Perception managers drive conversations on authentic connection in digital space
By Seun Johnson
As part of efforts to address the growing need for brands and organisations to foster meaningful relationships in the digital age, communications experts and Public Relations professionals converged at the 2024 Lagos Digital PR Summit to explore the theme: Nurturing Authentic Connection in the Digital Ecosystem.
The event, facilitated by the Nigerian Institute of Public Relations, provided a valuable platform for industry players to become more conversant with the nuances of using digital technologies to build, promote, and sustain authentic connections between organizations and their audiences.
In her welcome address, the Lagos NIPR Chairman, Mrs Comfort Obot Nwankwo stated that communication professionals must realize that the real value in digital ecosystem goes beyond the speed. She revealed that while technology has made it easier to reach a global audience, it is however confronted with the challenge of how to nurture authentic connections that is evolving, noting that authenticity is what sustains the relationship.
According to her, this year’s Lagos digital PR theme presents an opportunity on how public relations professionals can better foster meaningful relationship in the digital realm. She said It calls to examine the principles of integrity, transparency and trustworthiness that have long defined the profession and how this value can be upheld in a fast pace technology-driven environment.
While emphasizing the importance of the Summit, the co-host, Segun Mcmedal reiterated the need for PR practitioners to leverage technologies in advancing their course. The CEO of Upticomm Marketing Company noted that the forum was basically organized for players to come together to discuss, learn, network and see the trend in the industry.
“As you know, the best way to learn is through role modeling. So the whole idea is to bring people who will train, equip and teach people who are not fortunate enough to learn how to use that platform,” he pointed out.
Delivering his keynote address on Artificial Intelligence and future of communication, Tokunbo Modupe, the Group CEO, TPT International Limited drew a strong correlation between AI, native intelligence and emotional intelligence.
According to him, It is important to know that AI is man-made to do things perhaps better than human or to help human achieve certain task faster than it will ordinarily take. He said, “This means that Public relations is a practise that is clearly driven and enabled by native intelligent and emotional intelligence. AI is a tool created by man and it needs native intelligence to be used effectively or else, we will run into trouble. It has changed the way we operate in a limitless way and make things to be done more effectively.”
Speaking further, Modupe revealed that the effectiveness of AI will come from the connection between the natural gate that native intelligence represents, the potential of its involvement and the development into emotional intelligence cannot be extricated from the constructive use of AI if professionals must have credible and persuasive conversation.
He opined that It can be used to enhance knowledge, presentation and gather a lot of data to do human work but it won’t replace human. In his words, “As professionals, we do not just communicate, we communicate persuasively. Whatever we we say, or want people to feel, we must be persuasive. And when we get people persuaded, that is when we’ve done our job.”
On his part, O’tega Ogra, Senior Special Assistant to President Bola Tinubu on Digital and New Media explained the importance of emotional intelligence and how it helps communicators empathize and build deep connections with people. The strategic communicator, who spoke extensively on forging authentic connection advised practitioners on how they need to be strategically vulnerable to connect their brands messages with the audience.
Similarly, Lanre Adewale Basamta, CEO of Optimus AI Lab harped on the power of storytelling in building a lasting connection. Basamta hinted on this while speaking on Content marketing for authentic connection.
According to him, the most important thing is for professionals to create a story around the brand they are talking about.
He said, “It is easy for audience to forget about facts around the brands but will be difficult to forget the story. People are more connected with the story that resonate with them than the facts. Marketing creates awareness. Everything you think about a brand is marketing. The more you understand the audience, the more relevant they feel,”
Participants at the summit, however, raised concerns about the responsibility of brands to ensure that their digital engagements are inclusive, respectful, and aligned with their values. They decried the growing issue of misinformation and reiterated the need for PR practitioners to act as responsible communicators in a digital world prone to disinformation.
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