Ferdinand Ekechukwu
Communications, business and public sector leaders have called for greater recognition of public relations (PR) as a strategic leadership function, arguing that the profession has evolved beyond media relations to become a key driver of corporate governance, reputation management and national development.
The call was made at the Fifth PR Power List Awards held in Lagos to commemorate World PR Day 2026, themed ‘The Golden Age of Strategic PR’.
The event, hosted by GLG Communications, brought together senior executives from the communications, media, business and public sectors to discuss the future of strategic communications, leadership and trust.
Delivering the keynote address titled, ‘The Power of Counsel: Driving National and Corporate Excellence’, President and Chairman of Council of the Nigerian Institute of Public Relations (NIPR), Dr. Ike Neliaku, said public relations practitioners now play critical advisory roles in organisations.
According to him, PR professionals have moved beyond issuing press statements to serving as strategic counsellors involved in shaping corporate and national decision-making.
“PR has become a leadership function. PR is sitting at the table and working as a counsellor now. We are not errand boys with press releases,” Neliaku said.
He urged practitioners to continually create value to remain relevant in an increasingly competitive communications landscape.
“Value follows relevance. Always have value to add. Once your value depreciates, your relevance is gone,” he added.
The event also featured a panel discussion titled ‘Commanding the Stage: Strategic PR and the New African Narrative’, where industry leaders highlighted the growing influence of African communications professionals in shaping global conversations through authentic storytelling, innovation and strategic counsel.
Panelists included Founder and Chief Executive Officer of SBB Media, Stephanie Busari; Founder and Chief Executive Officer of KGL FWD, Autumn Marie Faraj; and Managing Director of Dentsu Agyle, Marian Ogaziechi.
A major highlight of the event was the unveiling of the 2026 PR Power List, which recognised 50 professionals for their contributions to advancing excellence in public relations and strategic communications within Nigeria and the diaspora.
Four outstanding practitioners were also honoured as Ultimate PR Power List recipients across the Rising Voices, Changemakers, Fourth Estate and Community Impact categories.
Speaking on the fifth anniversary of the initiative, Managing Partner of GLG Communications and founder of the PR Power List, Omawumi Ogbe, said the platform had evolved into an important benchmark for excellence in Nigeria’s public relations industry.
She noted that the initiative had grown beyond an annual recognition programme to become a record of professionals shaping the future of strategic communications in Nigeria and across the global diaspora.
The event also witnessed the launch of the GLAZIA PR Power List 2026 Special Issue, a commemorative publication featuring this year’s honourees, interviews with global communications leaders and thought leadership on the future of the profession.
In a message to mark World PR Day, President of the International Communications Consultancy Organisation (ICCO) and Chief Executive Officer of Omnicom PR Group Italy, Massimo Moriconi, said the future of public relations would be driven by strategic counsel, trust and human connection.
According to him, the role of PR professionals is increasingly shifting from managing reputations to shaping decisions, relationships and narratives that influence businesses and society.