Nigeria’s public relations professionals are pushing to redefine their role in the corporate landscape, seeking recognition not only as storytellers but as strategic advisers who influence business decisions, manage reputational risks and shape public perception.
The call came as industry leaders gathered in Lagos recently to mark World PR Day 2026 and unveil the fifth edition of the PR Power List, which recognised 50 of the country’s most influential public relations and communications professionals.
Managing Partner at GLG Communications and creator of the PR Power List, Omawumi Ogbe, said the initiative was created to spotlight professionals who often operate behind the scenes despite playing a critical role in shaping the narratives of companies, institutions and public figures.
“PR professionals are often the background. We are not the news; we make the stories,” Ogbe said.
She said the recognition was aimed at changing the perception of the industry by highlighting professionals whose work has strengthened brands, managed crises and influenced public conversations over the past year.
The event also highlighted Nigeria’s growing role in the global public relations ecosystem, with Ogbe noting that World PR Day was initiated by Nigerian PR agency BHM and has expanded into a global celebration across several countries.
According to her, the growth of the event demonstrates the increasing relevance of Nigerian communications professionals internationally.
“We want to take the narrative and tell the story of our industry people, ensuring that they get recognised for the great work they are doing,” she said.
Industry leaders at the gathering argued that the future of public relations transcends traditional publicity, with professionals expected to provide strategic counsel to businesses and governments.
Executive Director at THOP and a member of the PR Power List jury, Kwame Senou, said modern PR practitioners must move beyond tactical communication and become trusted advisers.
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“PR that is tactical is no longer relevant. They have to be equipped to advise,” Senou said, adding that professionals must develop the knowledge and credibility required to influence decision-making.
He explained that the selection process for the PR Power List involved research, shortlisting and assessments by local and international jurors based on professionals’ achievements and impact within the previous 12 months.
The President and Chairman of Council of the Nigerian Institute of Public Relations, Dr Ike Neliaku, said the recognition was important because public relations practitioners play a key role in managing reputation, building trust and helping organisations navigate crises.
He said the industry was entering a significant period, with Nigeria preparing to host the World Public Relations Forum in November 2026, an event expected to attract about 3,000 delegates from more than 126 countries.
“This is like laying the foundation for that big event that will happen in November 2026,” Neliaku said.
He added that the profession had evolved from being focused mainly on communication delivery to providing solutions for organisations and institutions.
“Those being recognised are people who have provided solutions, people who are counsellors to those occupying offices and crisis managers who have made suggestions on how to respond better,” he said.
The recognition comes as businesses increasingly place greater emphasis on reputation management, stakeholder engagement and crisis response amid changing consumer expectations and a more connected digital environment.
Industry stakeholders said the growing influence of PR professionals reflects a shift in corporate leadership, where managing trust and public perception has become a key component of business strategy.
