The Lagos Chapter of the Nigerian Institute of Public Relations (NIPR) marked World PR Day with a strong message to public relations professionals: adapt to the evolving landscape or risk obsolescence. The theme for this year, “The Future of PR in a Changing World,” underscores the necessity for the PR industry to remain dynamic and forward-thinking.
Comfort Obot Nwankwo, Chairman of Lagos NIPR, stressed the importance of embracing change in her address. “The future belongs to those who can adapt to changing times,” she declared. “PR professionals must embrace this change, leveraging new technologies and strategies to stay relevant and effective. The ability to navigate these shifts will define our success in the coming years.”
The Lagos Chapter has been a leader in PR innovation, consistently providing resources and education to its members.
In addition to its monthly PR Clinics on various themes, the chapter hosts the Digital PR Summit annually. This event equips PR professionals with the latest digital tools and knowledge. Last year’s summit focused on AI applications in PR, demonstrating the chapter’s dedication to keeping Lagos PR practitioners at the forefront of technological and industry trends.
Nwankwo also called for greater recognition of PR’s strategic importance in business and governance. “Public relations is invaluable in building relationships, preventing crises, achieving business objectives, and promoting national interests,” she stated.
“It plays a critical role in mitigating confusion that could potentially harm companies or lead nations into conflict. By making PR a priority, we can foster a more informed, cohesive, and resilient society.”
World PR Day is an annual celebration that highlights the critical role of public relations and communications in shaping perceptions, building bridges, and enabling understanding across diverse communities. Nwankwo emphasized, “This day is set aside to celebrate the indispensable role of public relations and communications in shaping perceptions, building bridges, and fostering understanding across diverse communities.”
The message from Lagos NIPR is clear: as the world changes, PR professionals must evolve to stay effective and impactful.
