PR thrives on excellence, creativity and wisdom
By Nsikak Daniels
“The more creative you are, the more divine you are.” – Osho
In the trade of PR practice, conscious engagement of the rudiments of excellence and professionalism is vital. This is, without ignoring the principles of business, driven by the science of relationship building and guided by in-depth research. Therefore, it is undeniable, perhaps undebatable that a deliberate and diligent application of creativity and wisdom in the articulation and execution of a PR blueprint is given premium consideration in any organization’s prominent interest.
This would guarantee integrity, loyalty and trust, and in addition, a robust measurable market share. More importantly, in the strategic manifestation of the client or the subject’s objectives, ideals and vision are of immense importance, too. That falls in line with the saying of the Good Book: “Wisdom is profitable to direct.”
The strength of the depth of one’s research is a lubricant to an effective and impactful counseling of an organization’s C-suit whose sign-offs oil the wheels of programmes of action implementation and prompt delivery.
Although, formal and professional education and training is a PR primary requirement for a PR practitioner to excel and be sought after to his/her clients, knowledge, skill and attitude are also major ingredients to be more effective. The practitioner’s ability to apply creativity and wisdom, as may be determined by the times, would be an added advantage and worthy of value.
Today’s challenges to the business of PR are enormous, sometimes intimidating. The post-pandemic era offers even greater requirements from the practitioners of the trade. To stand out, it is mandatory to be insightful, consciously sensitive, agile, highly proactive, innovative, assertively adaptable, willingly teachable and intentionally resourceful.
Data sourcing skills and analytical prowess is of a high import. The skill to think inclusively futuristic is also needed. The organization’s core internal publics imbibing of its PR Culture, if any, from the gate to the topmost level of the organization’s leadership will be of a phenomenal benefit in this direction, thus, should never be side-lined.
It is important to add here that, when you are consciously creative, work is a play, which is a proof that creativity is the bond of ingenuity and the pillar of experiential innovation. And a constant deliberate changing of one’s work space for comfort, leisure and ease, with aesthetic affluence, makes the whole essence of PR practice magical.
While employing creativity and wisdom in the delivery of an impactful service that would stand the test of times and be at par with acceptable global standards, PR practitioners must demonstrate a commitment that takes their practice beyond a client’s brief and the attendant financial benefits that may accrue therefrom.
It must be such that would further the vision and mission of the organisation, align with its objectives and core values and guarantee the benefits of the stakeholders of the client – corporate or product. The concept must be original, exceptionally reliable, prompt, trusted and true. The sustenance must be well articulated and consistently available to secure a high level of mutual understanding and trust between the client and its public. It must offer the brand – corporate or product – an indefatigable edge over competition.
Furthermore, as a key requirement, the practitioner must be well grounded and honed in his/her ability to decipher situations, in its appropriate terms, and in consonance with the parties of interest. This would serve as radar in counseling leadership. It would also inform the plan of action, mode of implementation, strategies to adopt, the media to create tools and techniques to be deployed based on the identified and defined problem.
With the full recognition that we now live in a highly challenging times and a more complex world where technology is rapidly evolving, and integrated marketing communication, global businesses and economies are following the trends, a visionary organization living insensitively amidst this is likely to suffer. That is if its light is not completely blown out by fierce competitions.
Here comes the Nigerian situation. In early February, the entire nation was thrown into multifarious challenges, including scarcity of naira banknotes, petrol and high shortage of public power supply. It was obvious the PR units of various government parastatals, whose responsibilities it is to see to the strategic communication of those challenges, failed. It appeared they were still suffering from the hangover of the 2022 Christmas festivities.
Where then is the place of creativity, devotion to responsibility and wisdom? The advancements and developments in the arts, sciences and technology of communication should be of added value to practitioners and never an inhibition to quality time tested work.
In these times of Ise kekere, owo nla (little work, big money), with the “copy and paste division” swelling by the day in various professional circles, without giving credit to the original source, the guilt in the PR industry is alarmingly enormous. This is mostly found among bloated executives with loud titles.
Personality is something professional people are trying to develop because they have no “sense of genuine professional being.” However, personality in any form is a tragic lie. One who goes to bed fully made up, is either an acute irredeemably psycho case, or has no life. This is not a good indicator for the body that is supposed to be a premium among the professional bodies.
The Nigerian Institute of Public Relations (NIPR), at all levels and Public Relations Practitioners Association of Nigeria (PRCAN), in recent times, are astutely striving to deal with the ills of the practice. Though highly commendable, more serious work is required, especially in the area of professional education and periodic reorientation. The practice should not only be for certification, but for core attitude development of professionals as it affects the bodies.
To be a sought after professional whose days will endure, you must be genuinely creative with a wealth of wisdom and experience to be able to see clearly from afar.
In conclusion, the song of a cricket and the roar of a lion are both sounds made by two distinct creatures. However, the vibratory impact is never the same. The fact is, neither can ever be ignored. Their differences are significantly important to the inclusive existence of all. Let your difference be of value no matter how small the contribution might be.
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