Experts Brainstorm on Improving Standards of PR Practice in Nigeria
Stakeholders in the field of strategic communication have highlighted the importance of continuous learning, membership compliance, and robust mentorship programmes to drive professional advancement within the Nigerian Institute of Public Relations (NIPR).
The stakeholders said this in a virtual discourse organised by the Kaduna State Chapter of the Institute on Saturday.
Prominent participants at the discussion are the two leading presidential candidates of NIPR, Dr. Ike Neliaku and Nkechi Ali-Balogun, as well as the former Chairman of the Kaduna State Chapter, Bashir Chedi.
The event was centered around the theme: ‘Public Relations in Practice: Insider Conversations for Deepening Professionalism and Excellence’, moderated by Ahmed Balarebe Sa’id, Faculty head, Kaduna Media Academy.
Addressing the challenges facing the Institute, Bashir Chedi, a fellow of NIPR noted that the issues encompass self-inflicted limitations among practitioners, members’ attitudes toward both the practice and the institute, capacity-building gaps, and the absence of foundational training for PR professionals.
Dr. Ike Neliaku, also a fellow of the institute, identified seven key areas where the noble profession is currently deficient. These areas include context and content adequacy, robust monitoring mechanisms, weak enforcement structures, punctuality issues among members, the lack of an authoritative voice for the institute, insufficient PR promotion for both practitioners and the institute itself.
Responding to these concerns, Nkechi Ali-Balogun stressed the necessity for PR practitioners to equip themselves with professionalism and excellence.
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Nkechi, the CEO of NECCI Consultants, underscored that maintaining excellence is pivotal in avoiding reputational damage, which in turn prevents miscommunication and misconduct.
She advocated for adherence to the institute’s constitution and its anticipated updates.
When asked about strategies to address the institute’s challenges, Chedi asserted that PR practitioners must possess a comprehensive understanding of their organisations to effectively project their image and contribute meaningfully.
He emphasised the importance of strategic thinking and relationship-building, advocating for increased engagement both at national and state levels.
Dr. Ike Neliaku, on his part, emphasised that a PR Practitioner’s learning journey is never-ending.
He stressed the need for effective quality control mechanisms for training programmes at both state and national levels.
Dr. Neliaku also suggested that the content of the PR profession should be regulated and managed. He proposed the establishment of a PR school, akin to lawyers attending law school before practicing. This, he argued, would foster a new generation of PR professionals.
Nkechi Ali-Balogun suggested that mentorship programmes would play a vital role in regulating PR practices, enabling skill development, fostering collaboration, and nurturing innovation.
Regarding the impending influence of Artificial Intelligence, Nkechi emphasised that PR practitioners must familiarise themselves with modern communication tools for enhanced efficiency.
Also, the Lagos-based PR expert, recommended that NIPR should appoint a spokesperson for handling national issues, strengthening laws and regulations for member compliance
The discourse highlighted the urgency of continuous learning, strict adherence to professional codes, and the cultivation of mentorship programs to drive the growth and excellence of the NIPR.
Kabir Abdulsalam
