Contemporary Challenges Impacting on the Practice of Public Relations in Nigeria (1990-2011)

This article analyses some contemporary challenges impacting on the practice of public relations in Nigeria. It covers the period from 1990, when the Nigerian Institute of Public Relations (NIPR) was officially recognised by the Federal Government through a charter called Decree No. 16 of June 1990, to now. The analysis was based upon archival review of academic and professional literature, and supported with expert interview data. The study also explores conceptual models underpinning the practice of public relations in Nigeria. This article contends that despite changes including conferment of chartered status on the NIPR by the federal government, enactment of a code of conduct by the institute and establishment of a professional public relations diploma, public relations practice faces some critical challenges in Nigeria. The authors suggest ways to solve some of these challenges so that public relations can become a profession with senior managerial functions in the country