How Public Relations Can Bridge Divides in a Polarised World

By Oizamisi Balogun

When I studied theatre in university, I didn’t imagine I would end up building a career in public relations. I took a few media studies electives, developed a soft spot for how stories shape people, and eventually found myself managing social media for a brand just after graduation. That role opened a door, first into media relations, then digital PR strategy, and today, I lead communications and marketing at a global consulting firm.

Along the way, I fell in love with what this profession really is: the art and science of shaping how people connect with ideas, with institutions, and with each other. Not through gimmicks or vanity metrics, but through thoughtful storytelling, message discipline, and authentic engagement. Writing thought leadership content and telling stories that make people pause, reflect, and act has become more than a job. It’s my purpose.

So when I reflect on the theme for this year’s World Public Relations Day, “Building Bridges and Navigating Polarisation”, I can’t help but think: PR is more relevant than ever.

RELATED: Why PR People Need PR Too

Why This Theme Matters Now

Polarisation is no longer just a political term; it’s a social reality. We live in a world of echo chambers and algorithm-driven outrage. People are retreating into identity silos, facts are contested, and trust in media and institutions is at historic lows.

Public relations, when practised ethically and strategically, can help reverse this tide. Unlike marketing, which often focuses on selling, or journalism, which reports what is, PR sits in a unique space; it shapes narratives, aligns perspectives, and builds trust over time. And in an age where the loudest voice often wins, we need more communicators who can offer clarity, not chaos.

The Tension and Opportunity in Today’s PR Landscape

To ground this in reality, let’s look at how public narratives are being shaped in some of the most complex spaces in the world, not to assign blame or judgment, but to observe and learn.

1. Donald Trump and the Power of Message Discipline

Donald Trump’s political journey is a lesson in how consistent messaging can cut through media noise. Regardless of one’s views on his policies, his ability to frame public discourse around a central narrative, “Make America Great Again, demonstrates how powerful repeated messaging can mobilise entire populations. For PR professionals, this is a reminder: the story you tell, and how often you tell it, shapes what people believe.

2. Elon Musk and the Cost of Unfiltered Communication

Elon Musk is another interesting figure. A visionary entrepreneur, yet often in the spotlight for controversial tweets. His approach to communication, direct, unscripted, and often polarising, shows the risks of bypassing structure in public messaging. For PR professionals, the lesson here is not to avoid authenticity but to balance transparency with responsibility. The message matters, but so do the medium, timing, and tone.

3. Israel–Palestine: The PR Battle Within a Conflict

The Israel–Palestine conflict is one of the world’s most emotionally charged and politically complex situations. Beyond the devastating humanitarian implications, there is a constant battle for narrative, each side trying to present its truth to the world. PR in this context isn’t about ‘winning’; it’s about framing global understanding. It reminds us that public relations must tread carefully where lives are at stake, ensuring that empathy and accuracy guide communication, not propaganda.

4. Nigeria’s Government and the Communication Gap

In Nigeria, we’ve seen how silence or inconsistent messaging during national events, be it during protests, economic reforms, or national emergencies, can widen the trust gap between government and citizens. A striking example is the #EndSARS movement. Many Nigerians felt unheard, not just because of the issues raised, but because the response lacked coordinated, human-centred communication. PR isn’t just about what is said; it’s about when, how, and whether people feel seen in the process.

On the other hand, during the COVID-19 pandemic, the NCDC’s communication approach stood out for its clarity and credibility. Regular updates, clear language, and data-backed messaging made it one of the few institutions that gained public trust in a difficult time. That’s the power of proactive, transparent public relations.

What Bridge-Building PR Looks Like in 2025 and Beyond

So, how do we move from divisive communication to bridge-building PR?

Here’s a roadmap I believe can help practitioners, brands, and institutions navigate this new era:

1. Listen Before You Speak

Effective PR begins with listening. Not just through surveys or analytics, but through cultural awareness, stakeholder engagement, and real-time feedback loops. Before crafting a message, ask: What are people feeling? What matters to them?

2. Design Inclusive Narratives

In a divided world, you can’t build bridges by speaking to only one side. Communications should reflect diversity, not just in imagery, but in language, voices, and values. Tell stories that invite people in, not shut them out.

3. Elevate Clarity Over Cleverness

Being clever gets attention. But being clear builds trust. In crisis or calm, your audience should never be confused about where you stand or what you mean. Confused audiences don’t stay engaged—they switch off.

4. Move From Momentary to Movement PR

Instead of responding only when there’s a trend or crisis, develop long-term messaging pillars rooted in purpose. People don’t need another campaign. They need consistency that builds a connection over time.

5. Anchor in Values, Not Virality

The world doesn’t need more noise. It needs more meaning. Before launching a campaign or publishing a post, ask: Does this align with our values? Will it deepen trust or just ride a wave?

Public relations is not a tool for damage control; it is a strategy for trust-building. In this increasingly fragmented world, PR professionals are uniquely positioned to create space for understanding, empathy, and unity, not just between brands and their audiences, but among citizens, communities, and even conflicting ideologies.

We may not always have the power to change systems overnight. But we have the tools to shape conversations, influence how people see one another, and most importantly, build the bridges the world so desperately needs.

Let’s use that power wisely.