The Nigeria Communications Commission (NCC) wants Public Relations Practitioners to embrace social media to deliver effective communication.
Tony Ojobo, Director of Public Affairs at NCC gave the advice to the PR industry while delivering a paper on “Managing Public Relations & Government Communications” at the 16th Edition of the NECCI PR Roundtable held in Lagos.
According to the NCC image maker, social media, which is one aspect of the new media, differs from traditional media in many aspects such as quality, reach, frequency, usability, immediacy and permanence.
After stressing that Public Relations and government communications management is indispensable in today’s governance, Ojobo said public PR practitioners, who are considered as government spokespersons must be professional in their work.
According to Ojobo, the need for PR practitioners in the public sector to adopt the use of the new media in their practice, he said “the Public Sector must create platforms for feedback on policies and decisions.”
“New Media has moved beyond social networking to being an important tool for marketing, advertising, and trading,” he notes while advising that “government communication should always be timely and strategic.”
Ojobo also highlighted that while new media is a good platform for politics when used positively, it can also be abused by unethical usage, and thus warned that it is vital to draw a line between reading on new media and browsing for young children.
The event was themed “Unleash the Power of Public Relations,” with Professor Umar Danbatta, Executive Vice Chairman NCC, as Chief Host, and Mr. Solomon Dalong, the Minister of Youths and Sports as Special Guest of Honor.