The Federal University of Agriculture, Abeokuta (FUNAAB), has strengthened its commitment to professional development by organising a digital Public Relations and professional anchoring masterclass for staff of its Directorate of Public Relations (DPR), in partnership with Hattie Royale Media.
The one-day training, held on October 8th, 2026, at the DPR Boardroom, brought together public relations professionals from sister universities, selected university staff and DPR interns to improve their digital communication skills, strengthen institutional visibility and develop effective event-anchoring techniques.
Tagged “Voice, Visibility, Influence: A Digital PR and Anchoring Masterclass for PR Professionals,” the programme focused on the evolving demands of public relations in the digital age, highlighting strategic storytelling, digital reputation management, audience engagement, search visibility, emerging technologies and effective communication across multiple platforms.
Representing the Vice-Chancellor, Prof. Babatunde Kehinde, the Deputy Vice-Chancellor (Development), Prof. Olawale Dairo, commended the Directorate and Hattie Royale Media for organising the training. He emphasised that continuous professional development was essential to equipping communication practitioners with the skills required to remain effective in an increasingly digital media environment.
He reiterated that human-capacity development remained a priority of the Vice-Chancellor’s administration and encouraged participants to apply the knowledge acquired to deliver measurable improvements in their professional practice and institutional communication.
Earlier, the Acting Head of the Directorate of Public Relations, Mr. Olasunkanmi Olajide, expressed appreciation to the Vice-Chancellor for his sustained support and investment in the Directorate. He noted that the backing had contributed to strengthening the University’s image-building efforts, visibility and strategic communication activities.
Olajide also revealed that the two facilitators from Hattie Royale Media were former DPR interns who had benefited from the University’s professional development opportunities. He described their emergence as facilitators as evidence of the value of nurturing young communication professionals and providing pathways for them to develop industry-relevant expertise.
The Coordinator of FUNAAB Radio 89.5 FM, Dr. Adewale Kupoluyi, commended the Directorate for its continued investment in professional development, while the Senior Deputy Registrar in the Office of the Vice-Chancellor, Mr. Moses Ayanda, urged participants to embrace lifelong learning and translate the lessons from the masterclass into improved professional performance.
Leading the digital PR session, the Principal Consultant of Hattie Royale Media, Mrs. Oludolapo Agbejobi, guided participants through strategic digital communication, institutional storytelling, online reputation management, audience engagement and the use of digital tools to build visibility, credibility and public trust.
Agbejobi also discussed the growing role of Artificial Intelligence in public relations, stressing that while AI could improve efficiency and creativity, it should support rather than replace human judgement, ethical responsibility and strategic thinking.
The professional anchoring session was facilitated by Mr. Oluwaseun Adesina, a PR Strategist with Hattie Royale Media. His presentation equipped participants with practical skills in event preparation, protocol, audience management, stage presence, programme transitions and real-time problem-solving.
Adesina introduced the AAA approach — Acknowledge, Assess and Act — as a practical framework for managing unexpected situations during public events. The approach encourages event anchors to recognise emerging challenges, assess the situation and respond appropriately while maintaining professionalism and protecting the dignity of the institution or organisation being represented.
The masterclass featured practical exercises, breakout sessions, interactive discussions and networking opportunities, allowing participants to engage with the facilitators and acquire skills applicable to corporate communication, institutional public relations and media practice.
The collaboration between FUNAAB and Hattie Royale Media highlights the importance of partnerships between academic institutions and professional training organisations in developing communication talent and improving industry standards.
As digital platforms continue to shape how institutions communicate with their audiences, the training reinforced the need for public relations practitioners to combine professional ethics, compelling storytelling, digital expertise and effective presentation skills to strengthen institutional reputation and public engagement.
