1. Lagos NIPR Stakeholders Conference 2014 October 31, 2014 Nigerian Institute of Public Relations ( Established in 1963 and Chattered by Decree 16 of June 1990) PROFESSIONALISM & EXCELLENCE Presented by @ Muson Centre, Lagos On THE FUTURE OF PUBLIC RELATIONS IN NIGERIA ROTIMI OLADELE, PhD, FNIPR, FLoD, FNMIN, FICA, FIE, MNIM President/Chairman, Governing Council of NIPR

2.  Matthew Oluwarotimi Oladele. PhD. (JP) has combined academics with field practice for over 3 decades.  He holds B.Sc Mass Communication of the University of Lagos; M.Sc Marketing (specialising in PR), University of Nigeria; M.Sc Corporate Governance, Leeds Metro University, UK; MBA Marketing & Management, Lagos State University; PGD Hospital Management, LUTH; Diploma in Commercial Law, UNILAG; Advance Diploma in Law, UNILAG; NCE, Lagos State College of Education etc. He tops all these with a PhD in Business Administration with bias in Entrepreneurship from Babcock University.  He is a Fellow of Nigerian Institute of Public Relations; National Institute of Marketing of Nigeria; Institute of Credit Administration; Institute of Entrepreneurs and Institute of Directors. He is a Member of Chartered Institute of Marketing, UK, Nigerian Institute for Training and Development, Nigerian Institute of Management, as well as an Associate of The Chartered Institute of Arbitrators, UK.  National, Board and Advisory Services: Delegate, National Conference 2014, President/Chairman of Council, Nigerian Institute of Public Relations; 2 nd Vice President, National Institute of Marketing of Nigeria; Council Member/Secretary, the Institute of Entrepreneurs; Director of Community Projects and Entrepreneurship, Christian International Business School, West Africa; PR Consultant, Prison Fellowship International; PR Adviser to Sickle Cell Foundation of Nigeria  Work history: Managing Director/CEO, MEGAVONS (W/A) Limited (2003 to date). PR Adviser, KPMG West Africa (2002 – 2003), Managing Director/CEO, African Newspapers of Nigeria Plc (Nigerian Tribune),(1999-2002); Managing Director/CEO (contract appointment), Bayorns Press Incorporation, Cameroon (1998-1999); Controller, Marketing & Corporate Affairs for Academy Press Plc (1992-1998).  He is happily married and blessed with children. 2 Introduction 9/13/2015 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)

3. INTRODUCTION 9/13/2015 3 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)  PR has a PR problem,” The New York Times” once quoted Professor Brenda Wrigley of Syracuse University as saying, when reflecting on how the industry is perceived.  In a world in which society and business are largely based on the flow of information and ideas, there is a massive opportunity for those professionals who can help organisations get the right messages out.  Yet the PR industry has been assailed by problems, ranging from the ethical to the financial. Despite its privileged position, it is generally not seen by many as providing critical strategic advice or services.

4. WHAT IS PR 9/13/2015 4 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)  The science and art of PR is about influencing perceptions. As individuals, we build perceptions of the world around us based on the inputs we process. Those inputs include traditional media, daily experiences, conversations, interactions and more. Today graphics, prototypes and give away items are now prominent  The term ‘public relations’ is still more or less valid, as PR is ultimately about shaping people’s relationships with organisations or other members of the society.  Yet it is also misleading, as today PR entails being involved with every aspect of how people encounter information and make sense out of it.  It is far more about being engaged in the flow of messages through an intensively networked world than it is about formal communication. The traditional domain of PR is swiftly changing by technology, globalisation and taste of affiliation and lifestyle.

5. CHAIN OF CHANGE 9/13/2015 5 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)  Just over 10 years ago, very few people had a personal email account, mobile phone or internet access. The graphical web browser with which we spend so much of our lives interacting didn’t even exist until recently. Today, the nature of how information and messages flow, and people build perceptions of the world in which they live, is entirely different to how it was just a decade ago. And this is merely the beginning.  Traditional media will soon relinquish its role as the primary platform of information about the world. Mass media would be more relatively marginalised as our world becomes one of multiple and highly varied inputs. Yet the underlying shifts cover far more than changing communication technologies.

6. The Landscape of Today’s Public Relations 9/13/2015 6 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)  The strongest trend in public relations is the evolution toward a strategic managerial role. Ironically, the key issues and challenges facing public relations relate to the forces that limit the management role of public relations and the development of the body of knowledge in the discipline.

7. Current trend Re-defining and Revolutionizing the PR Industry 9/13/2015 7 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990) The Large Number of Today’s Practitioners The Development of Public Relations Education Major Expansion of the Body of Knowledge A Strategic Tool of Management Advancement of Ethics and Professionalism The democratization of information

8. 9/13/2015 8 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990) On the democratization of information, Nathan Minser stated that; ‘Technology has aided this shift by enabling everyday Jacks and Jills to become, in essence, distributors, tastemakers, and content creators. This technology has torn down barriers and opened up news, points of view, and information to a truly worldwide audience —in essence flattening the globe to exert influence unburdened by nationality, time zone, and corporate marketing muscle’ However, I must note that the popularity of DIY (DO-IT- YOURSELF) has not changed the need for and the recognition of credible technicians on the road. In fact at times, DIY efforts cause more damages.

9. 9/13/2015 9 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990) The Future of Public Relations in Nigeria

10. The future is the darkest room in the world. It contains both positive and negative sides. The need for torch lights of research, analysis and predictions cannot be over – emphasized. Public Relations itself is the network of mutually beneficial relationship deliberately designed by professionalism, excellent communication, aims and objectives, creative media engagement and sustainability. With a peep into the future, one can see crisis, crisis, crises, crises, ccrisis, ccrris, ccrriissees, conflicts; wars; epidemics. So the Public Relations of the future must aim at crisis prevention, problem solving, conflict resolution, emmergy communication, rehabilitation parliatives management, etc. 9/13/2015 10 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990) The Future of Public Relations in Nigeria

11.  The Public Relations of the future has no choice but tow the line of the world in a jiffy and the world in the palm. Immediacy and viral spread must be complied with. These are not just rules of performance but ‘C’ cautions as well. Print media process changed over a decade ago with these factors. Broadcast media started shortly after. (Nigeria is now digitalizing broadcasting). 9/13/2015 11 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990) Globalization And Technology

12.  Nigeria as a multiparty system despite the dominance of two would still open door for communication and relationship management platforms at the 3 tiers of political leadership. Corporate world will continue to manage innovation, competition, continuity, safety and sustainability. 9/13/2015 12 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990) Leadership and Governance

13.  These two areas would need more research, debate policies, laws and decisions hence more need for public relations in these directions. We are all witnesses to the gallantry of Lagos State Government on Ebola which shut Nigeria up as a world class emergency manager. The global security threat, environmental threat and youth unemployment will remain at the front burner of information management. 9/13/2015 13 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990) Security, Health and Environment

14.  To redeem the image of Nigeria, leadership must exhibit, experiment, live and communicate discipline from the lowest level of the structure to the highest and across all strata of the society. This is a serious stake for public relations and its practitioners. 9/13/2015 14 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990) Ethical Standard and Corruption

15.  The focus on entrepreneurship and small business as the engine room of the nation’s economy beckons for special skills for public relations in small business which public relations consultants must offer affordably, with maximum access and public enlightenment with good ethical standard. 9/13/2015 15 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990) Economy and Development

16.  The focus on entrepreneurship and small business as the engine room of the nation’s economy beckons for special skills for public relations in small business which public relations consultants must offer affordably, with maximum access and public enlightenment with good ethical standard. 9/13/2015 16 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990) Economy and Development

17.  We are beginning to enter an era where public relations must not only change rules, but change media, methods, processes and platforms. Public Relations must not only create its own demand but even create its own stakeholders not just audience. Such stakeholders need be stratified into causative stakeholders and derivative stakeholders. . 9/13/2015 17 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990) Economy and Development

18.  Life, Work and Leisure today are for an emerging population of multi-task citizens. The more you are diversified, the more you enjoy life, work and leisure. The opportunity doors are wider and more numerous for multi-task citizens.. 9/13/2015 18 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990) Multi-task Knowledge

19. Research, Data Mgt & Planning Policy Interpretation PR Ethical Issues & Corporate Governance 19 Crisis Mgt Performance Audit Employees Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990) 9/13/2015 Community Relations Media Relations Industrial Relations Rumours & Perception Mediation & Counseling Social Media Conventional Media Alternative Media &Event Sponsorship

20. 20 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990) Resources Technology Environment Information 9/13/2015

21.  He needs a foundation made up of Integrity, intellect and courage to build strong self-brand, manage myriad of information and take highest possible risks for highest possible returns. 21 9/13/2015 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)

22.  Multi-task practitioners  Opportunities for training both locally and globally  Higher and required standards of practice  A form of “chartered status ‟  Greater understanding of public relations – it should be seen as more than “window dressing ‟ or something anyone can do  The practice moving on from being the first target for cuts  Buy-in from senior management and placement at boardroom level.  Closer collaboration with other areas of management, such as human resources, marketing, finance, etc.  A healthy, successful media sector must be sustained  Permeative corruption as maggots in our apple must reduce if not killed. 9/13/2015 22 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990) successful future for public relations practice demands

23.  Nothing Happens Without Willingness And Readiness to change something.  Old Ways must die for new ones.  People must group to share views on the way forward especially if same interests bind them,  Only stakeholders reinforce change; passengers hardly do. 9/13/2015 23 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990) SUSTAINING THE PR PRACTICE IN NIGERIA

24.  Organization without structure and system is a chaotic corporate entity.  Focus is the Coordinator’s strength.  Goal is mere progress on the way to perfection  Achieved goals are platform for replanning 9/13/2015 24 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990) SUSTAINING THE PR PRACTICE IN NIGERIA

25. Vision does not just happen. Deep immersion in innovation and self discipline encouraged by continuous research and networking with stakeholders both existing and imagined do go a long way in making leaders imbibe vision. An organization can be bravely led, passionately made collaborative and world- changing once stakeholders pool themselves together with win-win spirit and doing-doing habits. Adapted by Rotimi Oladele from Kellogg advert 25 9/13/2015 25 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990) PRACTITIONERS MUST LEAD THE WAY PRACTITIONERS MUST LEAD THE WAY

26.  Planning  Relationships (Networking)  Data  Values  Communication/Content/Technology  Activities/Events  Compensation/Empowerment  Continuity  Improvement  Results/Benefits  Succession/Sustainability 9/13/2015 26 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990) LEADERSHIP TOOLS FOR EFFECTIVE PR PRACTICE

27.  Practitioners need to move faster to develop their knowledge of digital communication  There is a need for better definitions of public relations and what it is to achieve  Change should be embraced permeatively  Industry bodies should commit to research and development and build synergy.  There is a need to synchronize experience and fresh talent, and to celebrate young people in practice  Regulations and Ethics need submissive adherence  Access to global windows. 27 16/8/2014 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)

28. Tel: 07030329040 E-mail: rotimiladele@yahoo.com, niprpresy13@gmail.comrotimiladele@yahoo.comniprpresy13@gmail.com Facebook: www.facebook.com/oladeleniprwww.facebook.com/oladelenipr Twitter: @niprpresy13 Blog: www.niprpresy13.blogspot.comwww.niprpresy13.blogspot.com YouTube: Dr. Rotimi Oladele Lecture Series 28 29/10/2014 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990)

29. 9/13/2015 29 Nigerian Institute of Public Relations (Established in 1963 and Chartered by Decree 16 of June 1990) Thank you