PR practitioners push for greater boardroom influence

Nigeria's public relations professionals are actively seeking to elevate their standing within the corporate world. They aim to be recognized not just as creators of media content but as indispensable strategic advisors capable of influencing critical business decisions, effectively managing reputational risks, and shaping public perception.

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PR professionals are often the background. We are not the news; we make the stories.

This push for greater influence was underscored during a recent gathering in Lagos to commemorate World PR Day. The event also served as the platform for unveiling the fifth edition of the PR Power List, which honors 50 of the nation's most prominent public relations and communications experts. Omawumi Ogbe, Managing Partner at GLG Communications and the originator of the PR Power List, emphasized that the initiative aims to bring visibility to professionals who, despite often working behind the scenes, play a pivotal role in crafting the narratives for companies, institutions, and public figures.

Ogbe stated that the recognition is designed to transform industry perceptions by spotlighting individuals whose work has demonstrably strengthened brands, successfully navigated crises, and significantly influenced public discourse over the past year. The gathering also drew attention to Nigeria's expanding footprint in the global public relations arena. Ogbe noted that World PR Day itself was initiated by the Nigerian PR agency BHM and has since evolved into a worldwide observance celebrated in numerous countries, reflecting the increasing international relevance of Nigerian communications professionals.

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We want to take the narrative and tell the story of our industry people, ensuring that they get recognised for the great work they are doing.

Industry leaders present argued that the future of public relations extends far beyond conventional publicity. Modern practitioners are expected to offer strategic counsel to both businesses and government entities. Kwame Senou, Executive Director at THOP and a jury member for the PR Power List, asserted that PR professionals must transition from merely executing tactical communication to becoming trusted advisors. He stressed that tactical PR is no longer sufficient, and practitioners must possess the knowledge and credibility to influence decision-making processes. The selection for the PR Power List involved rigorous research, shortlisting, and assessments by both local and international jurors, evaluating professionals based on their achievements and impact over the preceding twelve months.

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PR that is tactical is no longer relevant. They have to be equipped to advise.