Abuja: The Managing Director, News Agency of Nigeria (NAN), Ali M. Ali, has called for a deeper, sustained relationship that is built on trust and value creation for public relations practitioners and the media to thrive in their roles. Ali said this at the 2025 Julius Berger Nigeria (JBN) Plc Annual Media Parley in Abuja on Saturday. He spoke on the topic ‘Public Relations and the Media: The Missing Link’.
According to News Agency of Nigeria, the fast-evolving communications landscape demands strategy, strong storytelling skills, and a clear understanding of audience psychology. Ali emphasized the common mistake PR practitioners often make by not building media relations until critical moments arise. He underscored the importance of maintaining these relationships continuously to ease crisis management. He cited Julius Berger’s experience in handling crises as an example, noting that strong media relations often lead journalists to seek out companies for their perspectives during challenging times.
Ali drew a distinction between journalism and public relations, highlighting that journalists pursue truth while PR practitioners manage perceptions and reputation. He identified these elements as powerful drivers of public behavior, with perception often being more influential than reality. He stressed the importance of shaping perceptions in PR practice.
Story framing was identified as the ‘missing link’ between PR practitioners and the media, with Ali emphasizing that well-crafted stories are more likely to be published than poorly constructed press statements. He insisted on the symbiotic nature of the relationship between journalists and PR practitioners, advocating for building trust, providing value, and telling compelling stories to bridge gaps and achieve success.
Ali praised Julius Berger’s PR lead, Emmanuel Isibor, as a model practitioner who effectively combines journalism experience with strategic communication skills. Meanwhile, Dr. Abdulaziz Kaita, Director of Administration at JBN Plc, commended media practitioners for their collaboration with Julius Berger. He highlighted the company’s long-standing relationship with the media and its impact on shaping public trust and inspiring young professionals.
Kaita also recounted Julius Berger’s contributions to Nigeria’s infrastructure development since its inception in 1965, including notable projects like the Eko Bridge, Third Mainland Bridge, and Abuja-Kano Expressway. He mentioned the company’s partnership with Ahmadu Bello University on cold recycling technology, which earned international recognition from the American Society of Civil Engineers.