Public Relations expert advocates training, certification of PR practitioners to curb quackery

A Public Relations expert, Mr Victor Anyaegbudike, has advocated the training and certification of all practitioners of Public Relations to curb quackery and institute professionalism in the discipline.

Mr Anyaegbudike, who is the External Communication Coordinator, Chevron Nigeria Ltd, gave the indication while delivering a lecture on “Developing a Brand in a Hostile Environment – Brand Building as a PR Tool” at a workshop organized by the Nigerian Institute of Public Relations (NIPR) FCT Abuja chapter as part of their 2018 conference and Annual General Meeting.

He quoted the Chartered Institute of Public Relations (CIPR) as defining PR as the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behavior.

He added that it is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.

He said that PR was a fundamental aspect of a brand building, as it encapsulates the essence of reputation and relationship building which were critical for the performance of any organisation or company.

Using copious examples from the product and service marketing perspectives, he emphasized that organizations could build their brands if they leverage the value of research, build brand awareness, leverage digital marketing/social media and develop strong company culture.

He also advised corporate organisations to sustain the customer promise, build trust, embrace innovation beyond the familiar and train company’s executives and spokespersons.

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“Companies should strive for innovations. As famously accentuated by Peter F. Drucker: Business has only two functions — marketing and innovation and innovation is potent to enhance brand personality if managed justly,” he stated.

Mr Anyaegbudike noted that branding building was a discipline process and brands should be ingrained with quality, promise, authenticity, trust, value and other characteristics.

According to him, branding involves an analytical, prescriptive and futuristic approach to business development and therefore require PR practitioners to possess high leadership propensity, mental vitality, finesse dexterity and intellectual curiosity.