The Lagos State chapter of the Nigerian Institute of Public Relations (NIPR) has opened entries for its 2026 public relations awards, introducing new categories aimed at recognising the growing role of technology, artificial intelligence and data-driven communication.
The Lagos Public Relations Industry Gala and Awards (LaPRIGA) will hold on 11 December 2026 at the MUSON Centre in Lagos.Entries open on Monday, 31 August and close on 30 September, according to the organisers.
The awards will cover public relations and marketing communication campaigns, programmes and activities started and completed between 1 October 2025 and 30 September 2026.
The development comes as communication professionals face rapid changes in how organisations reach audiences, manage reputations and respond to public scrutiny.
Why the new categories matter
The Lagos NIPR says the 2026 edition will place greater emphasis on originality, innovation and measurable results rather than visibility alone.
New and expanded categories include Best Innovative Technology Deployment in PR, PR Excellence in Issues and Crisis Management, Sustainability PR and Communication, Community Relations Excellence and workplace development initiatives.
The awards will also recognise PR educators in tertiary institutions and professional trainers.
Dare Ogunyombo, chairman of the LaPRIGA 2026 Awards Selection Committee, said judges would assess entries based on strategy and objectives, creativity and innovation, execution and implementation, as well as impact and measurement.
That means organisations seeking recognition will need to demonstrate what their campaigns achieved, rather than simply show that they attracted attention.
The organisers have not, however, published details of previous LaPRIGA winners' performance or independent data showing how the new judging framework will improve the awards' credibility.
AI changes the communication landscape
Lagos NIPR chairman Samuel Ayetutu said the choice of the theme, "Redefining Innovation and Influence", reflects changes across public relations, advertising, digital communication, content creation, technology and brand management.
“Innovation is no longer simply about doing something new. It is about doing something differently, intelligently and meaningfully, in ways that solve problems, create value and deliver measurable impact.”
He argued that technology has changed how practitioners research, produce, distribute and measure communication.
“Technology has given practitioners unprecedented opportunities to reach and engage audiences, but it has also created new responsibilities,” he said.
The rise of generative AI has made content production faster and cheaper, but it has also increased concerns about originality, misinformation, accuracy and the disclosure of AI-generated material.
Ayetutu said those developments made authenticity and insight more important.
“The question is no longer simply, ‘Can we create content?’ The more important question is, ‘Can we create something original, authentic, insightful and consequential?’”
What is at stake for PR professionals?
The awards could give agencies, corporate communication teams, government institutions and individual practitioners an opportunity to demonstrate the results of their work.
But awards programmes also face a wider credibility challenge: judging must be transparent enough for participants and the public to understand why particular campaigns win.
The Lagos NIPR says its expanded judging criteria will help address this by placing emphasis on measurable impact.
The organisers have not yet provided details of the judges beyond the selection committee or explained whether independent observers will be involved in the assessment process.
Those details could matter to entrants competing for recognition in a sector where reputation and professional credibility are central to the work itself.
A wider shift in communicationPublic relations has also moved beyond traditional media relations.
Social media platforms, influencers, online communities, data analytics and artificial intelligence now allow organisations to communicate directly with audiences and measure reactions almost immediately.
That creates opportunities for organisations to reach previously difficult-to-access audiences.
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It also creates risks.
A poorly handled online campaign can spread quickly, while inaccurate or misleading communication can damage an organisation's reputation before it can respond.
For government institutions and public bodies, the implications can be wider because communication can affect public understanding of policies and public trust.
The new LaPRIGA categories reflect some of these changes, although the success of the initiative will ultimately depend on how consistently and transparently the criteria are applied.
Organisers promise expanded awards
Tope Akande, chairman of the LaPRIGA 2026 Planning and Fund-Raising Committee, said the committee was working on planning, stakeholder engagement, partnerships and the event experience.
He described the goal as delivering the best edition of the awards so far, but that remains a stated ambition rather than an independently established outcome.
The organisers are also introducing honorary awards, including Lagos PR Personality of the Year and a Lifetime PR Contribution Award.
Ayetutu said the awards should encourage higher professional standards.
“Recognition matters. When we recognise excellence, we encourage excellence. When we celebrate innovation, we inspire others to innovate.
And when we honour practitioners who create genuine value for their organisations, clients and society, we strengthen the entire profession.”
What happens next?
Eligible agencies, companies, government institutions and other practitioners can submit entries between 31 August and 30 September.
The judging will then determine which campaigns and professionals receive recognition at the December ceremony.
The key test for LaPRIGA 2026 will not simply be the number of entries or the prominence of the winners.
It will be whether the expanded categories and impact-based judging produce a process that participants regard as credible, transparent and genuinely reflective of the changing communication industry.
