Mrs. Comfort Obot Nwanwkwo, Chairman, Lagos NIPR

In commemoration of World PR Day, the Lagos Chapter of the Nigerian Institute of Public Relations (NIPR) has emphasized the need for PR professionals to adapt to the rapidly changing world.

This year’s theme, “The Future of PR in a Changing World,” underscores the dynamic and evolving nature of the PR profession.

Mrs. Comfort Obot Nwankwo, Chairman of the Lagos Chapter of the Nigerian Institute of Public Relations (NIPR), underscored the need for adaptability and forward-thinking in the profession.

“The future will belong to those who can adapt to changing times. 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.”

She highlighted Lagos NIPR’s leading role in driving innovation within the PR industry. “Lagos NIPR has consistently been at the forefront of innovation in the PR profession. Each year, our Chapter hosts the Digital PR Summit, an event dedicated to equipping PR professionals with the latest tools and knowledge in the digital PR space. In 2023, recognizing the imperative to stay ahead in a rapidly evolving landscape, the summit focused on the use cases for AI in PR. This initiative reflects our dedication to ensuring that PR practitioners in Lagos remain at the cutting edge of technological advancements and industry trends,” said Mrs. Nwankwo.

The press release signed by the Chapter’s PRO, Samuel O. Adeyemi, quoted the Lagos NIPR Chairman as calling on policymakers to prioritize public relations as a strategic component of business and governance. “Public relations is invaluable in building relationships, preventing crises, achieving business objectives, and promoting national interests. 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.”

PR Day celebrated every July 16, 2024, is set aside annually to celebrate the indispensable role of public relations and communications in shaping perceptions, building bridges, and fostering understanding across diverse communities.