Book Review: Beyond Theory—Why Aren’t We All PR People? Is a Practical Guide for Every Communicator
By Rukaiya A. Alibe and Ibrahim Bukar
Ahmed Balarabe Sa’id’s Aren’t We All PR People? A Frank Career Guide for Beginners and Practitioners is more than an introduction to Public Relations; it is a practical roadmap for navigating one of the world’s most dynamic professions. Rather than dwelling solely on classroom theories, the author bridges the gap between academic knowledge and professional practice, guiding readers through career development, ethical dilemmas, crisis management and the growing influence of artificial intelligence on communication.
One of the book’s greatest strengths is its practicality. Every chapter addresses questions that students, young graduates and even experienced practitioners frequently encounter but rarely find adequately answered in conventional textbooks.
Chapter Six, “A Universe of Opportunities,” tackles perhaps the most pressing concern for aspiring communicators: What comes after graduation?
Sa’id demonstrates that a career in Public Relations extends far beyond the traditional office. He introduces readers to diverse career paths, including corporate communication, consultancy, government and political communication, agency practice, academia and entrepreneurship. More importantly, he reminds young professionals that careers are rarely linear. Internships, volunteer opportunities, networking, personal portfolios and continuous learning often become the stepping stones to long-term success.
What makes the chapter particularly engaging is the conversational style in which it is written. The humour that introduces the discussion immediately puts readers at ease, while the practical advice makes complex career decisions appear achievable rather than intimidating. True to its subtitle, the book serves as a frank and accessible career guide for beginners and practitioners alike.
Ultimately, the chapter reassures readers that Public Relations offers countless possibilities. The first job is not the destination but the beginning of a journey of discovery, growth and professional fulfilment.
Chapter Seven, “Why Icons Matter: The Profession Learns by Example,” shifts attention from career opportunities to the people who have shaped Public Relations in Nigeria.
Through carefully selected profiles of distinguished practitioners, scholars and communication leaders, Sa’id illustrates that every profession grows through mentorship, innovation and shared knowledge. The chapter celebrates those whose contributions have strengthened PR practice, public service, consultancy, academia and institutional communication.
For many of us participating in the PRNigeria Young Communication Fellowship, this chapter carries special significance.
One fellow observed that before joining the Fellowship, he had never received structured mentorship in either journalism or Public Relations. For him—and indeed for many participants—Alhaji Yushau A. Shuaib, FNIPR, Founder of PRNigeria, became the first professional mentor. Encountering his name alongside other respected figures in the book reinforces an important lesson: every successful communicator stands on the shoulders of those who came before.
Perhaps the most sobering section of the book is Chapter Eight, “Ethical Traps and Hidden Dangers.”
Sa’id identifies twelve professional “landmines” capable of destroying careers, ranging from brown-envelope journalism and political patronage to confidentiality breaches, social media misconduct, fake credentials, professional isolation and AI-generated misinformation.
The message is unmistakable.
Public Relations is not merely about writing compelling statements or organising media events. It is fundamentally about integrity, credibility, accountability and sound judgment.
For communication professionals, every piece of information has consequences. A poorly verified story can destroy reputations. A careless social media post can undermine years of professional credibility. Confidential information, once disclosed, cannot easily be retrieved.
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The chapter reminds readers that professional reputation is among their most valuable assets and must be protected with the same diligence organisations devote to safeguarding their own brands.
Chapter Nine, “Selected Issues and Crisis Management in Nigeria,” arguably forms the intellectual heart of the book.
This is where theory encounters reality. Sa’id examines several notable Nigerian crises, demonstrating that the true test of a Public Relations practitioner begins when organisations face uncertainty, controversy or public outrage.
As the author memorably observes: «”Theory is the map; crisis is the territory.”»
Among the cases discussed, the #EndSARS protests stand out as a compelling lesson in crisis communication. The chapter illustrates that transparency consistently outperforms denial, while authenticity ultimately proves more persuasive than institutional authority.
Equally striking is Sa’id’s caution against impulsive communication.
As he rightly notes: «”Speed without a strategy is dangerous.”»
The pressure to respond immediately should never outweigh the need for evidence, careful analysis and strategic thinking. A rushed statement issued without sufficient facts can easily intensify rather than resolve a crisis.
The final chapter under review, “You and AI,” explores perhaps the most significant transformation currently reshaping the communication profession.
Artificial Intelligence, Sa’id suggests, resembles a remarkably efficient colleague—one capable of working around the clock without fatigue.
AI can monitor media, analyse public sentiment, draft content, detect emerging crises and process vast quantities of data within seconds. Yet the author wisely resists both uncritical enthusiasm and outright scepticism.
Instead, he presents AI as a powerful assistant rather than a substitute for professional judgment.
Technology cannot independently verify truth, appreciate cultural nuance, exercise ethical discretion or build genuine human relationships.
The chapter also examines AI’s dual character.
The same technology capable of strengthening communication can equally produce deepfakes, fabricated audio, manipulated videos and sophisticated misinformation campaigns. Through contemporary case studies—including the Atiku Abubakar and Access Bank crises—Sa’id demonstrates both the opportunities and dangers AI presents to modern communicators.
His conclusion is both practical and timely: tomorrow’s communication professionals must learn not only how to use AI effectively but also how to recognise, verify and counter AI-generated deception.
Mastering both dimensions, he argues, is essential for practitioners preparing for the communication challenges of the future.
Taken together, these chapters demonstrate that Public Relations extends far beyond knowing what to say.
It requires understanding when to speak, how to communicate, what evidence supports a position, which ethical boundaries must never be crossed and how to respond responsibly when reputations come under pressure.
That, ultimately, is the difference between studying Public Relations and practising it.
Some professional books provide useful information before quietly finding permanent residence on library shelves.
Aren’t We All PR People? belongs to a different category.
It is a reference work readers are likely to revisit repeatedly throughout their careers—not only for practical guidance but also for ethical reflection, professional inspiration and insight into the future of strategic communication.
For students, it provides direction.
For practitioners, it offers perspective.
For the wider communication profession, it reinforces a timeless truth: effective Public Relations is not measured by publicity alone but by credibility, integrity and the ability to sustain trust when it matters most.
By the final page, readers are left with a question that extends far beyond the book’s title:
When the next real crisis emerges, are we truly prepared—not merely to talk about Public Relations—but to practise it?
Rukaiya A. Alibe and Ibrahim Bukar are participants in the PRNigeria Young Communication Fellowship, Kano Centre.
