The Nigerian Institute of Public Relations, Lagos State Chapter, has introduced new award categories to reflect the evolution of the communication industry as it unveiled the 2026 Lagos Public Relations Industry Gala Awards, scheduled for 11 December 2026.
Speaking at a media briefing on Thursday, the Chairman of NIPR Lagos State Chapter, Dr Samuel Ayetutu, stated that the event’s theme, ‘Redefining Innovation and Influence,’ reflects the profound transformation reshaping the communication industry, where the lines between public relations, advertising, digital communication, content creation, technology and brand management are increasingly fluid.
He stressed that innovation in today’s practice is no longer about novelty alone, but about doing things “differently, intelligently and meaningfully” to solve problems, create value and deliver measurable impact.
He added that influence was no longer a function of media budgets or traditional media appearances, but was increasingly earned through credibility, relevance, authenticity, engagement and the ability to shape conversations.
“The digital revolution has fundamentally changed the practice of Public Relations. Today, a story can emerge on a social media platform and become a national conversation within minutes,” he said, noting that a single video, podcast, post or comment can now influence brand perceptions more than conventional campaigns.
