SABRE Customs 2026

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Yushau A. Shuaibs Contemporary Issues in PR Practice provides a clear, practical examination of modern public relations, beginning with the evolution of two-way communication and the influence of digital platforms on audience engagement. He distinguishes between advertising, advertorials, and public relations, while also outlining the core responsibilities of todays PR professionalscrisis response, issues management, and sustaining organisational reputation. Through accessible examples, Shuaib demonstrates how communication has shifted from controlled, one-way messaging to interactive exchanges shaped heavily by social media dynamics.

The presentation further highlights essential PR tools and strategies, including events management, CSR, integrated marketing communication, and audience research. Shuaib explains branding, corporate identity, and corporate image before exploring forms of publicity such as propaganda, lobbying, and ambush marketing. He concludes with practical planning frameworks like PEST analysis and the RACE/SMART models, offering PR practitioners structured methods for designing and evaluating campaigns. Overall, the work serves as a concise, practitioner-focused guide to navigating the complexities of contemporary PR.

YAS Contemporary Issues in PR

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YAS Fake News and Hate Speech on Social Media

Yushau Shuaibs presentation is a call to action for PR professionals, policymakers, and citizens: social medias power must be harnessed responsibly. Fake news spreads faster than bullets, but with fact-checking, credible communication, and strategic counter-narratives, truth can prevail over deception.

YAS Fake News and Hate Speech on Social Media

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Yushau Shuaibs presentation highlights how AI is reshaping public communication and PR practicefrom content creation to crisis managementwhile stressing that human creativity and leadership remain irreplaceable. The proposed Public Relations University in Nigeria embodies this synergy, aiming to blend technology, accessibility, and academic excellence to elevate the profession globally.

YAS Artificial Intelligence for Public Communication

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In this presentation, Yushau Shuaib discusses various tools of integrated marketing communications for public relations practitioners

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Using a combination of qualitative and quantitative research methods, including expert interviews and stakeholder questionnaires, the study evaluates the extent to which new media tools are understood, accepted, and integrated into PR practice in Nigeria. It further identifies key infrastructural, cultural, and socio-economic factors inhibiting the effective utilisation of online PR.

The findings reveal that while traditional PR remains dominant, there is growing recognition of online PR as a vital tool for enhancing communication and public engagement. The study highlights significant barriers to full adoptionsuch as limited access to infrastructure, inadequate training, and digital illiteracyyet acknowledges the increasing awareness of online platforms potential.

Recommendations emphasise a collaborative approach among government bodies, academia, professional organisations, and practitioners to enhance capacity building and embrace the convergence of offline and online PR strategies for more effective communication in Nigeria.

Click on the link to read:Online PR Thesis Submitted by Yushau A. Shuaib August 2010

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