By Edward Gabkwet
Since assuming the role of President of the Nigerian Institute of Public Relations (NIPR) in August 2023, Dr. Ike Neliaku has exemplified a pragmatic leadership style that has revolutionised the Institute. During his campaign, his slogan, “New Dawn”, resonated with many who saw him as the beacon of hope needed to propel NIPR into a new era. A year into his administration, Neliaku has not only brought NIPR back to the forefront of professionalism but has also transformed it into a leading institution in reputation management in Nigeria.
Enforcing professionalism: One of Neliaku’s greatest achievements since assuming office is his rigorous enforcement of the NIPR Act. Section 19(2) of the Act prohibits anyone from practising public relations without certification from NIPR, while Section 19(4a & b) prescribes punishments for offenders, including fines and imprisonment. This Act has been instrumental in Neliaku’s strategy to deepen professionalism, ensuring that public relations practices across Nigeria align with global standards. Under his leadership, the NIPR has cracked down on quackery and unlicensed practices, with a renewed commitment to enforcing penalties for those who engage in public relations without proper licensing.
Financial stability and visionary leadership: Neliaku’s pragmatic approach to leadership has been multifaceted. For instance, he has in the last one-year steered NIPR towards financial stability, laying the groundwork for long-term success. His vision for an enterprise-driven, revenue-generating NIPR and his ability to attract goodwill and partnerships from both the public and private sectors have been crucial to his success. Recently too, the NIPR has achieved notable milestones, including governmental endorsements, mainstreaming the PR cadre within civil and public services, and certifying PR professionals as spokespersons for key governmental and non-governmental organisations. Initiatives like REBIRTH Nigeria, aimed at rebranding national identity and values, and the Spokespersons Summit, designed to equip spokespersons with tools for fostering unity in communication, highlight Neliaku’s commitment to both public relations and national development.
Membership growth and digital transformation: During his tenure, the NIPR has inducted over 2,000 new members, significantly increasing its membership base through numerous capacity-building programmes. A successful digital migration of NIPR’s membership system carried out in collaboration with Enentis Communications Ltd., has resulted in a comprehensive database of members for the first time in 25 years. This initiative has fostered a sense of ownership and belonging among members while allowing dormant members to reconnect with the Institute. The ease of accessing personal dashboards and applying for membership online has transformed NIPR’s operational efficiency, making it more accessible and transparent.
Inclusivity and PR education: In an impressive stride toward inclusivity, Neliaku has ensured that marginalised groups, especially Persons with Disabilities (PWDs), have a place in the Institute. The NIPR now offers a 50 per cent discounted registration fee for PWDs, providing them with broader opportunities to contribute to national discourse. Furthermore, the NIPR has partnered internationally to establish the Public Relations and Leadership University of Nigeria, expected to open by 2026. This initiative, led by a 74-man team, underscores Neliaku’s forward-thinking leadership.
Reputation management and global recognition: Another major milestone under Neliaku’s leadership is the launch of the Nigeria Reputation Management Group (NRMG). Originating from the 2022 Citizens Summit for National Integration, Peace, and Security, NRMG is designed to manage Nigeria’s reputation as a national asset for stronger domestic relevance and global competitiveness. Recently, NIPR was selected as a finalist for the prestigious Global Alliance World Public Relations & Communication Award, competing for the Global Public Relations Association of the Year title. This recognition, shared with esteemed organisations like the Public Relations Society of America (PRSA), highlights NIPR’s innovative use of media relations and stakeholder engagement strategies to combat quackery in the industry.
Legacy of leadership: With his pragmatic leadership style, passion for professional excellence, and commitment to raising public relations standards in Nigeria, Neliaku has not only ushered in a new dawn for NIPR but also for the public relations profession across the country. His legacy of professionalism, inclusivity, and pragmatism will undoubtedly leave an indelible mark on the Institute for years to come.
Background and achievements: Neliaku holds a BA in Theatre Arts from the University of Jos, a Master’s in Political Economy, and a PhD in Development Studies from the University of Abuja. He has served in relevant positions in the public service, including as Special Assistant to five successive Ministers of Information and in the Office of Political Adviser to the President of Nigeria from 2003 to 2006. He received the 1990 President’s National Honours Award as an outstanding corps member and the Professional Integrity Award in 2009. Neliaku is a Fellow of NIPR, the African Public Relations Association (APRA), the Institute of Chartered Mediators and Conciliators, and the Institute of Management Consultants. He is also a Life Member of the Society for International Development.
Gabkwet, an Air Vice Marshal and former NAF Spokesperson, is currently the Director of Cooperation and Coordination at NAF Civil-military Relations Branch