Public Relations practitioners have been urged to strengthen professional identity, uphold ethical standards and communicate the value of the profession more clearly amid evolving communication practices.
The call was made at PR4PR, a student-led public education initiative and industry roundtable held on Saturday, October 17, 2026, at the Nike Davies Okundaye Auditorium, Ananse Centre for Design, Lekki, Lagos.
The event brought together industry practitioners, academics and emerging professionals to examine misconceptions about Public Relations, particularly its conflation with publicity and marketing, and the need to establish its distinct value to organisations and stakeholders.
Bolaji Abimbola, the keynote speaker, examined the identity of the profession and challenged emerging practitioners to rethink prevailing assumptions and approaches as they prepare to shape its future.
Similarly, Adaoha Njemanze, during her “PR in View” session, explored how practitioners could better demonstrate PR’s value while maintaining ethical standards and building trust.
Her presentation also addressed measurement, digital media, the creator economy and the increasingly blurred boundaries between Public Relations, content creation and marketing. She emphasised the importance of professional networks, internships and practical experience in developing emerging practitioners.
Mobola Akintola, the co-convener of the event, said the future of PR must go beyond adopting new platforms and tools to include strengthening professional identity, credibility and standards.
Erhuvwu Akpomerha, another co-convener, stressed the need for emerging practitioners to understand the profession’s values, contributions and responsibilities.
Adepeju Ogungbenle, also a co-convener, noted that while the communications landscape would continue to evolve, practitioners must preserve PR’s strategic role in building relationships, reputation and trust.
Other sessions featured an academic address by Adeyinka Igbinoba and a “PR in Practice” fireside chat with Berlinda Adebanwo, Bemigho Awala and Adebowale Banzi.
The event attracted about 80 participants across physical and online audiences.
PR4PR was convened by Akpomerha, Ogungbenle and Akintola as their Project-Based Internship (PBI) project as MSc Media and Communication students of Pan-Atlantic University.
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