By 
By Saadu Salahu fnipr
What we refer to as press secretaries are today the same thing as professional public relations officers designed as a management function with the officer sitting shoulder to shoulder with other top management members . In some government establishments , they are addressed variously as director or director general of public affairs , corporate communication while in others they are called chief press secretaries or special adviser on media or communication .
Nigeria Institute of Public Relations ( NIPR ) is the statutory professional body established by law to regulate the practice of public relations and ensure ethical standard and compliance in Nigeria . The National Council on Establishment (NCE) at its 45th meeting held from 11th to 13th December 2023 in Bauchi, Bauchi State approved the cadreization/ re-designation of the information officers cadre to information and Public Relations officers Cadre in the scheme of service.
Taken from the points above , it is therefore important to refresh our memories of just 2 out of over 500 definitions which scholars , experts and public relations bodies unanimously adopt as a working definition of what is public relations .
Dear colleagues , this is to establish, in clearer terms, that you are in today’s world of digital practice, professional public relations practitioners.
Expectedly, you are and must be seen as a professional public relations practitioner in management capacity for the good of your employer and the public or publics. Against this background , public relations practitioners and press secretaries may be used interchangeably for the rest of this presentation and interaction .
Professionalism :
In order to function effectively and efficiently as a public relations officer which you are today, it is mandatory to acquire specific knowledge, some academic qualifications and professional certification , recognition and license by the Nigerian Institute of Public Relations, (NIPR).
Academic and professional qualifications which put you in vantage positions and brighter prospects in your career progression and mobility can best be found in available NIPR brochures and training manuals .
Modern Roles of press Secretary or public relations officer :
Internal and external publics:
No matter where you work as press Secretary/PRO , your role is broadly defined into 2 as internal and external communication .
To be on top of the internal roles , you must have a clear grasp of what your employer stands for , what brand , what substance , what mandate , what singles out your employer in the crowd , its vision , mission ,and what makes the entirety of your employer ?
The external components :
You must understand what are the primary and secondary targets your employer is established or created to serve ? What different components constitute the publics your employer is established to serve ?
Digital communication :
You are expected to have adequate capacity to manage digital communication channels including social media, websites and blogs .
Reputation management :
You monitor and manage the online reputation of your employer as government officials or institutions .
Crisis Communication :
You must develop and implement crisis communication strategies to mitigate impact of crisis on government reputation .
RACE – Research , Action , Communication and Evaluation .
8: Data -driven Communication :
Apply data analytics to inform your communication strategies and measure their effectiveness .
Comparison of press secretaries roles then and now :
From print to digital :
The role of press secretaries has evolved primarily from managing print media to embracing digital communication channels .
Increased complexity :
The modern press Secretary or public relations ‘ role is more complex , requiring expertise in crisis communication , reputation management and data analytics .
24/7 cycle :
The advent of social media and online platforms has created a 24/7 news cycle , requiring you to be constantly available and responsive .
Proactive vs reactive :
You must be proactive in your communication strategies , anticipating and addressing issues before they escalate , rather than simply reacting to events .
It follows therefore that your role as public relations officer has, today, undergone significant changes in response to advances in technology, shifting media landscapes and the increasing complexity of governance .
Cutting edge technologies for effective communication :
Needless to emphasize that you need in-depth knowledge and skills of cutting edge technologies to stay ahead of the curve as reputable public relations officer .
The followings are some of the cutting edge technologies crucial for success of your role as public relations manager :
AI
Artificial Intelligence ( AI) is the rave of the moment driving the communication space globally .
You also have the ML – Machine -Learning ; all powered tools can help analyze data , identify trends and predict crisis .
Social media monitoring management tools :
These tools enable you to track social media conversations , identify influencers and respond promptly to emerging issues .
Content Management System ( CMS ) :
A CMS helps you to manage and distribute content across various channels , ensuring consistency and accuracy .
Crisis Management Software :
Specialized software assists you in managing crisis by providing real -time updates , tracking media coverage and facilitating communication with stakeholders .
Best practices for effective communication :
In order to have maximum advantages of the highlighted cutting edge technologies for effective communication as reputable professional public relations officer , you must adhere to best practices including the followings :
Transparency and Accountability :
You must maintain transparency and accountability in your communication, ensuring that information is accurate , timely and accessible .
Proactivity :
You must be proactive in your communication , anticipating and addressing issues before they escalate .
Engagement :
You must engage with the public , media and other stakeholders , fostering a culture of openness and dialogue .
In essence, your role is critical in shaping public perception and understanding of government policies , intiatives and programmes .
By leveraging cutting – edge technologies and adhering to best practices , you can effectively communicate with the public , manage crisis and maintain transparency and accountability .
Build and sustain trust
It is important to earn and nurture trust from your public. When the public, whether internal or external, considers you to be trustworthy, you find it easy to win their buy-in on issues of mutual benefits. Consequences of trust deficit are grave to building and sustaining beneficial relationships .
Excellence in professionalism :
The motto of the Nigerian Institute of Public Relations (NIPR) as statutory body for the practice of public relations in Nigeria is: Excellence in Professionalism.
You must, of necessity therefore, demonstrate touch of excellence in your communication processes and practices .
As public relations practitioner , you are the guardian of your employer’s reputation .
Your role is not only to communicate information but also to build trust , credibility and relationships with the public , media and other stakeholders .
In this context , professionalism is not just a virtue ; it is an imperative .
It requires you to adhere to the highest standards of ethics , integrity and transparency in your practice .
Here, also, are some key principles of professionalism to guide you attain excellence in fulfilling your role :
Accuracy and truthfulness :
Ensure that the information you communicate is accurate , reliable and trust worthy .
Transparency and accountability :
Be transparent in your communication and take responsibility for your actions and decisions .
Confidentiality and discretion :
Respect confidentiality and maintain discretion when handling sensitive or confidential information .
Respect and empathy :
Treat all stakeholders with respect and empathy , regardless of their background , culture or perspective .
Continuos Learning and professional Development :
Stay up to date with the latest trends , technologies and best practices in public relations and communication. You must be registered with NIPR and participate in its various training programmes such as the Mandatory Continuous Professional Development Programme (MCPD)
Managing your principals / CEOs :
Press Secretaries / public relations officers occupy enviable position working directly with Chief Executives in government and in private sectors.
Remember we talk about your professional duties as a management function .
In the Civil Service , permanent secretaries are the technical heads of and accounting officers for each Ministry while the commissioner is the political head . You, as the press Secretary / public relations officer, work directly with both the technical head and the political head of the Ministry . In the parastatals , Agencies , Corporations and Commissions , you work directly with both the Chief Executives and head of your Admimistration either as Director or Secretary .
It must be emphasized that no matter how good you are as a press Secretary / public relations officer , your ability and prospect to manage your principals / CEOs will rob off greatly in determining your success .
Just like any of us too , the principals/ CEOs have different personality traits , idiosyncrasies which become overwhelming in your day to day relationship with them and their relationship with the critical publics including the media and stakeholders .
Let’s look at a few of such personality traits you are likely to encounter
Authoritarian :
These are principals who are decisive ,assertive and expect unquestionable obedience .
You must be prepared to provide clear , concise information and be responsive to their needs .
Democratic :
Democratic principals value collaboration , input , consultation and feedback .
You must be able to facilitate open communication , provide options and be adaptable .
Perfectionist:
These are principals who demand high standards , attention to details and precision .
To work successfully with such principals , you must be meticulous ,well organised and ready to deliver high quality work and results .
Charismatic :
Charismatic principals are confident ,persuasive and inspirational .
You must be able to amplify their messages ,build on their strengths and maintain a positive and energetic posture and tone .
Analytical :
These are principals who are data -driven , strategic and evaluative .
You must provide them data -driven insights and submissions , analyze complex information on issues and offer practical strategic recommendations .
Building trust and confidence :
The following tips can help you to manage diverse personality traits of principals :
Develop emotional intelligence :
You must seek to understand your principal’s emotional needs , values and motivations .
Be adaptable :
Adjust communication styles , tone and language to suit the principal’s preferences .
Demonstrate expertise :
Provide accurate, timely and relevant information to establish and sustain your credibility .
Show empathy and understanding :
Acknowledge the principal’s concerns, challenges and priorities .
Maintain confidentiality :
Respect the principal’s trust and maintain confidentiality when handling sensitive information .
Fulfilling public expectations :
While you manage the principal ‘s personality trait, you as the liaison officer between your principal / government or Organisation and the publics , must be conscious of and work towards fulfilling public expectations.
You as a professional must bear in mind, at all times, that public offices and occupants are in trust for the public interest and therefore not exclusive possession of the public office holder .
In this context :
Provide timely and accurate information :
Respond promptly to media enquiries , and ensure that information is accurate, reliable and transparent .
Be accessible and responsive :
Engage with the public ,media and other stakeholders through various channels , including social media , press conferences and interviews .
Demonstrating Transparency and Accountability :
Provide clear explanations for government policies ,decisions and actions and be accountable for any mistakes or errors .
Recurring experience in balancing principal’s disposition and public expectation :
It may interest you to know that most of the times , you will be caught between principal ‘s need for confidentiality , discretion and strategic communication and the public ‘s right to accountability , transparency and timely information .
The Principal’s perspective :
From the Principal’s perspective ,the office they hold is a position of trust , responsibility and authority .
They may feel that certain information is sensitive , confidential or not suitable for public consumption .
They may also want to control the narrative ,manage the message and avoid controversy or criticism .
The Public perspective :
From the Public perspective ,the principal’s office is a public trust , held in trust for the benefit of the people .
The public has a right to know what their government is doing , how their taxes are being spent and what decisions are being made on their behalf . They expect transparency , accountability and timely information .
Your own dilemma :
You are responsible for managing this delicate balance. You must navigate the principal ‘s need for confidentiality and control while also respecting the public ‘s rights to accountability and transparency .
Innovative strategies open to you to manage this delicate balance :
Pro- active transparency :
Anticipate and provide information to the public before they ask for it .
This can help to build trust and credibility .
Open communication channels :
Establish open and accessible communication channels such as social media , email and phone hotlines to facilitate public engagement and timely feedback through media content monitoring and interpersonal engagements.
Data-driven story telling :
Use data and statistics to tell compelling stories about the principal’s achievements and impact while also providing context and transparency .
Crisis communication planning :
Develop and implement crisis communication plans to manage sensitive or controversial issues , ensuring that the principal’s message is clear, consistent and transparent .
Stakeholders’ engagement :
Foster collaborative relationships with key stakehokders , including the media , civil society and the public to ensure that their concerns and interests are taken into account .
Digital literacy :
Develop digital literacy skills to effectively manage online communication channels, monitor social media conversations and respond promptly to online enquiries and criticism .
Media training :
Provide media training for the principal and other key officials to ensure that they are prepared to communicate effectively with the media and the public.
By employing the above innovative strategies , you can strike a balance between the principal’s interests and the public’s rights to accountability and transparency , ultimately maintaining the trust and credibility of the principal ‘s office .
Media relations :
Media relations constitute a critical aspect of your job .
It can make or mar your success .
The media plays significant role in shaping public opinion and you must therefore cultivate and maintain positive relationships with media professionals to secure accurate and favourable coverage .
In today’s fast-spaced , digitally -driven media landscape , you face enormous challenges in creating and generating relevant content that captures the media ‘s attention and resonates with the public .
Some of these challenges are:
Information overload :
The sheer volume of information available online makes it difficult for you to cut through the razzmatazz and secure appropriate media attention for your principal , employer or Organisation .
Decreasing Attention Span :
The rise of social media has led to a decrease in attention span , making it challenging for you to craft compelling narratives that capture the needed media attention .
Increasing Competition :
The proliferation of media outlets and the rise of citizen journalism have increased competition for media attention , making it harder for you to secure required media coverage/relevance .
Evolving media landscape :
The media landscape is constantly evolving , with new platforms , channels and formats emerging all the time .
You must stay up todate with these changes to remain effective .
Securing correct media Attention : A capital intensive endeavour :
Securing correct media attention is now a capital intensive endeavour .
You must invest significant time , money and resources into creating and distributing high quality content, building relationships with media professionals and monitoring and analysing media content.
Some of the costs associated with securing correct media attention :
Content creation :
Producing and maintaining high quality content such as websites ,press releases , media kits and social media posts requires significant investment in time. money and resources .
Speech writing :
Having an in-depth knowledge and insights of mandate , vision , mission , achievements and challenges of your principal , CEO or institutions and alternate / competing view points will aid you in writing belief-compelling speeches for your principal.
Media content monitoring and analysis :
Monitoring , analysing media coverage and preserving contents require specialized tools and soft ware which can be very expensive .
Relationship Building :
Building relationship with media professionals requires investment in time , efforts and resources including hosting events , sponsoring conferences and providing exclusive interviews.
Crisis Communication :
Managing crisis communication requires significant investment in time , money and resources including hiring external consultants , creating crisis communication plans and conducting media training for the principal and top officials .
Essentially therefore, you must be strategic, creative, proactive and passionate in your approach to media relations to overcome challenges associated with crisis communication .
Managing fake news :
Fake news , also known as disinformation or misinformation, has become a critical challenge to public relations practitioners and information managers generally .
The rod of social media , online news platforms and other digital channels has created an environment where false information can spread quickly and easily .
Types of fake news :
Disinformation :
Intentionally false or misleading information designed to deceive or manipulate the public .
Misinformation :
Unintentionally false or misleading information , often spread through ignorance or misunderstanding .
Propaganda :
Information that is biased , misleading or false , often used to promote a particular ideology , agenda or interest.
Impact of fake news :
Erodes trust :
Fake news can erode trust in government , institutions and the media , leading to wide spread skepticism any cynicism .
Undermines Democracy :
Fake news can undermine democratic processes, influencing public opinion and election outcomes .
Causes Harm :
Fake news can cause harm to individuals , communities and society as a whole , perpetuating hate , intolerance and violence .
Strategies for combating fake news :
Verify information :
Verify the accuracy of the information before sharing or disseminating it .
Use trusted sources :
Use trusted sources of information such as reputable news Organisations and Government websites .
Be transparent :
Be transparent about the sources of the information and the methods used in verifying it .
Use fact -checking :
Use fact – checking intiatives and Organisations to verify the accuracy of the information .
Educate the public :
Educate the public about the dangers of fake news and how to identify and tackle it .
Some role models :
Dr. Ike Neliaku :
The current President of the Nigerian Institute of Public Relations, Dr. Ike Neliaku is a one time public relations / information officer of the Federal Ministry of information and culture .
Dr. Neliaku , a prolific writer, an infectious orator , a distinguished author , academician , scholar and patriot per excellence, started his career like all of you and today shines in the enviable position of a global Icon in the communication and public relations academy .
Mallam Mukhtar Sirajo
Mallam Mukhtar Sirajo , a distinguished public relations practitioner and immediate past President of the Nigerian Institute of Public Relations is also an exemplary role model in the communication and public relations practice in Nigeria .
He was several times Chief Press Secretary , Media Adviser and Director -General media to about seven Governors in Kaduna State.
You also have as a role model , the author of the book titled “ The work of a press Secretary “ by name Dr.Burkard Weth. Dr.Burkard Weth was a one time press attaché to Germany Embassy in Nigeria .
Here at home , you have as a role model, a distinguished academician, scholar , orator and current elected Council member of the Nigerian Institute of Public Relations , Professor Saudat Salah Abadulbaqi who started her career as a public relations officer at the famous Nigerian Paper Mills Ltd. Jebba.
Finally but not the least, Iam proud to inform you that yours truly, Alhaji Sa’adu Salahu ( fnipr ) has served as Head of Public Relations to over seven Chief Executives including the late Professor Olikoye Ransome Kuti, ( Then as the Chairman of the Governing Board of NPHCDA ; the longest serving Nigeria ‘s Minister of Health ) , another one is the current Coordinating Minister of Health and Social services , Professor Ali Pate and the immediate past Deputy Governor of Rivers State Dr.Mrs.Ipalibo Banigo serving currently at the Senate as the Chairperson of the Senate Committee on Health , all during their tenure at the famous National Primary Health Care Development Agency , ( NPHCDA) Abuja , the flagship parastatal of the Federal Ministry of Health .
Others are Dr.Mrs.Titi Koleoso -Adelekan ,Dr.Shehu Mahadi , Dr. Ado Muhammad and Dr.Faizal Shuaib .
At this juncture , I must not fail to thank and commend my leader , role model and mentor , Mallam AbdulRahman AbdulRazaq ( CON ) , the Executive Governor of Kwara State and Chairman of Nigeria’s Governors’ Forum NGF who is also the new Sardauna Ngeri Ilorin for giving me and many of our colleagues , a rare opportunity to be part of his exemplary leadership as Governor of the State since 2019 .
He has made us extremely proud being the first Governor to have appointed greatest numbers of media practitioners into enviable positions in his administration .
It is on record that the governor has been rightly rated by credible local and international organisations and experts as the best governor in transparency and accountability , good governance , education , health , socio- economic and infrastrutural transformation , poverty alleviation , youths and women inclusion in governance , peace and security , urban renewal and ease of doing business .
I make bold to declare that one of the most fulfilling professions relevant to all ages is public relations practice .
However , you stand the brightest chances of fastest and highest career mobility and prospect when you register as a member of the Nigerian Institute of Public Relations and maximize professional opportunities for continuous training, conference participation and networking for your personal development and progress .
Once again , while thanking the organisers of this engagement , I congratulate you as benefiting participants and hope you get inspired to aspire to the height of your professional career from today .
* Salahu, Senior Adviser/ Counselor to Kwara State Governor presented this paper at a Strategic Media Workshop themed, “Propagation and Documentation of Government Policies and Programmes: Renewed Role of Press Secretaries” jointly organised by the Nigeria Union of Journalists (NUJ), State Information Chapel, and Sardaunan Ilorin Legacy Platform (SILEP)’
Comments