Effective Spokesperson , being a presentation by Saadu Salahu ( fnipr ) to members of the Kwara State Chapter of the NIPR, as part of sensitization of members for effective participation in the 2025 Spokespersons’ Summit scheduled for Abuja .

Protocol 

Good evening distinguished colleagues .

I am honored to be speaking with you on the topic for today's clinic presentation which is "Effective Spokesperson." 

Before I share my thought with you on the topic , it is important to remind ourselves that emphasis on spokesperson in our Institute began last year as an intiative of our current President in Council of the NIPR , Dr. Ike Neliaku, following his election as President of the Council and that of his members including our lead guardian in Kwara Chapter , Professor Saudat Salah Abdulbaqi. The Council collaborated with Image Merchant Group, the proprietor of the Spokesperson’s award, to organize the First Spokespersons’ Summit held in Abuja last year .

I remember, nostalgically, that we Kwara Chapter had an impressive participation in the maiden Summit.

According to our President , Dr. Ike Neliaku , “ the summit is to help NIPR strengthen the capacity of spokespersons in Public , Private and Civil Society Organisations.

The essence , is to highlight the need for a national consensus on what should shape the Nation’s narrative .” You remember the theme of the Summit was : “ Change Narratives , Change Society .” It was a very successful Summit to the greatest advantage of members of our Institute across the country and to the greatest delight of the Federal Government and patriots in and outside the country .

Participants were exposed to value chain in technologies driving Spokesperson, and in deed, public relations practice including the fast expanding and life -changing impact of AI.

 Dear colleagues , Iam happy to inform you that the NIPR Council has also taken measures to ensure that 2nd edition of the Spokespersons’ Summit holds this year with better positive outcomes .

Central Working Committee for the Organisation of the 2025 Summit has also been set up under the same dynamic and famous colleague Fellow, Prof. Sule Yau Sule . 

Various sub-committees have also been set up such as Venue , Publicity , Marketing , Mobilisation , Security sub -committees and the Secretariat .

As a matter of fact , I have the rare privilege of being the Chairman of the MOBILISATION sub -committee . 

The date for this year’s summit is 14th to 17th of April , 2025 .

Venue is NAF Centre in Abuja .

Participation fee remains unchanged at #350,000.00 for registered members of the NIPR and #400,000.00 for non- members .

Famous leading experts in public relations practice and Spokespersons are being sourced both within Nigeria and Overseas as resource persons for this year’s summit . 

Other details will soon be made available from the headquarters . 

We are expecting Spokespersons of all the Governors and their Deputies , State Commissioners for communication , Spokespersons of lawmakers at National and State Assembly , Ministers , MDAs, Corporate institutions in public and private sectors , the Presidency and Embassies at the April Summit . 

Having established the NIPR context on the Spokesperson concept , let me share my thought with you on the topic .

As communication experts, we all know the importance of having an effective spokesperson who can represent an organization, institution, or government.

Definition of a Spokesperson :

A spokesperson is an individual authorized to speak on behalf of an organization, institution, or government. They serve as the official voice, communicating messages, policies, and information to the public, media, and other stakeholders. A spokesperson may be a CEO, a communication director, or a designated representative.

Definition of a Professional Public Relations Practitioner 

A professional public relations practitioner is an expert who develops and implements strategic communication plans to maintain and enhance an organization's reputation, build relationships, and achieve business objectives. They possess specialized knowledge and training in public relations principles, theories, and best practices.

Differences between a Spokesperson and a Professional Public Relations Practitioner 

In order to avoid potential confusion on who is a spokesperson and a professional public relations practitioner , it may be instructive to clear the differences .

While both roles are crucial in maintaining an organization's reputation and communicating its message, there are distinct differences:

1. Primary Responsibility: 

A spokesperson focuses on communicating specific messages, while a professional public relations practitioner develops and implements strategic communication plan

2. Scope of Work: 

A spokesperson's role is narrower, focusing on media relations and public communication, while a professional public relations practitioner's role is broader, encompassing research, strategy development, crisis communication, and reputation management.

3. Expertise: A spokesperson may not have extensive public relations expertise, while a professional public relations practitioner possesses specialized knowledge and training.

Notwithstanding , the prospect for effectiveness , efficiency and maximum satisfaction and productivity as a spokesperson is higher and guaranteed when the Spokesperson is a professional public relations practitioner .

This is part of the long term objectives of the Council to provide such capacity building opportunity for all Spokespersons of Government at all levels, public and private institutions and corporate bodies to leverage on the limited expertise of the Institute including taking advantage to register as members of the Institute .

Characteristics of an Effective Spokesperson

1. Strong Communication Skills: 

Ability to articulate complex information clearly and concisely.

Strategic communication :

World Bank defines strategic communication as “ the development of programmes designed to influence the voluntary behaviour of target (s) in ways that support project as well as management objectives . 

You must identify the audience ,determine the behaviour required , be clear about your message and channels to use as well as how your communication messages will be evaluated .

In addition , be sure your information is accurate , timely , clear , complete , legally safe , has a verifiable source and in line with the management’s objective . 

2. Credibility and Trustworthiness: Demonstrates integrity, honesty, and transparency.

3. Subject Matter 

Expertise: 

Possesses in-depth knowledge of the organization, industry, and relevant issues.

4. Media Savvy: Understands media dynamics, knows how to work with journalists, and is comfortable with various media formats.

5. Crisis Management Expertise: 

Ability to manage crisis situations effectively.

6. Emotional Intelligence: Demonstrates self-awareness, empathy, and social skills.

7. Flexibility and Adaptability: 

Ability to adapt to changing situations, priorities, and audiences.

8. Strong Analytical and Problem-Solving Skills:

Ability to analyze complex issues and communicate solutions.

Skills Required:

1. Message Development: Ability to craft clear, concise, and compelling messages.

2. Media Relations:

Ability to build and maintain relationships with media representatives.

3. Crisis Communication:

Ability to manage crisis situations effectively.

4. Public Speaking: 

Ability to communicate effectively in public forums.

5. Social Media: 

Ability to leverage social media platforms to engage with stakeholders.

Best Practices for Spokespersons

1. Know Your Audience: 

Understand the needs, interests, and concerns of your target audience.

2. Stay On Message:

Consistently communicate the organization's key messages and themes.

3. Be Proactive: 

Anticipate and address issues before they become major concerns.

Show Empathy: Demonstrate understanding and compassion when addressing sensitive or crisis situations.

 Evaluate and Adjust: Continuously evaluate your communication efforts and adjust your strategy as needed.

Conclusion

In conclusion, an effective spokesperson is critical to maintaining an organization's reputation and communicating its message. By possessing strong communication skills, credibility, subject matter expertise, and other key characteristics, a spokesperson can build trust, foster positive relationships, and maintain a strong reputation for their organization.

I thank you very much for your rapt attention .