PR is Beyond Creating Self-image – Kabir Dangogo
The profession of Public Relations, according to Mallam Kabir Dangogo, is not primarily concerned with only creating a fantastic self-image for individuals or corporate entities. But rather, it is more about doing things logically, persuasively, strategically, and professionally so as to achieve clearly set-out predetermined objectives.
Mallam Dangogo, an award-winning PR Practitioner and a former Scribe of Federation of African Public Relations Associations (FAPRA), bemoaned the terrible state of Public Relations in Nigeria.
Speaking with Mass-Communication on internship at the PRNigeria, Dangogo said that the influx of brilliant writers and articulate speakers who masquerade as PR Practitioners, in a way, also dented the image of the noble profession.
Mr Dangogo who clocked 70th birthday recently noted that many of the so called exceptional writers and eloquent speakers, are inexperienced in the art of persuasive communication and establishing goodwill between their principals or organizations and the general public.
“Public Realtions, I must say, goes beyond just writing in superb English grammar, or speaking English in a cockney accent. PR is more about marketing and outstandingly branding oneself or an organisation through effective, methodical, and persuasive communication. And the strategy to be applied must be devoid of unprofessional conducts,” he said.
A fellow of the Nigerian Institute of Public Relations, Dangogo advised Public Relations experts to first identify and put crises in their right situational context, then brainstorm and proffer necessary solutions.
He said the reason why many PR officers find it difficult to deal with journalists is because they lack requisite skills on robust and vibrant PR-media relationship.
Amid complex problem, the veteran PR guru admonished PR practitioners to maintain their calmness and avoid reacting harshly.
He also stressed the need for every PR officer to endevour to establish goodwill and build friendly rapport with members of the press.
