Weak law enforcement is the biggest threat to public relations in Nigeria – Nkechi Ali-Balogun

Nkechi Ali-Balogun, the CEO of NECCI, who is a Nigerian public relations expert, at her 70th birthday, also sheds light on how young PR practitioners can remain relevant in the ecosystem. She bears her mind in this interview with Charles Ogwo. Excerpts

You are 70; congrats. How would you describe your life’s journey in the public relations industry?

I stumbled into public relations by accident when I landed a producer job at the Nigerian Television Authority. That role threw me into all kinds of settings and introduced me to people from every walk of life.

I worked in the programmes department under the late Jimmy Atte, who taught me the basics of documentary-making. My first taste of communications was writing scripts for those documentaries and joining crews that produced big, high-profile “A” documentaries, talking to ministers, heads of state and their wives, governors, and the whole lot.

To survive on that team, your communication and people skills had to be on point. We learned how to handle high-profile personalities in ways that got the responses we needed.

Before long, I found I loved meeting people and studying how they behaved; it actually helped me do my job better. Besides, I have always been a people’s person, so it was not difficult for me to integrate myself into the organisational culture of NTA.

Later, I got called to set up the corporate affairs unit at the Nigerian Export-Import Bank. As a pioneer staffer with little PR experience, I had to dive in headfirst.

I started by getting professional training, joining the Nigerian Institute of Public Relations and taking PR courses at home and abroad. And that was it: I’ve been hooked on PR ever since.

At 70, what makes you happy and sad around you and in Nigeria’s ecosystem?

What makes me happy about the Nigerian PR industry is the tremendous transformation that has taken place over the years. Employers and users of professional services now have a much clearer understanding of what public relations truly is, and they are more intentional about engaging the right skills for the right roles.

PR is no longer seen merely as a government mouthpiece. We have moved from a period of government information control to a more professional, strategic, and digital practice, and that is a very encouraging development.

It is also exciting to see how the profession has expanded from its early roots in colonial and wartime communication into government, corporate, and brand communications. That evolution shows how far the industry has come and why there is so much to be optimistic about.

At the same time, one of my concerns is the presence of quacks and unskilled individuals parading themselves as public relations professionals.

While every profession has its own challenges, the growing number of people misrepresenting themselves in communications has affected the image of the field.

Another challenge has been the weak enforcement of the laws and standards that guide the profession, partly because government support was limited for a long time.

However, I am encouraged by the efforts of the current leadership of the institute, which is working hard to address these issues and strengthen compliance.

For the first time, we also have an active fellow of the institute serving as minister of information, and that has brought a new level of understanding and support to the profession.

Yes, we have had ministers in the past who are members of the institute, but they never showed any interest like the current minister. That gives me hope for the future of public relations in Nigeria.

What major changes have you witnessed in PR and media practice from the beginning of your career till today?

PR, as we used to know it, has been revolutionised and has undergone a dramatic transformation. We have moved from a traditional, gatekeeper-controlled system dominated by newspapers, radio, and television to a fast-paced digital ecosystem driven by social media and real-time communication.

We have the rise of digital and social media platforms such as Facebook, Instagram, and TikTok that are redefining our approach to messaging and storytelling.

Of course, there is the advent of citizen journalism that has kept every practitioner on their toes and, of course, the growing influencer culture, where ordinary individuals can now shape public opinion.

News travels faster than normal speed, changing the traditional method of crisis management. Furthermore, there is an emphasis now on data analytics, audience engagement, and measurable impact. What exactly is PR bringing to the table?

Today, PR messages and stories must be authentic, with visuals that make it human-centred, relatable and experiential. No doubt PR has evolved beyond media relations into strategic leadership, reputation management, policy, culture, and stakeholder engagement, responding to an increased public demand for transparency, accountability, and ethical communication.

We must not also fail to mention the emergence and impact of the almighty artificial intelligence (AI) that some practitioners think is contending with their jobs.

On a more serious note, AI is not here to take anybody’s job but to partner while we continue to remain the author of our initiatives. Overall, PR has shifted from controlling information to shaping narratives, building trust, and managing relationships in a highly connected digital world.

What principles have helped you remain relevant and respected in the communications industry over the decades?

Over the years, I have maintained a principle of integrity, transparency, and honesty. I am always willing to engage and learn from my colleagues where I have a gap in need.

I have continued to update and upskill, and a journey in the public relations industry can be described as a path of leadership, resilience, influence, and service, and more importantly, I have been consistent in my commitment to strategic communication, human relations, and societal impact.

My relevance has been sustained and defined by professionalism with empathy, using communication not just to inform but to inspire, defend dignity, build trust, and create meaningful change and lasting relationships.

What advice would you give to young public relations practitioners seeking long-term success in the profession?

The first thing I always bring to the minds of youths who want to survive in this profession or any other profession is that there is nothing like a free lunch; someone somewhere has paid for it. Therefore, they must be ready to work hard.

Young PR practitioners seeking long-term success must be intentional about their communication skills and professionalism. They must consistently and deliberately continue to learn and relearn, focusing on credibility and strategic thinking.

They should embrace digital technology, AI, analytics, and evolving media trends while also developing cultural intelligence and relationship-building skills.

PR today goes beyond publicity; it requires understanding business, leadership, reputation, and stakeholder engagement. They must see communication as a tool for promotion, as well as building and mending relationships for enhanced trust and positive impact.

In an era dominated by digital media and artificial intelligence, what do you think remains the heart of effective public relations?

Authenticity, honesty, integrity, intentionality and agility.

As you celebrate this milestone age, what lessons about leadership and human relationships stand out most to you?

As a leader, you must avoid placing all members of your community in the same category. There is a need to segment and engage people according to their different personalities, strengths, and expectations. You must always remember that every individual is unique and has something valuable to contribute.

Effective leadership requires the deliberate effort to discover what distinguishes each person and to create opportunities that make everyone feel relevant, valued, and impactful.