Bolarinwa Highlights Strategic Role of Digital Platforms, Data in Modern Public Relations
Rasheed Bolarinwa, President, Association of Corporate Affairs Managers of Banks in Nigeria (ACAMB), has stressed the crucial roles of digital platforms and analytic tools in achieving effective and modern public relations management.
He emphasised that technology and digital platforms have become an integral part of modern PR practices and a deep mastery of the dynamics has become critical for practitioners.
Bolarinwa who is also the Head, Corporate Communications at Polaris Bank made this assertion while delivering a lecture titled: “The Strategic Place of Digital Platforms and Data in Reinventing PR Practice in Uncertain Times” as a Guest Speaker at a book launch in Lagos on Saturday, January 21, 2023.
The newly launched book titled: “Handbook of PR Case Studies: Making a Case for Data-Driven Digital PR Practice” was co-written by three Nigerian scholars including; Rasheed Adebiyi , Kamoru Salaudeen and Mutiu Lasisi Iyanda.
For Bolarinwa, the disruptive digital technology space presented a unique opportunity for public relations professionals to constantly leverage technology, take deeper dive and become more relevant in the holistic mix of orchestrating business growth.
He said: “Over the past decade, economic uncertainties and the emergence of digital technology and alternative media channels have equally induced new realities for Public Relations practice globally.
“Digital platforms have also become more fundamental to business growth as they help redefine product development, marketing and overall communication.”
The ACAMB Boss noted that,
“The Public Relations (PR) landscape like other professions was badly hit by the Coronavirus pandemic which saw economies crippled and the world at a standstill, leading to rising headline inflation in domestic and global economies, and recession.
“While the world was still grappling with the ruins of the pandemic, the Russia-Ukraine war (ongoing) came baring its fangs, adding another layer of challenges to the already multi-faceted ones left behind by the pandemic.
“However, the emergence of digital technology and alternative media channels played a vital role in the resuscitation and setting of new realities for Public Relations practice globally.”
In attendance for the virtual launching of the book were Dr. Emannuel Mogaji, Senior Lecturer of Marketing and Advertising Communications, Greenwich University, London; Dr. Bisi Olawuyi, Lecturer at the Department of Communication and Language Art, University of Ibadan.
Others include Dr. Adewale Adeniyi, Vice President, Nigerian Institute of Public Relations; Professor Ayo Ojebode, Lecturer, Department of Communication and Language Art, University of Ibadan, among others.