“Value is the currency that sustains relevance. As a public relations leader, you must constantly equip yourself with the capacity to add value because every CEO, government leader and organisation will always seek counsel from those who bring solutions to the table. Once your value diminishes, your relevance gradually disappears.”

President of the Nigerian Institute of Public Relations (NIPR), Dr. Ike Neliaku, delivered this charge during a keynote conversation at the GLG PR Power List 2026, held at the Alliance Française/Mike Adenuga Centre, Ikoyi, Lagos.

Speaking with Omawumi Ogbe, Managing Partner of GLG Communications and Creator of the PR Power List, Dr. Neliaku said the future of public relations depends on professionals who move beyond traditional communication roles and become trusted strategic advisers.

According to him, PR practitioners must understand their operating environment, build deeper expertise and continuously improve their relevance.

“It is one thing to arrive at a destination; it is another thing to sustain that position and move to the next level. For a public relations professional, the journey never ends. You must continue learning, adapting and carrying value because you cannot give what you do not have,” he stated.

Dr. Neliaku, who also serves as a board member of the Global Alliance for Public Relations and Communication Management, explained that the profession has evolved from being viewed merely as a support function to becoming a critical leadership tool.

Reflecting on the changing role of PR, he noted that communication professionals are no longer expected to simply issue statements but must participate in decision making and provide strategic counsel.

“We are no longer people who are called after decisions have been made to write press statements. The modern PR professional must understand the issue, contribute to the conversation and help shape outcomes,” he added.

On rebuilding trust across governments, institutions and brands, the NIPR President called for a stronger focus on development communication, stressing that trust must be earned through meaningful engagement and consistent actions.

“Trust is not something that should be assumed because of a position or title. Trust is earned. Reputation is currency, and trust is an asset. People must see sincerity in what you communicate and what you do,” he said.

Dr. Neliaku further urged communication professionals to embrace excellence as a defining leadership quality, warning against the growing acceptance of mediocrity.

“The legacy we must leave for the next generation is excellence. Nations are built by people who understand quality, character and responsibility. Excellence must become a culture we deliberately restore,” he emphasised.

The conversation also explored leadership, intuition, relationships and the human side of communication, with Dr. Neliaku describing relationships as the foundation of public relations practice.

“The business of public relations is relationship. When you remove relationship from our profession, it becomes merely public, and that is where the problem begins. Everything rises and falls on the quality of relationships we build,” he said.

He also recommended “Essentialism” by Greg McKeown as a valuable resource for communicators and leaders, encouraging professionals to focus on what matters most to achieve greater impact.

The GLG PR Power List 2026 brought together leading voices in Nigeria’s communication industry to examine the future of strategic public relations, leadership and the growing influence of communication professionals in shaping organisations and society.