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World PR Day: Four Things You Need to Know About Public Relations

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Many people are often confused about the distinction between public relations, marketing and advertising. Even for some people who work with professionals from each of these three spaces, all three seem to serve the same purpose, therefore can be considered the same concept with different names. But in reality, these are distinct concepts that complement each other.

In preparation for the first-ever World Public Relations Day set to hold on July 16, 2021, here are four important things everyone needs to know about PR.

Public Relations Is About Stories

The Public Relations Society of America (PRSA) defines PR as; “a strategic communication process that builds mutually beneficial relationships between organizations and their publics”. What this definition doesn’t say is how. These relationships are built through the right actions by organizations and stories about them. Public relations focuses on informing the public about a product, an organization or even government, what they stand for, what they are doing and more, thus creating a good perception about it.

Public Relations Is Not Advertising

If a company launches a new beer brand and pays for a billboard or a spot on an online blog to announce the launch of this brand, that is advertising. But if the same blog gets one of their writers to go beer-tasting and write a review of the new beer brand for their audience, that’s free publicity, and that’s what public relations is. Almost always, PR is a result of a newsworthy action by an organisation, made into a story, which they don’t have to pay to get in front of people. It is more trustworthy and impactful too as PR-driven amplification of concepts, activities, and products tend to be more compelling due to the mode of storytelling.

The Impact of PR Can Be Measured

While many people believe it is hard to measure the exact impact of PR on an organisation’s bottom line, it is not impossible. For years, PR efforts did not have any specific analytic metric to measure their success. And with modern PR not being a cheap endeavour, brands and clients alike began demanding more in terms of measurement of PR output, to justify spending. This development informed the establishment of the International Association for Measurement and Evaluation of Communication (also known as AMEC), a UK-based global trade association for companies that provide social media measurement and traditional media measurement, evaluation and communication research.

While AMEC was founded 24 years ago, it was only until 2012 that the body was incorporated as part of a new coalition to drive standards for PR research and measurement, along with the Council of Public Relations Firms (CPRF), the Public Relations Society of America (PRSA) and other partners. The body now provides a wide range of functions, most importantly developing the AMEC Quality Assurance Code to help standardise the media evaluation industry.

Furthermore, MuckRack’s 2021 report on ‘The State of PR’ shows that PR professionals are using traditional media metrics, social media impact and even sales numbers to show the value of the work they do. The numbers they ascertain show the importance of good reputation management on the perception of a product or organisation.

July 16 is World Public Relations Day

This year, the world will start a new tradition of celebrating the public relations practice and its impact annually on July 16, 2021. This day will feature events that help everyone better understand PR and how to utilise it to achieve business and communication objectives. This global event shares the same date as the birth of one of the world’s foremost PR practitioners, Ivy Lee – a fitting tribute.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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IATA Drops Bombshell: Nigeria Among World’s Most Expensive Countries to Run an Airline

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International Air Transport Association (IATA) has identified Nigeria as one of the most expensive countries in the world for airline operations, citing high taxes, charges and operational costs that continue to weigh heavily on local carriers.

IATA Drops Bombshell: Nigeria Among World's Most Expensive Countries to Run an Airline

IATA’s Regional Vice President for Africa and the Middle East, Kamil Al-Awadhi, disclosed this during the association’s Annual General Meeting held in Rio de Janeiro.

Al-Awadhi said that although Nigeria’s Minister of Aviation and Aerospace Development, Festus Keyamo, had been pursuing reforms aimed at improving the aviation sector, airlines operating in the country still faced enormous cost pressures.

According to him, the high-cost operating environment has continued to affect the profitability and competitiveness of Nigerian airlines, making it difficult for the industry to realise its full potential.

He noted that excessive taxes, regulatory charges and other operating expenses remained major obstacles to airline growth across the region, with Nigeria ranking among the most challenging markets from a cost perspective.

Al-Awadhi urged member states of the Economic Community of West African States to adopt a proposed 25 per cent reduction in aviation taxes and charges to ease the burden on airlines and passengers.

According to him, lowering taxes and charges would reduce airfares, stimulate passenger traffic and strengthen the competitiveness of carriers operating within West Africa.

He stressed that a more supportive policy environment was critical to unlocking the economic benefits of aviation, including increased trade, tourism and regional integration.

Industry stakeholders have consistently advocated lower taxes and regulatory fees, arguing that the current cost structure makes air travel less affordable and limits the growth of the sector.

IATA’s latest remarks add to calls for governments in West Africa to implement policies that will promote a more sustainable and competitive aviation industry across the region.


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NASENI Trains 50 Women in Kano on Renewable Energy Technologies Under She-Powers Initiative

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The National Agency for Science and Engineering Infrastructure (NASENI), under the leadership of its Executive Vice Chairman/CEO, Khalil Suleiman Halilu, has trained 50 women in Kano State on inverter and battery technologies through its She-Powers Energy Initiative.

NASENI Trains 50 Women in Kano on Renewable Energy Technologies Under She-Powers Initiative

The three-day programme, held at the Technology Incubation Centre, Farm Centre, Kano which ended yesterday, was designed to equip participants with practical renewable energy skills, promote women-led enterprises, and enhance sustainable livelihoods.

 The initiative forms part of NASENI’s broader commitment to empowering women, creating economic opportunities, and expanding participation in Nigeria’s growing clean energy sector. It also aligns with the Renewed Hope Agenda of President Bola Ahmed Tinubu by supporting job creation, entrepreneurship, and inclusive economic development.

 Through targeted interventions such as the She-Powers Energy Initiative, NASENI continues to demonstrate its commitment to leveraging technology and innovation to improve lives and drive sustainable development across the country.

Photos: Participants at the She-Powers Energy Initiative training organised by the National Agency for Science and Engineering Infrastructure (NASENI) held at the the Technology Incubation Centre, Farm Centre, Kano yesterday.


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Good News for DStv Users: Watch over 160 Channels Without Paying Extra

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MultiChoice Nigeria has launched a month-long promotional campaign tagged “Open Time”, offering eligible DStv subscribers access to higher viewing packages at no additional cost.

Good News for DStv Users: Watch Over 160 Channels Without Paying Extra

The promotion, which runs from June 1 to June 30, 2026, is aimed at rewarding existing customers, reconnecting subscribers and attracting new users across Nigeria.

Under the initiative, active subscribers on selected lower-tier packages, including Compact and Compact+, will automatically be upgraded to higher viewing tiers, with some customers gaining temporary access to Premium content during the promotional period.

According to the company, eligible subscribers will not be required to register or manually activate the offer, as upgrades will be applied automatically once subscription payments are confirmed.

In a statement announcing the campaign, MultiChoice said the initiative was designed to provide customers with access to a wider range of entertainment content and enhance viewing experiences.

“The Open Time initiative is a simple way for our customers to enjoy more of the stories they love and discover new content across genres, as long as their accounts remain active during the period,” the company stated.

The DStv Premium package, which currently costs N44,500 per month, offers access to more than 160 channels, including sports, movies, documentaries, children’s programming, news and lifestyle content.

MultiChoice said the offer applies to subscribers who maintain active accounts throughout the campaign period.

The company added that the promotion forms part of efforts to enhance customer value by providing broader access to entertainment content, including drama, sports, action and children’s programmes.

To participate, subscribers are required to make payments through approved channels such as the official DStv website, the MyDStv mobile application, USSD banking platforms and authorised payment agents.

The company clarified that all promotional upgrades would automatically expire at the end of June, after which subscribers would revert to their original subscription packages.

Industry analysts say the campaign comes amid increasing competition within Nigeria’s pay television and streaming market, where service providers are introducing incentives and value-added offerings to attract and retain customers.

MultiChoice said the initiative reflects its commitment to delivering quality entertainment and ensuring subscribers enjoy greater value from their subscriptions.


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