The Public Relations Consultants Association of Nigeria (PRCAN), the sectoral trade group licensed by the NIPR Bye-Law to control the business of Public Relations Consulting in Nigeria, is set to reveal far-reaching reforms that would assist safeguard business of clients and business in the sector.

This was included in a communique released at the end of a two-day retreat arranged for Chief Executive Officers and Leaders of PRCAN member-firms, held from Friday, 11th to Sunday, 13th February 2022, at Epe Resort and Spa, Lagos.

Announcing the result of the well-attended retreat themed “Building Resilience for Growth-Rethinking How You Do Business”, PRCAN President, Israel Jaiye Opayemi mentioned that members of the association all concurred and embraced the PRCAN Practice Standards 2022 for execution throughout the retreat.

Opayemi noted that the PRCAN Practice Standards 2022, anticipated to be launched within the next couple of weeks, would supply ground rules for enhanced public relations consulting practice and bring better value to public and business sector clients who engage the services of public relations speaking with firms in Nigeria.

Part of the reforms, according to him, is the requirement for clients to engage the services of PRCAN certified consultancies provided the opportunities and institutional defense they stand to get need to problems emerge in the legal engagement.

“Should concerns arise, a customer can now make option to an organ of PRCAN for redress or intervention. This makes sure that customers will get amount for money. PRCAN member-firms will enjoy full institutional assistance from PRCAN and the NIPR as regulators when these reforms come into effect. The bundle is a win-win for all,” Opayemi assured.

The PRCAN President explained that the reforms in the PRCAN Practice Standards 2022 would also assist potential business and public sector customers comprehend the 21 practice areas they can look for expert services from within the circle of lawfully acknowledged public relations firms in Nigeria.

He advised federal government and business institutes engaging the services of public relations companies to demand their PRCAN membership certificate as a requisite minimum in addition to other requirements the PRCAN Practice Standards 2022 will make obligatory for such engagements.

He noted that as part of the drive towards the effective date of the reforms, the association will engage with appropriate industry stakeholders such as the Nigerian Institute of Public Relations (NIPR), the National Institute of Marketing of Nigeria (NIMN), the Advertisers Association of Nigeria (ADVAN), the Advertising Practitioners Council of Nigeria (APCON), the Association of Advertising Agencies of Nigeria (AAAN), the Experiential Marketers Association of Nigeria (EXMAN) and the Association of Communications and Marketing Professionals in Banks (ACAMB) to guarantee their buy-in as important stakeholders.

According to the report sent by the Business Transformation Committee of the association, PRCAN is currently dealing with developing a differentiating identity for its members through a continual campaign to be led by an advocacy committee established for that function to separate its members from the quacks and trespassers parading themselves as public relations seeking advice from companies in Nigeria.

Members of the Advocacy committee make up the Managing Director, Integrated Indigo Limited, Bolaji Abimbola; Chief Executive Officer, Media Range Limited, Hassan Abdul; Chief Executive Officer, Modion Communications, Odion Aleobua; and Lead Strategist, Absolute PR Limited, Akonte Ekine.