The Chairman of the Lagos State Chapter of the Nigerian Institute of Public Relations (NIPR), Dr. Samuel Ayetutu, has called on public relations practitioners to embrace strategic communication as a catalyst for restoring public trust, strengthening governance, and accelerating Nigeria's development.

In a message marking World Public Relations Day 2026, Ayetutu described public relations as an indispensable leadership function at a time when societies are grappling with misinformation, declining public trust, and increasingly complex social challenges.

He noted that through strategic communication, stakeholder engagement, and reputation management, public relations professionals continue to build bridges of understanding, promote peaceful coexistence, strengthen institutional credibility, and contribute to national stability and sustainable development.

Reflecting on this year's theme, "The Golden Age of Strategic PR," Ayetutu said the profession has evolved beyond its traditional roles of publicity, media relations, and event management to become a strategic management discipline that influences organisational decision-making, shapes public policy, manages crises, and creates long-term value for both institutions and society.

According to him, Nigeria's development aspirations make the role of strategic public relations even more significant, as trust, inclusion, and effective citizen engagement remain essential to economic growth, good governance, and social cohesion.

"Our nation requires communication professionals who can anticipate emerging issues, provide sound counsel to leaders, foster constructive dialogue among diverse stakeholders, and help build the confidence necessary for sustainable national development," he said.

The Lagos NIPR chairman also urged practitioners to recommit themselves to the ethics and professional values that define the profession, emphasizing integrity, truth, accountability, and excellence as the foundation of effective public relations practice.

He further called on members of the Institute to support ongoing efforts by the NIPR to eliminate quackery within the profession, stressing that safeguarding the integrity and credibility of public relations is a collective responsibility.

"Protecting the integrity of Public Relations is a collective responsibility. By upholding professional standards and insisting on ethical practice, we safeguard the credibility of our profession and reinforce the confidence of the public we serve," Ayetutu stated.

On behalf of the Executive Committee of the Lagos State Chapter of the NIPR, Ayetutu congratulated public relations professionals across the country on the occasion of World Public Relations Day and encouraged them to continue advancing the profession through ethical practice, strategic leadership, and unwavering commitment to excellence.