Dr. Omoniyi P. Ibietan, Secretary-general of the African Public Relations Association (APRA).
The future of public relations (PR) hinges more on mindset and attitude than on technological tools, a leading PR expert emphasized during the opening business session of the 2025 Nigeria Public Relations Week (NPRW) in Uyo.
In the first presentation of the day, the expert outlined 20 key factors set to transform the PR landscape, categorizing them into four main themes: macro environment, technology, social and global influences, and industry disruptions.
Starting with a philosophical overview, the speaker highlighted communication as a fundamental human skill essential for survival. He argued that PR must evolve beyond standard definitions by integrating leadership—a shift exemplified by the establishment of the world’s first PR and Leadership University (PRLU) by the Nigerian Institute of Public Relations (NIPR).
The presentation stressed the importance of reexamining core assumptions that shape attitudes and decision-making in PR. Citing psychologist William James and other thought leaders, the speaker said, “Attitude is everything,” calling on practitioners to challenge outdated beliefs that often lead to poor decisions and missed opportunities.
Drawing on social science research, including Thomas Schelling’s segregation experiments and Daniel Kahneman’s work on human judgment, the speaker illustrated how false assumptions have caused significant professional and personal setbacks.
The future of PR, he explained, will be shaped by several key forces:
- Macro Environment: Navigating political changes, economic trends, shifting media landscapes, and cultural diversity.
- Technological Advancements: Leveraging AI, big data, and multimedia content to enhance engagement and efficiency.
- Social and Global Influences: Building trust amid misinformation, adapting to globalization, prioritizing ethics and sustainability, and empowering employees as authentic brand ambassadors.
- Industry Disruptions: Embracing social media, micro-influencers, hyper-personalization, omni-channel strategies, and stricter privacy regulations.
The expert also warned that organizations fostering division or unethical practices internally risk extinction in the evolving PR landscape.
In closing, he urged the audience to remember that tools alone do not define success. Quoting Agustin Sanchez, he said, “AI is another surface to shape, but the people who will lead are those who never lost their voices.”
The presentation set a forward-looking tone for the conference, reminding PR professionals that while technology evolves rapidly, it is attitude and creativity that will ultimately determine their relevance and impact.
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