LaPRIGA serves as convergence for ideas, relationships, industry growth – Ayetutu

As the Lagos PR Industry Gala and Awards (LaPRIGA) marks its tenth anniversary, the event stands firmly as the nation’s most prestigious platform for recognising communication excellence. In this interview with the Samuel Ayetutu, the chairman, Lagos Chapter of the Nigerian Institute of Public Relations (NIPR), reflects on the award’s impact, its enduring commitment to excellence, and the vision guiding its next decade. Daniel Obi brings excerpts

LaPRIGA marks its tenth edition this year. What would you say has been its most significant contribution to Nigeria’s PR industry over the past decade?

Over the past ten years, LaPRIGA has helped elevate the stature of the public relations profession in Lagos and across the country. It has grown into the most respected and most coveted recognition platform for communication excellence in Nigeria and the entire West African region.

Many now refer to it as the Oscar of the public relations profession, and that reputation did not arrive by chance. Through consistent celebration of outstanding work, LaPRIGA has helped shape a culture of excellence, encouraged healthy competition among practitioners, and shone a light on the immense value the profession offers to society. It has also given visibility to both established and emerging professionals, inspiring many to raise their game and push the boundaries of strategic communication.

This year’s theme, Nox Excellentia meaning Night of Excellence, is quite symbolic. What inspired it, and what message does it convey to the industry at this moment in time?

This theme was chosen to remind practitioners that excellence must remain the foundation of everything we do. It is a night dedicated to celebrating the finest work in our profession, the stories that moved people, the campaigns that solved real problems, and the ideas that demonstrated true innovation.

Every entry and every individual honored this year represents the pursuit of excellence at a time when the world is demanding higher standards from communicators. The theme encourages the industry to remain intentional, strategic, and ethical in practice, especially in a period where credibility and trust are crucial assets.

LaPRIGA has become a benchmark for excellence in public relations practice. How has the event helped shape industry standards and elevate the quality of communications work in Nigeria?

LaPRIGA has had an enormous influence on the evolution of standards within the industry. Because the awards celebrate the very best work, professionals have become more deliberate about the quality of campaigns they produce. They approach strategy with greater clarity, invest more in research, strengthen their creativity, and make measurement a core part of campaign development.

Agencies and in house teams now benchmark their work against LaPRIGA standards, which has contributed to the rise of a more strategic, ethical, and evidence based public relations practice in Nigeria. By rewarding high quality entries year after year, LaPRIGA has become a catalyst for continuous improvement.

The event attracts leaders from corporate organisations, agencies, media, government, and academia. What unique value does LaPRIGA offer to these diverse stakeholders?

LaPRIGA brings together the entire communication ecosystem in one room and creates an environment where leaders can learn, network, and celebrate excellence. It allows brands to showcase their commitment to purposeful communication and gives agencies the opportunity to be recognised for their creativity and strategic impact.

For the media, it is a platform that affirms their critical role as storytellers and agenda setters. Government agencies and academia also draw insights from the event because it highlights emerging trends and best practices. In essence, LaPRIGA serves as a convergence point for ideas, relationships, and industry growth.

With over twenty five honourees expected this year, how does the awards process ensure fairness, integrity, and recognition of true excellence in practice?

Fairness and integrity are at the heart of the LaPRIGA brand. Each year, we appoint an independent panel comprising seasoned professionals from different sectors who bring diverse expertise to the judging process. For the tenth edition, entries will be evaluated using a one hundred point framework that covers strategy and objectives, creativity and innovation, execution and implementation, as well as impact and measurement.

CSR remains a major highlight, especially through the Extra Mile Projects supporting individuals with autism. Why is this initiative important to NIPR Lagos, and how has LaPRIGA advanced its impact?

This initiative is dear to us because we believe the public relations profession must always reflect compassion, responsibility, and service. For several years, the Lagos chapter has worked closely with a foundation that supports individuals living with autism.

At every edition of LaPRIGA, we present a special contribution to the foundation to help sustain their work. The award also shines a light on their incredible efforts, encouraging more people to support them. Through LaPRIGA, CSR is not just a concept but a lived commitment.

This tenth edition promises a more immersive and elevated experience at the MUSON Centre. What should attendees look forward to that sets it apart from previous years?

This milestone edition comes with a renewed attention to detail. We have made the nomination and vetting processes even more thorough to protect the integrity of the awards. Attendees can look forward to an enhanced experience that combines elegance, entertainment, and inspirational storytelling. There is a fresh approach to the stage design, programming, audience engagement, and award presentation. Everything has been curated to make the evening more memorable, more interactive, and more reflective of the excellence we champion.

As we approach this landmark edition, what is your vision for the future of LaPRIGA and the role it will continue to play in strengthening Nigeria’s PR ecosystem?

I see LaPRIGA becoming an even more influential platform in the years ahead. My vision is to see it evolve into a showcase of African communication excellence, one that inspires practitioners across the world. I see more capacity building initiatives, mentorship programmes, thought leadership events, and community focused projects emerging around the awards.

LaPRIGA will continue to promote ethics, encourage innovation, and strengthen professional development. As the industry grows, the awards will remain a lighthouse guiding the profession toward higher standards and better impact.

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