BUK Hosts 5th National Conference of NIPR, Highlights PR’s Role in Transforming Tertiary Institutions

Bayero University, Kano (BUK) has hosted the 5th National Conference of the Nigeria Institute of Public Relations (NIPR) for professionals in tertiary institutions, held from November 25 to 28, 2025.

The conference, themed “Advancing Institutional Transformation through Strategic Public Relations in Higher Education,” attracted PR practitioners, media and communication experts, directors of public affairs, scholars, and representatives from universities, polytechnics, colleges of education, and private institutions across Nigeria.

Declaring the event open, the Vice-Chancellor, Professor Haruna Musa—represented by the Deputy Vice-Chancellor (Management Services), Professor Aliyu Mu’azu—said the theme mirrors the realities confronting tertiary institutions. He stressed that strong communication drives institutional visibility, noting that even significant investments in infrastructure, research, and personnel remain unnoticed without strategic public relations.

Professor Musa commended the NIPR for granting BUK the hosting rights and described the conference as timely for strengthening communication management in the country’s higher education sector.

In his keynote address, Dr. Mohammed Auwal Haruna of the Faculty of Communication, BUK, underscored the importance of strategic PR in addressing the growing challenges facing Nigerian tertiary institutions. He identified funding constraints, operational difficulties, political interference, and widening public mistrust as major issues that PR can help institutions navigate.

“Transformation does not happen by accident; it is a strategic design,” he said. “PR professionals must be part of leadership communication. They are the eyes and ears of the institution and must help shape decisions, not just communicate them.”

Dr. Haruna argued that PR officers must move beyond issuing press statements and embrace a more integrated role in policy formulation, stakeholder engagement, and institutional trust-building. He emphasized that capacity development, knowledge, and experience are essential for PR professionals to make meaningful contributions.

The second keynote speaker, Dr. Peter Oyeneye, Chairman of the NIPR Training and Professional Development Committee, focused on internal communication gaps within tertiary institutions. He said the sector must shift from top-down information flow to a more interactive approach that strengthens inter-departmental communication and addresses staff concerns across campuses.

He noted that institutions must adopt deliberate strategies to reach employees at various locations, improve communication consistency, and foster a sense of belonging among staff.

Representing the National President of NIPR, Dr. Ike Neliaku, Dr. Oyeneye emphasized that public relations is central to Nigeria’s socio-economic development and urged tertiary institutions to invest more in their PR structures to improve visibility and impact.

Insights From Sector Leaders

Speaking on the significance of the event, Dr. Oyeneye explained that the conference is distinct from the NIPR event held in Abuja, which is the FCT chapter’s annual general meeting.

“This conference is specifically for PR professionals working in tertiary institutions,” he said. “NIPR has expanded into sectoral groups—aviation, oil and gas, education, and others. Ours focuses on those in universities, polytechnics, and colleges of education.”

He noted that this is the fifth edition of the conference, adding that its continuity reflects its positive impact.
“It has been wonderful. More people are joining, and many are learning that running PR on campus is different from corporate settings because you manage multiple internal publics,” he said.

Dr. Oyeneye added that the forum has helped participants understand how to engage diverse groups within academic environments, including students, staff unions, management, and regulatory bodies.

Dr. Haruna also provided deeper insights into his presentation, explaining that Nigeria’s tertiary institutions face both existential and operational challenges. He said PR professionals must understand institutional dynamics and contribute to shaping policies that enhance quality and competitiveness.

He argued that public relations must shift from mere information dissemination to strategic participation in decision-making processes.
“You must be part of the thinking behind decisions. That is how you can explain them effectively to stakeholders and build trust,” he said.

Dr. Haruna noted that while gaps exist in PR practice across institutions, these can be bridged through continuous learning, skill enhancement, and professional development programmes such as the NIPR conference.