From PRCAN, new capacity building initiative for practitioners

In yet another move to boost the capacity of Public Relations practitioners in the country, the Public Relations Consultants’ Association of Nigeria (PRCAN) has kick-started a new knowledge sharing series known as the PRCAN Monthly Breakfast Meeting where experts from the clients’ side are invited to share current trends with external consultants.

The maiden edition of the programme took place on July 23, 2015 at Adna Hotel, GRA, Ikeja, Lagos, with the Corporate Affairs Adviser, Nigerian Breweries (NB) Plc, Mr. Kufre Ekanem as guest speaker. He shared insights on what the expectations of typical clients were from their Public Relations consultants.

The President of PRCAN, Mr. John Ehiguese, while explaining the rationale behind the initiative, said the breakfast meeting was in furtherance of the commitment of the association to boost the capacity of Public Relations consultants in Nigeria so that they could better understand the clients’ point of view and thereby manage their expectations better.

In his presentation titled, Culture: The Next PR Frontier, Ekanem said PR practitioners must raise the bar of excellence because in today’s highly competitive market, the kind of Public Relations consultants that clients are looking for are those that can develop and implement PR programmes that can help them break cultural barriers.

The NB Corporate Affairs Adviser enjoined Public Relations practitioners to explore opportunities in culture as a yet-to-be-tapped sphere of reputation building and management for their clients.

Ekanem said further that there are several reputation building opportunities organisations can derive from culture as a fast emerging trend in marketing communications. He noted that whether corporate or product brand, a proper understanding of the power of culture or what is generally referred to as ‘local love’, can deliver tremendous marketing success.

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