This was contained in a communique issued at the end of a
two-day retreat organized 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 outcome of the well-attended retreat themed
“Building Resilience for Growth-Rethinking How You Do Business”, PRCAN
President, Israel Jaiye Opayemi stated that members of the association
unanimously agreed and adopted the PRCAN Practice Standards 2022 for
implementation during the retreat.
Opayemi noted that the PRCAN Practice Standards 2022,
expected to be launched within the next few weeks, would provide ground rules
for improved public relations consulting practice and bring better value to
corporate and public sector clients who engage the services of public relations
consulting firms in Nigeria.
Part of the reforms, according to him, is the need for clients
to engage the services of PRCAN certified consultancies given the opportunities
and institutional protection they stand to gain should issues arise in the
contractual engagement.
“Should issues arise, a client can now make recourse to an
organ of PRCAN for redress or intervention. This ensures that clients will get
full value for money. Similarly, PRCAN member-firms will enjoy full
institutional support from PRCAN and the NIPR as regulators when these reforms
come into effect. The package is a win-win for all”, Opayemi assured.
The PRCAN President explained that the reforms in the PRCAN
Practice Standards 2022 would also help prospective corporate and public sector
clients understand the 21 practice areas they can seek professional services
from within the circle of legally recognized public relations firms in Nigeria.
He admonished government and corporate institutes engaging
the services of public relations firms to demand their PRCAN membership
certificate as a requisite minimum in addition to other prerequisites the PRCAN
Practice Standards 2022 will make mandatory for such engagements.
He noted that as part of the drive towards the effective
date of the reforms, the association will engage with relevant 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 ensure their buy-in as critical
stakeholders.
According to the report submitted by the Business
Transformation Committee of the association, PRCAN is already working on
creating a differentiating identity for its members through a sustained
campaign to be led by an advocacy committee established for that purpose to
differentiate its members from the quacks and interlopers parading themselves
as public relations consulting firms in Nigeria.
Members of the Advocacy committee comprise 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.
0 comments:
Post a Comment