Former chairman of the Ogun State chapter of the Nigerian of Institute of Public Relations, NIPR, Mr Akin Okudero has urged public relations practitioners to be fearless and stand on the princples and ethics of the profession.
Okudero, in a paper presentation titled: ‘Searching for Fearless Public Relations Practitioners,’ charged PR practitioners at the June monthly meeting of the chapter, held at the NIPR Secretariat, Abeokuta, to come to terms with the recent understanding that public relations is less organisation-centred and more democratic by emphasizing its role in constructing “mutually” beneficial relationships, rather than aligning with traditional command and control management.
The PR expert, who is currently the Managing Director, PR PRIMUS – a PR firm – enjoined practitioners to “seek to influence the building, maintenance, restoration of reputation and also integrate diverse perspectives and groups through issues management, crisis resolution, and risk communication.”
Quoting Sean Williams, he stated that “Fearless is PR in the face of challenge,” even as he encouraged members to develop the culture of being fearless by developing themselves with quality education, get professional exposure, understand the corporate culture where they operate, acquire emotional intelligence, communication and management skills, and be conversant with the laws that guides public relations practice.
For PR practitioners to be relevant, Okudero urged PR practitioners to come to terms with the impact of technological convergence and be savvy with the new media, search engines and other information and communication technology as tools for expanding the frontiers of public relations to be globally relevant.
Still buttressing the need to be “fearless,” the former member of the NIPR said, “Our goal is to help our organisations find innovative solutions and break new grounds for themselves, their products, services, employees and the community we serve.”
In conclusion, Okudero advised that PR field should not be ceded to marketing, “while we must be transparent, embrace SMART objectives approach, engage in FACTS and TRUTH to earn respect with from clients and others.
The gathering had in attendance the chapter chairman, Mrs Seun Boye, PR veterans and members operating in various agencies in the state among others.
