NIPR Tasks Practitioners on Innovation to Drive Nigeria’s Socio-Economic Transformation

The Nigerian Institute of Public Relations (NIPR) Rivers State Chapter has urged public relations practitioners to leverage emerging technologies, innovation, and strategic communication tools to foster development and socio-economic transformation in Nigeria. Speaking at the opening of the Rivers Public Relations Week 2026 held at the Rivers State University, Port Harcourt, the chapter’s chairman, Rev.

Francis Asuk, emphasized the need for PR practitioners to adapt to the rapidly evolving information ecosystem. He highlighted that digital platforms have accelerated information dissemination and transformed public discourse, with organizations now being judged by the quality of their communication, stakeholder engagement, and reputation management.

Asuk stressed that the changing environment provides both challenges and opportunities for practitioners. He called for a shift beyond traditional publicity to embrace strategic aspects of the profession, becoming stronger advisers, better listeners, ethical practitioners, and effective reputation managers. Asuk also noted that the NIPR Rivers State Chapter has been actively pursuing a culture of innovation, inclusion, and professional development.

In her keynote address, Prof. Adaeze Oreh called for a proactive approach to managing communication crises, recommending sustained stakeholder engagement and the regular dissemination of accurate information. Oreh, who has extensive experience in the field, argued that PR is now central to building institutional trust and maintaining relationships.

She challenged young practitioners to acquire knowledge of emerging digital technologies, particularly artificial intelligence, to effectively distinguish authentic information from fake and manipulated content. Oreh stressed that technological competence will become increasingly indispensable for the next generation of practitioners in an environment where misinformation can spread rapidly.