NIPR Abia: Preparation Is PR’s First Defence Against Crisis
Dr. Nafisat Makinde
The Nigerian Institute of Public Relations, NIPR, Abia State Chapter, has urged public relations practitioners to strengthen their preparedness for crises as social media, citizen journalism, government scrutiny and growing public demands for accountability change the way organisations communicate during emergencies.
The call was made at the chapter’s August 2026 monthly meeting during a professional lecture titled “Crisis Management Strategies in Public Relations,” delivered by Dr. Dennis Emeka Ubani. In a statement issued by the chapter’s Public Relations Officer, Promise Uzoma Okoro, Ubani said crises rarely announce themselves but, when they occur, test an organisation’s preparedness, strategy, ethics and reputation.
Ubani said effective crisis management begins before a crisis occurs. He urged organisations to identify potential risks, develop crisis communication plans, establish clear lines of responsibility, designate credible spokespersons and prepare holding statements in advance. He described pre-crisis planning as “building the bridge before the flood,” adding that the quality of an organisation’s preparation and response can determine whether it successfully navigates a crisis or suffers lasting reputational damage.
He also stressed the need for speed with accuracy, particularly during the critical first hour of a crisis. While practitioners should respond promptly and acknowledge emerging situations, he cautioned against speculation and advised organisations to provide only verified information, updating stakeholders as more facts become available. He identified transparency and ownership as important to maintaining public trust, urging organisations to communicate honestly about what they know, acknowledge what remains unclear and explain the steps being taken to address a problem rather than conceal or minimise it.
The statement said the lecture was followed by a question and answer session in which members raised practical issues and shared experiences relating to crisis management and professional practice.
Earlier, the Chairman of the NIPR Abia State Chapter, Onyinye Ralph-Nwachukwu, urged members to remain committed to continuous learning, mentorship, unity and active participation in the affairs of the institute. Ralph-Nwachukwu, a Fellow of the Institute, said the changing communication environment required practitioners to continually update their knowledge, sharpen their skills and adapt to emerging trends. She cited the chapter’s monthly in-house lectures and PR Pulse Abia webinar series as part of its professional development activities.
Ralph-Nwachukwu thanked Ubani for the lecture and presented him with a memorabilia item, according to the statement by the chapter’s Public Relations Officer.