PR practitioners applaud repositioning initiative
By Ibidunni Banjoko
Public Relations practitioners have applauded the repositioning initiative making the rounds in the sector. The Code of Professional Standard for the practice of PR is designed to build better careers and business models to enhance and deliver value to all stakeholders.
Commenting on the repositioning, Muyiwa Akintunde, CEO/ Lead Consultant at Leap Communications Limited, stated that the repositioning is long overdue, adding that the world is a global village, hence; Nigerian PR professionals must take necessary steps forward.
“I like the idea that we are beginning to look inward as Africans; we should be Africa-centric in our thinking. We should look at ourselves and make the best of our local environment. The repositioning in the PR space is awesome,” he said.
Also commenting, Nkechi Ali-Balogun, Principal Consultant at NECCI CONSULTING, said: “No more do people think Advertising is PR because we tell the story, we have the story and we generate the content. PR needs to showcase that we have the creativity in us and talent. If we look back it has been a long journey”.
On his part, Tunji Olugbodi, Managing Director/ CEO at Verdant Zeal Communications Ltd, mentioned that the business environment is dynamic, adding that as the needs of consumers keep changing, the resources and talent should meet some particular needs.
“This is the right time to do it and this is appropriate,” he said.
On his part, Odion Aleobua, CEO, Modion Communication, said: “We have seen a lot of creativity, innovation and a future of technology more than before. With the repositioning, it shows that we are connecting with the future.”
Recall that The State of the African PR Industry Report – conducted by Reputation Matters – examined the perception of PR, attitude towards ethics, developing talent, and the challenges and opportunities facing the industry in the future.
The study, which surveyed more than 550 practitioners from 27 countries across Africa, paints a picture of a vibrant, growing industry that has emerged in a position of strength despite the disruption from the past two years. In fact, 33% of respondents said their strategic counsel is valued more than ever by business leaders, and a further 27% said they feel valued at board-level.
However, the pandemic has created significant challenges for the African PR industry, with 36% of respondents having had their employment affected. And despite the growing overall optimism, 62% believe reduced budgets still posed the greatest threat to the PR industry’s future.
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