NIPR warns against unlicensed PR practitioners

The Nigeria Institute of Public Relations has decried the growing infiltration of the public relations profession by unlicensed practitioners, warning that quacks are damaging the image of the profession and misleading organisations.

The Chairman of the Rivers State chapter of the NIPR, Rev. Francis Asuk, raised the concern on Thursday during a lecture marking the 2026 World Public Relations Day, organised in collaboration with the Ignatius Ajuru University of Education in Port Harcourt.

Asuk blamed the activities of unqualified practitioners for the misconceptions surrounding public relations, stressing that only licensed professionals are qualified to manage strategic communication for governments and organisations.

He said PR had evolved beyond information dissemination to a strategic leadership function within organisations.

“We have observed that people who are not professionals, who are not chartered, who are not members, are secretly entering into the profession and creating confusion, creating all the wrong perceptions that sometimes come.

“If you are not a registered member of NIPR, you do not have the license to practice. And therefore, we encourage all those who want to be communication professionals, to properly register with the NIPR,” Asuk said.

He added that the institute had created a robust platform for qualified professionals to register, receive training and practise within the standards of the profession.

Speaking on the theme of the 2026 World PR Day, “The Golden Age of Strategic Public Relations,” Asuk said it reflected the increasing importance of strategic communication in addressing contemporary social, economic, political and developmental challenges.

“It also reminds us that public relations has evolved beyond publicity to become a strategic management function that builds trust, shapes perception, strengthens institutions, and fosters sustainable relationships between organizations and their stakeholders,” he said.

He noted that strategic public relations remained indispensable to Nigeria’s development, saying effective communication promotes transparency, public confidence, citizen engagement and participation in governance.

“As governments, businesses, and institutions navigate an increasingly dynamic communication environment, the deployment of strategic public relations has become essential for driving inclusion, managing reputation, mitigating conflict, and strengthening democratic governance,” he stated.

Asuk also urged public relations practitioners in Rivers State and the Niger Delta to bridge information gaps, foster dialogue, build consensus among stakeholders and support initiatives that promote peace, investment and sustainable development.

Delivering the keynote lecture, a Professor of Political Science at Ignatius Ajuru University of Education, Kenneth Nweke, said the theme signified a shift from traditional event management and media relations to transparent and effective communication in the digital age.

“Today’s public relations must focus on building trust for government, leadership and the business environment,” Nweke said.

He lamented what he described as deficits in leadership and followership in Nigeria and urged governments to engage committed professionals rather than opportunists in driving public communication.

In a goodwill message, NIPR President, Dr Ike Neliaku, described the theme as evidence of the profession’s evolution into a strategic function at the highest levels of decision-making.

“Public relations practitioners are now boardroom strategists, reputation architects, and custodians of institutional credibility, shaping decisions at the highest levels of governance and leadership,” Neliaku said.

He added that public relations had moved beyond a traditional support role to become a strategic tool for national development, urging practitioners to lead with integrity and build trust-based relationships.

The Acting Vice-Chancellor of Ignatius Ajuru University of Education, Prof. Okechukwu Onuchuku, represented by the Registrar, Dr Chinonye Ajie, commended the NIPR for hosting the event at the institution and pledged the university’s continued support for the institute’s activities.