PR practitioners tasked on specialization
Public Relations practitioners in the country have been asked to specialize in a particular area of the profession in order to become an expert and authority in that field.
The charge was made by the Group Managing Director, CMC Connect Limited, Mr. Yomi Badejo-Okusanya who was the guest speaker at the Nigerian Institute of Public Relations (NIPR), monthly clinic at Westown Hotels in Lagos, yesterday. The agency boss stressed that the era whereby Public Relations consulting firms or agencies do everything in the profession was over.
Badejo-Okusanya, while delivering a lecture on the theme: “10 big things that will shape the future of Public Relations in Nigeria” stressed that the future of the business of Public Relations is specialization.
“As Public Relations practitioners, you must specialize and become an expert and authority in your field. I am proud of Ogbeni Tope Awe, Managing Director of Topcom who will not work on any campaign except its borders on tourism. That is the specialization that I am talking about,” YBO said.
“In Public Relations profession today in Nigeria, it is like there is a lot of general, but specialization is one of the core marks of a sector growing and so, it is very important that as Public Relations grow, we will not have a generalist practice, that we would have people specializing in let me say financial PR, people specializing in Government communications, people specializing in Corporal Social Responsibilities, educational PR and so on. So I think that, that is the way that this profession is going to grow” he added.
This admonition could not have been timelier as there have been calls for PR operators in Nigeria to step up on their level of creativity in order for them to commands same level of respect like their counterparts in other sub-sectors of the integrated marketing communications community.
Over the year PR budget in Nigeria has declined considerably as clients can’t seem to figure out in a scientific manner, the actual impact of PR campaign on their bottom-line.
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