Will Nigerian Public Relations Increasingly Get a Seat at the Top in Corporate Nigeria?

By admin · Monday, March 15th, 2010

PUBLIC AFFAIRS Nigeria increasingly to get a seat at the World Summit on Nigeria?

Occasionally I think of public relations, I wonder with dismay more effective if practitioners of the profession in Nigeria more than one seat in the – the height of any organization – in the coming years.

There is news that the public relations profession dates back to 15th century. And that their activities are widely used and very popular in countries like the U.S. and the United Kingdom to name just two.

What is new however is that the Nigerian government never really know if public relations professionals in the country, not to mention patronizing them! It is also disheartening to hear business executives of the top public relations people. You hear comments like “What exactly are the functions of public relations in an organization?” Or “How does a good job of public relations in our objective of maximizing the business benefit? This provision shows cold enough guidance about the purpose, scope and role of the public relations industry. It must be a proud moment for our representative wears their ID lanyards around the neck standing for a larger group of community.

In a recent study by the Office for S. U. of Labor Statistics, about 700,000 jobs were held by the advertising, marketing, promotions, public relations and sales managers in 2002. It was observed that sales managers held almost half of the jobs (343,000), while marketing managers held more than a quarter (203,000). Advertising and promotions managers held 85,000 and public relations held only 69,000 of the total employment.

The result of the above study is a clear recognition and accurate low corporate leaders from around the world to this place a career high price.

From my perspective, I think this confusion and skepticism of the public relations function can be attributed to the fact that many traditional leaders had a fund management business in little or no emphasis on relations or public reputation management. Many entrepreneurs are ignorant of what a public relations function, and it is not.

A look at the curriculum of social sciences and management department of many institutions of higher learning in Nigeria shows the lack of the required courses in Public Relations. A typical example is the Department of Business Administration at the Olabisi Onabanjo University, BUS 407 (Management of promoting 1) is the only part that did not notice any mention of public relations. And you need to know the worst of all: It is a choice! (I assume for students majoring in marketing.)

Maybe that’s why the heads of marketing and public relations department disputes the plan and communication strategies today.

The public relations professional is also facing a similar problem. Because of their exposure to sound management principles and techniques, lack of managerial and administrative capacity that CEOs modern look. Public relations course are often housed in journalism, communications or mass communication services that makes it difficult. (But this does not mean you can not find in business school.)

As head of Bob Ogbuagu, a public relations expert, summarizes the situation: broaden the base of the formation of persons responsible for public relations so they can make some accounts, do a little of everything, because when you become a manager his work really is not strictly what you do.

The pressure is on the charge of public relations for strong management skills. If writing is quite effective as a basic skill, the detention may be the most important skills needed in their area, the ability to think analytically, under pressure, confidence, sensitivity, organizational ability and capacity of anticipation can be the brand of training in public relations, however, management skills are invaluable to successfully climb the ladder of public relations.

For a career in public relations, university or polytechnic degree or diploma is essential, respectively, and basic knowledge in the liberal arts is highly recommended. The specialist should also consider obtaining a degree (probably Masters) in the management, administration or company and attending short training courses or certification programs in their area of expertise and remain relevant in this highly competitive market.

Additionally, at the Nigerian Institute of Public Relations (NIPR) should strive for more public relations training for teaching in social management and services of higher education institutions and to ensure professionals teach these courses.

In conclusion, all true practitioners of public relations has a role to play in this revolution. All hands must be on the desk to secure your place in society. Public relations professional models. Once the simple operation of advertising today has become an important management function. Gone are the days when public relations executives are attached at the managerial level. The head of public relations must occupy strategic positions as vice president, assistant general manager, deputy general manager or director or general condition.

It is time that practitioners have established training and skills necessary to avoid being relegated to the ancillary activities in the corporate hierarchy.

Ayokunle Bankole is the CEO of media company Loud, Lagos, Nigeria. We are an advertising and promotions company that specializes in the integration of individuals, groups and organs of society known inside and outside its borders!

Tel +2348055981421 E-mail: loudmediacompany @ gmail. com