By Odimmegwa Johnpeter, Abuja
The Director General, National Youth Service Corps (NYSC), Brig General Yusha’u Dogara Ahmed has urged Public Relations Officers in the scheme to scale up their knowledge and skills to keep up with evolving trends in corporate image management.
The Director General gave this charge while declaring open in Abuja the 2024 NYSC Information and Public Relations Officers’ Training Workshop, with the theme “Retooling Public Relations Officers For Modern Corporate Image Management”
General YD Ahmad said NYSC PR Officers’ training workshop has been consistently sustained by the Scheme over the years, which underscored the premium the Service Corps placed on ensuring a sustainable positive corporate image for the Scheme at all times.
He commended the Public Relations officers for their diligence and commitment to the discharge of their responsibilities, including ensuring efficient management of the scheme’s public functions and adequate publication of the activities of the NYSC which has enhanced the good image of the Scheme.
He said, “Nonetheless, we must continue to pursue greater success despite our accomplishments. Given the demands of your schedule and the fast-paced digitalised world, there is a need for a continuous upgrade of your knowledge and skills to keep up with evolving trends in corporate image management. The thematic choice of this workshop “Retooling Public Relations Officers For Modern Corporate Image Management” is therefore apt.
“It is my expectation that at the end of this training you would be further equipped for optimum discharge of your responsibilities including responding swiftly and effectively to emerging threats to the image of the Scheme from mischief makers particularly from the social media. I implore you, therefore, to participate actively and contribute meaningfully to the deliberations so as to reap maximally the benefits of this programme.
“I urge you also to continue to leverage on both the traditional and new media to scale-up effective publication of the critical role of NYSC in the socio-economic development of Nigeria. It is in this regard that management established the NYSC Radio and Television and went further to secure approval for creation of a department to facilitate effective administration and optimum utilisation of the media stations in the pursuit of the Scheme’s mandate. Management is also committed to ensuring that the department thrives through the deployment of local content from stakeholders and our Corps members.
“In the same vein, PR officers will be sent to relevant institutions for requisite training and retraining programmes to hone your skills in media media management and other elements of your job profile. Similarly, management has noted some obsolete equipment at the radio station and has set machineries in motion for re-equipping the station with state-of-the-art gadgets.
“Furthermore, in order to effectively execute the Scheme’s PR strategies, management will ensure that all the NYSC Area Offices are adequately covered by PR officers. I expect you to reciprocate these gestures with increased commitment to your duties.
“While management would continue to expand the coast of PR officers, it expects that you fulfil the statutory requirement for practice of Public Relations, by enrolling into the relevant professional bodies as members.
“I would like to further implore you not to relent in utilising available platforms to sensitise Corps members on security consciousness. Always highlight the dangers of night journey, boarding of vehicles at unauthorised locations, attendance of late-night parties, and acceptance of car ride from strangers, amongst other risky acts”.
Earlier in his address, Director, Information And Public Relations, Mr. Eddy Megwa said the annual NYSC Public Relations Officers’ workshop has over the years become a veritable platform for Officers of corporate management cadre to acquire requisite knowledge on contemporary issues influencing the practice of the profession.
He said the training programme is meant to keep the officers on top of their game with a view to equip them adequately for effective management of the corporate image of the scheme.
” It is in this regard that the theme of this year’s workshop ‘‘Re-tooling NYSC PR Officers for Modern Corporate Image Management of the Scheme,’’ was adopted. No doubt it will enable participants to brainstorm on the new techniques of handling emerging PR issues as they affect NYSC.
“It is incontrovertible that the Scheme needs well trained Public Relations Officers to continually engage its publics and constantly fill them in on the operations of the Scheme and also take charge of other ancillary duties which support and enhance our corporate image. Given that protocol is a critical aspect of PR practice and the fact that officers in the PR cadre play crucial role in the implementation of the Freedom of Information Act in the Scheme necessitated special focus on these areas in this training programme.
Megwa charged the participants to take advantage of the workshop to update their knowledge on trending and contemporary issues in the practice of the PR profession.
He also applauded the NYSC DG and the management for the relentless pursuit of the expansion of the administrative structure of the scheme, which led to the creation of the new department of Media in the scheme.
He said “We are also indeed grateful for your unwavering determination to ensure a positive image of the Scheme by sustaining the weekly broadcast of the NYSC half hour in NTA and extending it to TVC, as well as ensuring that the NYSC Radio and TV stations remains operational among others.
“I want to assure the Director General and management that these investments are in the right direction as they are already yielding dividends. A recent survey conducted by the PR Unit indicates considerable enhancement of the visibility of the scheme in the media space and an equally improved positive image profile. We further promise to do our best to sustain this momentum.
“Distinguished ladies and gentlemen, I wish to inform you that this will be the last NYSC PR workshop that I will be attending as a staff of the scheme. After 34 years of service, I will be bowing out on the 25th of August, 2024. It has been an exhilarating journey full of ups and downs, but I thank the Almighty God, the NYSC Director General, Top management, my colleague PR Officers, our friends in the media and other stakeholders of the Scheme for the modest achievement recorded under my watch as the Director Information and Public Relations of the Service Corps. With your support and cooperation, we were able to, among others:
* Cultivate and sustain a robust engagement with the media and other stakeholders, which ensured improved corporate image for the scheme through the adoption of a strategy of proactive disclosure instead of reactionary communication.
* Articulate and produce a Communication Policy for the Scheme, thereby facilitating the adoption of uniform communication strategy in all NYSC formations nationwide.
* Establish the NYSC Radio and Television Stations to enhance publication of the programmes of the scheme and improve its visibility in the media space.
* Inaugurate a new state-of-the-art studio recently for the NYSC TV.
* Actualise creation of NYSC Media Department out of the existing Information and Public Relations Unit for efficient utilisation of the new media outlets in pursuit of the Scheme’s mandate.
* Activation of NYSC Printing Press Kaduna with procurement of modern printing machines.
* Commencement of re-equipping of NYSC PR units across the country with modern gadgets for optimum performance.
* Enhance robust social media engagement with stakeholders of the scheme, particularly Corps Members for effective communication of the Scheme’s activities and programmes as well as clarification of policies”.
The highlights of the event include the presentation of the gift to the NYSC DG by the Information and Public Relations, and also the unveiling of Media Department by the DG.
There were goodwill messages from President, Nigerian Institute of Public Relations NIPR, Dr. Ike Neliaku, and President, Nigerian Union of Journalists NUJ, Dr. Chris Isiguzo was represented by the National Secretary, Mr. Achika Chude.
The President of GOTNI, Dr. Linus Okorie was also present at the event as Guest Speaker.
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