The Edo State Commissioner for Information and Strategy, Prince Kassim Afegbua, has charged Public Relations Officers (PROs) and information officers across the state to adopt clear, precise and direct communication in presenting government policies, programmes and achievements to the public.
Afegbua gave the charge during a capacity-building training for PROs held at the John Odigie Oyegun Public Service Academy in Benin City.
The Commissioner urged the officers to avoid ambiguous and unnecessarily lengthy press releases, stressing that effective press writing requires clarity and a direct approach.
“Don’t write a press statement like you are writing an essay,” Afegbua cautioned, urging PROs to ensure that their messages are clear, concise and newsworthy.
He also advised the officers to exercise caution when using Artificial Intelligence (AI) in official communication, stressing the need to preserve originality, authenticity and the human element in professional writing.
Afegbua further encouraged PROs to embrace teamwork, collaboration and effective interaction, noting that collective professional efforts are essential to achieving effective communication within government.
Speaking on the administration’s Shine Agenda, the Commissioner said Governor Monday Okpebholo’s administration was working to deliver on its promises to Edo people.
He disclosed that more projects and achievements would be unveiled from August 19, 2026, as part of efforts to communicate the administration’s programmes and impact to the public.
Strategic communication key to effective governance — Agbama
The Permanent Secretary of the Ministry of Information and Strategy, Dr. Desmond Agbama, emphasised the importance of strategic communication in government, describing it as a carefully planned process of delivering information to clearly defined audiences.
Agbama said PROs must be result-oriented professionals, warning that the absence of strategic communication could lead to crisis, misinformation, misconceptions and misunderstanding.
According to him, strategic communication is particularly important in crisis management, including responses to natural disasters, political developments and economic challenges.
He said effective communication is critical to earning public trust and combating misinformation and disinformation.
Agbama noted that strategic communication goes beyond conventional media relations to include strategic planning, reputation management and sustained engagement with citizens and interest groups.
He identified building public trust and managing public perception as key responsibilities of Public Relations professionals, adding that Public Relations is a component of the broader strategic communication process.
PROs are bridge between government, media and citizens — Obaje
A guest speaker and Head of the Department of Public Relations at the University of Benin, Prof. Comfort Ene Obaje, described PROs as a critical bridge between government, the media and the public.
Obaje made the observation while speaking on “Strategic Media Relations, Press Writing and Digital Communication.”
She urged PROs to develop strategic relationships with the media, produce clear and newsworthy press materials, use digital platforms ethically and effectively, and develop the skills required to manage misinformation and crisis situations.
She also encouraged the officers to integrate traditional and digital communication strategies in their duties.
According to her, media relations involves the deliberate efforts of an organisation to establish and maintain mutually beneficial relationships with journalists and media organisations to ensure accurate and balanced dissemination of information.
Describing the PRO as a “lens,” Obaje explained that a lens helps people see things clearly, just as a PRO serves as a gateway through which information passes between an institution and the media.
She therefore stressed the strategic responsibility attached to the profession and the need for officers to communicate government activities accurately and professionally.
Crisis preparedness, ethical communication crucial — Jimoh
Another guest speaker, Prof. Abubakar Jimoh, a retired NAFDAC Director of Public Affairs, Adjunct Senior Lecturer at the Faculty of Communication, University of Abuja, and Chairman of Novel Communication Limited, highlighted the importance of crisis preparedness and ethical communication.
Speaking on “The Core Triad of Crisis, Reputation and Ethical Governance,” Jimoh noted that crises are unpredictable by nature, making preparedness essential for effective response.
He explained that crises often require emergency measures and carefully coordinated communication strategies to minimise their impact.
Jimoh also underscored the importance of reputation management and ethical communication in governance, particularly in protecting institutional credibility, maintaining public confidence and ensuring responsible engagement with stakeholders.
Other officials present at the training included the Director of Orientation Department, Mrs. Rose Imonikhe; Director of Publication and Documentation, Mr. Matthew Okunsebor; Director of Information, Mrs. Nwine Nekpen Maureen; Director of Shared Services, Mrs. Joy Oghogho Omosigho; and Director of Finance and Accounts, Mrs. Grace Ogbeide, among others.
The training formed part of efforts to strengthen the professional capacity of information officers and improve the quality, credibility and effectiveness of government communication in Edo State.
Credit:Edo State government
