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 the African Public Relations Association (APRA), bemoaned the terrible state of Public Relations in Nigeria.
Speaking with Mass-Communication on an internship programme at the PRNigeria office in Abuja, 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 Relations, 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 a 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 endeavor to establish goodwill and build a friendly rapport with members of the press.
Meanwhile, President Muhammadu Buhari has felicitated with veteran PR specialist and trainer, Malam Kabir Dangogo on the occasion of his 70th birthday.
The president expressed the felicitation in a statement by his Senior Special Assistant on Media and Publicity, Malam Garba Shehu, in Abuja.
While celebrating the public relations specialist, who rose to become President of the Federation of African Public Relations Association (FAPRA), President Buhari wished and prayed for his good health and longer life.
The president, in a congratulatory letter to Dangogo, said: “I wish to join your family, associates and colleagues in the communications industry in wishing you a Happy 70th birthday.
“Your reputation as a consummate professional imbued with a high sense of integrity is widely known by many who have had interactions with you while you practiced journalism at the New Nigerian and the Nigerian Television Authority, and while you were in Public Relations at the Bank of the North Limited and Union Bank of Nigeria Plc.
“Your tenure as the founding president of the Association of Corporate Affairs Managers of Banks (ACAMB) also comes highly regarded.
“You also made Nigeria proud as the Secretary General of the Federation of African Public Relations Associations (FAPRA) from 2002 to 2006.
“My prayer is that Almighty Allah will continue to guide and guard you and keep you and your family under His care.”