Public Relations practitioners have been advised to use their public relations skills to manage crisis and mental health issues in a troubled society.
Rev Prof Chika Gabriel Okpalike of the Department of Religion and Human Relations, Nnamdi Azikiwe University, Awka stated this in Awka while delivering the June Business Lecture of the Nigerian Institute of Public Relations (NIPR), Anambra State Chapter.
Speaking on the topic “Crisis and Mental Health Management in a Troubled Society: The Public Relations Perspective,” Prof Okpalike described crisis management as a core function of Public Relations (PR), which involves anticipating, preparing for, and navigating unexpected emergencies to protect an organisation’s reputation.
According to him, PR experts control the narrative, maintain transparency, and foster trust when challenges threaten public perception.
He contended that PR crisis management strategy relies on preparation & proactive planning, rapid & transparent response, stakeholder communication, reputation recovery & long-term strategy to achieve desired success.
Prof Okpalike submitted that in a troubled society, public relations serves as a critical bridge between crisis management and community mental health where professionals mitigate panic, fight misinformation, and shape communication strategies that prevent reputational and societal chaos.
“Effectively navigating a severe societal crisis requires targeted and empathetic communication frameworks. Thus, these 5 Pillars of PR below can help you to address Societal Mental Health: viz, Empathy-Driven Messaging, Combating Misinformation, Amplifying Trusted Voices, Accessible Communication and Stigma Reduction.
The Catholic Priest tasked professionals to ensure that they play the role of a bridge to the citizens, stressing that the country is in a serious economic crisis that is affecting the mentality of Nigerians, hence the need to properly manage media contents to avoid negative outcomes.
He further charged practitioners to assess the environment, formulate a crisis plan and integrate support services to properly manage a public relations response to societal trauma.
“Scan the environment for signals of escalating tension or mental health deterioration to understand how the situation is affecting public perception and emotional stability.
“Create a dedicated response team by establishing a direct pathway to get accurate, real-time information to the media, internal stakeholders, and the wider public simultaneously.
“Public relations should not just manage information; it should actively facilitate access to mental health support like establishing hotlines, community counseling initiatives, or psychoeducation,” Prof Okpalike concluded.
Contributing, the moderator and PR Mentor of the Month, Dr Ozioma Nwankwo described PR role in crisis and mental health management in a troubled society as a two-way dialogue, capable of creating opportunity for the public to voice their grievances, and ensures that their problems are integrated in operational responses.
“In such situations, PR uses concrete corrective action in his addresses and not mere words without operational change to avoid empty promises. PR must work closely with leadership of the organization to execute tangible repairs.
“PR must accept responsibility when the organization has contributed to the problems of the society and make sincere apologies. This is called accountability,” Dr Nwankwo, a retired federal civil servant and Fellow of the Institute, concluded.
Responding, the Chapter Chairman, Dr Ngozi Ulogu appreciated members for participating actively in the Evening of Tribute and funeral of a protocol icon, Chief Dr Uche Udedibia on Monday 15th and Friday 19th June 2026 respectively.
The event later dissolved to celebration galore as June Birthday celebrants: Rev Fr Prof Boniface Obiefuna, two-time Chairman of the Chapter and former Council Member, and Prof Cornelius Ukwueze of the Mass Communication Department, UNIZIK Awka, cut their birthday cake and entertained distinguished professional colleagues present.
