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Delta State Governor, Rt. Hon. Sheriff Oborevwori has underscored the importance of digital communication in driving sustainable socio-economic growth and development in the contemporary global economy.

Governor Oborevwori disclosed this, Tuesday, at the 2024 Chief Executives and Directors Conference/Retreat of the Nigerian Institute of Public Relations (NIPR) held in Asaba.

The Governor who was represented by the Commissioner for Information, Dr. Ifeanyi Osuoza, said digital communications was important to the extent that it is used intelligibly for the audience to fully comprehend both the latent and manifest content of communication.

This, according to him, is essential if the encoder must be understood by the decoder to adjust his attitude, taste and behavioural patterns to suit what was intended, adding that he was quite happy that the NIPR was confronting the challenges head-on.

While noting that the task of matching skills, language and presentation must move fast enough to cope with the growth and expansion in science and technology, he harped on the need for members of the institute to endeavour to segment their publics while on the digital plane.

“The contents of your communication should consider the level of education of a given segment, their social background, their attitudinal disposition, including the current economic challenges. Tailor your message and the language to be friendly even when you are conveying not very popular issues,” the governor said.

While thanking the institute for hosting the conference and retreat in Asaba, Governor Oborevwori said; “it is, to a large extent, your confidence in the modest efforts we are making to leave Delta State better than we met it through our all encompassing and well thought out MORE Agenda. We will not relent.

“You are doing well in managing the public perception of your respective organisations, institutions and other entities that you represent.

“The theme of this conference and retreat, ‘Leveraging Technology and Data-Driven Insights for Digital Communication’ is germane, given the jet speed of the growth of science and technology these days. It is a major challenge for public relations practitioners.

“Let me add one of the latest advancements, the Al, which is increasing daily and threatening jobs done by man. It has further expanded the scope of understanding existing modalities for communications.

“It is sincerely hoped that as science and technology grow, institutions should also make necessary changes and investment in adjusting to the terrific advancement of science and technology to make communications easy and effective.

“There is also the growth and advancement of social media, which have become so energetic and diverse, that you have to work hard to fit in”.

The keynote paper presenter, Dr. Omoniyi Ibietan who is the Head of Media Relations, Nigerian Communications Commission and Secretary General, African Public Relations and Communication Management, said technology was essentially beneficial to man and the society as it brings values to the society.

While reckoning that technology, data and insights were foundational to the practice of public relations in contemporary society, Ibietan said an irreducible force that drives public relations was a combination of creative entrepreneurship, building a good relationship with people and stakeholders as well as sustaining it.

He maintained that a good interpersonal communication skills and strong aptitude for the written words were necessary ingredients for effective public relations.