There is a purpose for the emergence of every profession in any given society and environment. So also is the public relations practice in Nigeria, which started before the country’s independence. According to Fassy Yusuf, (2000) public relations practice commenced in the country in the early 1940s as a result of World War II. The country, which was then under the British colony, participated in the execution of the war. Knowing the importance of information to Nigerians on happenings in the war front, the government created a Special Information Centre for that purpose. With this, there was better understanding between the colonialists and the colonised Nigerians, especially, when the citizenry realised the necessity of their independence. The centre later metamorphosed into the Public Relations Department in 1944, when Nigerians were employed to manage it for better and further information dissemination.
In the private sector, the first company to establish a public relations
department was the United African Company, popularly known as UAC. The unit was
known in 1949 as Information Department. The Nigerian Railways Corporation, a
government parastatal, also established its own unit in 1956 where Dr. Sam
Opelle served as the first public relations officer. The Shell Petroleum
Development Company, then BP, created its own outfit in 1969.
It was the effort of people like Sam Opelle, Chief Olu Holloway, Alhaji Ade
Thani, Adewale Fashanu and Mr. Malafa that the first umbrella organisation of
public relations practitioners was established in1963, known as Public
Relations Association of Nigeria (PRAN). The association was
renamed Nigerian Institute of Public Relations (NIPR) in 1969. It was later
legally empowered by the Decree 16 of 1990. The decree made NIPR a chartered
body and empowered to determine what standards of knowledge and skills are to
be attained by all persons seeking to become registered members of the PR
profession. The decree was signed through the efforts of past presidents of the
institute, which include Chief Alex Akinyele, Chief Bob Ogbuagu, Mr. Mike
Okereke and Alhaji Sabo Mohammed.
CONSULTANCY AFFILIATE
The first known affiliate of
Nigerian Institute of Public Relations is the Public Relations Consultancy
Association (PRCAN), which according to Cajetan Otuekere-Ubani, was established
and inaugurated in 1984 by Major General Tunde Idiagbon, the then Chief of Staff,
Supreme Headquarters in General Buhari’s administration. Mr. Toye Ogunmorin was
its first president with four consultancy firms as its pioneer members. They
are Bloomel Public Relations Practitioners, Progan Promotions, Good Contact
Public Relations Services and Philips, Johnson and Associates.
Some of its aims and objectives are to raise and maintain standards in the
practice of the profession; and to provide facilities for government, public
bodies, professional associations, industrial concerns, financial institutions,
social, cultural and religious organisations. It also aims to improve the
relationship of public relations professionals with employers and clients, with
government and its agencies, with communications media and their agencies.
Some names have been mentioned of those personalities who are the doyens of
public relations consultancy in Nigeria. Festus Akande confirmed that
consultancy commenced in the late sixties and early seventies with the late
Ebun Adesioye, Dr. Clarkson Majomi, Chief Dotun Okubajo, Mr. Olu Ademulegu,
Otunba Kunle Ojora and Peter Hospdales as the doyens in the practice. He added
that all these practitioners were practising their consultancy service
individually with no merger between them.
FINANCE
AFFILIATES
It is said that as the human
society becomes more complex and diversified, the professions of man become
more specialised. In most developed societies, there are alliances of people of
specialised occupation and professions coming together to form associations for
the protection of such concerns. Some emerge from already existing unions as
affiliates. For instance the Nigerian Union of Journalists (NUJ) is
another compartmentalisation with other affiliates like Correspondents Chapel,
Finance Correspondents Association of Nigeria (FICAN), Sports Writers
Association of Nigeria (SWAN), National Association of Women Journalists
(NAWOJ), etc. In fact, a further scrutiny reveals that the NUJ itself,
according to some quarters, is just one of those organisations under the
umbrella of Nigeria Press Organisation which includes the Nigerian Guild of
Editors and Newspapers Proprietors Association of Nigeria. The same thing
applies to advertising where the Advertising Practitioners Council of Nigeria
(APCON) regulates the practice of the profession with bodies like Association
of Advertising Practitioners of Nigeria (AAPN) and Outdoor Advertising
Association of Nigeria (OAAN) carrying out their activities under the umbrella
of APCON.
The Nigerian Institute of Public Relations too witnessed the same situation
where affiliates like the Public Relations Consultants Association of Nigeria
(PRCAN), and Association of Corporate Affairs Managers in Banks (ACAMB),
emerged in 1996 and as the case with the latter has the objective of evolving
and implementing strategies to improve and sustain a good image for the
nation’s banking industry.
One notable researcher who has successfully identified the problems of
financial public relations in reference to the distress in the banking sector
is Abubakar Alhassan who states that the idea behind the emergence of ACAMB was
first mooted by the corporate affairs managers at the 1992 Bank Directors
Seminar organised by Financial Institute Training Center in Abuja.
Subsequently, discussions were made informally among some of the Banks’ Public
Relations managers in Lagos. He continued that the machinery for formal
discussion of the idea was set in motion after a media management seminar held
at Badagry also in Lagos in 1996 at which suggestion for the formation of
the body was extensively discussed. Subsequently, a series of
meeting were held at Eko Hotel, Lagos, during which the PR managers of banks
agreed to have an association. They set out the association’s aims and
objectives and also laid conditions for membership.
Membership of the association is open to all Heads of PR in the banking sub-sector.
In addition, all members of the association must have been duly registered with
the NIPR as required by decree 16 of 1990. A member who ceases to be a PR
manager in the banking industry, has automatically relinquishes the right to
membership but may be considered for Associate membership. There is also the
Code of Conduct for membership, which states, among others, that erring members
whose acts contravene any rule or regulation of the association will be
reprimanded.
The first Annual General Assembly of ACAMB was held in September 1996, during
which elections were held into offices of the association’s Executive
Committee. The Executives were sworn in during the Committee’s inauguration on
3rd December, 1996. Those sworn in were Kabir Dangogo,as President; Tunde
Thomas, Vice President; Waheed Olagunju, Secretary General; Aduke Gomez (Ms),
Financial Secretary; Steve Osuji, Publicity Secretary; and Emeka Adio,as
Assistant Secretary General; and five EX-officio members are Abubakar Minjibir,
Tony Ede, Toyin Abayomi-Banjo, Gbade A. Zanda and Ogie Eboigbe.
Since every serious body must have a legal framework, which is to guide it in
its operation, ACAMB has its constitution and Code of Conduct. As a non-profit
making body established to foster interaction among PR managers of the banking
sub-sector and advise the leadership of the sub-sector on the PR implications
of policies and development, the association is registered under the Companies
and Allied Matters Decree of 1990.
Some of the objectives of the association include to evolve and implement
strategies to improve and sustain a good image for the nation’s banking
industry; educate the public on relevant banking laws and policies; represent
the industry as a group on public relations matters; promote and protect the
interest of the banking industry as well as carrying out public enlightenment
campaigns on behalf of the industry. It is also intended to promote continuous
public confidence and trust in the nation’s banking industry and to promote
facilities for training the members of the association on banking practice and
other related matters.
CODE OF
ETHICS OF NIPR
Professionals in Nigeria
belong not only to some international professional bodies optionally, they also
belong compulsorily to the local professional body known as the Nigerian
Institute of Public Relations (NIPR), one of the few in the world backed by a
state statutory instrument in Decree 16 of 1990. The institute’s codes of
practice has 12 articles which include the following:
Every member of the Nigerian
Institute of Public Relations shall:
a. respect the moral
principles of the “Universal Declaration of Human Rights” and the freedoms
entrenched in the constitution of the Federal Republic of Nigeria in the
performance of his/her own duties;
b. recognise that each
person has the right to reach his own judgement by himself;
c. respect the right of
parties in a dispute to explain their respective points of view;
d. encourage the free
circulation of public information and preserve the integrity of channels of
communication;
e. put trust and honesty of
purpose before all other considerations;
f. safeguard the confidences
of his present/previous employers or clients;
g. represent interests which
are not in conflict;
h. refuse to enter into any
agreement which requires the attainment of certain results before the payment
of professional fees;
i. protect the professional
reputation or practice of another member, but make it his duty to report
unethical behaviour on the part of any member of the institute;
j. not seek to displace any
other member with his employer or client, except with the mutual agreement of
all the parties concerned;
k. Not operate any front
organisation;
l. Co-operate with any other
members in upholding and enforcing this code.
These articles are a superb
adaptation of some international codes and the British codes of ethics to suit
the Nigerian institution. The extra-ordinary general meeting of the institute
held at the Bristol Hotel in Lagos on January 30, 1981 approved the Nigerian
codes.