PRCAN on the move to innovation, standardization, repositioning

By Ibidunni Banjoko

The Public Relations Consultants Association of Nigeria (PRCAN) is set to standardize the long overdue practice in Nigeria to enable render first-class service to its clients, principal and superiors, as public relations is no longer just communicating or delivering information to the audience, but a process of incorporating consumer opinion into the ideation and validation stages.

Some PR practitioners made this assertion during an exclusive interview with MARKETING EDGE, Nigeria’s foremost brand and marketing magazine, noting that they are ready to come up with a standard of practice that will help their prospective corporate and public sector clients understand the 21 practice areas of professional services from within the circle of legally recognized public relations firms in Nigeria.

Commenting on the repositioning, Yomi Badejo-Okusanya, President of African Public Relations Association (APRA), said: “The practice standard is long overdue, Advertising Practitioners Council of Nigeria (APCON) has released their own standard of practice, and all industries have their own standard. What we have just done is to wake up to release our own standard of practice.

“Before now, most people thought PR consulting is an all-comers business, which is not true. It has standard and there is a law guiding its operations in Nigeria.”

“With the new standard of practice, clients should expect better service, better results, better efficiency, more judicious use of funds, innovation and collaboration from us because part of the standard will require many of us working together, and it also values determination.

“It is not just about standards, we are also drilling ourselves, so we will operate at a certain minimum standard. Many people are not engaging with PR because they are not sure of the value practitioners bring to the table, but now we can help you precisely,” he said.

Commenting in the same vein, Odion Aleobua, Chief Executive Officer, Modion Communications, said: “Agencies are transforming to full-service consultancy where they provide predictive tools for businesses to make decisions and have full impact on their bottom lines with the use of technology, Artificial Intelligence and creativity more than we have ever seen before.”


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