LASU: Research, data analysis, credible source of information, critical to public relations, experts

Success Damian 

Public Relations guru and experts have unanimously agreed that research, data analysis and credible source of information are key to information management as well as public relations activities. 

These were the high points of the Lagos State University (LASU) 14th virtual public lecture, with the title" COVID-19: The place of public relations in the new normal" held on Tuesday, 20th October, 2020.

The Deputy Vice Chancellor (Academics), Prof. Elias Wahab, stood in for the Vice Chancellor, Professor  'Lanre Fagbohun, SAN, NPOM, who was engaged in another crucial assignment.

In his key note address, he appreciated the immense contributions of the Centre for Information, Press and Public Relations (CIPPR) to the paradigm shift in the image of the university, a departure from the past

"Through a combination of activities, such as the official bulletin, the social media engagements, whatsapp messages, the LASU- INFO magazine, CIPPR Weekly, on LASU Radio, CIPPR media parley & awards, training for students' union executives, students and many other activities, the unit has done well by repositioning LASU. It equally did well with the current rating of the university as 2nd in Nigeria,11th in Africa and 501 in the world. We want to say thank you, for what you have done", the Vice Chancellor exclaimed. 

Speaking further, the Vice Chancellor was elated that the rebranding of the institution has made it the preferred university of choice, with the way applicants apply to get admitted for various degree programmes.

Finally, he thanked the unit for rebuilding confidence of students, parents, publics and stakeholders in the university of choice through its proactive information management and public relations.

Chairman, Nigeria Institute of Public Relations( NIPR), Lagos, Mr Segun Mcmedal was the first speaker and he talked on "The role of professional public relations practitioners in solving covid-19".

He noted that with the break out of the pandemic, it was an opportunity for the government to reach out to communication experts to find solutions.

"When crisis breaks out, information comes from everywhere and sometimes, one don't know who to trust. This pandemic is unprecedented, but, the most trusted source of information are the federal government, government agencies, NCDC, Governors, Commissioners, International agencies etc", he emphasised. 

The job of public relations officers should be recognised, he added 

Mr Mcmedal averred that research was fundamental to providing credible information, which would form the folcrum of data analysis for contents, saying that a Public Relations Officer must be conversant with media managers, content creators as well as writers to make his job seamless.

Finally, the Public Relations guru urged information and public relations officers, to always ensure that whatever they send to the media houses were credible and laced with facts.

"Information managers are everywhere, working behind the scenes. As they do their job, they should put human face into their messages, to create hope, add facts to figures, share statistics and data. They should collaborate with other organisations.

It is possible to eradicate diseases, but, that of Corona virus, won't be, soon. I urge you to stay safe, don't catch the virus", he ended his presentation.

Next on the bill was the Dean, School of Communication, LASU, Prof. Rotimi Olatunji. 

His paper was "Public relations and the emerging trends in the work place post covid19".

Prof. Olatunji strongly advised that no organisation should wait for crisis, before acting, saying most times, it is better to be proactive and play out different scenarios of a crisis, to have a full grasp of how to tackle such, if it happens.

He warned that messages must be accurate and be compact, in order not to create discomfort for the end users.

"When crafting messages, be accurate, factual, empathetic and always respect people's sensibility. I salute Lagos State Government and Nigeria Centre for Disease Control on the Covid19. There is a need for paradigm shift in value chain" The pandemic will definitely change the way we react to things. For the new normal, we must learn from the experience gained", he said.

For post COVID19, Prof. Olatunji says "information must be treated as a commodity. We must move to a knowledge based community. We must plan for the future. We have to plan, so, that next time, we won't be caught unaware".

The last speaker, Prof. Odion Akhaine chronicled "Responsible information management".

He asserted that, since the Spanish flu, no pandemic had turned the World into such high panic. He informed that no data would turn into information, if not processed.

The renowned activist asked, both public relations officers and the end users , to be wary of information overload, which he said could be counterproductive.

" This pandemic came with a lot of infodemic, because, sometimes, the information are not real and so much misinformation. Even, World Health Organisation( W.H.O) had to recant  on information it dished out, twice. There is so much information overload  and very difficult to pick the real information that has all the facts", he averred.

Furthermore, Prof. Akhaine frowned at the way social media had turned out, with so much fake news and misinformation. He noted that it is difficult to censor and monitor those who make use of the new media, but, advised that people could check out, for same information, news, stories in the traditional media, to confirm its authenticity.

"In journalism, opinions are free, but, facts are sacred. As practitioners, we must be guided by facts, which are sacred. We must always think right, in all we do", he wrapped up.

The Coordinator, Centre for Information, Press and Public Relations (CIPPR), Mr Ademola Adekoya, moderated the session. He brought it to an end with the vote of thanks, to the Vice Chancellor, Professor ' Lanre Fagbohun, who approved the public lecture, the three speakers and all the participants.