The Nigerian Institute of Public Relations has rounded off its Annual General Meeting with the election of 17 members into its Executive Council. Dr. Ike Neliaku emerged the President and Chairman of Council, while Professor Emmanuel Dandaura is to serve as Vice President.

Remarkably, I served as poll agent to Paulinus Nsirim, a former Information Commissioner during the governorship of Nyesom Wike, CON. Nsirim polled 648 to emerge member of council from Rivers State. Few days after the election, stakeholders are already setting agenda for the new administration.

Among the issues for considerations are:

Electronic Voting; The new administration should consider embracing e-voting to enhance credible election. This will save time and resources. The idea of traditional voting system is regressive and outdated.

Brand Identity. The PR profession appears to be searching for true identity and validation. The new administration should begin marketing for public relations to create brand presence and identity.

Adopt Technology; Technology has disrupted many professions including Public Relations, hence, the secretariat should digitalize its operations for real time life cycle and efficiency.

Fight against Quackery; Successive administrations in and out have always pledged to fight quackery in public relations practice but without success. The new administration rather than wage war on them should identify who they are, take them through the rudiments of public relations training, certify them and bring them into the fold as affiliate or associate members.  Besides, the new quack is no longer non-members of NIPR, rather quacks are those who are no longer in tune with data-driven and tech-enabled public relations practice. Technology will continue to determine the weight and value of professional practice.

Review the NIPR Law; The law setting up the NIPR requires review. Some provisions of the act are no longer in tune with reality of practice.

Firm Regulatory Action; There must be stiff regulation in accordance with international best practices and benchmark. NIPR should establish a disciplinary and code of conduct tribunal at this point to sanction erring members.

Review Curriculum of Studies; Many knowledge skillsets are required in public relations practice, while many literatures with local contents are out of date. There must be an intentional policy for a review of the public relations curriculum with current trends and practice. The existing relationship between the town and the gown must be enhanced and encouraged while students are groomed through robust student exchange and mentorship programmes.

Establish Influencer Relationship; Influencers are taking a larger chunk of Public Relations budgets without their membership of the NIPR. The new administration should bring them to the fold for effective regulation.

Wishing the new administration best of luck.

Lawrence Dike,PhD, a member of the Nigerian Institute of Public Relations (NIPR), Researcher, Marketing communication expert and Broadcast Journalist, wrote in this article from Abuja FTC.