Expert: Public Relations, Critical to Organizational Success
The former secretary of Nigeria Public Relations Association (NPRA), Dr. Adetokunbo Yusuf has underscored the critical role of public relations in organizational success and the urgent need for the empirical measurement of its impact.
“Without PR, everything will nosedive,” he said in Ogun State at the Nigeria Public Relations Week.
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Yusuf advocated for a methodical approach to PR, stating, “We measure PR activities through the use of empirical qualitative and quantitative research.”
He called for the management of publicity opportunities and the creation of engaging content. “You must be able to write engaging content,” he said.
Dr. Yusuf urged PR practitioners to establish key performance indicators (KPIs) and engage in value creation to elevate the perception of PR from intangible to indispensable.
