PR

By Anwar Usman

Prof. Mustapha Nasir Malam, a senior lecturer in the Department of Mass Communication at Bayero University, Kano, spoke about the importance of leadership and reputation management, especially during challenging periods.

He explained this during a quarterly professional development lecture organised by the Nigerian Institute of Public Relations, Kano State Chapter.

He explained how quality leadership plays a significant role in shaping an organisation and society. He noted that “good leadership enables a leader to build a good reputation and earns the respect of his subordinates”.

Malam described the qualities of a leader as self-confident, innovative, and having any other attributes that may give the leader an added advantage.

He further asserts that reputation management is crucial and takes a long time to build, citing some countries that excel in it. He also used the #EndBadGovernance, the SAMOA deal agreement, and the recent controversy between the Nigerian junta and Nigeria to highlight how these incidents negatively affected Nigeria’s reputation.

Dr Sule Y. Sule, a program discussant and lecturer in the Department of Mass Communication at Bayero University, has explained how improper reputation management strategies have affected the Nigerian government’s reputation and will take a long time to fix.

He called on the government to strengthen its communication capabilities by employing strategic communication strategies to maintain the country’s reputation and image.

Various lecturers from the Department of Mass Communication, the national spokesperson of the Nigeria Customs Service, public relations practitioners, the publisher of PR Nigeria, students, and media personalities attended.

By Zainab Haruna Shittu

Nigeria’s public relations sector is on the cusp of a revolution driven by artificial intelligence (AI) integration. This technological advancement transforms how PR professionals work, interact with audiences, and craft compelling narratives.

Artificial intelligence enhances creativity, streamlines processes, and provides data-driven insights, revolutionising the PR landscape. Renowned experts Professor Abdallah Uba Adamu and Mr. Yusha’u Shuaibu emphasise AI’s potential to automate routine tasks, facilitate strategic decision-making, and foster personalised stakeholder communication.

Professor Adamu, a distinguished scholar at Bayero University’s Department of Information and Media Studies, notes that AI has transformative potential. He adds, “AI can automate routine tasks, facilitate strategic decision-making, and foster personalised stakeholder communication.” However, he cautions that AI’s impact on PR is still uncertain due to limited empirical evidence.

Integrating AI in public relations offers numerous benefits, including enhanced creativity and strategic thinking, improved stakeholder engagement and crisis management, targeted messaging and personalised storytelling, and increased productivity through automation.

Despite AI’s potential, challenges persist, including technical issues, infrastructure constraints, a lack of skilled manpower and training, high costs and budget constraints, potential biases, and ethical concerns.

Professor Adamu cautions, “AI can perpetuate biases if not critically evaluated. PR practitioners must develop expertise to recognise and mitigate these biases.” To maximise AI’s benefits, PR professionals should invest in AI training and capacity building, develop critical thinking to evaluate AI outputs, and balance AI-driven efficiency with human touch.

Mr. Issa Ali Musa, a leading media and IT expert, notes, “AI tools have increased productivity by automating tasks like media monitoring, sentiment analysis, and stakeholder segmentation.” However, he emphasises the need for human judgment and creativity.

Looking ahead, experts agree that AI will enhance PR practice in Nigeria. By embracing AI, Nigeria’s PR sector can improve efficiency, precision, and creativity, ultimately leading to better communication strategies.

PR professionals must build the capacity for expertise and criticality to recognise AI biases. As Nigeria’s PR sector evolves, embracing AI will be vital to staying ahead of the curve. By adapting to AI-driven changes, PR professionals can unlock new opportunities, enhance their skills, and drive business success.

 Zainab Haruna Shittu wrote from Bayero University, Kano, via harunazainabshittu7567@gmail.com.

By Zayyad I. Muhammad

Ajuri Ngelale, President Asiwaju Bola Ahmed Tinubu’s special adviser on media and publicity, has announced that he will be taking an indefinite leave of absence to focus on medical issues concerning his immediate family. Ngelale hoped to return to national service when circumstances, recovery, and fate allow.

President Bola Ahmed Tinubu has accepted the decision and wishes Ngalele well.

Ngalele’s leave of absence has sparked numerous reactions from many Nigerians. This comes as no surprise; anyone taking an ‘indefinite’ leave or resigning from President Tinubu’s administration is likely to be viewed negatively due to the country’s current economic challenges and some of the administration’s unpopular decisions and policies. 

Additionally, there is a public perception that those not in the Tinubu administration’s ‘inner circle’ may encounter difficulties or hiccups—though such assumptions have always been Nigerian. However, the Daily Nigerian reported that Ngalele was forced out. The paper said that Mr Ngele was only given a soft landing to quit as presidential spokesman, but he chose to quit all his positions.

Since Mr Ngelale’s appointment, which was influenced by the first family, campaign spokespersons have been under internal pressure to replace him with “someone with better media relations” or “someone the president is more pleased with.”

DAILY NIGERIAN also gathered that Mr Ngelale was also on a collision course with other media aides working for the president for allegedly sidelining them in the running of the affairs of the office. According to sources, Mr Ngelale had also chewed more than he could bite, taking several roles that affected his primary media relations role. The sources said the tasks of being a Special Presidential Envoy on Climate Action and chairman of the Presidential Steering Committee on Project Evergreen have created a role strain and given the cabal a reason to convince the president to replace him.

Given his skills, experience, and expertise, Ngalele has done an outstanding job as a spokesperson. While the Tinubu administration must find a capable replacement for him, they must focus on more than just appointing another Senior Special Adviser on Public Affairs. The administration requires a dynamic and versatile media and PR team that can shift from a reactive to a proactive approach, as Nigerians will not now listen to just standard good English.

President Tinubu needs a PR team that can effectively reinvent Nigerians’ familiar image of Asiwaju Bola Ahmed Tinubu. The focus should not be on finding a replacement for Ngalele but on assembling a dynamic and strategic team capable of rebranding and promoting Tinubu. This team should highlight his accomplishments and present them in a way that can restore public confidence. 

For instance, Tinubu’s PR should focus on the North, where the president’s rating decreases daily. Moreover, it’s essential to showcase the value and contributions of each cabinet member, emphasising what they bring to the administration’s overall agenda. The greatest mistake Tinubu will make is to bring on board politicians; most Nigerians will not listen to them.

President Tinubu should Rejig his media and PR team, and they must communicate in a way that resonates with Nigerians and actively engage with them. They must speak to Nigerians in the ‘language’ they understand, but the bottleneck is that the only language Nigerians understand is what will bring ‘rice and beans’ to their tables.

Zayyad I. Muhammad writes from Abuja via zaymohd@yahoo.com.

By Haroon Aremu 

The role of public relations (PR) has become increasingly crucial in the digital age. Beyond just administrative tasks, PR now serves as a vital managerial function within organizations. 

It is widely acknowledged that an effective PR function shapes an organization’s image, fosters relationships with the media, manages crises even before they erupt, and ensures continuous engagement with key stakeholders and the public. As outlined by the Public Relations Society of America (PRSA), and further expanded to meet modern demands, the core PR functions form the backbone of any successful communication campaign.

While traditional offline PR remains relevant, the reality is that in the digital age, the deployment of technological tools has transformed the way PR is practiced. The essential PR functions, however, still remain valid in this contemporary period.

Media Relations: Media relations is the gateway to public perception. With the rise of social media, video conferencing, and other digital tools, building and maintaining relationships with the press are now more accessible than ever. Effective media relations ensure that an organization secures favorable coverage and manages its image in the press. This involves regular engagement with journalists, responding promptly to media inquiries, and providing accurate and compelling information that aligns with the organization’s objectives.

Community Engagement: Engaging with the community is key to building a positive reputation and fostering goodwill. This can be achieved through digital platforms, such as online event invitations, participation in virtual events, supporting local initiatives, and maintaining open lines of communication with critical stakeholders. An organization must be seen as a valuable and responsible member of the community.

Crisis Management: Navigating stormy waters through crisis management is also essential. Most crises are now triggered and spread through social media. Every organization should anticipate crises and put in place robust crisis management strategies to mitigate the impact on its reputation. Developing response plans, training spokespersons, and swiftly addressing issues as they arise are attributes of a consummate communicator. Effective crisis management protects the organization’s image and ensures continued trust from stakeholders.

Employee Relations: Employee relations are the heartbeat of an organization. Technological advancements have facilitated frequent communication between employers and employees. Regular interactions are crucial for building trust, motivation, and alignment with organizational goals. Employee relations involve regular updates, recognition programs, and fostering a positive workplace culture. When employees are engaged and informed, they become advocates for the organization, enhancing its overall image.

Public Affairs: Influencing policy and legislation through public affairs builds relationships with government and regulatory bodies. Public affairs professionals work to ensure that the organization’s interests are represented in policy discussions and that regulatory changes are communicated effectively within the organization.

Reputation Management: Protecting the brand with reputation management involves monitoring and enhancing an organization’s overall image. This includes proactive strategies to build a positive reputation and reactive measures to address any negative perceptions. Consistent and strategic communication is key to maintaining public trust and confidence.

Social Media Management: Social media management is vital for engaging with audiences, promoting the organization, and managing its online presence. This involves creating and sharing content, responding to comments and messages, and monitoring social media trends. Effective social media management helps to build a strong online community and amplify the organization’s message.

Content Creation and Distribution: Producing and distributing content that aligns with the organization’s objectives is essential for engaging target audiences. This includes press releases, blog posts, videos, and infographics. High-quality content not only informs but also inspires and engages, helping to build a loyal audience.

Event Management: Organizing and managing events is a powerful way to promote the organization, its products, or its services. Whether it’s a product launch, a community event, or a corporate meeting, well-executed events enhance visibility and create positive experiences for attendees.

Research and Evaluation: Conducting research to understand public perceptions and evaluating the effectiveness of any campaign for continuous improvement is crucial. This involves gathering data, analyzing feedback, and making informed decisions to refine strategies and achieve better outcomes.

In the ever-evolving landscape of public relations, practitioners must adapt to the changing demands of the digital age while upholding the core principles of the profession. By mastering these essential functions, organizations can effectively communicate their message, build strong relationships with their stakeholders, and navigate the complexities of the modern PR landscape.

Haroon Aremu is a Mass Communication graduate and a youth corps member at the PRNigeria Centre in Abuja.

 By Haroon Aremu

Artificial intelligence (AI) is involved in everyday tasks, especially using smartphones or laptops to check message spellings, using voice commands for music, or following GPS directions. While these tools have existed, modern AI is much more advanced. It can not only complete tasks but also learn and improve its abilities by analysing information, making it even more powerful.

With its remarkable ability to think like a human and tackle everything from brainstorming to strategic planning, AI has become an indispensable ally in PR, reshaping how professionals craft their messages.

AI is a versatile powerhouse that can perform tasks such as generating innovative ideas and crafting tailor-made press releases and reports.

AI in PR is an especially exciting area. With tools ranging from traditional chatbots to cutting-edge, comprehensive platforms like Natural Language Generation (NLG) technology, PR pros can now create personalised content at lightning speed, paving the way for big-picture thinking and strategic approaches.

In a report by PRDaily and Accesswire, about 200 PR respondents were captioned. ‘59% seek predictive analytics for PR planning.’

Pundits argued that ChatGPT, the AI wizard that has revolutionised PR, is among the commonly used AI tools. With ChatGPT’s prompt input, tasks like building media lists and brainstorming content ideas have never been easier.

American Marketing AI Institute has also predicted that AI has created up to $2.6 trillion in business value in marketing and sales alone.

While incredibly powerful, AI is not 100% perfect and does not have emotions; it can also be inaccurate.

However, while AI may be a distraction, one thing remains abundantly clear: human connection is irreplaceable. After all, no machine can match the warmth and empathy of a genuine human interaction.

Meanwhile, AI and human interaction make the team’s dream easier. The deployment of both can boost efficiency and creativity and drive strategy. As the AI landscape continues to evolve, PR pros must embrace these changes wisely, leveraging technology as a tool to supercharge their skills and deliver impactful communication strategies by leveraging AI to streamline PR workflows in the digital age.

As an intern in PR and marketing communications, the influence of this field is undeniable. From advanced analytics to content generation, PR pros can deploy this tool to evaluate strategic decisions accurately.

Personalised marketing campaigns can also be deployed to elevate customer engagement, increase conversion rates and customer interactions, and enhance brand loyalty.

Notwithstanding, implementing AI also comes with challenges: data privacy concerns and the need for ongoing algorithm refinement present struggles requiring proactive solutions. Yet, these obstacles can be overcome through collaborative efforts and a willingness to adapt.

Haroon Aremu is a youth corps member with the PRNigeria centre and wrote in via exponentumera@gmail.com.