How to Leverage Media for Effective Public Relations Practice: Insights from Hamza Idris
In today’s hyper-connected world, where every tweet can spark a nationwide conversation and a single headline can make or break reputations, the art of public relations has transformed into an intricate dance with the media. At the recent October General Meeting of the Abuja Chapter of the Nigerian Institute of Public Relations (NIPR), Malam Hamza Idris, Deputy Editor-in-Chief of Daily Trust Newspaper, shared his insights on how PR professionals can master this dance to enhance their effectiveness.
The power of Proactivity: Don’t Just React, Anticipate!
Imagine standing on the precipice of a major story, the kind that could change perceptions overnight. Malam Hamza Idris captures this urgency perfectly when he states, “A PR person must know their onions; they must be on top of their game.” This isn’t just a call to action; it’s a reminder that in the world of public relations, being reactive is not enough. It’s about staying one step ahead and controlling the narrative before it controls you.
Malam Idris illustrated this point with a riveting account of a visit to the Dangote refinery in Lekki, Lagos, a facility that represents a staggering $20 billion investment aimed at solving Nigeria’s energy crisis. After a comprehensive tour that left media executives buzzing with excitement, the narrative took a sharp turn when government agencies criticised the refinery’s product standards. Yet, public sentiment leaned towards Dangote. Why? Because the media professionals who experienced the refinery firsthand were equipped with a powerful story to tell.
“Being proactive is not just about preparing for the worst; it’s about seizing the moment and ensuring your story is the one that gets told,” Idris advised. This wisdom is crucial for any PR practitioner looking to make an impact.
Bridging the Gap: Overcoming Newsroom Skepticism
As PR professionals navigate the intricate web of media relationships, they often find themselves viewed with a degree of skepticism. Journalists can sometimes see them as “gatekeepers” or “spin doctors,” attempting to manipulate narratives to serve their interests. But Idris insists that overcoming these perceptions is possible.
He urged practitioners to embrace transparency: “Providing accurate and timely information helps build trust and credibility.” By adopting a transparent approach and aligning their narratives with journalistic integrity, PR professionals can transform skepticism into collaboration.
Idris encouraged PR practitioners to understand the inner workings of newsrooms. “Recognise the importance of objectivity, balance, and relevance,” he said. “If you can speak the language of journalists, you can build bridges instead of walls.”
The Joy of Collaboration: A Win-Win Proposition
The secret sauce in successful public relations lies in collaboration. The benefits are as vast as they are rewarding, leading to increased visibility, effective crisis management, and an improved reputation. Idris emphasized, “Collaboration can enhance storytelling and audience engagement, ultimately leading to a more profound public understanding of issues.”
Picture this: A PR professional partners with journalists to co-create content that not only informs but entertains. This partnership can lead to vibrant stories that resonate with audiences and provide a fresh perspective. As Idris put it, “When we work together, we’re not just sharing information; we’re creating narratives that shape society.”
A Case Study: The Media Trust Journey
Idris shared the remarkable story of Media Trust, the organization he represents. Founded in 1996, Media Trust has transformed from a consultancy to a multimedia powerhouse, expanding into publishing, television, and digital platforms.
The company’s success can be attributed to visionary leadership, strategic partnerships, and a relentless focus on talent. Idris proclaimed, “Our success story is a testament to the effectiveness of strategic partnerships and the value of investing in talent.” This journey serves as a vivid reminder that in the world of public relations, innovation and adaptability are essential for survival.
Embrace the Future of PR
As we embrace the challenges and opportunities of the modern media landscape, Hamza Idris’s insights offer a roadmap for PR professionals eager to make a mark. The future of public relations hinges on a proactive mindset, transparency, and collaborative spirit.
In a world where every story matters, the ability to leverage media effectively can set practitioners apart. So, as we step into this ever-evolving landscape, let’s remember Malam Hamza Idris’s words and ensure our narratives not only inform but inspire, engage, and captivate audiences. Because in the end, the stories we tell shape the world we live in.
Written by Sakinat Musa Abubakar, Editor at Neptune Prime.
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