The Director of Corporate Communications and CSR, Airtel Nigeria, Mr Femi Adeniran has advised Public Relations practitioners to ensure their brands,organisations and businesses understand the imperatives of building goodwill to enhance their fortunes.

The marketing communications practitioner, who was also the guest speaker at the just-concluded Public Relations Week, organised by the National Institute of Marketing of Nigeria (NIMN), in Abeoukta, Ogun State, recently, noted that creating such awareness would go a long way in educating the organisations on the direct positive impact such would have on the value of the business.

He advised PR practitioners to always play a key role in fostering understanding of goodwill as a fundamental corporate investment.

“It sits as a bucket of value. It is our responsibility as PR professionals to fill up this bucket through communication, stakeholder management, relationship building, and it’s from this bucket that organisations draw the fuel to propel their businesses forward,” he added.