This course envisions the future of public relations (PR) in Nigeria, examining how technological advancements, societal changes, and evolving communication trends will shape the practice of PR in the coming years. It explores the shifting dynamics of public relations from traditional media strategies to digital and integrated communications, with a particular emphasis on the Nigerian context. The course focuses on the impact of emerging technologies such as artificial intelligence (AI), big data analytics, and social media platforms in transforming PR practices. It examines how these tools can be used to enhance reputation management, crisis communication, stakeholder engagement, and brand storytelling in a fast-evolving media landscape. The course also delves into the role of digital literacy, influencer marketing, and virtual events in the future of PR. In addition to technology, the course addresses the growing demand for ethical PR practices, corporate social responsibility (CSR), and sustainable communication strategies in line with global standards. It looks at how future PR professionals in Nigeria will need to adapt to regulatory frameworks, shifting audience expectations, and a more interconnected global environment. Students will analyse case studies from Nigeria and other parts of the world to identify trends, challenges, and opportunities for innovation in PR. They will also explore the development of strategic partnerships, the rise of personalised and immersive communication, and the role of PR in fostering corporate accountability and transparency in the digital age. By the end of this course, students will be equipped to understand and anticipate the future directions of public relations in Nigeria. They will also develop strategies to stay relevant in the industry by embracing innovation, upholding ethical standards, and leveraging new technologies to drive effective communication.