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Practising The PR That Sells By Stanley Olisa

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As communication technology becomes more sophisticated and ubiquitous, public relations practitioners who are sold to the conventions of the profession tend to nurture a concern, some sort of fear. The fear of being displaced and made irrelevant by an evolving digital technology. One can understand the basis for such concern, especially with the increased adoption of Artificial Intelligence (AI).

But on the flip-side, technology is actually redefining the art of reputation management. It is setting new standards and creating new paradigms in the profession, and so, the professionally lack-lustre PR practitioner begins to play catch-up if he does not swim with the tide of technological novelties.

The modern public relations practitioner has a handful of skills to master. He needs to upskill! The era of only drafting and syndicating press releases for positive mentions and favourable coverage has been overtaken by technology. But this does not erase the place of press releases in PR. The practitioner has to acquire the skill of Online Reputation Management (ORM). This entails a lot. Managing corporate reputation today is largely done in the digital space. The reason is not far-flung- an organisation’s stakeholders belong in online communities where they have conversations and share experiences about brands. These ‘brand narratives’ go viral in just a trice. If it’s positive, then it’s good publicity for the brand. But if negative, then the reputation of the organization is on the line. The public relations of today is chiefly prosecuted with digital tools. Digital public relations is the new public relations.

Times are changing. Organisations are becoming more critical of their public relations officers. In fact, some CEOs dismiss PR as a management function, with the belief that PR does not tangibly add to their bottom-line. They are no longer influenced by expressions like ‘our effort (PR) is helping to favourably shape the image of the organisation’, ‘our PR campaign will build lines of understanding between the organisation and its audiences’, ‘we will employ strategic PR in raising the profile of the organisation’, etc.

These are all noble statements, but the CEO is interested in how your communication campaign will increase sales. There has to be a tie-in. The modern PR practitioner has to start tilting towards a different model, which I call ‘the public relations that sells. Your PR must sell. For that to happen, you must shift from the regular kind of PR and embrace some of the tools deployed in 21st century marketing. Do not misconstrue my argument. Public relations clearly differs from marketing. But the truth is that, digital technology seems to be blurring the lines. Both fields are becoming more aligned now than they were a decade ago.

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In today’s PR practice, emphasis is on story-telling, social media, influencer marketing, blog leveraging, search engine optimisation, interpreting analytics, Big Data, content performance, Artificial Intelligence, etc. As a result, the modern PR practitioner, to be effective, must adopt a strategic multi-channel approach. Communicating with your stakeholders should go beyond the standard print and electronic placements to incorporate an array of digital platforms. The strides in media technology have made it imperative for the practitioner to broaden into multiple channels, a practice that expands the reach of the message and even its impact. There is a correlation between channel multiplicity and message effect. When you disseminate your message via only one medium, the message will ‘get lost’ and swallowed up by other messages that are multi-channeled. It’s that simple. The media space is saturated, with so many brands pushing out information to the same audience you are trying to reach.

Also, tracking the success of campaigns has become easier. Historically, public relations practitioners have been finding it hard to measure their return on investment and prove the value of PR. They would normally rely on press clippings and off-air dubs. However, with the advancements in digital technology, we now have tools for measuring the impact of PR campaigns. For instance, digital platforms are embedded with a metrics feature which provides insight on audience engagement with message, share of voice among competitors, sentiment ratio, level of impression, message reach, and other data which can help you draw conclusions on the impact of the campaign.

Public relations practitioners should not have hassles demonstrating their value in organisations. Modern PR is one that sells, and has adapted with the times, staying relevant by picking the best from the old and aptly combining it with the best of the new. Organisations need a PR that sells, not a PR that gulps funds but struggles to show value.

Stanley Olisa is a Media and Communications Strategist at Caritas Communications Limited, Lagos. Reach him via Olisastanley513@gmail.com

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Politics

Rivers High Court disowns ‘judgment’ against emergency rule

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Court

The Rivers State Judiciary has disassociated Justice Boma Diepiri and any other judge of the State High Court from any judgment involving the suspended Governor Siminalayi Fubara, the Sole Administrator, retired Vice Admiral Ibok-Ete Ibas, and others.

In a statement issued by the Chief Registrar of the High Court of Rivers State, David Ihua Maduenyi, the judiciary described as false an online news report alleging that suspended Governor Siminalayi Fubara secured a court victory over President Bola Tinubu and the Minister of the Federal Capital Territory, Nyesom Wike at the Federal High Court.

The report also said the court has ordered the sole administrator to vacate the Government House.

The statement noted that the report falsely claimed Justice Diepriye presided over the case and ruled that the appointment of a sole administrator to oversee the affairs of a state, following the removal of a democratically elected governor, was illegal, null, and void.

Ihua-Maduenyi clarified that Justice Diepiri is not a judge of the Federal High Court but of the Rivers State High Court and is currently on Easter vacation, which commenced on Monday, April 14, 2025.

He emphasized that the mention of Justice Diepiri’s name in the report was both false and misleading, reflecting what he called the “crass ignorance” of the reporter, since the Federal High Court and the State High Court are distinct institutions.

The Chief Registrar further stated that no judge of the Rivers State High Court had issued any orders relating to the emergency rule in the state.

He expressed concern over the growing trend of bloggers and online reporters sacrificing professionalism for traffic and financial gain.

Ihua-Maduenyi urged members of the public to seek proper clarification from the court or its officials before publishing or sharing court-related information.

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We’ll ride any vehicle to unseat Tinubu in 2027 – Atiku

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Former Vice President Atiku Abubakar has reaffirmed that the coalition of opposition forces he is championing would adopt any platform that ensures good governance in its bid to unseat President Bola Ahmed Tinubu in 2027.

Atiku made the declaration on Tuesday during a meeting with a delegation of National Opinion Leaders.

In a video of the meeting which was shared on his X handle (formerly Twitter) on Wednesday, he assured that the “coalition train has left the station and would have multiple stops to bring on board Nigerians of all shades.”

His comment came just two days after the PDP Governors’ Forum, at the end of their meeting in Ibadan, distanced themselves from any planned coalition or merger ahead of the 2027 general elections.

Atiku had in March announced the formation of a coalition of opposition parties to challenge President Tinubu’s re-election bid.

At the announcement, he was flanked by Dr Yunusa Tanko, who represented Labour Party’s 2023 presidential candidate Peter Obi, and former Kaduna State governor Nasir El-Rufai, who recently left the All Progressives Congress (APC) for the Social Democratic Party (SDP).

Following Atiku’s recent visit to former President Muhammadu Buhari in Kaduna alongside other coalition members, expectations were high that the PDP governors’ meeting in Ibadan would clarify the party’s stance on the alliance.

However, after the meeting, which began on Sunday and ended Monday, and was attended by acting PDP National Chairman Ambassador Umar Damagum and other party leaders, the governors disassociated themselves from any coalition or merger discussions.

They nonetheless expressed readiness to welcome any individual, group or party willing to join the PDP to “wrest power and enthrone good leadership in 2027.”

While addressing the youth-dominated delegation of National Opinion Leaders, Atiku urged them to remain focused and not be swayed by short-term inducements.

“Don’t be disrupted by people giving you pennies or kobos here and there, and nairas here and there, and then abandon your future, and the future of your children,” he said.

“Now, because of that, that’s why a number of us leaders from the parties I have mentioned—APC, PDP, Labour, and others—have come together to say we are going to have what I call in Hausa Sabuwar tafiya, which in English means a new path, a new pathway to a new Nigeria.”

“And we have been meeting, and by the grace of God, very soon we will announce, and we hope and we appeal to you all to be part of this movement.”

The former vice president said the primary objective of the coalition was to ensure good governance.

“Whatever vehicle that will give us good governance in the future of our children and grandchildren, that is the vehicle we are going to ride on,” he declared.

He concluded by urging the delegation to start planning and mobilising support.

“Get to planning and working together and getting as many Nigerians as possible to get converted to this new pathway,” he said.

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Politics

Court Overturns Lagos Assembly Speaker’s Removal

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Obasa

The Lagos State High Court has invalidated the recent leadership change in the Lagos House of Assembly, declaring the removal of Mudashiru Obasa as Speaker unlawful.

In a landmark ruling delivered in Ikeja on Wednesday, Justice Yetunde Pinheiro ruled that the January 13, 2025 proceedings that led to Obasa’s removal did not follow constitutional requirements.

The court specifically found that the actions of the majority lawmakers, including Deputy Speaker Mojisola Meranda who had assumed the Speaker position, were conducted without proper legal foundation.

Justice Pinheiro’s judgment not only reinstated Obasa to his position as Speaker but also nullified all resolutions and decisions that emerged from the controversial January 13 sitting.

Additionally, the court awarded damages of ₦500,000 to Obasa.

The ruling effectively restores the previous leadership structure of the Lagos State House of Assembly, ending a period of constitutional uncertainty in the state’s legislative body.

Analysts say that the judgment has significant implications for the legislative activities conducted during the period of contested leadership.

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