PR professionals advocate for digital transformation, strategic focus
By Zion Rufus
In commemoration of World Public Relations Day with the theme “Harnessing The Power Of Public Relations,” industry leaders and experts have restated the importance of embracing digital transformation and recognizing the true value of public relations in Nigeria.
Benedict Aguele, Founder and CEO of BOAPR, highlighted the need for public relations practitioners to adapt to the evolving communication landscape and leverage digital tools and strategies.
He emphasized the power of digital channels in shaping narratives, influencing public opinion, and fostering meaningful relationships with stakeholders.
Urging professionals to integrate technology, data-driven insights, and innovative approaches into their PR practices, Aguele said “Gone are the days when traditional media outlets held a monopoly on spreading news and shaping public opinion; today, the power lies with digital channels. Nigerian public relations practitioners must come to terms with this reality if they wish to thrive in the digital space. From the bustling streets of Lagos to the vibrant markets of Kano, the power of digital media cannot be underestimated.”
According to Aguele, in a country where social media platforms are more than just tools for connecting, but rather catalysts for societal change, the role of public relations practitioners becomes all the more significant.
“With the click of a button, public relations practitioners can reach millions, cutting across geographical and cultural boundaries. The internet has given them the power to shape narratives, influence public opinion, and foster meaningful relationships with stakeholders,” he added.
Yomi Badejo-Okusanya, Group Managing Director at CMC Connect (Perception Managers) & President, African Public Relations Association (APRA), stressed the importance of dispelling misconceptions about PR.
He clarified that PR is not about bribery or protocol, but rather a strategic management tool. Badejo-Okusanya called for the recognition of the relevance and value of PR in both the private and public sectors.
On his part, Ayeni Adekunle, CEO of Black House Media, highlighted the strategic significance of PR in building relationships, achieving business objectives, and preventing crises. He also emphasized the role of PR in shaping public opinion and creating intentional, credible, and positive communication.
In a similar submission, Jide Sipe, Head of Marketing and Corporate Communications at Ecobank Nigeria, discussed the future of the PR and communication industry, while emphasizing its dynamic nature and potential to provide direction for companies and government institutions.
Gregory Galant, CEO of Muck Rack, mentioned the impact of speed and artificial intelligence on the future of PR. Galant explored the use of AI for various tasks, such as identifying relevant journalists and generating press releases, alongside human expertise.
The World PR Day event served as a platform for industry leaders to emphasize the importance of embracing digital transformation, recognizing the true value of PR, and harnessing the power of strategic communication in Nigeria.
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