Problem facing public relations in Nigeria
Public relations, often referred to as PR, is a strategic communication process. It involves managing and maintaining a positive image and reputation for individuals, organizations, or brands. PR professionals utilize various tactics to build and maintain relationships with the public, media, and other stakeholders. By effectively communicating key messages, PR helps shape public perception and influence opinions. Whether it’s crisis management, media relations, or brand building, a well-executed PR strategy can have a significant impact on an entity’s success.
Problems of public relations in Nigeria
despite the importance of public relation, the profession still suffers some setbacks. Some problems facing public relations in Nigeria include;
Identity crisis: The public relations industry in Nigeria is currently experiencing an identity crisis, which is not solely due to the inactive status of the Nigeria Institute of Public Relations (NIPR). There are numerous practitioners who possess an unclear understanding of what public relations entails and confuse it with other fields such as advertising, marketing, journalism, or propaganda. Some of these practitioners lack the necessary professional qualifications and ethical standards for effective practice.
Lack of recognition: Public relations is not well recognized and appreciated by many organizations and stakeholders in Nigeria. It is often seen as a peripheral function that can be performed by anyone or outsourced to anyone. It is not given a strategic role in decision-making and problem-solving. Likewise, it is also not adequately funded and resourced by many organizations.
Lack of education: Public relations education in Nigeria is not well-developed and standardized. There are few academic programs that offer public relations as a major or minor course of study. There are also few professional training programs that equip practitioners with the relevant skills and knowledge. The NIPR professional public relations diploma is not widely accepted or recognized by many employers and practitioners.
Lack of research: Public relations research in Nigeria is scarce and limited. There are few scholarly publications that address the theory and practice of public relations in Nigeria. There are also few empirical studies that measure the impact and effectiveness of public relations campaigns and activities. There is a need for more evidence-based practice and evaluation in public relations.
Lack of regulation: Public relations regulation in Nigeria is weak and ineffective. The NIPR charter that was enacted in 1990 to regulate the practice of public relations in Nigeria has not been fully implemented or enforced. Many practitioners do not belong to the NIPR or adhere to its code of conduct. There are also many quacks and impostors who claim to be public relations practitioners without proper qualifications or credentials.
