Lagos NIPR expands LAPRIGA award categories

The Nigerian Institute of Public Relations (NIPR), Lagos State Chapter, is set to host the 2026 Lagos Public Relations Industry Gala Awards (LAPRIGA) on December 11, 2026, introducing expanded award categories to acknowledge the dynamic shifts within the communication industry.

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The theme, ‘Redefining Innovation and Influence,’ reflects the profound transformation reshaping the communication industry, where the lines between public relations, advertising, digital communication, content creation, technology and brand management are increasingly fluid.

Dr. Samuel Ayetutu, Chairman of NIPR Lagos State Chapter, announced at a media briefing that the event's theme, 'Redefining Innovation and Influence,' encapsulates the profound transformation reshaping the sector. He highlighted the increasing fluidity between public relations, advertising, digital communication, content creation, technology, and brand management. Ayetutu stressed that innovation today is not merely about novelty but about applying intelligence and meaning to solve problems and create measurable impact.

He further explained that influence is now earned through credibility, relevance, authenticity, and engagement, rather than solely through media budgets or traditional appearances. The digital revolution has fundamentally altered public relations practice, enabling social media stories to become national conversations within minutes. Ayetutu noted that a single piece of digital content can now shape brand perceptions more significantly than conventional campaigns.

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Innovation in today’s practice is no longer about novelty alone, but about doing things “differently, intelligently and meaningfully” to solve problems, create value and deliver measurable impact.

The NIPR chairman also pointed to the impact of artificial intelligence, data analytics, and automation on how practitioners conduct research, create content, and measure communication. While technology offers vast reach, he cautioned about the new responsibilities that arise, especially with AI's ability to generate content rapidly. The focus, he stated, has shifted from simply asking 'Can we create content?' to 'Can we create something original, authentic, insightful, and consequential?'

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Influence was no longer a function of media budgets or traditional media appearances, but was increasingly earned through credibility, relevance, authenticity, engagement and the ability to shape conversations.

Echoing advertising pioneer Bill Bernbach's sentiment that "the most powerful element in advertising is the truth," Ayetutu asserted that truth, authenticity, and originality remain the most potent currencies of influence in an era saturated with information, misinformation, and synthetic content. Dr. Dare Ogunyombo, Chairman of the LAPRIGA Selection Committee, revealed that the upcoming awards will feature 15 regular categories and two honorary recognitions, with the new categories specifically designed to reflect emerging trends and recognize excellence across the public relations landscape.

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The digital revolution has fundamentally changed the practice of Public Relations. Today, a story can emerge on a social media platform and become a national conversation within minutes.