Members of the Nigerian Institute of Public Relations (NIPR) must move beyond assumptions and normative hopes if the profession is to thrive in today’s complex business environment, so says its former national president, Amaopusenibo Bobo Sofiri Brown.
Brown made the call in his goodwill message at the Rivers State Chapter’s maiden Public Relations Week. He described the theme of the event, “Refocusing Stakeholder Engagment And Public Trust In A Challenging Economy”, as both “challenging and timely,” noting that PR practice must now be guided by systematic understanding rather than guesswork.
He said the frequent use of the term “stakeholders” without clear definition or research-backed analysis has created a gap in professional practice.
“Too often, we use ‘stakeholders’ as a catchword without a proper understanding of who they are or how they behave. This weakens strategic planning and communication outcomes,” Brown said.
Amaopusenibo Brown, who is also a former Managing Director of defunct Garden City Sunray Newspapers, urged practitioners to rethink the concept of stakeholders and how they differ across sectors.
“Are stakeholders in oil and gas the same as those in aviation or education? Does the business environment shape stakeholders, or do stakeholders shape the environment?” he asked.
He said the Institute must develop frameworks that help members identify and categorize stakeholders, study their behavior, and predict what works best among them.
“NIPR must not only use the term ‘stakeholders’ — we must own it through deeper study, analysis, and application,” he added.
Drawing lessons from experience, the former NIPR national president cited recent events in Rivers State as a practical lesson in stakeholder influence. He noted that during the Sole Administratorship period, citizens, particularly women, raised their voices peacefully against injustice and were able to effect change.
“That episode showed how powerful organized, peaceful stakeholders can be when they understand their role and responsibility,” he said.
Brown stressed that predicting stakeholder behavior is now central to effective Public Relations and should form part of practitioners’ strategic planning.
Insisting that professional standards must be consistent, Brown decried the lack of uniform professional standards across NIPR Chapters, comparing the situation unfavorably to medicine and law.
“A PR professional from Jos should be able to deliver the same standard of work in Asaba or Aba. That’s the hallmark of a true profession,” he maintained.
He lamented that many Chapters tolerate substandard work in the name of convenience, adding that such laxity erodes public confidence. “When a media post or publicity material falls short, we often hear, ‘let it go.’ But no serious client would accept that,” he said.
While calling for a new professional mindset, Brown urged Chapters to function as credible resource centres that promote excellence, accountability, and ethical practice. He said Public Relations will only earn respect when practitioners deliver consistent value based on research and professionalism.
“If we achieve clarity in defining our stakeholders, uphold high standards, and embrace accountability, it will mark a new dawn for Public Relations practice in Nigeria,” Brown concluded.
The maiden Rivers Public Relations Week Week And Alabo Olu Benibo Fubara Memorial Gold Paper Lecture took place at the La Sien Pavilion along Forces Avenue in Port Harcourt Rivers State from October 8 to October 10, 2025.
