A Nigerian public relations firm, Image Merchants Promotion Limited (IMPR), has won the prestigious Grand Prix award at the IPRA Golden World Awards in Athens, Greece. The award was for a project titled "AI in Crisis Communication: From Study to Strategy," which was submitted by Yushau A. Shuaib, a PR expert. The project examined the intersection of artificial intelligence and crisis communication in Nigeria.
The project was conceived during Shuaib's participation in Senior Executive Course 47 at the National Institute for Policy and Strategic Studies (NIPSS) in Kuru. However, after he was withdrawn from the programme, the research was rescued by the Centre for Crisis Communication (CCC) and the National Information Technology Development Agency (NITDA). Two distinguished academics, Professor Abdalla Uba Adamu and Professor Abiodun Adeniyi, reviewed and validated the work.
The study proposed a strategic communication framework for strengthening Nigeria's crisis response capabilities and informed the inaugural National Symposium on Digital Innovations in Crisis Communication. The symposium brought together security agencies, government institutions, media organisations, civil society groups, and technology experts. The project also led to a proposal for the Crisis Communication Hub (CCHub), a 24-hour, AI-enabled platform for social listening, deepfake detection, and coordinated crisis messaging.
The IPRA Golden World Awards, which took place on September 25, 2026, in Athens, Greece, recognised IMPR's work in two categories: AI in Crisis Management and Publications. However, due to visa issues, Shuaib and his team were unable to attend the ceremony. Instead, Professor Sule Yau Sule and Dr. Abdulaziz Arowona represented the firm, with Dr. Arowona streaming the ceremony live from Athens.
The Grand Prix award was announced by IPRA Secretary General Philip Sheppard, who revealed that the winning campaign centred on artificial intelligence and crisis communication. A video presentation about the project and a pre-recorded appreciation message from Shuaib were played before the international audience. Shuaib expressed shock and gratitude upon receiving the news.
The win marks a significant milestone for IMPR, which has been entering international professional awards since 2016. The firm has earned recognition at the African Excellence Awards and the IPRA Golden World Awards. This latest award demonstrates the firm's capabilities in crisis communication and AI-driven projects.
The IPRA Golden World Awards Grand Prix win is a notable achievement for Nigeria's PR industry, highlighting the country's expertise in global communications. The project showcased the potential of AI in crisis communication and its applications in strengthening crisis response capabilities.
Key points
- IMPR's project on AI in crisis communication won the Grand Prix award at the IPRA Golden World Awards.
- The project proposed a strategic communication framework for strengthening Nigeria's crisis response capabilities.
- The win marks a significant milestone for IMPR and Nigeria's PR industry.
