Business
By Anthony Isibor
THE 2024 Lagos Digital Public Relations Summit opened on Wednesday in Lagos with a call on practitioners to focus more attention on building lasting connections in transparency and identity rather than speed.
The Chairman, Nigerian Institute of Public Relations, NIPR Lagos Chapter, Comfort Obot Nwankwo, stated in her opening address at the 2024 Lagos Digital Public Relations Summit that authenticity is what sustains relationships, builds trust, and ensures lasting impact, especially in an age where everyone can now broadcast their message to the world.
“This means that public relations efforts must go beyond crafting clear messages,” she said.
According to her, while storytelling is one of the most powerful tools for fostering this connection, the PR professionals have a unique role in shaping this narrative and ensuring that they reflect the true character of the brand and institutions that they represent.
“But these stories must be real, grounded in their experiences, so that we are able to engage our communities.
“They must reflect the challenges and successes of communities itself,” she said.
Speaking further on the importance of technology in helping to reach the global audience, she said that it was crucial to recognize the role of technology as an enabler, not a driver of relationships.
According to her, data analytics, algorithms and artificial intelligence have provided powerful tools for major engagement and reach wider audience, however, these tools should complement, not replace the human element that is essential to building trust and loyalty.
The two-day power packed event with the theme Nurturing Authentic Connections in Digital Ecosystems, also serves as a platform to share ideas, excavate practice and learn from one another how to adapt the power of digital ecosystems while maintaining that authenticity is central in the profession.
The conversations are expected to be able to shape the future of public relations and ensure that the connections that are nurtured in the digital space are sustained.
Realnews reports that the Lagos chapter of the Nigerian Institute of Public Relations has been at the forefront of promoting authentic communication and connection in this digital age through various initiatives, including workshops, seminars and digital programmes and equipping PR professionals with the tool they need to engage their audiences meaningfully.
A.I
Oct. 16, 2024
Tags: 2024 Lagos Digital Public Relations Summit Comfort Obot Nwankwo Nigerian Institute of Public Relations NIPR
