree of professionalism that gave the right first impression, a bit slow, but that is expected, considering the sheer number of delegates that attend the annual event. Transportation logistics were mostly efficient, and delegates moved from hotels to venues with minimal delays. Security presence was firm but unobtrusive, and the planning team seemed to anticipate the major risks and scenarios that could have disrupted proceedings.

But as with any event of this scale, perfection remained elusive. Access to reliable internet services at the venue was spotty at times, and there were a few avoidable delays that betrayed moments of logistical fatigue. What mattered most was that these challenges, while noticeable, did not overshadow the intent, energy, or overall delivery of the event. In other words, the setbacks were not strong enough to distort the substance of the weeklong summit.

But what made Uyo’s NPRW even more special was its experiential layering. Between the morning and evening sessions, delegates were invited to engage with curated cultural experiences. One of such is the Ndia Ibom – food and drink festival. This held at the Ibom Hall, and delegates from other parts of the country had the opportunity of eating Afang, Idikaikong, Editan and other local delicacies. Another one was the Ethnik Fashion Night where a fashion showcase from talented designers paid homage to Nigeria’s different sartorial identity.

It would be an understatement to say that NPRW 2025 in Uyo was an important event. In reality, it functioned as a precursor to the World Public Relations Forum. It served as both a proof of concept and a dress rehearsal. And for all its intended outcomes, it delivered in ways that many did not expect.

In his welcome address, Dr. Ike Neliaku, President of the Nigerian Institute of Public Relations (NIPR) gave a historically contextual reflection on Nigeria’s journey to clinch the WPRF hosting rights. Initially, Nigeria lost the bid to South Africa—a country that had already hosted the event in 2007. It was a demoralizing outcome, especially for a nation seeking redemption on the global stage. But as Dr. Neliaku recounted, the tide turned through intense diplomacy and advocacy by African stakeholders who demanded fairness in global representation. They pushed for the principles of equity and regional balance, questioning the logic of awarding the forum to a repeat host without African countries deciding who their representatives should be. Their voices were eventually heard. The Global Alliance for Public Relations and Communication Management reversed its decision and Nigeria was selected, following a landslide win.Indeed, the world is watching, and we cannot afford to squander this chance to redefine Nigeria’s story.

They say public relations is fundamentally about perception, and perception is informed by what people see, hear, and experience. Nigeria has for decades struggled under the weight of negative global perception. It has been saddled with an international image problem—one shaped by headlines that disproportionately focus on instability, corruption, insecurity, and political disarray. This narrow lens, or the ‘single story’ as Chimamanda Adichie refers to, though not entirely unfounded, misses the depth and dynamism of a nation that is also home to some of the world’s most irrepressible people, creative minds, and cultural treasures.

The World Public Relations Forum, therefore, offers more than visibility; it offers a chance to retell our story on our own terms. But stories are not told through slogans; they are told through experience. And that’s what Uyo delivered.

Special Kudos to The NPRW Committee

Indeed, credit must be given to the NPRW Planning Committee, ably chaired by Yomi Badejo-Okusanya, fnipr, whose decades of experience in the industry no doubt influenced the quality of delivery. But as he himself emphasized in his remarks, the success of the event was not a one-man show. It was the result of a collaborative effort involving all members of the committee who have had about 30 meetings and stayed up till midnight and in some cases, beyond.

The level of foresight that went into the programming and execution deserves commendation. Yet, this is also where future opportunities lie. Scaling this level of planning for the World Public Relations Forum in Abuja next year will require not just replication but elevation. If Uyo was a successful prototype, Abuja must be a world-class final product. That means wider international coordination, higher volumes of delegates, more complex logistics, and greater scrutiny. The lessons from Uyo—both the wins and the shortcomings—must inform every stage of preparation.

With Uyo as a benchmark, Abuja must now rise to the occasion. The stakes are higher. The scale will be broader. And the expectations will be global.

So, is Nigeria ready to host the world? Uyo has answered. Now Abuja must echo. Let the countdown to WPRF 2026 begin!