In commemoration of World Public Relations Day 2025, the Public Relations Consultants’ Association of Nigeria (PRCAN) organized a virtual seminar. Significantly, this event spotlighted the crucial role of public relations in national development and unity.

The seminar specifically focused on the growing need for responsible leadership, sincere communication, and the human-centered application of public relations. These elements are vital to bridge divides and navigate polarization in society.

World PR Day, marked annually on July 16, celebrates the global impact of the public relations profession. It recognizes, furthermore, its ability to shape public discourse, build connections, and foster mutual understanding.

PRCAN’s Call to Action

Speaking during the webinar, Nkechi Ali-Balogun, Chairman of PRCAN, noted that the 2025 theme — “Building Bridges and Navigating Polarization” — resonates deeply with the core values of the profession.

“This isn’t just a topic — it’s a clarion call to action,” she asserted. Indeed, “In a world torn apart by crises, division, and mistrust, our role as communicators has never been more critical.” Ali-Balogun further stated, “As the pulse of public sentiments, we are uniquely positioned to craft narratives that heal, unite, and inspire.”

Ali-Balogun emphasized that public relations must go beyond mere media exposure. Instead, she argued, it should return to its foundational purpose of driving unity and social cohesion through ethical engagement.

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PR as a Humanities Profession: Ethical Storytelling

Joining the conversation, Victor Sibeko, former President of PRSA, emphasized the powerful role of PR in shaping Africa’s unity and identity. “Public relations is not just about managing crises or spinning stories — it’s about building bridges through ethical storytelling, authentic engagement, and sustained dialogue,” he stated.

Dr. Sibeko underscored the need for a return to ethics in the profession. “We must move away from manipulation and propaganda,” he urged. “PR, after all, is a humanities profession — it’s about human behavior, ethics, storytelling, and connection. When done right, it shapes societies, not just brands.” He called on practitioners to be custodians of truth and trust, warning against communication that divides or misleads. “We are the stewards of public trust. Our words can heal or harm. Therefore, choose healing. Choose unity. And choose purpose.”

Sustainable Dialogue and Inclusive Narratives Matter

Highlighting the importance of long-term planning, Prof. Nkechi Ali-Balogun warned against one-off campaigns that fail to address the root causes of disconnection in society. “Dialogue must be sustainable,” she stressed. “Ultimately, it must lead somewhere — toward resolution, cohesion, and shared identity.”

Building Bridges in Nigeria: Prof. Okey Ikechukwu’s Perspective

In his address titled “Building Bridges in Nigeria,” Prof. Okey Ikechukwu emphasized the need for sincere leadership and certified PR practitioners in public institutions to promote national cohesion.

“The first broken bridge in Nigeria is the bridge of sincerity between the leaders and the led,” he observed, calling for a return to honest and purpose-driven governance. He praised the Nigerian Institute of Public Relations (NIPR) for initiating the Rebooting Nigeria national dialogue, describing it as cost-effective and impactful. “While government-led conferences cost billions, NIPR’s nationwide dialogue achieved more reach and impact at a fraction of the cost. Ultimately, this showed Nigerians are ready to speak with one voice.”

Prof. Ikechukwu reinforced the transformative role of PR in nation-building: “Public relations is not just a profession — it is a tool for healing. Indeed, it builds bridges where politics has burned them.” Referencing global examples, he pointed to Finland’s educational reforms to illustrate the power of human resource development: “What Finland did through education, Nigeria can do through values — if we begin with our homes, our schools, and our leaders.”

Call for Certified Practice and Ethical Communication

Prof. Ikechukwu advocated for the exclusive use of certified public relations professionals in government and institutions. This, he argued, would help maintain credibility and cohesion in public messaging. “It’s time to insist that only certified public relations professionals serve as spokespersons. If we want a cohesive national story, we must, therefore, use the right storytellers.”

He also called for a thoughtful, step-by-step approach to systemic reform: “Bridge-building is not by force. Rather, it’s a journey of intentional steps: awareness, acknowledgment, and appreciation before accountability.”

Final Thoughts: Rebuilding Nigeria One Relationship at a Time

In closing, Prof. Ikechukwu urged all Nigerians—from families and educators to local leaders and policymakers—to take up the responsibility of restoring unity through values and responsible communication. “Building bridges starts with us. With sincerity, respect, and professional guidance, we can remake this nation one relationship at a time.”

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