The PR Antithetical: Media and Publicity Tenets -By Femi Amosun

The NIPR (Nigerian Institute of Public Relations) groundless accusation of President Tinubu’s Spokesperson, Ajuri Ngelale that he is not ‘qualified’ to hold such position is an aberration that must be speedily condemned by all well-meaning Nigerians.

Like many Nigerians, l am often taken aback on how the “supposedly” educated Nigerians regularly jump on insignificant issues to draw attention to their myopic understanding of national issues. The NIPR President Ike Neliaku would make Nigerians believe that if you’re not a ‘Certified Member’ of the Nigerian Institute of Public Relations then you are effectively unqualified for a PR job. According to many media channels, the NIPR Governing Council members also affirmed that the “the law establishing the NIPR makes it a ‘criminal offence’ for any individual to practice Public Relations in Nigeria without the necessary certification and licensing” and that “without the basic knowledge and requisite training in PR, Ajuri Ngelale is not fit to hold the exalted position in the Tinubu Presidency”. The fundamental issue here is not about the Presidential Spokesperson slipped up in recent Official statements, but rather about the habitual unfathomed attempt to use the instruments of Law to rationalize misbehaviour or misconduct. This is too common in the legal profession and among politicians in Nigeria. Such practices may be due to lack of rock-solid national orientation and patriotism.

Let’s inform our understanding of basic Media and Publicity tenets which flow from Marketing Communications. Marketing communications being a coordinated set of activities to communicate with the marketplace, target audiences, or the Publics. It can also act as the strategic medium to change or alter attitudinal disposition, behaviour, perception, purchasing decisions, voting intentions etcetera. It can be used to raise awareness, enhance image and build corporate identity. The Communications strategy, therefore, is a systematic process by which an organization, or government, connects with key target audiences. The process provides insight into brand identity and awareness, perceptions, and associated values. The process can be applied through the creation of a dynamic, attention-grabbing, and campaign including concept formulation, planning and development, media selection, advertising and timeframe for the agreed Campaign.

Public Relations is purely a communication/promotion tool. PR is uniquely suited in fostering goodwill between a company (or government) and its various publics. When PR is effectively integrated into Marketing communications, it is capable of accomplishing a set of objectives other than goodwill. PR can also be used to increase brand awareness, build credibility, and build favourable attitudes toward a company or a new government.

The PR tool can be deployed in crisis situations to prevent things from getting out of control. The gap between perception and reality can be a wide one in emergency situations. In the absence of communication, rumours can abound (which is too common in our country); ignorance can fuel a fire; so it is necessary to grasp the nettle (exasperate). Therefore, a public-relations specialist may seek considerable media coverage by means of effective Press releases, Press conferences, and favourable Editorial comments. Relevant and interested Journalists may also be kept informed of developments by means of individual contact and briefings.

The Public affairs, or Public communication, aspect of communication is about the impact of government activities upon organizations or the general public. The public affairs function will have responsibility for monitoring changes likely to have a significant influence upon a company’s business, or impact on the citizenry. The communicator may then develop an educated-based set of initiatives to synthesize the public.

From the above discussion, it is comprehensively clear that PR is only an aspect of the Marketing communications mix. It is, therefore, particularly imperative to understand the role of Ajuri Ngelale as the SA on Media and Publicity to President Bola Tinubu. A “Media and Publicity” role is not solely about ‘public relations’, the role encompasses the totality of Public communication which is the remit of Ajuri Ngelale. So the relevant law cited by the President of NIPR may be applicable if Ajuri Ngelale is engaged in the capacity of a ‘Consultant’ or a government ‘Contractor’. In that case, relevant Certification and Licence may be a prerequisite to practice public relations. To the best of my knowledge, Ajuri Ngelale is an employee in the Tinubu Administration. So it is not a ‘Criminal offence’ to be an employee of the Government.

It is equally important to accentuate the need to allow the new Administration and newly appointed Aides to focus on their primary assignments. As strongly articulated in my previous opinion piece published on this platform, Nigerians do not need another set of combative and extravagantly arrogant Aides who are toxic, ultra-conceited, vile, offensive to the senses or sensibilities, repulsive, and contemptuous.

At a time when many Countries are looking to enhance their competitive advantage(s) for national economic gains, we should be more concerned about important national issues that are impacting our development and progress. We should focus on National interests; the economy and trade; human resources development; robust education system; healthy political system and evolution; equitable social system; physical infrastructures; healthcare and welfare system; security and safety; and job creation and employment. All these important rudiments are preponderance enough to occupy the mind of any serious politician, official, professional body and their members, or any Nigerian. The unfathomable act of busybody (meddler) is entirely a distraction to good cause(s) in the national context.

Femi Amosun holds a Master of Business Administration (MBA) and a Master of Arts (Marketing) degrees. He is a UK-based Business Adviser and SMEs Consultant with distinctive zeal for sustainable development through responsible governance and accountability. For constructive comments or productive discussion, please email abs.amosun@gmail.com

Tags:  Ajuri Ngelale. NIPR. President Ike Neliaku. Femi Amosun. President Bola Tinubu