PR is Key
PR is Key to SDGs’ Goals- Communication
Expert
The 5th Blanquerna-Emerson Global Communication Summit on
‘Advocating United Nation Sustainable Goals through Strategic
Diplomacy’ has ended in Barcelona, Spain with a call for effective
deployment of PR tools as key to advocating Sustainable Development
Goals (SDGs).
The Summit which gathered leading communication scholars and
professionals from Africa, Asia, Europe, North and South America
explore the global trends given by the United Nations Sustainable
Development Goals in the field of Global Communication, Diplomacy
and Politics
Speaking on Public Relations Strategies for SDG at the Global
Summit, a renowned Nigerian crisis communicator, Mr. Yushau Shuaib
said that PR is deployed to mobilise supports, resources and
facilitate developments.
Shuaib said: “Public relations is the deliberate, planned, and
sustained effort for establishing and sustaining mutual
relationship and understanding can be deployed to raise awareness,
inspire greater ambition, and push for faster action on the SDGs,
which were adopted by world leaders on 25 September 2015.
“Since SDGs are action plans for People, Planet, Partnership,
Prosperity and Peace building, PR tools can be effectively
channelled to achieve the goals through Media Relations techniques,
Corporate Social Responsibility (CSR), Event Management, Crisis
Communication and Facility Tours among others.”
Shuaib who is the founder of PRNigeria[1] and Economic
Confidential gave instances where communication strategies were
effective in accomplishing campaign goals in Nigeria.
“The media as an integral component of PR strategies served as
outspoken channels in highlighting areas of concern from the
community-based development projects for the attention of both the
legislative and executive arms of government in taking appropriate
actions.
“For instance, the reported rampant cases of Female Genital
Mutilation (FGM) reduced from about 30% in 2012 to less than 17% in
2018 through the media advocacy that influenced collaborative
actions of the legislature and the Presidency in banning of the
practice in 2015.
“Similarly, we have seen increased philanthropic efforts and
Corporate Social Responsibilities by organisations and individuals
in providing succour to the less privilege and the poor in the
society after media awareness campaigns. Just recently a total sum
of N5bn (equivalent to $13mn) was donated by a Nigerian
businessman, Femi Otedola to address the plight of children and
displaced people in Northern Nigeria ravaged by activities of Boko
Haram terrorists.”
Shuaib who observed that some international and local
organisations do not accord special recognition to the importance
of communication and PR in their campaigns, asked them to do a
rethink.
“When the United Nations Secretary-General, António Guterres
appointed 17 eminent personalities across the globe as SDG
advocates including a Nigeria’s traditional ruler, Emir Sanusi
Lamido Sanusi of Kano, the list excluded Communication Scholars,
Media personalities and PR Practitioners.
“The array of political leaders, businessmen, entertainment
celebrities, football stars and community leaders as SDGs Advocates
can be influential to some extent, communicators are more important
in advocacy and awareness creation campaigns than just
celebrities.”
The Director of the Summit Dr. Enric Ordeix said other speakers
at the event examined and appraised SDGs focal areas of Reduced
Inequality, Zero Hunger, Gender Equality, Good Health and
Well-Being, Responsible Consumption and Production.
Ordeix added that the Emerson-Blanquerna Center for Global
Communication (CGC) was created to advance the dynamic academic
partnership and foster collaborations in the field of global
communication that develops education and research to promote
critical thinking and ethical communication through International
Relations, Political Communication, Strategic Diplomacy, Global
Public Relations and Corporate Communication.
Another highlight of the occasion was the conferment of an
honorary doctorate by Ramon Llull University (URL) on Dr. James
Gregory Payne, an expert in public diplomacy and director of
Communication Studies at Emerson College (Boston) Gregory Payne who
is one of the promoters of Blanquerna-Emerson Center for Global
Communication.
Dr. Payne had worked as a communication consultant and
speechwriter for the mayors of Los Angeles, Boston; former
Secretary of State Hillary Clinton; and Saudi prince Faisal Al Said
among others. He is currently the Chair and Director of
Communication Studies at Emerson College, Boston United States of
America.