From Rotimi Agboluaje, Ibadan
The Chief Executive Officer of Getting Ahead Consulting, Sam ‘Naike, has emphasised that the practice of public relations must be firmly anchored on truth and integrity in order to maintain credibility and build lasting trust with the public.
‘Naike made the assertion during the second seminar organised by the Department of Mass Communication at Precious Cornerstone University (PCU), Ibadan, where he spoke on “The Creator Economy and Influencer Integration: Rethinking Public Relations and Advertising in the Digital Age.”
Addressing students and communication scholars, the management consultant noted that public relations practitioners must remain deliberate and consistent in projecting truthful information that reflects the genuine image of organisations and individuals.
According to him, PR professionals should always question the authenticity and impact of the information they disseminate to the public.
“To function effectively as a public relations specialist, one must be willing to embrace the truth. Whenever information is released to the public, it is important to ask: how truthful is this information and how does it represent the image of the organisation?” he said.
Naike explained that public relations has evolved beyond merely managing the image of organisations to also include personal branding, especially in the digital era where individuals have direct access to communication platforms.
He noted that people can now build and manage their personal reputations through strategic communication and responsible engagement on digital platforms.
The PR expert also observed that rapid changes in media technology have significantly altered the communication landscape, forcing practitioners to adapt to new realities.
“The gatekeepers have changed and the microphone has changed hands. What worked in the past is no longer sufficient today. Public relations professionals must therefore embrace digital PR and leverage modern communication channels,” he said.
Quoting public relations scholar Sam Black, ‘Naike described PR as “the art and science of achieving harmony with the environment through mutual understanding based on truth and full information.”
He stressed that the core objective of public relations is mutual understanding rather than mere publicity or promotional messaging.
Naike also highlighted the growing influence of digital creators and social media influencers in shaping public perception, noting that they often establish stronger connections with audiences than traditional corporate communication channels.
According to him, influencer integration has become an essential component of modern public relations practice.
He explained that influencer engagement operates at four key levels, awareness, trust, community and advocacy, each contributing to stronger audience relationships and brand credibility.
“In this age, your public relations strategy is incomplete without influencer integration,” he said.
‘Naike urged communication experts and leaders to play active roles in reshaping Nigeria’s global image by promoting truthful and positive narratives about the country.
He observed that negative perceptions about Nigeria in the international community could be corrected through responsible communication and ethical leadership.
“Public relations is not about creating illusions; it is about reflecting the truth. What leaders do ultimately becomes the image projected to the world,” he said.
He therefore challenged leaders to uphold integrity and good governance, stressing that national reputation is shaped largely by the actions and values demonstrated by those in positions of authority.
According to him, by doing the right things and maintaining transparency, Nigeria can gradually project a more credible and positive image globally.
