Oborevwori Urges PR Professionals to Harness Technology for Socio-Economic Development
ASABA/Nigeria: Delta State Governor Rt. Hon. Sheriff Oborevwori has called on public relations practitioners to harness the power of digital innovation to drive socio-economic growth in today’s rapidly evolving global economy. The governor made this call during the 2024 Chief Executives and Directors Conference/Retreat of the Nigerian Institute of Public Relations (NIPR), held at the Marian Babangida Leisure Park in Asaba.
Represented by the Commissioner for Information, Dr. Ifeanyi Osuoza, Governor Oborevwori emphasized that digital communication is vital for ensuring clear and impactful messaging in the public relations sphere. He highlighted the importance of delivering messages in a way that allows audiences to grasp both the overt and subtle meanings intended by the communicator. “It is essential that messages be tailored so that the decoder can adjust their perspectives, tastes, and behaviors to align with what is intended,” he noted.
The governor praised NIPR’s choice of theme for the conference, “Leveraging Technology and Data-Driven Insights for Digital Communication,” describing it as timely given the rapid advancements in technology and their implications for public relations. He expressed appreciation to NIPR for selecting Asaba as the host city, seeing it as an endorsement of his administration’s “MORE Agenda” aimed at advancing Delta State. “This conference reflects your confidence in our efforts to make Delta State better,” Oborevwori remarked.
Addressing the growing complexities of digital communication, Oborevwori urged public relations professionals to adapt their strategies to different audience demographics, considering educational levels, social backgrounds, and economic situations. “The content of your communication should be carefully designed to resonate with various segments, ensuring clarity even when addressing challenging topics,” he advised.
The governor also pointed to the rise of artificial intelligence and the expanding influence of social media, which he noted are reshaping the field of public relations. He urged PR practitioners to leverage these technological advancements to enhance their work rather than resist change, stressing that innovation should drive forward-thinking adjustments in communication strategies.
The keynote speaker, Dr. Omoniyi Ibietan, Head of Media Relations at the Nigerian Communications Commission, further underscored the transformative power of technology in public relations. He argued that technology and data are foundational elements for effective PR, describing them as key drivers of value creation within society. “Successful PR relies not only on creativity and relationship-building but also on the use of technological tools to maintain and sustain stakeholder relationships,” Ibietan stated.
Ibietan also stressed the need for strong interpersonal and written communication skills, which he said remain essential for PR effectiveness despite advancements in digital tools.
Mrs. Thelma Okoh, Chairperson of the Planning Committee for the conference, noted that the annual Directors’ Conference has become a cornerstone for industry leaders to examine pressing trends and issues in public relations. She commended the NIPR for fostering a space where professionals can share insights and chart the future of the industry.
Goodwill messages from officials, including Delta State’s Head of Service Mr. Reginald Bayoko (delivered by Mrs. Charity Ehimen, Permanent Secretary, Ministry of Urban Renewal), reinforced the importance of embracing technology in PR. Participants, including Delta Broadcasting Service General Manager Mrs. Kristine Jobome-Emetulu, echoed the governor’s call, describing the conference theme as “apt and timely,” and urging practitioners to adopt technology in positive ways.
The event, which gathered prominent public relations leaders and professionals, concluded with a shared commitment to integrate technology and data-driven insights in advancing the field of public relations for sustainable socio-economic impact.
