Public relations practitioners must develop stronger digital and strategic capabilities to remain effective in a rapidly changing information environment, the Rivers State chapter of the Nigerian Institute of Public Relations has said.
Chapter chairman Francis Asuk made the call at the opening of Rivers Public Relations Week 2026 at Rivers State University in Port Harcourt. He said the profession could no longer be defined mainly by publicity, press releases and media coverage.
Asuk argued that organizations are increasingly judged by their openness, ability to engage stakeholders and response to reputational risks. He urged practitioners to become more effective advisers and listeners while maintaining professional ethics and stronger relationships with communities.
He described Rivers State as an important commercial and cultural centre where government, industry and residents require sustained communication and mutual understanding. The chapter, he said, was investing in inclusion, professional development and new approaches to practice.
Keynote speaker Adaeze Oreh urged communicators to identify and manage emerging crises before they escalate. She said regular stakeholder engagement and accurate information are essential to preventing rumors and maintaining public confidence. Oreh also encouraged younger practitioners to acquire artificial intelligence and digital verification skills, warning that manipulated content and misinformation could quickly damage reputations. She described modern public relations as a profession concerned fundamentally with institutional trust and responsible
