• Home
  • Anti-Corruption
  • Fact-Check
  • Economy
  • National
    • Government
  • Security
  • Features
  • State
  • Event
    • PR Nigeria Award
  • E-Paper
Search
  • Home
  • About
  • Adverts
  • Contact
Sign in
Welcome! Log into your account
Forgot your password? Get help
Password recovery
Recover your password
A password will be e-mailed to you.
PRNIGERIA PRNigeria News
PRNIGERIA PRNIGERIA
  • Home
  • Anti-Corruption
    • ICPC Secures Conviction of Rector for Running Unaccredited Degree Programmes

      Engr Abba Babagana Dalori

      Engr Dalori Forfeits Galaxy Hospital, Petrol Station, Properties & Cash

      Chinese nationals jailed in Lagos

      Court Jails Nine Chinese Nationals for Cybercrime in Lagos

      ASUU

      Tackle Corruption, Institutional Decay – ASUU Charges FG

      EFCC Arraigns Bauchi Accountant General Over N8bn Fraud as Court Sentences…

  • Fact-Check
  • Economy
    • Customs Partners US Mission to Prevent Expanded Visa Ban

      Nigeria Customs Partners China on Smarter Ports, Officer Training, Reforms

      Comptroller General Nigerian Customs Bashir Adewale

      Customs Moves Against 223 Importers in N379bn Permit Breach

      Bashir Adewale Adeniyi Customs Boss

      How Customs is Tightening Borders to Stop Illicit Cash Flows –…

      Customs boss, CGC Bashir Adewale Adeniyi with NAFDAC DG Professor Moji Adeyeye

      Codeine, Tramadol Worth ₦20.5bn Seized as Customs-NAFDAC Cooperation Deepens

  • National
    • Army Commander keeps 100 students in school

      Army Commander’s Compassion Keeps 100 Students in School in Zamfara

      Sam Obi Sponsors 500 students

      Sam Obi Sponsors 500 Students in Evergreen, SimplifiedIQ’s Education Program

      CG Customs Bashir Adewale Adeniyi

      NIPR Hails customs Boss’ Tenure Extension as Evidence of Transformational Leadership

      Comptroller General Customs Bashir Adewale and his staffs with the representatives of the European Union, the German Embassy

      Customs Unveils Renewable Energy Handbook, Strengthens EU-Germany-GIZ Partnership

      University of Maiduguri

      UNIMAID Mass Comm becomes Faculty of Communication and Media Studies

    • Government
      • Northern leaders at Arewa Summit

        Northern Leaders Urge Action on Almajiri Crisis, Equitable Resources at Arewa…

        Saidu Ahmed Alkali,

        Kaduna-Kano Light Rail Underway as FG Targets ₦70bn Investment

        Beyond Hoes and Sticks: The Power of Education for Peace in…

        National Blood Service Agency

        FG Pledges Stronger Support for Blood Services, Seeks Scalable Interventions from…

        Tinubu’s Government Unveils Multi-Sectoral Initiatives to Boost Northern Region’s Development

  • Security
    • Nigerian Navy

      Navy to Establish  Base in Kebbi to Tackle Inland Waterway Crimes

      Army Commander keeps 100 students in school

      Army Commander’s Compassion Keeps 100 Students in School in Zamfara

      Chief of the Air Staff (CAS), Air Marshal Hasan Abubakar, receiving the land document from Governor Pastor Umo Bassey Eno in Akwa Ibom

      Akwa Ibom Boosts National Security with Land Donation for Nigerian Air…

      Military Troops in Action

      Army Troops, DSS Nab Arms Trafficker in Taraba, Recover Ammunition, Cash

      Inspector-General of Police Kayode Adeolu Egbetokun

      IG Reaffirms Commitment to Tackling Oil Theft, Upholding Human Rights

  • Features
    • Okello Oculi

      Okello Oculi: A Pan-Africanist Asteroid Burns out Forever By Is’haq Modibbo…

      Leon Usigbe

      Death, you can’t be Proud of this By Abdulrahman Abdulraheem 

      Tinubu’s Plateau Gambit – Yilwatda, 2027, and the Return of the…

      Ozumi and a recipient of a wheelchair

      Wheels of Hope: How a Simple Gift is Reshaping Lives at…

      Late Ex-President Muhammadu Buhari and Mansur Liman

      “Buhari: A Blunt, Honest Leader Who Laughed at His Own Predicament”

  • State
    • court Judiciary

      Lawyer Sues Housing Ministry, FHA Over Alleged Property Redesign

      Army Commander keeps 100 students in school

      Army Commander’s Compassion Keeps 100 Students in School in Zamfara

      Chief of the Air Staff (CAS), Air Marshal Hasan Abubakar, receiving the land document from Governor Pastor Umo Bassey Eno in Akwa Ibom

      Akwa Ibom Boosts National Security with Land Donation for Nigerian Air…

      Nigerian Army

      Army Denies Allegations of Misconduct in Imo Community

      Military Troops in Action

      Troops Repel Bandit Attacks in Katsina, Plateau, Recover Rustled Cattle, Sustain…

  • Event
    • court Judiciary

      Lawyer Sues Housing Ministry, FHA Over Alleged Property Redesign

      Sam Obi Sponsors 500 students

      Sam Obi Sponsors 500 Students in Evergreen, SimplifiedIQ’s Education Program

      Comptroller General Customs Bashir Adewale and his staffs with the representatives of the European Union, the German Embassy

      Customs Unveils Renewable Energy Handbook, Strengthens EU-Germany-GIZ Partnership

      University of Maiduguri

      UNIMAID Mass Comm becomes Faculty of Communication and Media Studies

      CG Customs Bashir Adewale Adeniyi

      Tinubu’s Extension of Customs CG Bashir Adeniyi’s Tenure Draws Widespread Praise…

    • PR Nigeria Award
  • E-Paper
Home Features Public Relations Practice and Emerging Contexts
  • Features

Public Relations Practice and Emerging Contexts

By
Zaynab Abubakar El-nafaty
-
December 21, 2022
President and Chairman of Council, Nigerian Institute of Public Relations (NIPR), Mal. Muthtar Sirajo, at the Citizens summit, Abuja

Public Relations Practice and Emerging Contexts
By Zaynab Abubakar El-Nafaty

Ranked as the most populous country and fastest growing economy in Africa, Nigeria’s image to the rest of the world is arguably not the most favourable and is in need of a remaking. Even so, the country is also home to one of the fastest growing PR industries in the world.

Public Relations (PR) in Nigeria has gone through various stages in its history, from political propaganda in the late 1930s to the current professionalism era; as such it is safe to say that PR is growing rapidly in the country. Which, in turn, is leading to an increase in creative output that is comparable to any part of the world.

In the past few years, PR was often synonymous with political propaganda, misinformation and advertising due to how it was utilised and deployed. However, over the years the purpose of PR has become ever more defined, with its demand growing in tandem with the ascendant economy and competitive markets. New PR agencies are being established to meet the demand for services along these lines, which, in turn, has also increased the number of PR practitioners in Nigeria.

In order to regulate these growing numbers and to prevent unethical practices, the Nigerian Institute of Public Relations (NIPR) was established. Since then, anyone who wishes to practice PR in the country must be a registered member of the Institute. This requirement has provided its members with rules, regulations and a code of ethics that has given more weight to the industry’s credibility, while structuring the PR space.

With new technology and faster ways of communicating being introduced everyday, PR has taken on new forms and methods. The vast power of the internet has opened doors for PR professionals, as they provide innovative and creative approaches to issues.

In the past, the majority of the tools available for use were either through print or broadcast platforms, however these days, the merging of both analogue and digital forms have increased the chances of success.

Having spoken to the President of NIPR, Mallam Muhktar Sirajo, on the effect of such advancement, he says; “Actually, everything is now becoming digitised as a result of advancements in technological innovations. Almost every PR practitioner is now using digital media space or online media in addition to conventional/mainstream news outlets we are familiar within discharging their functions.”

As such, the content being created by PR professionals is evolving as well. By including these new avenues of communication, such as social media and websites, organisations are able to tap into a large pool of target audiences, while communicating in an engaging and timely manner with them. These new media tools allow for rapport to be maintained between organisations and their publics, while also strengthening their reputation in the digital landscape.

As the most active users of new technology, the youth carry the most weight when it comes to digital communication. As more people and organisations join these platforms, such as Instagram, Twitter, TikTok and others, it is imperative for PR professionals to stay on top of youth trends.

Read Also:

  • Lawyer Sues Housing Ministry, FHA Over Alleged Property Redesign
  • Navy to Establish  Base in Kebbi to Tackle Inland Waterway Crimes
  • Army Commander’s Compassion Keeps 100 Students in School in Zamfara

Today, many youths spend the majority of their time online, either consuming or creating content. Often, spending so much time online influences the shift of the public attention to either public figures, events or organisations. As such, with these growing numbers, this segment of the public has become a large pool of engagement for PR practitioners.

By remaining on top of these shifting and ever changing trends, industry professionals will be able to further evolve approaches for tackling issues that are experienced during the implementation of their strategies. The youth have become the driving force for exposure online and the success of any strategy is dependent on engagement with this segment of the public.

The PR space has changed since the times of Chief Bob Ogbuagu, one of the founding fathers of PR in Nigeria. What was once utilised as a strategy to further either political or governmental ambitions by using information in any way that would trigger a reaction, has now been redefined in the country.

Today, the importance of PR is growing by the day. As more organisations are beginning to understand that the stance and attitudes of their public is essential to growth, the demand for professionals well versed in PR has led to a boost in the industry.

From organisations allocating the necessary time and resources to departments that are focused solely on this part of their management, to institutes providing stability as well as training to both potential and established agents of the industry, the importance of PR is growing steadily in Nigeria.

Further quoting the President of NIPR, “Nicknamed as ‘image makers’, it is obvious that the need for PR experts will rise with the corresponding increase in the number organisations. Because these corporate entities including the media vehemently need the service of the PR practitioner who can sell the organisation to the public as well as protect and preserve its image.”

Not only that but the public perception of PR in Nigeria is changing as well, from the view that PR was all about publicity stunts and press releases, to a well respected profession that requires dedication and concentrated efforts to present information as accurately as possible.

Even with the improving reputation of the industry, there are still new challenges being faced everyday. The most concerning being the unethical practices of some PR professionals. Most of which is brought on by the ease of the internet, especially in the anonymity it provides. This allows for misinformation to spread in ways that is damaging to a public entity’s reputation. Not to forget as well that some practitioners do not endeavour to educate themselves and as such come up with repetitive strategies that also further strengthen the notion that PR is still all about publicity.

However, despite some of these drawbacks, the trajectory of PR is encouraging. With more PR agencies being established in the country, the standards of its practice has elevated and as such the information presented to public is becoming not only transparent but also more accurate. As more research and fact-checking methods are being implemented into practice, the trust and respect of the industry is improving. As further stated by the President of NIPR: “As a result, not only in Nigeria but globally, the PR success in (the) media space will largely depends on how well practitioners embrace and incorporate technology into practice”. In conclusion, it is safe to say that the future of PR and its practice in Nigeria is set for impressive growth.

Zaynab Abubakar El-Nafaty is with Spokespersons Digest and writes from Abuja. Email: [email protected]

VISIT OUR OTHER WEBSITES
PRNigeria.com EconomicConfidential.com PRNigeria.com/Hausa/
EmergencyDigest.com PoliticsDigest.ng TechDigest.ng
HealthDigest.ng SpokesPersonsdigest.com TeensDigest.ng
ArewaAgenda.com Hausa.ArewaAgenda.com YAShuaib.com
  • TAGS
  • Mallam Muhktar Sirajo
Previous articleNYSC to Corpers: Accept Your Postings in Good Faith
Next article50 MDAs Back Nigeria Digital ID4D Project
Zaynab Abubakar El-nafaty
Zaynab Abubakar El-nafaty
Xing

RELATED ARTICLESMORE FROM AUTHOR

Bashir Adewale Adeniyi Customs Boss

JUST IN: Tinubu Extends Tenure of Customs CG Bashir Adeniyi

AI-generated disinformation looms ahead of Nigeria’s 2027 elections

PRNigeria Fact Check: Does Delayed Baby Umbilical Cord Clamping Have Health Benefits? 

Okello Oculi

Okello Oculi: A Pan-Africanist Asteroid Burns out Forever By Is’haq Modibbo Kawu

Department of State Security Service DSS

Army, DSS-Backed Hybrid Forces Neutralize 45 Bandits in Niger Operation

PRNigeria Young Communication Fellowship 2025 logo

PRNigeria Opens Application for 2025 Young Communication Fellowship

Troops of Operation FANSAN YANMA

Troops Kill Three Terrorist Leaders in Sokoto Ambush, Recover Weapons

Leon Usigbe

Death, you can’t be Proud of this By Abdulrahman Abdulraheem 

Bashir Adewale Adeniyi Customs Boss

How Customs is Tightening Borders to Stop Illicit Cash Flows – CG Adeniyi 

FACT-CHECK: Did a N10bn Lafia Flyover Collapse Three Weeks After Commissioning in Nasarawa?

Tinubu’s Plateau Gambit – Yilwatda, 2027, and the Return of the Machiavellian Strategist By Abdullahi O Haruna Haruspice

NAF combat-ready Unmanned Aerial Vehicle (UAV) operators

NAF Bolsters Battlespace Dominance with New Combat-Ready UAV Operators

Recent Posts

  • Lawyer Sues Housing Ministry, FHA Over Alleged Property Redesign
  • Navy to Establish  Base in Kebbi to Tackle Inland Waterway Crimes
  • Army Commander’s Compassion Keeps 100 Students in School in Zamfara
  • Sam Obi Sponsors 500 Students in Evergreen, SimplifiedIQ’s Education Program
  • NIPR Hails customs Boss’ Tenure Extension as Evidence of Transformational Leadership
  • Home
  • About
  • Adverts
  • Contact
© 2020 PRNigeria. All Rights Reserved.
Latest News
Lawyer Sues Housing Ministry, FHA Over Alleged Property RedesignNavy to Establish  Base in Kebbi to Tackle Inland Waterway CrimesArmy Commander's Compassion Keeps 100 Students in School in ZamfaraSam Obi Sponsors 500 Students in Evergreen, SimplifiedIQ's Education ProgramNIPR Hails customs Boss' Tenure Extension as Evidence of Transformational LeadershipAkwa Ibom Boosts National Security with Land Donation for Nigerian Air Force BaseCustoms Unveils Renewable Energy Handbook, Strengthens EU-Germany-GIZ PartnershipUNIMAID Mass Comm becomes Faculty of Communication and Media StudiesTinubu’s Extension of Customs CG Bashir Adeniyi’s Tenure Draws Widespread Praise and ReactionsArmy Troops, DSS Nab Arms Trafficker in Taraba, Recover Ammunition, CashIG Reaffirms Commitment to Tackling Oil Theft, Upholding Human RightsNorthern Leaders Urge Action on Almajiri Crisis, Equitable Resources at Arewa Summit in KadunaArmy Denies Allegations of Misconduct in Imo CommunityTroops Repel Bandit Attacks in Katsina, Plateau, Recover Rustled Cattle, Sustain CasualtiesNavy Destroys 10 Illegal Refineries in Niger Delta
X whatsapp