NIPR Unveils New Definition of PR Anchored on Trust, Culture and African Realities
The Nigerian Institute of Public Relations (NIPR) has unveiled a new definition of Public Relations (PR), deliberately crafted to reflect the cultural depth, social dynamics and trust realities of the African ecosystem.
The new definition was presented by Prof. E. S. Dandaura, Vice-President and Vice-Chairman of Council, NIPR, during the membership induction ceremony held recently in Abuja. He stressed that Africa needs a model of PR that tells the truth, respects culture, heals societal divides, builds trust, shapes leadership and authentically reflects the identity of its people.
Drawing from Africa’s traditional communication systems, Prof. Dandaura noted that effective communication on the continent has always been rooted in storytelling, collective wisdom and cultural values. “In our villages, elders told stories, not speeches. Truth came wrapped in proverbs. People listened because wisdom met culture. Africa has always known that people change when you speak to their spirit, not their fears,” he said.
He argued that PR in Africa must evolve beyond surface-level messaging to become a leadership function driven by integrity, accountability and dialogue rather than propaganda or impression management. “PR must become leadership, not messaging; integrity, not impression; accountability, not excuses; dialogue, not propaganda. Communication without conscience equals manipulation. Africa has moved on,” he declared.
Prof. Dandaura identified trust as Africa’s most critical communication challenge, noting that citizens increasingly trust influencers, informal channels and voice notes over official press briefings. “Africa’s real crisis is not media, messaging or technology. It is trust. Credibility cannot be photoshopped,” he added.
He further emphasised the importance of ethical communication, community accountability, culturally rooted persuasion and respect for Africa’s collective memory as essential pillars of effective PR practice on the continent.
According to him, the new NIPR definition does not seek to reinvent Public Relations but to rediscover Africa’s authentic communication philosophy. He explained that many Western PR models assume high institutional trust, stable systems and passive audiences, assumptions that do not align with Africa’s participatory cultures, high information noise and lived realities.
Under the new framework, Public Relations is defined as “a strategic leadership role that builds trust, reputation and lasting relationships, while driving inclusive development through ethical, transparent and culturally respectful communication.”
With this unveiling, NIPR positions PR as a critical leadership tool for rebuilding trust, strengthening institutions and shaping Africa’s future through communication that resonates with its people and values.
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