Communications Professionals Urge Digital Transformation in Public Relations Practice
In commemoration of the 2022 World PR Day, industry leaders have emphasized the importance of digitalization in public relations (PR) practice. They noted that digitalization would enable brands to measure the impact of purpose-driven messaging on public perception and enhance intelligent media monitoring to allow communicators to navigate unpredictable news cycles.
At the event, which was organized by MacTay and VFD, with the theme “Truth, Trust & Transparency,” in Lagos, the Head of Communications at MacTay, Omotoyosi Ajayi, urged PR professionals to constantly amplify the work they do, saying, “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.”
Other industry leaders, including Kunle Osinoiki, Regional Marketing Manager, Dufil Prima Foods; Charles Olumuyiwa Moyela, Strategic Communication and Public Affairs Executive; Funmilola Falola, Head Marketing Communications and Investor Relations, Wema Bank; Onye Ubanatu, founder, MypassionMylife Media; Adedoyin Jaiyesimi, Co-founder, The Comms Avenue; Samuel Adeyemi, Lead Strategist, Media DNA; Victor Ilo, PR and Communications Executive; and Tobiloba Olaosun, Internal Communications and Content Manager, VFD Group, observed that successful PR would have to be part of a larger marketing ecosystem. Consumers want authenticity more than ever due to the evolving media landscape, so PR professionals will have to leverage expanded channels to identify media opportunities as PR is pivotal to brand building.
According to Ajayi, PR professionals across all industries would have to adapt and evolve to get their client brands in the spotlight. “Professionals must act in line with the tenets and conduct of the NIPR and other regulatory bodies globally,” she added.
Overall, the consensus was that digital transformation is essential to PR practice, and professionals must keep up with the times to remain relevant.