Young PR Practitioners Discuss Social activism
The School of Impactful Communication (TSIC), an assembly of PR practitioners and scholars in communication industry has hosted young PR practitioners to share their opinions and knowledge on the involvement of youth in social activism.
The session which was hosted through TSIC social media platform was moderated by Irantiola Olutayo a PR Practitioner and Guest Lecturer on Communication at the Fredonia State University of New York, moderated the session.
The panellists included Mohammad Dahiru Lawal, an award-winning campus journalist and final year student of Media Studies at Bayero University Kano (BUK) and Project Manager with PRNigeria – a flagship of Nigeria’s Multiple Award winning Public Relations Firm, Image Merchant Promotions Limited (IMPR).
Other include Elizabeth Ephraim, a Navy Lieutenant with B.Sc in Mass Communications from Ahmadu Bello University, Zaria M.Sc in Mass Communications from National Open University of Nigeria (NOUN). She was also the “best in young officers course 2016 and Media Officers Operations course 2018” both from the Nigerian Army School of Public Relations and Information.
Mathew Ogunsuada also a panelist is an upcoming PR professional. He is an associate member of the Nigerian Institute of Public Relations and a 300 level student of National open University of Nigeria. He works as a part time PR /Adult education instructor with Symmetric Communications where he prepares prospective students for the NIPR professional examination being an alumnus of the academy.
Elizabeth fired the first salvo when she explained that ‘social activism’ entails a deliberate effort to promote, direct, or intervene in social, political, economic, or environmental reform with the desire to make changes in society toward a perceived greater good.
She said it could be achieved through writing letters to newspapers, petitioning elected officials, running or contributing to a political campaign, rallies, street marches and strikes.
“Social activism is an intentional action with the goal of bringing about social change (change of perception, attitude and behavior) for instance #Me2Movement, #BlacklivesMatter #EndSARS protest among others,” she added.
In his contribution, Mathew agreed that social activism includes protests, peaceful activism that is nonviolent resistance, peace camps, petitions and political campaigning, community building and transformation.
“Social Activism is simply taking action for effecting social change. This can occur in a myriad of ways and in variety forms. Often it is concerned with how to change the world through social, political economic or environmental challenge,” he stated.
Dahiru emphasised on the contextual meaning of the ‘Youth’ which refers to as young people between the prime ages of 15 and 24 years doing a lot of grown up things which ageing may ordinarily not allow. He nevertheless agreed with other contributors who preferred the definition of youth as an energetic person full of vigor and freshness in an age bracket of 15-29 as defined by the Nigerian National Youth Policy (2019).
They panellists agreed that some successful protests in Nigeria were championed and driven by Youths. Some of them included ‘Save Nigeria Campaign’ over Subsidy, ’Change the Change Electioneering Campaign,’ ‘ArewaMe2 Campaign’ against Gender based violence among others.
They nevertheless exposed some communication lapses during some of the protests.
Elizabeth faulted the Communication gap during the End SARS protest as a case study. She explained that the resurgence practiced bottom-top communication and unstructured dissemination of information while he government officials engaged in indiscriminate use of social media.
Mathew observed that lack of proactive measures by government officials also resulted to violent demonstrations as witnessed during the EndSARS protest.
He said rather than being proactive, the reactive measure of government officials always come late and untimely to the situations.
“The upsurge caused by misinformation of Fake news exacerbated during campaign. Separating fact from the fake news, different videos surfaced owing to have degenerated from the protest ground in Lekki Toll gate, Lagos. Surprisingly, the national and international media rather than verifying their stories, they break the news without fact-checking. The Nigeria in the diaspora were also culprits in aggravating the issue.
When the moderator asked if the social media has been societal advantage or disadvantage, Dahiru noted that social media is like a kitchen knife. It can be used to slice onions for a sumptuous delicacy or it can be used to stab someone.
He said “Undoubtedly, social media has being a veritable tool in championing causes it is however can be as tool for disaster if not properly harness.
“In other words, if you are inclined towards advancement of positive causes, Social Media is an advantageous tool, rather for an malicious causes, Social Media is a perfect wrapper.”
In another clime, Matthew explains how effective PR can aid the goals of activism through “Timely response, Pro Active measures and Research, Media Engagement, Assembled of PR expert, and recruiting Lobbyists.”
As an officer of the Federal Republic of Nigeria, Elizabeth noted that persuasive contents can create better understanding when “deployed logically, ethically, emotionally with set time bound.”
Dahiru maintains that Communication during crisis situation requires forecast, tactical and pragmatic action through agenda setting approaches that will influence and sway patronage.
Above all, the panellists agreed that sustainable mentorship, creativity and is capacity building deficit, the dynamics of the professions has been a major challenges.
While appreciating the wonderful submission, Mr Peter Oyeneye, a Fellow of the Nigerian Institute of Public Relations (NIPR) commended the young panellists for their brilliant submission. He expressed the confidence that the future of PR practice is bright and guaranteed owing to the outstanding skills displayed by the panellists.
The Dean of the school, applauded the moderator, the panellists and members for their contributions during the session.
Kabir ABDULSALAM
