How PR practitioners can leverage digital platforms, AI for genuine relationships

Participants at the 9th Lagos Digital Public Relations Summit have stressed the need to build authentic relationships in the digital age. Themed: ‘Nurturing authentic connections in digital ecosystems’, the two-day event, which was supported by Office of the Senior Special Assistant on Digital and New Media to the President, was held at the Musical Society of Nigeria (MUSON) Centre, Lagos.

In his paper titled, ‘Cultivating authentic connections: Cultivating trust and transparency in a hyperconnected world’, the Senior Special Assistant to President Bola Ahmed Tinubu on Digital and New Media, Otega Ogra, stressed the critical need for trust in the digital ecosystem.

According to him, “as the world becomes more interconnected, public relations professionals must champion transparency and integrity, using digital platforms to foster genuine relationships.”

On her part, Chairman of Lagos Chapter of the Nigerian Institute of Public Relations (NIPR) and co-convener of the summit, Comfort Obot Nwankwo, said the importance of maintaining human connections in a technology-driven world cannot be over emphasised.

According to her, “the summit reflects our ongoing commitment to driving the future of public relations in the digital age. Our faculty members are some of the brightest minds in the field, and they bring an incredible wealth of knowledge and experience. This year’s theme resonates deeply, underscoring the human aspect of communication amidst AI’s growing role in the industry.”

Speaking in a similar vein, President of Upticomm Marketing Company and convener of the summit, Segun McMedal, revealed it has become imperative to equip professionals with tools for navigating the digital space.

To McMedal, “the summit serves as a critical platform for industry professionals to gain insights on the intersection of AI and human-driven communications.”

He added: “0ur goal is to empower participants with practical strategies to build trust and authenticity in an increasingly digital world.”

The summit also marked the introduction of the inaugural Digital PR Awards, which recognised excellence in public relations and digital communications. Organisations and brands that demonstrated innovative approaches to digital engagement were celebrated, including those that effectively leveraged content marketing and digital platforms to drive measurable results.

A special highlight of the awards was the recognition of Akinrodoye Samuel, also known as Coach Dreh, the young man who swam across the Lagos Lagoon to raise awareness for mental health and suicide prevention. His courageous act and impactful campaign underscored the power of digital activism in driving awareness and addressing critical social issues.

Another highlight was the unveiling of the third edition of the Digital PR Digest, the official magazine of the Summit.

The edition features O’tega Ogra in the lead story tagged, From Corporate to Government: How O’tega Ogra is Redefining Digital Engagement, alongside trending articles, industry developments, and practical guides on digital public relations.

The summit also reaffirmed its place as a premier event for fostering conversations on the future of public relations, providing professionals with the tools and insights necessary to navigate the ever-evolving digital landscape.