Lagos NIPR Stakeholders Conference 2014 October 31, 2014 Nigerian Institute of Public Relations ( Established in 1963 and Chattered by Decree 16 of June.

Lagos NIPR Stakeholders Conference Lagos NIPR Stakeholders Conference 20142014

October 31, 2014

Nigerian Institute of Public Relations(Established in 1963 and Chattered by Decree 16 of June 1990)

PROFESSIONALISM & EXCELLENCEPROFESSIONALISM & EXCELLENCE

Presented by

@ Muson Centre, Lagos

On

THE FUTURE OF PUBLIC RELATIONS IN THE FUTURE OF PUBLIC RELATIONS IN NIGERIANIGERIA

ROTIMI OLADELE, ROTIMI OLADELE, PhD, FNIPR, FLoD, FNMIN, FICA, FIE, PhD, FNIPR, FLoD, FNMIN, FICA, FIE, MNIMMNIM

President/Chairman, Governing Council of NIPR

Matthew Oluwarotimi Oladele. PhD. (JP) has combined academics with field practice for over 3 decades.

He holds B.Sc Mass Communication of the University of Lagos; M.Sc Marketing (specialising in PR), University of Nigeria; M.Sc Corporate Governance, Leeds Metro University, UK; MBA Marketing & Management, Lagos State University; PGD Hospital Management, LUTH; Diploma in Commercial Law, UNILAG; Advance Diploma in Law, UNILAG; NCE, Lagos State College of Education etc. He tops all these with a PhD in Business Administration with bias in Entrepreneurship from Babcock University.

He is a Fellow of Nigerian Institute of Public Relations; National Institute of Marketing of Nigeria; Institute of Credit Administration; Institute of Entrepreneurs and Institute of Directors. He is a Member of Chartered Institute of Marketing, UK, Nigerian Institute for Training and Development, Nigerian Institute of Management, as well as an Associate of The Chartered Institute of Arbitrators, UK.

National, Board and Advisory Services: Delegate, National Conference 2014, President/Chairman of Council, Nigerian Institute of Public Relations; 2nd Vice President, National Institute of Marketing of Nigeria; Council Member/Secretary, the Institute of Entrepreneurs; Director of Community Projects and Entrepreneurship, Christian International Business School, West Africa; PR Consultant, Prison Fellowship International; PR Adviser to Sickle Cell Foundation of Nigeria

Work history: Managing Director/CEO, MEGAVONS (W/A) Limited (2003 to date). PR Adviser, KPMG West Africa (2002 – 2003), Managing Director/CEO, African Newspapers of Nigeria Plc (Nigerian Tribune),(1999-2002); Managing Director/CEO (contract appointment), Bayorns Press Incorporation, Cameroon (1998-1999); Controller, Marketing & Corporate Affairs for Academy Press Plc (1992-1998).

He is happily married and blessed with children.

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IntroductionIntroduction

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Nigerian Institute of Public RelationsNigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)

INTRODUCTIONINTRODUCTION

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Nigerian Institute of Public RelationsNigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)

PR has a PR problem,” The New York Times” once quoted Professor Brenda Wrigley of Syracuse University as saying, when reflecting on how the industry is perceived.

In a world in which society and business are largely based on the flow of information and ideas, there is a massive opportunity for those professionals who can help organisations get the right messages out.

Yet the PR industry has been assailed by problems, ranging from the ethical to the financial. Despite its privileged position, it is generally not seen by many as providing critical strategic advice or services.

WHAT IS PRWHAT IS PR

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The science and art of PR is about influencing perceptions. As individuals, we build perceptions of the world around us based on the inputs we process. Those inputs include traditional media, daily experiences, conversations, interactions and more. Today graphics, prototypes and give away items are now prominent

The term ‘public relations’ is still more or less valid, as PR is ultimately about shaping people’s relationships with organisations or other members of the society.

Yet it is also misleading, as today PR entails being involved with every aspect of how people encounter information and make sense out of it.

It is far more about being engaged in the flow of messages through an intensively networked world than it is about formal communication. The traditional domain of PR is swiftly changing by technology, globalisation and taste of affiliation and lifestyle.

CHAIN OF CHANGECHAIN OF CHANGE

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Just over 10 years ago, very few people had a personal email account, mobile phone or internet access. The graphical web browser with which we spend so much of our lives interacting didn’t even exist until recently. Today, the nature of how information and messages flow, and people build perceptions of the world in which they live, is entirely different to how it was just a decade ago. And this is merely the beginning.

Traditional media will soon relinquish its role as the primary platform of information about the world. Mass media would be more relatively marginalised as our world becomes one of multiple and highly varied inputs. Yet the underlying shifts cover far more than changing communication technologies.

The Landscape of Today’sPublic Relations

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The strongest trend in public relations is the evolution toward a strategic managerial role. Ironically, the key issues and challenges facing public relations relate to the forces that limit the management role of public relations and the development of the body of knowledge in the discipline.

Current trend Re-defining and Revolutionizing the PR

Industry

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Nigerian Institute of Public RelationsNigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)

The Large Number of Today’s Practitioners

The Development of Public Relations

Education

Major Expansion of the Body of Knowledge

A Strategic Tool of Management

Advancement of Ethics and

Professionalism

The democratization of information

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Nigerian Institute of Public RelationsNigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)

On the democratization of information, Nathan Minser stated that;

‘Technology has aided this shift by enabling everyday Jacks and Jills to become, in essence, distributors, tastemakers, and content creators. This technologyhas torn down barriers and opened up news, points of view, and information to a truly worldwide audience —in essence flattening the globe to exert influence unburdened by nationality, time zone, and corporate marketing muscle’

However, I must note that the popularity of DIY (DO-IT-YOURSELF) has not changed the need for and the recognition of credible technicians on the road. In fact at times, DIY efforts cause more damages.

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Nigerian Institute of Public RelationsNigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)

The Future of Public Relations in Nigeria

• The future is the darkest room in the world. It contains both positive and negative sides. The need for torch lights of research, analysis and predictions cannot be over –emphasized.

• Public Relations itself is the network of mutually beneficial relationship deliberately designed by professionalism, excellent communication, aims and objectives, creative media engagement and sustainability.

• With a peep into the future, one can see crisis, crisis, crises, crises, ccrisis, ccrris, ccrriissees, conflicts; wars; epidemics.

• So the Public Relations of the future must aim at crisis prevention, problem solving, conflict resolution, emmergy communication, rehabilitation parliatives management, etc.

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Nigerian Institute of Public RelationsNigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)

The Future of Public Relations in Nigeria

The Public Relations of the future has no choice but tow the line of the world in a jiffy and the world in the palm. Immediacy and viral spread must be complied with. These are not just rules of performance but ‘C’ cautions as well. Print media process changed over a decade ago with these factors. Broadcast media started shortly after. (Nigeria is now digitalizing broadcasting).

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Nigerian Institute of Public RelationsNigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)

Globalization And Technology

Nigeria as a multiparty system despite the dominance of two would still open door for communication and relationship management platforms at the 3 tiers of political leadership. Corporate world will continue to manage innovation, competition, continuity, safety and sustainability.

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Nigerian Institute of Public RelationsNigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)

Leadership and Governance

These two areas would need more research, debate policies, laws and decisions hence more need for public relations in these directions. We are all witnesses to the gallantry of Lagos State Government on Ebola which shut Nigeria up as a world class emergency manager. The global security threat, environmental threat and youth unemployment will remain at the front burner of information management.

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Security, Health and Environment

To redeem the image of Nigeria, leadership must exhibit, experiment, live and communicate discipline from the lowest level of the structure to the highest and across all strata of the society. This is a serious stake for public relations and its practitioners.

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Nigerian Institute of Public RelationsNigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)

Ethical Standard and Corruption

The focus on entrepreneurship and small business as the engine room of the nation’s economy beckons for special skills for public relations in small business which public relations consultants must offer affordably, with maximum access and public enlightenment with good ethical standard.

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Nigerian Institute of Public RelationsNigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)

Economy and Development

The focus on entrepreneurship and small business as the engine room of the nation’s economy beckons for special skills for public relations in small business which public relations consultants must offer affordably, with maximum access and public enlightenment with good ethical standard.

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Nigerian Institute of Public RelationsNigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)

Economy and Development

We are beginning to enter an era where public relations must not only change rules, but change media, methods, processes and platforms. Public Relations must not only create its own demand but even create its own stakeholders not just audience. Such stakeholders need be stratified into causative stakeholders and derivative stakeholders.

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Nigerian Institute of Public RelationsNigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)

Economy and Development

Life, Work and Leisure today are for an emerging population of multi-task citizens. The more you are diversified, the more you enjoy life, work and leisure. The opportunity doors are wider and more numerous for multi-task citizens..

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Nigerian Institute of Public RelationsNigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)

 Multi-task Knowledge

Research, Data Mgt & Planning

Policy Interpretation

PRPR

Ethical Issues & Corporate Governance

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Crisis Mgt

Performance Audit

Employees

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Community Relations

Media Relations

Industrial Relations

Rumours & Perception

Mediation & Counseling

Social Media Conventional Media

Alternative Media &Event Sponsorship

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Resources

Technology

Environm

ent

Information

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He needs a foundation made up of Integrity, intellect and courage to build strong self-brand, manage myriad of information and take highest possible risks for highest possible returns.

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(Established in 1963 and Chartered by Decree 16 of June 1990)

Multi-task practitioners Opportunities for training both locally and globally Higher and required standards of practice A form of “chartered status‟ Greater understanding of public relations – it should be

seen as more than “window dressing‟ or something anyone can do

The practice moving on from being the first target for cuts

Buy-in from senior management and placement at boardroom level.

Closer collaboration with other areas of management, such as human resources, marketing, finance, etc.

A healthy, successful media sector must be sustained Permeative corruption as maggots in our apple must

reduce if not killed.

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Nigerian Institute of Public RelationsNigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)

successful future for public relations practice demands

Nothing Happens Without Willingness And Readiness to change something.

Old Ways must die for new ones.

People must group to share views on the way forward especially if same interests bind them,

Only stakeholders reinforce change; passengers hardly do.

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SUSTAINING THE PR SUSTAINING THE PR PRACTICE IN NIGERIAPRACTICE IN NIGERIA

Organization without structure and system is a chaotic corporate entity.

Focus is the Coordinator’s strength.

Goal is mere progress on the way to perfection

Achieved goals are platform for replanning

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Nigerian Institute of Public RelationsNigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)

SUSTAINING THE PR SUSTAINING THE PR PRACTICE IN NIGERIAPRACTICE IN NIGERIA

Vision does not just happen. Deep immersion in innovation and self discipline encouraged by continuous research and networking with stakeholders both existing and imagined do go a long way in making leaders imbibe vision.

An organization can be bravely led, passionately made collaborative and world-changing once stakeholders pool themselves together with win-win spirit and doing-doing habits.

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Nigerian Institute of Public RelationsNigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)

PRACTITIONERS MUST LEAD PRACTITIONERS MUST LEAD THE WAYTHE WAY

Planning Relationships (Networking) Data Values Communication/Content/Technology Activities/Events Compensation/Empowerment Continuity Improvement Results/Benefits Succession/Sustainability

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Nigerian Institute of Public RelationsNigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)

LEADERSHIP TOOLS LEADERSHIP TOOLS FOR FOR EFFECTIVE PR PRACTICEEFFECTIVE PR PRACTICE

Practitioners need to move faster to develop their knowledge of digital communication

There is a need for better definitions of public relations and what it is to achieve

Change should be embraced permeatively

Industry bodies should commit to research and development and build synergy.

There is a need to synchronize experience and fresh talent, and to celebrate young people in practice

Regulations and Ethics need submissive adherenceAccess to global windows.

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Tel: 07030329040

E-mail: [email protected],

[email protected]

Facebook: www.facebook.com/oladelenipr

Twitter: @niprpresy13

Blog: www.niprpresy13.blogspot.com

YouTube: Dr. Rotimi Oladele Lecture

Series 2829/10/2014

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Thank youThank you