PRNigeria Fellows Urged to Build Careers on Trust and Integrity
Leading communication professionals and academics have challenged participants of the 2026 PRNigeria Young Communication Fellowship (YCF) to make trust, humility and integrity the foundation of their careers, stressing that credibility—not popularity—is the true currency of leadership in the communications profession.
The experts gave the charge at the opening ceremony of the Abuja Cohort of the fellowship on Monday, where they also praised the founder and Chief Executive Officer of Image Merchants Promotion Limited (IMPR), publishers of PRNigeria and Economic Confidential, Alhaji Yushau Shuaib, for creating a platform that is nurturing the next generation of media and communication professionals.
Speaking at the event, Mr. Abdulazeez Abdullahi, Head of Corporate Communications and Stakeholder Engagement at BUA Group, reminded the young fellows that success in journalism, public relations and strategic communication is built on trust and reputation.
According to him, reputation remains the most valuable asset any communication professional can possess.
“Public relations without trust is nothing. Once somebody trusts you, they know they can rely on you. That is how reputation is built,” he said.
Abdullahi described reputation as an intangible but priceless asset that must be guarded jealously, urging the fellows to uphold honesty, professionalism and ethical conduct throughout their careers.
He encouraged participants to view journalism, advertising, public relations and digital communication as complementary professions, warning that the failure of one segment of the communication ecosystem ultimately affects public confidence in all.
Drawing from his professional experience, he distinguished between perception management and reputation management, explaining that while perception may create temporary impressions, reputation is earned through consistent integrity, transparency and accountability.
He added that effective communication, particularly in governance and public affairs, requires openness, responsibility and sustained engagement with stakeholders.
Former Bauchi State Commissioner for Education and Senior Lecturer in Communication at Yakubu Gowon University, Dr. Jamila Muhammad Dahiru, also urged the fellows to cultivate humility, resilience and an unquenchable thirst for knowledge.
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“If you want to go far, you have to be as humble as possible. When people see me, they say I am always hungry for knowledge and opportunities. That is who I am,” she said.
Dr. Dahiru described stakeholder management as one of the pillars of effective communication, noting that credibility enables communicators to inspire confidence and mobilise support.
“When stakeholders believe in a communicator, they become ambassadors of the message. Transparency and accountability are therefore essential. Tell it as it is, but also communicate the progress being made,” she advised.
The communication scholar also shared her experience with the WeCare Centre for Community Awareness and Empowerment Initiative (WeCare Foundation), which mentors young leaders in education, digital literacy, youth and women empowerment.
According to her, the initiative selected 50 fellows from 485 applicants, including international candidates, for a 10-week leadership programme followed by another 10 weeks of mentorship.
She attributed her professional growth to continuous preparation and quality mentorship.
“Success is where opportunity meets preparation. Mentorship and preparation made the difference for me,” she said.
The organisers announced that the fellowship will culminate in a graduation conference and the unveiling of the next cohort under the theme, “Driving Youth Innovation and Alternative Solutions: Pathway to Nation Building,” featuring keynote addresses and panel discussions aimed at inspiring young Nigerians to drive innovation and national development.
The PRNigeria Young Communication Fellowship, a flagship youth development initiative of Image Merchants Promotion Limited (IMPR), has continued to establish itself as one of Nigeria’s most competitive communication training programmes.
Launched in 2024, the fellowship equips young Nigerians with practical skills in ethical journalism, strategic communication, digital media, fact-checking, crisis communication and emerging technologies.
Now in its third edition, the 2026 programme attracted an overwhelming 691 applications from across the country, with only 30 fellows selected through a highly competitive process.
The fully funded fellowship runs simultaneously in Abuja, Ilorin and Kano, admitting 10 participants in each centre for an intensive two-week practical training programme.
Open to Nigerians aged 20 to 30, regardless of academic discipline or previous media experience, the fellowship has rapidly become one of the country’s most sought-after platforms for developing future journalists, public relations practitioners and strategic communication professionals.
By PRNigeria
