In a rapidly evolving digital world, brands and organizations are being urged to prioritize authentic connections as the cornerstone of their communication strategies. This was the focus at the 9th Annual Lagos Digital Public Relations Summit, held on October 16th and 17th, where experts from across the public relations industry converged to discuss the theme “Nurturing Authentic Connections in Digital Ecosystems.”
The event, organized in collaboration with Upticomm and the Nigerian Institute of Public Relations, provided a platform for communications professionals to explore how digital tools like Artificial Intelligence are transforming the industry, while highlighting the importance of maintaining emotional intelligence, transparency, and trust in brand messaging.
In her opening remarks, Mrs. Comfort Obot Nwankwo, Chairman of the Lagos Chapter of NIPR, emphasized the need for PR practitioners to leverage digital tools to enhance human engagement, rather than replace it.
Keynote speaker, Tokunbo Modupe, Group CEO of TPT International, delved into the role of Artificial Intelligence in public relations. He highlighted the critical balance between AI and native intelligence, noting that while AI enhances efficiency, it is emotional intelligence that drives truly persuasive communication.
O’tega Ogra, Senior Special Assistant to President Bola Tinubu on Digital and New Media, echoed this sentiment, urging brands to connect with their audiences through strategic vulnerability and empathy. He stressed that authenticity remains the key to forging lasting relationships in the digital era.
During a panel discussion, industry leaders including Cassandra Uzo-Ogbugh of Reckitt and Tokunbo George-Taylor of Skot Communications, explored how brands can maintain authenticity in their digital strategies. The panelists emphasized the growing importance of storytelling, with Lanre Adewale Basamta of Optimus AI Lab stating that audiences connect more deeply with narratives that resonate with their personal experiences.
Another highlight of the summit was the increasing role of micro- and nano-influencers in PR strategies. Experts stressed that while larger influencers create visibility, micro-influencers are seen as more relatable and authentic, fostering deeper engagement with audiences.
As the summit concluded, participants agreed that while digital tools and AI offer opportunities for innovation, the essence of public relations lies in nurturing human relationships. To thrive in this evolving landscape, PR professionals must strike a balance between technological advancement and the enduring values of authenticity and trust.
