PRCAN Charges Members on Digital PR, As New Exco Revs for a Better Year
Public Relations Consultants Association of Nigeria (PRCAN), the professional association charged with the responsibility of regulating public relations consulting in Nigeria has once again reiterated that public relations industry in Nigeria has a lot of potential advising practitioners must be willing to move along with the trends in digital public relations.
A frontline member of the body and past president and Chairman of C&F Porter Novelli, Nn’emeka Maduegbuna, disclosed this during the AGM of the association in Lagos last Friday claiming, “The real practitioners in public relations still have a vital role to play even in the current trends in terms of providing strategic directions for whatever is being done within the digital space.”
Mr. Maduegbuna made this contribution while contributing to a presentation titled, “Ten Questions about the state of PR Practice in Nigeria”, by the President, John Ehiguese.
The president had charged member agencies on the importance of accurate and reliable data and documentation to the development of public relations practice in Nigeria.
“It is very important for us as public relations consultants to start documenting our researches and case studies. That is the only thing that can stand us out as professionals. We have wonderful public relations campaigns with potentials for winning international public relations awards, but if we don’t document our works and case studies, it becomes difficult to enter them for such awards”.
Highlights of the AGM include the endorsement of the current exco led Mr. Ehiguese for a second term of a two-year tenure.
Executive members from previous year who got re-elected to continue the good work arePresident, John Ehiguese representing Media Craft Associates; Vice President, MuyiwaAkintunde of Leap Communications; Secretary General, Adetola Odusote from CMC Connect Burson-Marsteller. Others re-elected into the leadership of the association include;Publicity Secretary, Israel Opayemi, representing Chain Reactions Nigeria and Treasurer, Mojisola Saka representing SoulComm, while TampiriIrimagha-Akemu of SesemaPR replaced Mike Nzeagwu as Assistant Secretary General.
On behalf of the newly elected executives, president, John Ehigueze thanked members for their confidence and support. He however, promised to take the professional associating to the next level of development.
He added that, the world already knows that Nigerian market has huge potentials, “but they alsoneed to know more about us through our research reports and case studies, we need to document all our campaigns into case studies and show the world that this is what we are doing in Nigeria”.
Making comparism with public relations industry in South Africa, Ehiguese added that public relations industry in South Africa is not better than Nigeria, the only edge they have is that their system is more organized in terms of research, documentation and high ethical threshold.
Ehiguese further stated that, one of the reasons Nigeria has never featured in the yearly Holmes Report on the state of the global industry is the near absence of data to track the growth of the industry. He however pledged that the new leadership will re-launch an effort aimed at tracking the growth of the public relations industry in Nigeria by measuring the quantum of public relations businesses done in Nigeria annually through a data-gathering initiative that will involve member agencies disclosing their fee income from clients and the cost of public relations campaigns done for clients in Nigeria.
Speaking in the same vein, President of the African Public Relations Association (APRA) and CEO of CMC BursonMarsteller, Yomi Badejo-Okusanya also enjoined Nigerian public relations practitioners to put their works for International awards ceremonies such as the prestigious SABRE Awards Africa saying, “this is the first time organisers of the awards are focusing exclusively on rewarding creative public relations campaigns in Nigeria. We are Africa’s largest market, let us go out there and showcase our great works to the world.”