Akanni Charges PROs To Embrace Modern Communication Strategies

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The Secretary, Kwara State Hospitality and Tourism Development Board, Mrs. Adenike Ramat Akanni, has charged Public Relations Officers (PROs), to rethink their roles and embrace strategies that translate communication efforts into tangible economic and social benefits. 

She gave the charge while delivering a lecture at the monthly meeting of the Nigerian Institute of Public Relations (NIPR), held at the Reputation House, National Library Complex, Ilorin, Kwara State.

Speaking on the theme, “Reimagining PR: Cocreating Financial Value in the Creative Economy and Tourism,” she emphasized that Public Relations should no longer be viewed solely as a platform for sharing information or managing an organisation's image, but as a strategic tool capable of driving patronage, attracting investment, promoting businesses, creating opportunities and contributing to revenue generation.

Mrs Akanni further advised the practitioners to go beyond just information dissemination and providing services, she encouraged them to ensure that their communication and activities are beneficial, impactful, and capable of adding value to the people they serve.

According to her, Public Relation practitioners are seen as image-maker, reputation builders and as such must understand the value of the products, people, destinations and experiences they promote and communicate them in ways that attract attention and encourage patronage.

Akanni emphasised the need to tell the stories behind the tourism destinations, culture, local cuisine, festivals and creative talents, stressing that what people do not know, they may not value.

 She noted that through effective storytelling, digital platforms and proper branding, tourism assets that are not yet widely known could gain recognition, attract visitors, create opportunities for local businesses and ultimately generate financial value for the State and its people.

Akanni maintained that tourism serves as a major contributor to economic development when properly promoted, managed and communicated, adding that Kwara State possesses significant cultural, historical and natural attractions capable of attracting visitors and generating income for the State.

She therefore encouraged Public Relation professionals to see themselves not just as information managers, but as value creators, brand builders and strategic partners in economic development.

She urged participants to make every communication effort count by asking what value it creates, who benefits from it and how it can contribute to the growth of the organisation, community or sector being represented.


Jatto Shukurat Adenike 
Press Secretary, 
Tourism Board
08061217612

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