It’s 2025, and the strategic communication world is abuzz with the newly released PR Power List. Amidst the familiar faces, one name stands out, radiating a quiet authority built on decades of profound influence across Africa: Dr. Omoniyi P. Ibietan. He’s more than just a public relations professional; he’s a true force of nature, a visionary whose impact resonates far beyond the confines of press releases and policy briefs. In this in-depth feature, ITPulse’s Editorial Crew explores the multifaceted journey of a man who has consistently shaped narratives, fostered trust, and redefined the very essence of communication in an ever-evolving landscape.
From student activist to communication maestro
Before he became a titan of strategic communication, “Dr. Niyi,” as he is fondly called in the ICT circle today, was a fiery student activist. His early years were marked by tenacity, as he famously challenged an unfair levy imposed by his college authorities. This act of defiance, which led to a suspension, saw him take on the establishment in court and win, ensuring he could complete his West African School Certificate. This early taste of advocacy and legal triumph foreshadowed a career dedicated to shaping public discourse.
His academic path was equally impressive. After excelling in journalism school and two subsequent universities over a decade, he graduated at the top of his class with a BA in Communication Arts from the University of Uyo in 2000. That same year, he steered the National Association of Nigerian Students (NANS) to a historic “Unity Convention,” bringing together warring factions of the student movement. He continued his academic ascent, earning an MA in Communication and Language Arts from the University of Ibadan, again graduating at the top of his class with a PhD grade. Throughout these formative years, his commitment to social and political rights remained unwavering, playing a pivotal role in the civil society advocacy that ultimately led to Nigeria’s return to democracy in 1999.
The architect of trust: Dr. Ibietan at the forefront of communication
For over a quarter of a century, Dr. Ibietan has been more than a communicator; he’s been an architect of trust. His blueprints go beyond mere information dissemination, actively influencing outcomes, fostering collaboration, and rebuilding fractured relationships.
As a central figure at the Nigerian Communications Commission (NCC), where he recently concluded his tenure as Head of Media Relations, Dr. Ibietan was instrumental in transforming the telecom regulator’s public image. He orchestrated multi-stakeholder engagements that fundamentally shifted how both media and the public perceived the NCC. Under his astute guidance, digital communication strategies flourished, routine perception audits became the norm, and media relationships blossomed into genuine institutional partnerships. His expertise wasn’t limited to media; he previously set the gold standard for the Commission’s legislative relations with Nigeria’s National Assembly.
Dr. Ibietan’s strategic brilliance isn’t by chance. Armed with a PhD in Communication from North-West University, South Africa, and degrees from prestigious Nigerian institutions like the University of Ibadan and the University of Uyo, he seamlessly merges academic rigour with the dynamic challenges of public opinion. Every campaign he touched bore the indelible mark of a master strategist who understood not just what to say, but when, how, and to whom.
Beyond “engineering consent”: A new paradigm for communication
Dr. Ibietan isn’t content with the status quo. In both scholarship and practice, he’s a vocal proponent for a fundamental re-evaluation of communication’s core tenets. He argues that the very assumptions, principles, and certainties driving communication management must be re-examined in light of global shifts.
“The world has changed fundamentally,” he emphasized to a team of journalists recently. “The media has become more pervasive, attentional resources are shrinking, Africa’s demographic capital comes with its risks and compelling us to be sensitive to audience preferences by communicating responsibly to build bridges and reduce the spectrum of divisions and potential crises. The new paradigm demands we leverage technology, evidence-based data, mindful of ethical imperatives, diversity, equity and inclusion (DEI), and new trends in measurements. We are in an era of multimedia, multimethod, multilayered communication across media systems of communication, including the context where we may require medialities and the African communication systems.” For Dr. Ibietan, the communicator must lead every enterprise.
He firmly believes that public relations is both a management and leadership function, a conviction that underpins the establishment of the world’s first Public Relations and Leadership University (PRLU), set to be inaugurated by the NIPR next year.
Crucially, at events like the Nigeria Public Relations Week in Uyo (2025) and in his lectures to doctoral students at Rome Business School (where he teaches Advertising and Public Relations, and Media Management and Communication Strategy), Dr. Ibietan challenges the long-held notion of “Engineering of Consent” — Edward Bernays’ thesis that emphasized strong, almost propagandistic, persuasive communication. In its place, he champions shared intentions, shared meanings, and collaborative communication. These ideas, he argues, are rooted in human evolutionary trends, drawing on insights from communication philosophers, social anthropologists, psychologists, and neuroscientists like Michael Tomasello.
Dr. Ibietan is a staunch advocate for stakeholder relations built on genuine engagement and communication, leading to cultivated relationships, trust-building, and ultimately, effective communication. “All advertising programmes must be preceded by sufficient public relations strategies,” he advised his students, “That is a major lesson in the emergent integrated marketing communication framework. Indeed, there are new lessons and those insights should help us to elevate our practice.”
His past role as Special Adviser to Nigeria’s Minister of Information (2005–2007) and his current position as a lecturer at Rome Business School are testaments to his dedication to nurturing the next generation of communicators. He doesn’t just lead; he empowers others to lead.
Pioneering digital frontiers and global impact
One of Dr. Ibietan’s most enduring contributions is his foresight in bridging the divide between traditional media relations and cutting-edge digital strategies. Long before it became mainstream, he was seamlessly integrating social listening, stakeholder mapping, and digital content strategy into public communication playbooks.
At the NCC, his innovative use of digital influencers, comprehensive social media audits, and strict content uniformity protocols brought both cohesion and creativity to regulatory storytelling. In an environment where regulatory bodies are often criticized for opacity, Dr. Ibietan championed shared intentions, diversity, inclusion, transparency, empathy, and accessibility as non-negotiable principles for effective meaning-sharing.
His collaborations with global powerhouses like Freedom House, Mastercard Foundation, and MacArthur Foundation underscore the universal applicability of his expertise. His ideas resonate not just in Abuja or Lagos but also across Washington, Nairobi, and Johannesburg, proving his truly global relevance.
A reputation forged in integrity and impact
Ask his colleagues, and they’ll describe him as radical yet remarkably calm under pressure. Journalists commend his accessibility and honesty. Students find him inspiring and methodical. Even his staunchest critics acknowledge his work is delivered with both flair and clinical precision.
Dr. Ibietan’s accolades are numerous: Best Staff at the NCC (2008 & 2011), and best graduating student in his classes at Uyo and Ibadan. Yet, perhaps his most significant achievement is the profound trust he commands across political divides, media landscapes, and institutional barriers.
A deserved honor, A journey unfolding
Being recognized on the PR Power List 2025 is far more than a personal triumph for Dr. Omoniyi Ibietan. It’s a powerful affirmation of decades of unwavering excellence, ethical leadership, and visionary thought. In an era often lamenting a dearth of role models, Dr. Ibietan offers a compelling blueprint: how to remain relevant without chasing trends, effective without being boisterous, and authoritative without sacrificing empathy.
As Nigeria and indeed Africa confront escalating challenges in governance, the relentless tide of misinformation, and the disruptive forces of the digital age, professionals of Dr. Omoniyi Ibietan’s caliber are not just desired—they are indispensable. By celebrating his journey, we are not just spotlighting an individual’s achievements; we are powerfully reminding the entire industry of what is truly possible when communication is wielded with unwavering integrity, profound intellect, and insightful precision.
As Dr. Ibietan himself once eloquently put it: “PR is not about spin; it is about substance.” And in him, truth and candor find their most eloquent expression.