BOOK REVIEW: Aren’t We All PR People? — A Practical Guide for the Next Generation of Communicators
By Kabir Abdulsalam
Some books arrive quietly. Others announce themselves long before they reach the reader’s desk. Aren’t We All PR People? A Guide for Communicators by Ahmed Balarabe Sa’id belongs to the latter category.
My anticipation for the book began well before I received my copy. Conversations about it had been circulating within public relations circles ahead of its launch, largely because of its promise to demystify a profession that continues to evolve with changing technologies, shifting public expectations and an increasingly complex communication environment.
That curiosity deepened when the author was invited by PRNigeria to engage fellows of the PRNigeria Young Communication Fellowship at its Ilorin Centre. Although I participated virtually, the interactive session provided an illuminating preview of the book. As fellows discussed selected chapters and the author responded to their observations, it became evident that this was more than another introductory text on public relations. It was a thoughtful attempt to explain the philosophy, practice and future of strategic communication in language that both students and practitioners could appreciate.
When my copy finally arrived at the PRNigeria Abuja office, I approached it with the curiosity of a journalist and the professional interest of a communication practitioner. I was not disappointed.
Rather than merely explaining what public relations is, Sa’id explores what it means to practise the profession responsibly in a rapidly changing world. He combines history, ethics, professional experience and contemporary realities into a coherent narrative that is both accessible and intellectually engaging.
A graduate of Mass Communication from Bayero University, Kano, Ahmed Balarabe Sa’id draws on more than two decades of professional experience to produce a work that reflects both scholarship and practical insight. His greatest strength lies in making complex communication concepts understandable without oversimplifying them. Through relatable examples, professional experiences and historical references, he presents public relations not as an abstract academic discipline but as a practical profession built on credibility, relationships and trust.
Structured into twelve chapters, the book gradually guides readers from the origins of communication to the realities of professional practice and the future of public relations.
The opening chapter, “From Ancient Rhetoric to Digital Dialogue,” traces the evolution of communication from classical persuasion to today’s digital ecosystem. It establishes a central argument that runs throughout the book: while communication channels continue to change, the fundamental principles of understanding people, building relationships and influencing public perception remain constant.
The subsequent chapters expand this foundation. “A Constellation of Concepts” introduces readers to the diverse branches of public relations, helping them appreciate the profession’s broad scope and the specialised roles communicators perform within organisations. Importantly, the discussion is situated within Nigeria’s socio-cultural and institutional realities, making the concepts immediately relevant to local practice.
One of the book’s most valuable contributions is its treatment of professional regulation. In “Professionalising the Practice,” Sa’id examines the role of the Nigerian Institute of Public Relations (NIPR) in maintaining standards, promoting ethical conduct and safeguarding professionalism. At a time when many individuals claim expertise in communication without formal training or professional accountability, this discussion is both timely and necessary.
The human qualities required for professional success receive equal attention. “That Good PR Practitioner” reminds readers that competence alone is insufficient. Integrity, discipline, sound judgement and responsibility remain the true foundations of lasting professional credibility. The subsequent chapter, “A Universe of Opportunities,” broadens readers’ understanding of the career possibilities available within public relations, making it particularly valuable for students and young professionals seeking direction.
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One of the book’s most engaging sections is “Some of Your Mentors.” Rather than limiting itself to theory, the author profiles accomplished practitioners from different parts of Nigeria whose careers illustrate the values and standards expected of communication professionals. These profiles transform abstract principles into real-life examples, offering aspiring practitioners practical models of professional excellence.
The book also demonstrates commendable honesty in addressing the profession’s challenges. “Ethical Traps and Hidden Dangers” explores the mistakes, ethical dilemmas and professional misconduct capable of undermining careers and damaging reputations. This discussion naturally flows into “Selected Issues and Crisis Management in Nigeria,” where Sa’id examines notable Nigerian case studies, drawing practical lessons from both successful and unsuccessful crisis responses.
Perhaps the book’s most contemporary contribution appears in “You and AI.” Rather than treating artificial intelligence as a distant technological trend, Sa’id examines its immediate implications for communication practice. He discusses how AI is already reshaping content creation, reputation management, media monitoring and strategic communication, while raising important questions about ethics, regulation and the continued importance of human judgement. His balanced perspective neither exaggerates AI’s capabilities nor dismisses its transformative potential.
Another refreshing inclusion is “PR Shots: On Reputations, Power and Public Communication.” Adapted from the author’s professional reflections originally shared on social media, these concise essays provide insightful commentary on leadership, institutional communication and reputation management. They demonstrate that valuable professional lessons often emerge from observing everyday public discourse.
The concluding chapter broadens the conversation beyond individual careers by examining the contribution of public relations to Nigeria’s national development. Here, Sa’id argues persuasively that strategic communication is not merely about protecting reputations but also about strengthening institutions, promoting constructive dialogue and fostering public trust—an argument that resonates strongly in today’s increasingly polarised information environment.
Beyond its chapter-by-chapter structure, the enduring strength of Aren’t We All PR People? lies in its practical orientation. The book consistently bridges the gap between theory and professional reality, reminding readers that effective communication is ultimately measured by the quality of decisions practitioners make under pressure.
Its discussions on ethics, crisis communication and emerging technologies reflect the increasingly complex environment within which communicators now operate. Equally significant is the author’s call for professional institutions to continually adapt their standards to technological change without compromising the ethical foundations upon which public relations is built.
Importantly, Sa’id resists the common misconception that public relations is simply about publicity or media visibility. Instead, he presents the profession as a discipline grounded in research, planning, relationship management, strategic thinking and accountability. In an era where digital platforms have accelerated communication while simultaneously amplifying misinformation, this distinction could not be more relevant.
Ultimately, Aren’t We All PR People? succeeds because it does more than teach public relations; it explains why the profession matters. It invites readers to think beyond job titles and recognise the responsibility that accompanies shaping public opinion, managing institutional reputations and building trust.
For students and emerging communicators, the book serves as a practical roadmap into the profession. For experienced practitioners, it provides an opportunity for thoughtful reflection. And for Nigeria’s growing body of public relations literature, it represents a timely and valuable contribution.
Ahmed Balarabe Sa’id has produced a book that deserves a place on the shelves of communication students, public relations professionals, journalists, corporate affairs managers and anyone interested in understanding the principles that underpin effective communication.
In the end, Aren’t We All PR People? reminds us that while communication has become universal, professional public relations remains a discipline defined not merely by what practitioners say, but by the integrity, judgement and responsibility with which they say it.
Kabir Abdulsalam is an editor with Spokespersons Digest and co-author of “The Impactful PR in Customs Management: The CG Adewale Example.
