In a world where communication is more crucial than ever, public relations and communication experts have expressed divergent views on the role of PR in everyday activities. Expressing their views on Instagram in commemoration of the recently held Word PR Day, the industry practitioners underscored the significance of PR to individuals and organisations.

Krystabell Amor, Founder & Lead Strategist, Krysel Brands GM, while giving his view, noted: “PR to me is building connections in creative and innovative ways in a world of heightened distractions and multiple choices. PR is focusing on the consumer mind space. It’s building trust and affinity; it is not all about issuing press releases.”

On his part, Obianuju Lilian Ikegbune, Communications and Product Marketing Lead at Signal Alliance Technology Holding, emphasized the role of PR as a management function that creates visibility and manages perception for brands, bridges the communication gap, establishes and maintains relationships between a brand and its targets while leveraging integrated marketing communication tools.

Also commenting, Oluwakemi Ologbonyo, a communications specialist, stated that PR is about storytelling, about using the power of words, images, and emotions to paint a vivid picture that captures attention and sparks conversations. For him, PR is about finding the essence of a brand, a person or an idea and being able to be compelling and genuine.

Peter Molokwu, a PR Strategist, noted that PR is taking a company, an organisation or a person and analyzing them for their most positive attributes, then using those positive attributes to tell a narrative that will advance the agenda of the company, organisation or person.

Mutale F. Chileshe, a communications specialist, stated that PR is more than just releasing press releases and getting media space. “It’s a strategic tool for building brands and managing relationships with the public. PR is the right choice for the right reasons,” he said.