The Kwara State Chapter of the Nigerian Institute of Public Relations (NIPR) has been charged to move from publicity to purpose, and to work hand in hand with industry leaders to convert stories and engagements into real revenue, jobs, and investment.
The charge was made by Mrs. Adenike Ramat Akanni, Secretary of the Kwara State Tourism Board. She was guest speaker at the Chapter’s September Monthly Meeting/Clinic held on Tuesday, 8th September, 2026, at the Reputation House Secretariat of the chapter in Ilorin, where she delivered a presentation titled, “Reimagining PR: Co-Creating Financial Value in the Creative Economy and Tourism.”
Akanni called on PR professionals to help turn Kwara’s culture and tourism assets into measurable financial value, not just goodwill. She stressed that the profession’s task today is not only to talk about culture and travel well, but to work hand in hand with the people building these industries to convert stories into real revenue, jobs, and investment.
She explained that “reimagining PR” is not about discarding what practitioners already know, but about upgrading how the profession sees its own value. “Co-creating,” she added, requires building alongside business owners and decision-makers, rather than commenting from the outside.
She noted that audiences today interact with, rather than simply consume, information. Practitioners must therefore shift from asking how to get people to know about things, to asking what they want people to do after they know. She described this as a shift from attention to action, and from visibility to value.
Speaking on talent and enterprise, she observed that skilled creatives, from bead makers to photographers, often struggle to find a market despite their talent. She positioned PR as the bridge that connects talent with audience, product with market, and story with opportunity.
The tourism expert described tourism as an economic chain rather than a single transaction. She explained that one visitor to Ilorin generates income across multiple points, including hotels, restaurants, transport operators, tour guides, artisans, and event organisers, creating a ripple of opportunity for the wider community.
She linked her message to national and state ambitions, citing government targets of significant GDP contribution and millions of jobs from the creative economy and tourism sector by 2030. Akanni highlighted some Kwara-specific projects such as the Kwara Hotel, the International Conference Centre, the Patigi Regatta Motel, Dada Pottery, Shea butter factories, a film factory, a visual arts centre, and the Ilorin Innovation Hub. She said each would need effective storytelling to attract visitors, sponsors, and investors.
She introduced a practical framework she called the Three Cs: Curate, Convert, and Cultivate. Curating means shaping the right story to draw people in. Converting means building a clear bridge from interest to action, such as ticket sales or signed sponsorships. Cultivating means sustaining relationships with visitors, sponsors, and host communities long after a campaign ends.
In his remarks, the Chapter Chairman, Mr. Gabriel Ogunade, drew members’ attention to the World Public Relations Forum (WPRF) as the Institute’s next major platform for the creation and exchange of value across board. He urged members to step up preparations to attend, and noted that the chapter executive committee remains committed to supporting all members for smooth registration and participation.
Ogunade, who was represented by the Vice-Chairman, Mr. Enoch Opaleke, noted administrative progress to include receipting all payments and production of ID cards for members. He encouraged members to pay their annual membership dues promptly to retain good standing status.
In line with the chapter’s membership target of 500 members, he urged members to inform and refer colleagues who are yet to register with the Institute, describing it as a practical way of building the chapter’s strength. He further disclosed that the chapter’s welfare policy and standing committees would be unveiled soon to enhance the overall membership experience.
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