Why Nigerian Media, PR Profession Should Leverage ‘Creative Intelligence’ – Expert

Founder of the World Change Summit, Mr. Muyiwa Fasakin has urged Nigerian journalists and public relations practitioners to sharpen their Creative Intelligence (CI) skills, at a time rapid technological innovation is changing the face of journalism and PR practices globally.

This, he said, is necessary for their career growth and professional development.

Fasakin, a John Maxwell Certified Trainer and Speaker, gave the advice on Friday at a capacity-building workshop organised for staff of Image Merchants Promotion Limited, IMPR, publishers of PRNigeria and Economic Confidential; in Abuja.

He spoke on, “Creative Intelligence for Public Relations and Media Workforce” emphasizing the need for journalists and PR professionals in the country to always apply CI in their routine works. He said: “This will make them perform at their peak level, with optimum results”.

According to Fasakin, it is time Nigerian media and PR professionals develop their CI skills in order to go beyond, and do something different from what is obtainable.

“This ability will help manage and disseminate information from individuals or organisations to influence public perception. The approach has become necessary because the world is rapidly changing and it is no longer business as usual,” he said.

Fasakin, one of the world’s most sought-after CI experts, further said that understanding the 3Cs zones is important for the career development of all communication professionals.

“The Comfort Zone, where individuals are okay with themselves is most unproductive zone, the Competence Zone is a phase where you engage and become more productive while the Creative Zone is the most productive.

“To grow you most leave your comfort zone into the competence zone, and then connect with the creative from there,” he added.

The CEO of IMPR and Editor-in-Chief of PRNigeria/Economic Confidential, Alhaji Yushau Shuaib, in his remarks, appreciated the resource person for his brilliant presentation.

He admonished the participants to utilise the knowledge gained during the workshop, for their career development and IMPR’s corporate progress.