By Celestine Okafor (Editor-in-chief)
The Kwara State Chapter of the Nigerian Institute of Public Relations (NIPR) has charged members to move from publicity to purpose, and to work hand in hand with industry leaders to convert stories and engagements into real revenue, jobs, and investment.
The charge was made by Mrs. Adenike Ramat Akanni, Secretary of the Kwara State Tourism Board. She was guest speaker at the Chapter’s September Monthly Meeting/Clinic held on Tuesday, 8th September, 2026, at the Reputation House Secretariat of the chapter in Ilorin, where she delivered a presentation titled “Reimagining PR: Co-Creating Financial Value in the Creative Economy and Tourism", the Chapter PRO, Ayobami Ashaolu said in a statement.
Akanni called on public relations professionals to help turn Kwara’s culture and tourism assets into measurable financial value, not just goodwill, stressing that the profession’s task today is not only to talk about culture and travel, but to work hand in hand with the people building these industries to convert stories into real revenue, jobs, and investment.
The statement noted, "She explained that 'eimagining PR' is not about discarding what practitioners already know, but about upgrading how the profession sees its own value. 'Co-creating,' she added, requires building alongside business owners and decision-makers, rather than commenting from the outside.
"She noted that audiences today interact with, rather than simply consume, information. Practitioners must therefore shift from asking how to get people to know about things, to asking what they want people to do after they know. She described this as a shift from attention to action, and from visibility to value.
"Speaking on talent and enterprise, she observed that skilled creatives, from bead makers to photographers, often struggle to find a market despite their talent. She positioned PR as the bridge that connects talent with audience, product with market, and story with opportunity".
In his remarks, the Chapter Chairman, Mr. Gabriel Ogunade, drew members’ attention to the World Public Relations Forum (WPRF) as the Institute’s next major platform for the creation and exchange of value across board. He urged members to step up preparations to attend, and noted that the chapter executive committee remains committed to supporting all members for smooth registration and participation.
Ogunade, who was represented by the Vice-Chairman, Mr. Enoch Opaleke, noted administrative progress to include receipting all payments and production of ID cards for members. He encouraged members to pay their annual membership dues promptly to retain good standing status.
In line with the chapter’s membership target of 500 members, he urged members to inform and refer colleagues who are yet to register with the Institute, describing it as a practical way of building the chapter’s strength. He further disclosed that the chapter’s welfare policy and standing committees would be unveiled soon to enhance the overall membership experience. NNL.
