The Nigerian Institute of Public Relations has expressed concern over the increasing number of unlicensed individuals operating within the public relations profession, warning that their activities are tarnishing the image of the industry and misleading organisations.
Speaking on Thursday at a lecture held to commemorate the 2026 World Public Relations Day in Port Harcourt, the Chairman of the Rivers State chapter of the NIPR, Rev. Francis Asuk, said the rise of unqualified practitioners had contributed to widespread misconceptions about the profession. The event was organised in collaboration with Ignatius Ajuru University of Education.
Asuk stressed that only registered members of the NIPR are legally recognised to practise public relations, urging aspiring communication professionals to obtain the necessary certification. He said, “We have observed that people who are not professionals, who are not chartered, who are not members, are secretly entering into the profession and creating confusion, creating all the wrong perceptions that sometimes come about. If you are not a registered member of NIPR, you do not have the licence to practise. And therefore, we encourage all those who want to be communication professionals to properly register with the NIPR.”
According to him, the institute has established a comprehensive platform that enables qualified practitioners to register, receive professional training and operate in line with established ethical and professional standards. He added that public relations has grown far beyond its traditional role of information dissemination and now serves as a strategic leadership function in organisations.
Reflecting on the theme of this year's World PR Day, “The Golden Age of Strategic Public Relations", Asuk said it underscores the expanding role of strategic communication in tackling social, political, economic and developmental challenges. “It also reminds us that public relations has evolved beyond publicity to become a strategic management function that builds trust, shapes perception, strengthens institutions, and fosters sustainable relationships between organisations and their stakeholders,” he said.
He further noted that strategic public relations remains critical to Nigeria's development, arguing that effective communication enhances transparency, public confidence, civic participation and good governance. “As governments, businesses, and institutions navigate an increasingly dynamic communication environment, the deployment of strategic public relations has become essential for driving inclusion, managing reputation, mitigating conflict, and strengthening democratic governance,” Asuk stated.
The Rivers NIPR chairman also encouraged practitioners across Rivers State and the Niger Delta to use their expertise to close communication gaps, encourage dialogue, build consensus among stakeholders and support initiatives that advance peace, investment and sustainable development.
Delivering the keynote address, Professor of Political Science at Ignatius Ajuru University of Education, Kenneth Nweke, described the event's theme as a reflection of the profession's transformation from traditional media relations and event management to transparent, strategic communication suited for the digital era. “Today’s public relations must focus on building trust for government, leadership and the business environment,” Nweke said, while lamenting what he described as leadership and followership deficits in Nigeria. He urged governments to rely on competent professionals instead of opportunists in managing public communication.
In his goodwill message, NIPR President Dr Ike Neliaku said the theme highlights the profession's emergence as a key component of strategic decision-making at the highest levels. “Public relations practitioners are now boardroom strategists, reputation architects, and custodians of institutional credibility, shaping decisions at the highest levels of governance and leadership,” he said.
Neliaku added that public relations has evolved beyond a support function into a vital instrument for national development, calling on practitioners to uphold integrity and foster trust-based relationships. Meanwhile, the Acting Vice-Chancellor of Ignatius Ajuru University of Education, Prof. Okechukwu Onuchuku, represented by the institution's Registrar, Dr. Chinonye Ajie, applauded the NIPR for choosing the university as host for the event and reaffirmed the institution's commitment to supporting the institute's activities.