The Chairman of the Lagos State Chapter of the Nigerian Institute of Public Relations (NIPR), Dr. Samuel Ayetutu has congratulated Public Relations practitioners across Nigeria, particularly members of the Lagos Chapter, on the celebration of World Public Relations Day 2026, urging them to embrace strategic communication as a catalyst for nation-building, peaceful coexistence and sustainable development.
In a statement to commemorate the Day, Dr. Ayetutu described this year’s theme, “The Golden Age of Strategic PR,” as both timely and instructive, noting that the increasing complexity of today’s world demands Public Relations professionals who can provide strategic counsel, build trust and strengthen relationships between institutions and the people they serve.
According to him, “Public Relations has evolved far beyond media relations and event management. We are in an era where strategic Public Relations shapes leadership decisions, influences public policy, manages crises, builds confidence and strengthens the social contract between government, organisations and citizens.”
He noted that in an emerging economy like Nigeria, where public trust remains critical to national development, strategic Public Relations has become indispensable in promoting transparency, encouraging constructive dialogue, resolving conflicts and fostering peaceful coexistence among diverse communities.
“The future of our nation depends not only on sound policies but also on effective stakeholder engagement and credible communication. Strategic Public Relations provides the framework for building consensus, inspiring confidence and mobilising citizens towards shared national aspirations. This is truly the golden age of our profession,” he added.
Dr. Ayetutu further observed that the Golden Age of Strategic PR also places a responsibility on practitioners to continually reinvent themselves by acquiring new skills and competencies that respond to rapid technological advancement.
“Artificial Intelligence, data analytics, digital platforms and emerging communication technologies are fundamentally reshaping how organisations engage their stakeholders. To remain relevant and continue providing strategic value, Public Relations practitioners must embrace lifelong learning, strengthen their digital capabilities and position themselves as trusted strategic advisers in an increasingly technology-driven world.”
He stressed that the future belongs to professionals who combine ethical judgment with technological competence, noting that while technology has transformed the tools of communication, the enduring values of integrity, credibility, empathy and strategic thinking remain the defining qualities of successful Public Relations practitioners.
The Lagos NIPR Chairman called on practitioners to use the occasion of World Public Relations Day as an opportunity for personal and professional reflection, urging them to recommit themselves to the ethics, integrity and professionalism that define the practice of Public Relations.
He also reiterated the Institute’s unwavering commitment to eliminating quackery from the profession, stressing that only qualified and licensed practitioners should be entrusted with the responsibility of managing public communication and reputation.
“As professionals, we must remain steadfast in defending the integrity of our profession. We owe it to society to uphold the highest ethical standards while supporting the Nigerian Institute of Public Relations in its determined efforts to rid the profession of quackery. Professional excellence and ethical practice remain the strongest foundations upon which Public Relations can continue to earn public confidence,” he stated.
Dr. Ayetutu commended members of the Lagos State Chapter for their dedication to advancing professional standards and encouraged them to continue serving as ambassadors of ethical and strategic Public Relations practice in their various organisations and communities.
He wished all Public Relations practitioners a fulfilling World Public Relations Day celebration and reaffirmed the Lagos Chapter’s commitment to promoting excellence, professionalism and continuous learning in the practice of Public Relations.
Signed:
Oguchukwu Okeke, PhD
Public Relations Officer
Lagos NIPR
