Communications professionals canvass digital transformation of public relations practice

Communications professionals have canvassed transformation of public relations (PR) practice digitally.

They stressed that digitalisation would enable brands measure impact of purpose-driven messaging on public perception and enhance intelligent media monitoring to allow communicators navigate unpredictable news cycles.

These formed the crux of conversations at an event to commemorate the 2022 World PR Day, organised by MacTay and VFD, with the theme, “Truth, Trust & Transparency”, in Lagos.

Head of Communications, MacTay, Omotoyosi Ajayi, in a statement yesterday, charged PR professionals to constantly amplify the work they do.

She said: “If you do not tell your stories, who will? As the PR practice continues to evolve, professionals must master the art of communicating the value they bring to the fore and how PR efforts impact the brand’s bottom line.

Our stories of growth and progress are ours to tell and when you do an excellent work, you must PR it.”

Industry leaders, including Regional Marketing Manager, Dufil Prima Foods, Kunle Osinoiki; Strategic Communication and Public Affairs Executive, Charles Olumuyiwa Moyela; Head Marketing Communications and Investor Relations, Wema Bank, Funmilola Falola; founder, MypassionMylife Media, Onye Ubanatu; Co-founder, The Comms Avenue, Adedoyin Jaiyesimi; Lead Strategist, Media DNA, Samuel Adeyemi and PR and Communications Executive, Victor Ilo and Internal Communications and Content Manager, VFD Group, Tobiloba Olaosun, observed that successful PR would have to be part of a larger marketing ecosystem, as consumers want authenticity more than ever due to the evolving media landscape.

On the future of PR in Nigeria, Ajayi said professionals across all industries would have to adapt and evolve to get their client brands in the spotlight.

“PR professionals will leverage expanded channels to identify media opportunities as PR is pivotal to brand building. Professionals must act in line with the tenets and conduct of the NIPR and other regulatory bodies globally,” she added.