In commemoration of World Public Relations Day 2026, the Chairman of the NIPR Lagos State Chapter, Dr. Samuel Ayetutu, has congratulated PR practitioners across Nigeria, with special recognition to members of the Lagos Chapter. He urged professionals to champion strategic communication as a vital catalyst for nation-building, peaceful coexistence, and sustainable development.
In a statement released on Thursday by the NIPR Lagos Chapter Public Relations Officer, Dr. Oguchukwu Okeke, the Chapter Chairman, Dr. Samuel Ayetutu, described this year’s theme, “The Golden Age of Strategic PR,” as both timely and instructive. Dr. Ayetutu noted that today’s increasingly complex global landscape demands PR professionals who can provide strategic counsel, cultivate trust, and bridge the gap between institutions and the public.
He emphasized, “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.”
In the context of Nigeria’s emerging economy, Dr. Ayetutu pointed out that public trust remains critical to unlocking national development. He noted that strategic Public Relations serves as a vital bridge—essential for promoting institutional transparency, fostering constructive civic dialogue, mitigating conflicts, and cultivating harmony across multi-ethnic 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.
Beyond market shifts, he noted that the golden age of the profession challenges practitioners to stay ahead of the curve. Meeting the demands of rapid technological advancement requires continuous professional reinvention through the acquisition of advanced skills.
“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.”
The Chairman further stressed that the future belongs to professionals who seamlessly marry ethical judgment with technological fluency. While innovation continues to reshape communication channels, he noted that the bedrock of successful PR remains rooted in timeless principles: integrity, credibility, deep empathy, and sharp strategic thinking.
Turning the occasion into a call to action, the Lagos NIPR Chairman challenged practitioners to use World Public Relations Day for deep personal and professional introspection. He urged a collective recommitment to the rigid ethics, ironclad integrity, and absolute professionalism that anchor the craft.
Central to his address was a sharp warning against industry infiltration. Reaffirming the Institute’s zero-tolerance stance on quackery, Dr. Ayetutu insisted that the high-stakes responsibility of managing public communication and institutional reputation must be strictly restricted to qualified, licensed professionals.
“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 highly commended the Lagos State Chapter for aggressively driving professional standards, charging members to remain proud, front-line ambassadors of ethical, strategic PR within their corporate and civic circles.
Closing with a celebratory note, he extended his warmest wishes to practitioners nationwide for a deeply rewarding World Public Relations Day, while anchoring the Lagos Chapter’s ongoing promise to champion corporate excellence, practitioner discipline, and continuous, future-forward learning.
