Public Relations practitioners have been urged to move beyond the traditional reliance on press releases and straight news stories and adopt strategic storytelling as a tool for shaping reputation and public influence.
The call was made by the Head of the Department of Public Relations, Faculty of Communication and Media Studies, University of Uyo, Dr Uduot Iwok, while delivering the 12th Chief O. W. Udoh Memorial Lecture organised by the Nigerian Institute of Public Relations (NIPR), Akwa Ibom State Chapter, in Uyo.
Speaking on the theme, “From News to Narrative: Strategic PR Techniques for Reputation and Influence,” Iwok said the changing communication environment required practitioners to understand how narratives are created, sustained and used to connect organisations with their audiences.
He said while conventional news primarily informs the public, strategic narratives go further by creating meaning and establishing stronger connections between organisations and the people they seek to influence. He therefore challenged PR practitioners to develop narrative intelligence, strengthen digital engagement and adopt proactive approaches to reputation management.
The lecture formed part of activities marking the chapter’s 2026 Annual General Meeting, held on Friday at the Image House, Information Drive, Uyo, and attended by PR practitioners, Fellows of the institute, media executives and other stakeholders.
In his remarks, the NIPR Akwa Ibom State Chairman, Elder Manasseh Umoette, said the theme reflected the changing demands of contemporary public relations, particularly at a time when information travels rapidly and public perception can be shaped across multiple platforms.
Umoette said practitioners could no longer limit their role to generating publicity, stressing the need to deliberately develop narratives capable of influencing perception and protecting institutional reputation. He also reaffirmed the chapter’s commitment to professional development and its campaign against quackery and unethical practices in the profession.
The chairman of the occasion, Fellow Sam Uko, said the memorial lecture should remain a platform for professional learning and knowledge development, while paying tribute to the late Chief O. W. Udoh, whom he described as a pioneer whose contribution helped establish professional public relations practice in the state.
Other speakers, including Dr Udeme Nana, FNIPR, Elsie Udofia, FNIPR, and Chief Assam Usoro, also recalled Udoh’s efforts in sustaining the institute during its formative years in Akwa Ibom.
The Chairman of the Akwa Ibom State Council of the Nigeria Union of Journalists, Comrade Nsibiet John, congratulated the NIPR chapter and pledged continued collaboration between the two professional bodies.
The event also featured the chapter’s 2026 AGM, during which members deliberated on issues relating to professional growth and the development of the chapter, while a novelty football match between NIPRESA chapters of Akwa Ibom State University and Akwa Ibom State Polytechnic ended in a 1-1 draw.
