In commemoration of 2024 World Public Relations Day, the Nigerian Institute of Public Relations (NIPR) on Wednesday, July 23rd

held a lecture in Abuja where stakeholders harped on the need for professionals to brace up with the dynamism of public relations and automaton of processes. 

In his presentation, the guest speaker, Otunba the Venerable Olufemi Oyawale (Rtd) said there is need to embrace automation as artificial intelligence is gearing up towards dominating the future, causing job losses especially among low-skilled workforce. 

"PR practitioners in government, private sector, the armed forces must be trained and retrained for acceptable performance. 

"They now have to master the modern media, working relentlessly on social media, corporate website, coding and robotics. Dependable feedback, which is a very vital component of public relations must be put in place as well as implementation", he noted. 

With the theme, "The Future of Public Relations in a Changing World: Journey in the Nigerian Federal Civil Service", NIPR Vice President and Vice Chairman of Council, Prof. Emmanuel Dandaura  said the event highlights the value public relations brings to humanity and the value communication brings to strengthen peaceful and harmonious co-existence in the society. 

On what the Institute is doing to prepare its members ahead of automation, he said, "We have series training as an Institute that we have lined up, both in the areas of technology including artificial intelligence, changing dynamics in communication, all targeted at future-proofing the practice of public relations. 

"Today, we have chosen to look at what is happening at Federal Civil Service and I am happy that our guest speaker has proposed some of the solutions he thinks we need to put in place for public relations to play an effective role in the Federal public service". 

The event as Federal Civil Service Building in Abuja featured the conferment of Honorary Fellowship award on the Head of Civil Service of the Federation, Dr. Folashade Yemi-Esan

Also, President and Chairman of Council, Dr. Ike Neliaku presented the Excellence in Professional Service award to the Chairman United Nigeria Airways, Prof. Obiorah Okonkwo who was earlier scheduled to receive it June 27 at Diamond Anniversary ceremony, Transcorp Hilton.