13/08/2026
Afegbua Charges PROs , Information officers on Effective Press Writing, Strategic Communication
By Omoruyi Patricia Osayomore and Rukayat Oshomah
The Edo State Commissioner for Information and Strategy, Prince Kassim Afegbua, has called on Public Relations Officers (PROs) and Information officers across the state to understand the dynamics of effective press writing, urging them to prioritise clarity, precision and directness in communicating government policies and programmes.
Prince Afegbua made the call during a training for PROs at the John Odigie Oyegun Public Service Academy in Benin City, where he urged officers to avoid ambiguous press releases, and stressed that the first principle of effective press writing is clarity and going straight to the point. “Don’t write a press statement like you are writing an essay,” he cautioned.
The Commissioner advised PROs to exercise caution in the use of Artificial Intelligence for official press writing, emphasising the importance of originality, authenticity and the human element in professional communication. He also admonished PROs to embrace teamwork and maintain effective interaction and collaboration with one another, stressing the importance of collective efforts and professional synergy in achieving effective communication.
On the Shine Agenda of the administration of the Governor, Sen. Monday Okpebholo, the Commissioner reiterated that the Governor is working, and disclosed that more impactful projects were ongoing, which would be unveiled from 19th August, 2026, as part of efforts to further communicate the administration’s programmes and achievements.
The Permanent Secretary of the Ministry of Information and Strategy, Dr. Desmond Agbama, spoke extensively on strategic communication, noting that PROs are expected to be result-oriented professionals. He stated that the absence of strategic communication could result in crisis, misconception and misunderstanding, explaining that strategic communication is a carefully planned approach to passing information to a defined audience.
According to Dr. Agbama, strategic communication is also a critical component of crisis management, particularly in responding to situations ranging from natural disasters to political and economic instability. He noted that strategic communication is essential to earning the trust of the people and serves as an important tool for addressing challenges such as misinformation and disinformation.
Dr. Agbama cited authorities’ conceptualisation of strategic communication, which views communication as extending beyond media relations to encompass strategic planning, reputation management and continuous engagement aimed at building long-term relationships with citizens and interest groups.
Highlighting the role of Public Relations in governance, Dr. Agbama identified enhancing public trust and managing public perception through strategic communication as key responsibilities of the profession. He also noted that Public Relations is a subset of strategic communication.
A guest speaker and Head of the Department of Public Relations, University of Benin, Prof. Comfort Ene Obaje, in her presentation on “Strategic Media Relations, Press Writing and Digital Communication,” analysed the various roles of a PRO, describing officers as the critical bridge between government, the media and the governed. She admonished PROs to apply strategic media relations in the discharge of their duties by writing clear and newsworthy press materials, leveraging digital platforms ethically, managing misinformation and crisis situations, integrating traditional and digital communication and applying practical Public Relations skills in their official responsibilities.
Prof. Obaje stated that media relations is the deliberate effort by an organisation to establish and maintain mutually beneficial relationships with journalists and media organisations for accurate and balanced dissemination of information. She further described PRO as a lens, explaining that a lens helps people see things clearly. Also as a gateway through which information passes between an institution and the media, underscoring the strategic responsibility attached to the profession.
Another guest speaker and a retired NAFDAC Director of Public Affairs, Adjunct Senior Lecturer, Faculty of Communication, University of Abuja and Chairman of Novel Communication Limited Prof. Abubakar Jimoh, who spoke on “The Core Triad of Crisis, Reputation and Ethical Governance,” stated that crises are not predicted, which is why they are referred to as crises. He emphasised the need for preparedness and timely response, noting that crises require emergency measures and strategic communication approaches to effectively manage their impact.
Prof. Jimoh underscored the importance of reputation management and ethical communication in governance, particularly in protecting institutional credibility, sustaining public confidence and ensuring responsible engagement with stakeholders.
Other dignitaries present at the training included the Director of Orientation Department, Mrs. Rose Imonikhe; the Director of Publication and Documentation, Mr. Matthew Okunsebor; the Director, Information, Mrs. Nwine Nekpen Maureen; the Director of Shared Services, Mrs. Joy Oghogho Omosigho, the Director of Finance and Accounts, Mrs. Grace Ogbeide, among others.