'PR for PR': The Case for Elevating Our Industry

Today, as we celebrate World PR Day 2024, the spotlight shines bright on our profession. No doubt it is a great time to reflect on the accomplishments of the PR industry, but it also presents an opportunity to address a pressing challenge.

As PR professionals, we have honed our expertise in driving outcomes and delivering results for clients and causes, yet the significance of PR remains consistently underestimated by those outside our profession; with the relevance and value of our work being misunderstood overlooked or relegated to the shadows. Yet, we know the truth: strategic communication, reputation management, and crisis mitigation are essential to business success and societal progress.

How can we apply the strategic thinking that we deploy in handling clients' briefs to elevating our industry, building recognition, and driving understanding among business leaders, policymakers, and the general public?

How can PR practitioners effectively promote the profession and showcase its value to the world?

What innovative strategies, creative campaigns, and collaborative efforts can we undertake to showcase the impact and value of PR?

How do we ensure our vital role in shaping communication, managing reputations, and influencing positive change is acknowledged and appreciated by all?

My honest opinion is that the industry itself needs PR. I like to think of it as 'PR for PR". This isn't just about self-promotion; it's about ensuring the profession receives the respect and understanding it deserves.

Truth be told, when we gather, PR professionals can be insular; holding repeated conversations at roundtables and conferences with one another about how erroneously our value is perceived. Interestingly, the audience that needs a change of perspective is hardly ever party to these conversations.

I truly believe we will need to venture beyond the industry and collaborate extensively to demonstrate our value, with campaigns and initiatives designed specifically to showcase our impact to an external audience, elevate our profession and put PR at the forefront of business and society. My humble opinion is that 'PR for PR' is a crucial initiative for our industry.

I have given this a bit of thought, and I'm excited to share a few strategic initiatives we might consider, to promote the value of PR to those outside our profession. Do feel free to review and share additional or alternative perspectives, as I'm a lifelong learner. I would absolutely love to read your thoughts.

1. Concerted Thought Leadership:

Within the industry, we might want to consider a coordinated effort where PR professionals consistently contribute insightful articles, opinion pieces, and interviews to mainstream media. This should highlight PR's role in shaping business strategies, managing crises, and driving societal change. The approach should be non-academic and, where possible, should feature relatable case studies for context. In Nigeria, we could target publications like This Day, BusinessDay, The Guardian, and Punch Newspapers, painting a picture of the work we do and the value it brings.

2. PR Impact Awards (adjudged by non-PR professional):

We might consider establishing an annual awards program that recognizes PR campaigns that have demonstrably impacted business outcomes or social issues, but with a bit of a twist. The judges will be seasoned business leaders with little or no knowledge of typical PR metrics. Instead, their estimations will be based on clear public impact resulting from PR efforts. We will ensure the judging panel includes respected figures from various industries to lend credibility. We may partner with organizations like the Lagos Chamber of Commerce and Industry to boost visibility.

3. PR Education Initiatives:

We can begin to influence and collaborate with business schools and MBA programs to integrate PR modules into their curriculum. This will help future business leaders understand PR's strategic importance. We can develop this curriculum for adoption nationwide and perhaps start with institutions like the Lagos Business School, Pan-Atlantic University and the University of Lagos.

4. C-Suite PR Workshops:

C-suite and executive-level workshops, in partnership with professional bodies like the Institute of Directors, offer a unique opportunity to demonstrate PR's strategic value to top decision-makers. By highlighting PR's role in informing strategic decisions, mitigating risks, building reputation and resilience, and driving stakeholder engagement, these workshops can provide actionable insights and peer-to-peer learning opportunities. With expert facilitation, interactive formats, real-world case studies, personalized takeaways, and follow-up support, these workshops can deliver tangible value, showcasing PR's impact on business success by enabling a deeper understanding of its strategic importance.

5. PR Measurement Showcase:

We can develop and distribute case studies that clearly demonstrate PR's ROI using concrete metrics; and share these widely across business forums, conferences, and online platforms. These should include PR success stories from Nigerian companies.

6. PR Tech Innovation Hub:

We can collaborate to establish a hub to train and showcase how PR is leveraging cutting-edge technologies like AI, big data, and predictive analytics. This could be done with tech incubators like Co-Creation Hub in Lagos, for instance. Tech-supported PR has the potential to change the world. If backed by a strong vision, it will result in meaningful change.

7. Crisis Management Simulations:

Given the rapidly evolving world we live in, and the many disruptions that businesses experience, offering crisis simulation exercises for companies to demonstrate PR's crucial role in protecting brand reputation during challenging times, is a good way to make inroads into the wider business community. This could be particularly relevant for sectors like oil and gas, or finance in Nigeria.

8. PR for Social Good:

We might consider launching a nationwide campaign highlighting how PR strategies have been used to address social issues in Nigeria, such as public health awareness or education initiatives, and partner with NGOs with extensive reach to amplify the message.

9. Executive Shadowing Program:

We could invite C-suite executives from various industries to shadow veteran PR professionals for a day, giving them firsthand experience of PR's strategic role. Although not many might have the time or inclination for this, those who do will be pleasantly surprised to discover the number of strategic decisions that PR professionals make daily. This could be jointly coordinated through the Nigerian Institute of Public Relations, the Nigerian Institute of Management and the Institute of Directors.

10. PR Economic Impact Study:

It would be interesting to commission and extensively review the report of a comprehensive study on PR's economic impact in Nigeria, showing its contribution to GDP, job creation, and business growth. We might choose to partner with a respected economic research firm for credibility. Data does not lie, and metrics are often the shortest route to informed decision-making.

11. Cross-Industry PR Panels:

We absolutely must consider and deploy multiple panel discussions featuring PR professionals alongside leaders from other industries like finance, technology, and manufacturing. This could be part of major business events like the Nigeria Economic Summit. As PR professionals, we may need to stick our necks out to seek these thought leadership opportunities, but we must recognise that we can provide strategic perspectives that others cannot, particularly because it is our job to look out for and mitigate what others do not see.

12. PR Open Houses:

PR agencies may opt to host 'PR Open House' events for businesses and the public. This could be coordinated across multiple agencies in major cities. The key is for them to not be designed to be sales events, but experiential events where people are immersed in the world of PR and can clearly see, and understand, its value.

I have listed a few ideas above, and although this list is by no means exhaustive, I perceive that we can begin to change our perception with those who matter to us by implementing them. This 'PR for PR' approach can effectively showcase PR's value beyond our immediate profession, demonstrating its crucial role in business success and societal progress, and elevating our industry's standing.

In the long run, it will ensure the recognition of PR as a vital strategic function in Nigeria's evolving business landscape, so if you're keen to join forces and possibly pursue "PR for PR," let's connect and discuss possibilities. If you have a difference of opinion, please share too.

Happy World PR Day!