Emerging Perspectives on Public Relations in Nigeria
In the realm of public relations (PR) literature, a predominant focus tends to be on refining tactics and adapting Western frameworks for emerging markets. However, Efe Obioma’s book, How to Build a Successful Public Relations Career in Nigeria (BrandSpark Limited, February 2026, ISBN: 978-978-777-865-4, 148 pages), offers a refreshing practice-based definition of PR from a Nigerian perspective, marking a notable departure from conventional narratives.
Professor Dandaura’s Vision for PR
This introspection leads us to the ambitious 2025 initiative by Professor ES Dandaura, the Deputy Director of the Nigeria Institute of Public Relations (NIPR). His presentation titled “Redefining Public Relations for Relevance” moves beyond traditional confines, positioning itself as a manifesto for the NIPR. Rather than serving merely as a tactical guide, this work is a philosophical examination advocating for the decolonization of the profession and embedding it in indigenous wisdom, fundamentally pivoting its core mission toward the critical currency of trust.
Institutional Significance of Dandaura’s Definition
Professor Dandaura’s redefinition of public relations is part of a deliberate effort by the NIPR, Nigeria’s statutory regulatory body for PR practices. Approved by the NIPR Council on July 22, 2025, this document introduces Africa’s first comprehensive locally developed definition. It articulates that “public relations is a strategic leadership role that builds trust, reputation, and lasting relationships while promoting inclusive development through ethical, transparent, and culturally respectful communication.”
Three Pillars of Dandaura’s Definition
The implications of this new definition resonate on three critical levels. First is its decolonial intent, which explicitly rejects the wholesale adoption of Western definitions that can be culturally incongruous to the African context. Secondly, Dandaura seeks to reposition PR as a strategic leadership function that addresses Africa’s pressing challenges, including trust deficits and the need for inclusive development. Finally, the definition aligns with the NIPR’s legal authority, granting it immediate regulatory, educational, and ethical relevance, with potential influence across the continent through the African Public Relations Association (APRA).
Understanding Africa’s Unique Narrative
At the core of Dandaura’s arguments is a compelling critique of imported definitions that overlook Africa’s unique communication environment, which is steeped in oral tradition and community-centered practices. He emphasizes that Africa’s crisis lies not in a lack of technological capabilities but in a profound trust deficit. Dandaura asserts that without a precise definition, the field of PR is often misused and misunderstood. Clear definitions not only set the boundaries of the profession but also clarify roles, establish ethical expectations, and align practice with societal needs.
Promoting Cultural Respect and Social Progress
The importance of Dandaura’s definition resides in its emphasis on leadership over mere messaging, placing trust at the forefront of PR activities—a necessity in an African public life plagued by distrust. Furthermore, it explicitly connects PR to social progress and nation building, advocating for communication that respects Africa’s diverse cultures. Dandaura’s work connects modern PR back to pre-colonial African institutions, aligning historical ethics with contemporary professional standards and presenting a strong argument for culturally rooted practice.
Evaluating Strengths and Limitations
While Dandaura’s presentation offers a bold cultural rebirth and rigorous comparative analysis, its empirical grounding remains a concern, as it largely relies on rhetorical claims. Furthermore, its geographical focus primarily centers on Nigeria, with limited exploration of broader Pan-African contexts. Despite its aspirational vision, the document lacks a practical roadmap for implementation, calling into question how these transformative ideas may be realized across the continent.
Implications for Future PR Practices
The redefinition of PR championed by Dandaura is not merely a conceptual framework; it represents a significant institutional initiative with the potential to reshape public relations across Africa. By advocating for a leadership-driven, ethically sound practice that is culturally relevant, this manifesto challenges existing methodologies and urges a systemic transformation. It serves as an essential read for communication professionals looking to explore PR as a strategic force dedicated to fostering trust and inclusive development in Africa.
