Science & Tech
A Digital Public Relations (PR) Strategist, Mr Celestine Achi, said the present world of PR has undergone a paradigm shift with the rapid advancement of technology.
Achi, who is also the Chief Executive Officer, Cihan Media, urged PR professionals adapt to the changes.
The strategist made the call in an interview with the News Agency of Nigeria (NAN) on Tuesday in Lagos, on the sidelines of the Meet the Media, Media Relations and Strategic Public Relations Congress.
The congress, organised by the Business Education Examinations Council, has as its theme, “Enhancing Mutual Understanding in an Integrated Media World for Win-Win Outcome”.
It entered its second day on Wednesday, when Achi spoke on the Topic, “Strategic Public Relations Management and Best Practices in Digital Communications”.
According to him, disruptions of media production, communication, and consumption are factors driving the change in PR.
“So, in PR there is a paradigm shift; it is not just that of influencing; it is that of image making, but more importantly the key demography now for PR is the Generations Alphas and Zs.
“As you know, they make up to 74.1 per cent of the audience today in Nigeria.
“So, it is now essential for PR professionals to begin to realise and align their strategy to meet up with those demography.
“The earlier PR professionals align to that fact, the better they make themselves more relevant, or become laggard, “ Achi said.
A participant at the event, Dr Omoniyi Ibietan, Head, Media Relations, Public Affairs Department, Nigerian Communications Commission, said there was need for the public sector to grasp the principles and practices of PR more than those in the private sector.
“Often, private organisations are driven by profit, and so, that drive for profit puts a lot of pressure on people to apply certain principles and skills in getting the organisation to be profitable.
“So, it is good to have public sector participation increasingly in things like this; it means the public sector in Nigeria is in for a good time.
“This is, especially in a new era of a new administration that is bent on making changes to things in a way that affects the quality of life of citizens.
“So, it is good that public sector that serves the citizens are also up to speed in learning what technology has done and how that can make them work better; It is all for good for the country, “ Ibietan said. (NAN)
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November 29, 2023 @ 5:35 GMT|
Tags: Celestine Achi
