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  • Ethical PR in the digital age: How to stay true to your values in a changing world by Temilade Francis-Yinka

    Ethical PR in the digital age: How to stay true to your values in a changing world by Temilade Francis-Yinka

    The digital age has revolutionised public relations (PR), offering new opportunities to reach and engage audiences. 

    This era of information flow and platform-driven perception presents new challenges to core PR principles transforming how PR professionals operate, amplifying the need for ethical standards. 

    As we celebrate World PR Day, I urge us to reflect on the importance of staying true to our values in a rapidly evolving landscape.

    The digital age demands real-time responses, often pressuring PR professionals to act swiftly. 

    This urgency can lead to the dissemination of inaccurate or incomplete information. The temptation to prioritize speed over accuracy is a significant ethical dilemma. 

    There is also the complexity of balancing transparency with privacy; the demand for openness must be weighed against the right to confidentiality, whether for clients, stakeholders, or the public. 

    For instance, the controversy surrounding the COVID-19 palliatives in various states highlighted the importance of transparency. 

    Public relations teams working with state governments had to manage the delicate balance of being transparent about the distribution process while respecting the privacy and dignity of the beneficiaries. Navigating this balance requires a keen ethical compass.

    Read Also: FG approves new measures to combat malnutrition, food insecurity in Nigeria

    Public relations professionals must learn to manage online reputations with integrity, ensuring that reputation management practices do not cross ethical boundaries. 

    An instance was the public fallout from the social media backlash against brands like Innoson Motors. When there were allegations of poor customer service, the company had to address the concerns transparently without resorting to deceptive practices. 

    While the digital age offers unprecedented opportunities for public relations, it also presents significant ethical challenges. By adhering to core PR values, practitioners can navigate this complex terrain and maintain public trust.

     A Public relations professional is expected to prioritize accuracy over speed, embrace transparency, respect privacy, engage in continuous learning, be prepared for crises, and advocate for ethical standards.

    In the rush to be the first to break news or respond to a crisis, it is crucial to verify facts before dissemination.

    Implementing a robust fact-checking process can help maintain credibility and trust. During the outbreak of Lassa fever, health organizations and their PR teams prioritized accurate information dissemination over quick updates. This approach helped curb misinformation and ensured the public received reliable health advice.

    The digital landscape is constantly evolving, so is the need to stay updated on the best practices and emerging ethical issues. A corporate body that provides continuous learning opportunities for PR professionals, helping them stay updated on industry best practices and ethical standards is the Nigerian institute of Public Relations (NIPR). 

    As PR professionals, advocating for high ethical standards within the industry is essential. We should also encourage peers and industry leaders to uphold ethical principles and lead by example.

    Public relations firms like Quadrant MSL advocate for ethical standards by promoting best practices and ethical guidelines within the industry, setting a positive example for others.

    Ethical PR in the digital age requires a commitment to core values amidst constant change. By prioritizing accuracy, transparency, responsible data use, and continuous learning, PR professionals can navigate the complexities of this landscape while staying true to the profession. 

    Looking ahead, let us reaffirm our dedication to ethical PR, ensuring integrity remains the cornerstone of our profession in this changing world.

  • PR women unveils speakers for event

    PR women unveils speakers for event

    Nigerian Women in Public Relations has unveiled its speakers for 2024 edition of Experiencing PR Conference, to hold on March 20 at The Civic Centre in Lagos.

    With theme: “Quiet Wars: Leveraging Public Relations for Conflict Management,” the conference will feature thought leaders and professionals providing insight, real-world expertise and case studies on conflict navigation.

    Highlights this year include special address from James Hewes, chief executive officer of Public Relations and Communications Association (PRCA), and Hemant Gaule, dean of School of Communications & Reputation.

    There  will be a Business Panel and Industry Panel, each curated with professionals offering insight and expertise.

    Read Also: Tinubu urges Senate to confirm Adamu Galunje as CCB chairman

     Speakers on the Business Panel include Lucy Pearson, Country Director of British Council in Nigeria, Debbie Larry-Izamoje, chief operating officer of Brila Media and Osayi Alile, chief executive officer of ACT Foundation.

    Those for Industry Panel session include Eloine Barry, founder of African Media Agency, and Bolaji Abimbola, chief executive officer of Integrated Indigo, discussing “PR Strategies to Win Quiet Wars in Business and Government.”

    The panel conversation will be led by Edemekong Uyoh, regional head of Marketing & Communications, Cultural Engagement at sub Saharan Africa in British Council.

    Tolulope Olorundero, public relations consultant and founder of Nigerian Women in Public Relations, said: “We are honoured to present speakers who embody professionalism. Their confirmation underscores importance of the work we do, the significance of Experiencing PR Conference and reaffirms its importance in the global industry.

  • PR firm rewards pitch contest winners

    Sesema PR, a Public Relations firm, in conjunction with the Alima Atta empowerment fund, has announced winners of this year’s edition of the Corporate Communications Pitch Competition (CCPC), which held on Thursday last week.

    Mary Adeleye, a graduate of the Wesley University, emerged winner for the PR category of the competition while Kenechukwu David Nwafor, a graduate of the University of Lagos, was named winner for the IT/Graphics category of the competition. They each got N150, 000 reward and six months of paid internship.

    The winners emerged after a thorough process overseen by industry experts, including HR consultant, Mrs Habiba Balogun; Management consultant, Mrs Sade Onyia; renowned entrepreneur, Mrs Iyang Adesunlonye; General Manager Sesema PR, Mrs Damilola Sobajo; and Head HR Sesema PR; Mrs Mfon Bernard.

    The winners expressed gratitude for the platform given to them to venture into the world of corporate communications.

    “It is a very innovative platform and more than anything, the pitch competition has increased my drive for the PR world and has challenged me to do more and be more,” Mary said

    “I am super excited about winning this competition. Thank you Sesema PR for pushing me to do more,” Kenechukwu said.

    Speaking on the initiative aimed at identifying bright communications graduates for careers in public relations and digital communications, Mrs Sobajo said: “We are glad this initiative dedicated to keeping the founder’s legacy is still very active. We continue to create a viable platform for young graduates to fit into the corporate communications Industry. This initiative has produced a number of corporate communications professionals who are now thriving in their career. This year’s edition also commemorates our 16th year anniversary and we are happy to keep impacting lives.”

     

     

  • PR As Potent Weapon In Terrorism Warfare

    PR As Potent Weapon In Terrorism Warfare

    Terrorism wars are generally acknowledged as very difficult to prosecute on account of its asymmetrical nature. Terrorists and their sympathizers or sponsors have manifold tactics they deploy to operate with maximum safety, prolong terrorism wars and project insurgency as triumphing against the forces of state. And one of its greatest weapons has been the use of propaganda, to market a bogus illusion of victory or strength, even where terrorists are apparently defeated or suffer irrecoverable fatalities.

    The sophistry of propaganda has increasingly attracted attention in the management of terrorism warfare and other wars generally. Experts in the dissemination and management of information about armed conflicts are alarmed at the evolving trends in war-time, which has become an indispensable determinant of final victories in war.

    At the recently concluded workshop anchored by the Directorate of Army Public Relations (DAPR) christened “DAPR Media Workshop and combined Second/Third Quarter Study Period 2017,” the Director, DAPR, Brig. Gen. SK. Usman made a striking statement. In his opening remarks for media workshop with the theme, “Enhancing Human Rights during Internal Security Operations through Effective Information Management”, Brig.Gen. Usman reeled out a dazzling kicker in these profound words;

    “… the role information management officers play in the various theatres of operations where the physical battle space is witnessing aggression in the forms of propaganda and psychological warfare which is compounded by advancement in information communication technology.”

    It is food for thought. The Nigerian experience in counter-insurgency operations especially in the Northeast drapes with narratives of bitter propaganda by the media in favour of terrorism, even when it became clear Boko Haram terrorists had been decimated and defeated. The advancement in Information and Communication Technology (ICT) and its genre of Citizen journalism perforated the sacredness of media contents and assisted immensely in festering terrorists propaganda at the expense of state security.

    The social media provided platforms for all manner of reportage, which went into the public space, unregulated, uncensored and unedited. Nigeria has been seriously battered by both social media activists and media practitioners in the traditional media, as most aspects of news reports on the counter-terrorism operations in the country yawningly opposed the tripod of accuracy, fairness and balance. It further abused the spirit of patriotism and loyalty to the country and with it, a compromised public security and safety.

    It is plausible to concede that some aspects of the negative reportage of the ongoing counter-insurgency operations in the country have been spurred by genuine ignorance and the innate helplessness of the reporter to weigh national interest over and above, the exigencies of scooping news. But there are also several instances where the media never faltered in promoting terrorists propaganda at the detriment of public security chiefly out of mischief and a carefully contrived agenda of insidiously emboldening insurgents for some pecuniary benefits. Here, the reporter finds himself doing the hatchet job for some veiled sponsors.

    This has been a serious cause of concern for information managers in war situations. This concern cannot be overlooked or ignored in an age where global consciousness is minutely activated by the media, which is made accessible and much easier with social media platforms. Therefore, the realization that propaganda is key to winning the war on terror explains why the Nigerian Army, under the leadership of the Chief of Army Staff (COAS) Lt. Gen. Tukur Yusufu Buratai spared no effort in matching cyberspace terrorism with the strength of a lion.

    The United States (US) Secretary of States, Mr. Rex W. Tillerson relieved the impact and the imperative for nations of the world to emulate the Nigerian example of the multifaceted strategies and tactics in combating terrorism. He was impressed that Nigeria’s Army Chief and leader of the counter-insurgency war, Gen. Buratai expanded his war-chest to include combating cyberspace terrorism in confronting Boko Haram terrorists, which Tillerson applauded as crucial in the decimation and defeat of terrorists in Nigeria.

    Speaking at the “Global Coalition Working to Defeat ISIS,” summit in Washington .D.C, Tillerson was plain thus; “But let me be clear: we must fight ISIS online as aggressively as we would on the ground.” It underscores the importance of good public relations management of propaganda in terrorism warfare.

    Therefore, the media worshop organized by the DAPR for media practitioners, with expanded participation to include editors, defence correspondents, as well as the Deputy Directors of Army Public Relations, Officers and some select soldiers of this Directorate from the field, is instructive, timely and beneficial to the participants. The media workshop became necessary to assist in training information purveyors on how best to report the counter-insurgency operations in the country anchored by the Nigerian Army, in models of reports which should conform with international best practices and at the same time, promote a sense of public security and patriotism to the nation.

    It is obvious that the DAPR has been instrumental in winning the war against terrorism and consummation of peace by Nigerians. It has mounted the media horse fearlessly, truthfully and unceasingly, which laid the template for public appreciation of troops restoration of peace and the stabilizing the rebuilding process in Nigeria’s Northeast. Sketches of news reports purportedly emanating from the theatre of war and ostensibly, from terrorists agents had from time to time attempted to disrupt and scuttle restoration of normalcy in the region.

    Nigerians witnessed how terrorists e-rats created imaginary terrorists attacks or magnified isolated, minor incidents of bomb explosions, to create fear of insecurity in returnee IDPs and persons who were stitching together pieces of their devastated lives. The negative reports were publicized in the face of glaring and evidential proofs of the defeat of terrorists and the fleeing of remnants of terrorists from the shores of Nigeria.

    But professionally and astutely, the DAPR deflated and countered such propaganda, which sole purpose was to embolden terrorists with the delusion of their potency to strike or competence to overpower Nigerian troops. Added to it, the vile terrorists propaganda was further amplified by other indolent media organizations which became copycats of unconfirmed and unverified news reports.

    However, while interest appeared galvanized in promoting fake and concocted actions of terrorists, the media disappointingly showed disinterest in publicizing the milestones and triumphs of Nigerian troops against insurgents on the battlefield. They unfortunately, failed to understand that the scenario projected two angles; becoming publicists for terrorists was just a sure way of encouraging the extremists and conversely, reflecting the established victories of soldiers against insurgents, served to weaken their zeal and resolve to continue with the war.

    But the DAPR continued to defray the reports and constantly furnished Nigerians with the true picture of the situation of the counter-terrorism operations in the Northeast. The directorate’s reports rekindled hope and instilled confidence in a population frightened by the propaganda of false might and strength by defeated terrorists.

    Consequently, the dismantling of camps, the return of IDPs, the normalcy of nightlife, the revived markets, farms and other commercial activities by victims of terrorism in the Northeast is testimony of the effective work undertaken by the DAPR.

    The media workshop exposed the participants to a range of techniques in reporting the terrorism war in Nigeria, identifying methods that could assist reporters dish out accurate information to the public as well as preserve, rather than endanger lives and property of victims trapped in the furnace of terrorism. It explains the reason for the DAPR’s engagement with the media and by extension the Nigerian public through the forum.

    The Director, DAPR, Brig. Gen. SK Usman sums the essence of the media interface in these words; “it is necessary to address a situation where its successes are often down played while opinions that tend to portray the Nigerian Army in negative light are being amplified, despite genuine efforts to put the records straight. More so, it is unfair that while we repeatedly affirmed our commitment to democratic rule and values, promotion and respect for Human Rights, attempts are still being made to whip up anti-military sentiments through unwarranted antagonism from some media outlets. This often manifest itself in the publication of unverified stories or outright posting of false stories and allegations.”

    It is therefore incumbent on reporters covering specialized beats like defence/war to observe the delicate divide between terrorism propaganda and patriotic commitment to promoting the ideas of public security for peace and development. In the prevailing case, the media is encouraged to avail themselves with the services of the active DAPR to dodge the temptation of becoming publicists for terrorists and their sponsors for the overriding national interest.
    Angula, a public affairs commentator wrote this article from the United Kingdom.

  • NIPR begins varsities, poly debate on PR

    An inter university and polytechnic debate kicked off yesterday  as part of activities to mark the annual Public Relations Week of the Nigerian Institute of Public Relations, (NIPR).  This is courtesy of the Lagos State chapter of NIPR.

    Called the University PR Challenge, the debate, which is the first of its kind in Sub-Saharan Africa, would end on Friday, next week.

    According to the organiser, the contest aims to discover participants’ talents, capacity and oratory skills.

    Lagos State chapter of Nigerian Institute of Public Relations, NIPR, and Annual General Meeting, Mass Communication students of Pan Atlantic University, University of Lagos, (Unilag), Lagos State Polytechnic, (Laspotech), Yaba College of Technology, (Yabatech), CALEB University and Lagos State University (LASU), will hold a debate on PR.

    Chairman of Lagos NIPR, Olusegun McMedal, said the event is also as an avenue to build camaraderie among complementary professions in marketing communications and management. “There will also be health check-up and awareness walk for Autism Spectrum Disorders (ASD),” he added. The event began yesterday and would end Friday next week.

    McMedal stated that there will be a leadership lecture on the theme: Exemplary leadership: Public Relations art for nation-state building, holding at the MUSON Centre on Wednesday next week.

    Other activities according to him, would include novelty football match, and dinner

    “The week will climax with a dinner with corporate Lagos; a special fundraising gala towards the building of a secretariat for Lagos NIPR. The dinner will bring together all the professionals occupying public relations roles in the public and private sector to give life to the dream of having a befitting edifice for the chapter.”

  • PR chiefs split on traditional media

    PR chiefs split on traditional media

    Is traditional media dying? With increasing penetration of digital media and changing media consumption habit, marketing practitioners are divided over digital and traditional media platforms.

    At a  summit organised by MarketingEdge, marketing communication practitioners with the theme: Brand positioning in a digital age: challenges in a developing market, speakers noted the relevance of digital and traditional media in brand building.

    The Managing Partner, Market Space, Mr. George Thorpe, said despite the positive impact of digital media on brands, larger and small businesses are worried because of the lack of barrier for entry into the digital space. This, he said, has led to proliferation.

    He stated: “With a low entry barrier, there has been a proliferation of digital marketing agencies fuelling rapid growth but development, in particular agency methodology and processes and employee competencies, have yet to match the standards one has come to expect of the marketing support services industry.

    “Digital marketing will not be relieved of the market research and analysis rigour, the strategy focus and the planning and execution discipline of marketing theory and practice. That, for me, is what is bringing digital to the service of marketing means,” he said.

    Former CEO of Guinness Nigeria Seni Adetu said with the craze for digital application in driving brand growth, the ultimate success depends on the brand managers and marketers. He said a contemporary marketer who desires to win the minds of consumers must be willing to take calculated risk.

    Also, the CEO of Nukleus, a digital marketing agency, Bukola Akingbade, said despite the cynicism about the application of digital strategy, the space has created bigger possibilities for brands by helping them to reach wider and more diverse audience in a much faster time. She said more brands through digital platforms can now access global market limiting the rigour of opening physical offices around the world.

    The CEO of BrandZone, Mrs. Chizor Malize, said any brand that fails to join the digital bandwagon will be left out in the cold. She noted that the youth segment of the market in Nigeria is a great force and brands that desire to win their loyalty must discover their favourite platform of engagement.

    ”Brands need to know that a lot of young people are moving away from Facebook and Instagram and going over to Snapchat. If they don’t know this, they will then be concentrating their marketing effort on the wrong channels and will not get the expected outcomes,” Malize said.

    Also, the Managing Partner of Red Media, Chude Jideonwo,  cautioned stakeholders on the use of digital media. He said there are millions of young people, especially in the northern part of Nigeria that are not on the internet.

    He said for this group of people, the traditional media remained their primary source of information. He said brands that desired to engage them could only do so through traditional media platforms such as TV, radio, and newspapers.

    “For this reason, traditional media are still very key and inevitable for brands that want optimum returns on their investments. Some people do not know Hiptv or SoundCity are not the most watched television channels in Nigeria,” he said.

    Publisher/Chief Executive Officer, Marketing Edge Magazine, Mr John Ajayi, commended the marketing professionals at the summit/award night, saying: “It is a night of honour and awards for those, who have made this industry what it is.’’

  • Don Jazzy, Dr. Sid, Sound Sultan get mention in PR report

    Don Jazzy, Dr. Sid, Sound Sultan get mention in PR report

    Exploring an overview of the perception and reception of Public Relations in Nigeria, notable public relation organisation, BlackHouse Media (BHM) has accommodated the entertainment industry in the maiden edition of its report on the Nigerian PR Industry, mentioning the likes of  Don Jazzy, Dr. Sid, and Sound Sultan as case studies.

    Published in collaboration with the group’s research arm – BHM Research & Intelligence (BRI), digital agency ID Africa, and Public Relations Consultants Association of Nigeria (PRCAN), the 106-page book is a compendium of quantitative and qualitative research augmented by industry-wide perspective and knowledgeable commentary concerning PR practice in Africa’s largest economy.

    This is just as the report takes a swipe at the “brown envelope” syndrome in the media industry, and the future of PR with a focus on how social media is disrupting the industry, and how practitioners can adapt.

    The public presentation of the book took place at the Protea Hotel, Ikeja, Lagos, on January 29, 2016 attracting dignitaries from the PR, advertising, and, academic sectors.

    Founder and CEO of BHM Group, Ayeni Adekunle Samuel explained that, ”the aim is to shed more light on the workings of the PR industry in Nigeria, and chronicle the public – and practitioners’ – perception of the industry, with a view to ensuring its development moves apace with global standards of practice, and the changing consumer demographics, and preferences Nigeria is experiencing.”

    He said the book is an unbiased endeavour to depict the history, current state, existing challenges and prospects of the PR industry in Nigeria.

    The report joins a host of groundbreaking initiatives executed by the BHM Group, having launched in 2014, Nigeria’s first PR app, simultaneously recording over one billion social media impressions for its portfolio of client campaigns. Recently, BHM Group also launched its own digital agency, ID Africa, and has since its inception in 2006 been at the forefront of efforts to develop the media and public relations sector in Nigeria and the rest of Africa.

    It proffers recommendations, alongside extensive quotes from eminent experts in Nigeria’s PR Industry, including Yomi Badejo-Okusanya, MD CMC Connect Burson Marstellar, Biodun Shobanjo, Chairman Troyka Holdings; Chido Nwakanma, MD, Blueflower Communications Limited and John Ehiguese, President, Public Relations Consultants Association of Nigeria (PRCAN) and CEO of Mediacraft Associates.

    Ayeni notes the ultimate goal of the Nigeria PR Report is to ”purposefully place Nigeria on the global PR map by producing annual analyses; giving insights into tools, trends, campaigns and issues the industry should pay attention to.”

  • PR industry report faces reliability test

    PR industry report faces reliability test

    Black House Media (BHM) has released Nigeria’s first Public Relations Report. The report is, however, facing a reliability test amid commendation, writes ADEDEJI ADEMIGBUJI.

    The newly launched Nigeria PR Report, a first of its kind in the public relations industry is eliciting cheers and jeers in the marketing communication industry. The 106-page book is a compendium of quantitative and qualitative research augmented by industry-wide perspective and knowledgeable commentary on PR practice in the country.

    It was released in collaboration with the group’s research arm – BHM Research & Intelligence (BRI), digital agency ID Africa, and Public Relations Consultants Association of Nigeria (PRCAN), notable dignitaries from the PR, advertising and academic sectors.

    They all converged on Protea Hotel, Ikeja where the report was made public for discussion and review.

    ”The inaugural Nigeria PR Report is an unbiased endeavour to depict the history, current state, existing challenges and prospects of the PR industry in Nigeria. Despite increasing intervention by PR to help communities, organisations and governments resolve problems they considered insurmountable, there is little data, if any, on the role of in-house PR teams and external consultancies in aiding local and international brands make sense of Nigeria’s chaotic business environment. This is the latest focus of BHM Research and Intelligence,” Founder and CEO BHM Group, Ayeni Adekunle said.

    However, such painstaking effort is facing a reliability test on certain premises.

    The CEO, Relics and Chief Brand Analyst-in-Chief at Brandish, Mr. Ikem Okuhu, who raised some posers on the report, said while it is a great intervention for an industry whose offerings have lost the respect of clients as because of dearth of data to back up their strategies, there are lots of loopholes that put the reliability of the report to question.

    The report is criticised on the premise that an industry rating and report should come from an independent body and not from a player.

    Secondly, the report is written in first person plural. Thirdly, most of the chapters (or sections) are signed off by the founder of this agency or in some instances, by his workers. Fourthly, generous doses of content were devoted to appealing to industry leaders, especially the Public Relations Consultants Association of Nigeria (PRCAN) (pages 34 to 44 of the report were exceptionally devoted for this purpose hence, coming out “obviously superfluous.”

    “I devoted an entire weekend to digest the ‘Nigeria PR Report 2015: Inside the Public Relations Industry in Nigeria’. It may have been the first of such reports on the industry in Nigeria, but I expected a lot more. I have never seen a report written in the first person. But no matter how much you re-invent a wheel, it must have to be round. “Brave effort but there was just too much about his company and his person to make the report an acceptable ‘industry Report.’ But that was the biggest error in the report released by BHM. You do not write such reports in the first person. But paragraph after paragraphs, chapter after chapter, page after page, I kept reading Adekunle Ayeni. But I wanted to read the Nigeria PR Report!”

    Okuhu noted that such reports are meant to be non-personal but based on facts and research.

    “But even with all the research, the moment you present it by using the pronouns of ‘I’, ‘We’, ‘Us’, the message you are sending out is that you are merely presenting your personal opinion. As knowledgeable as you may be, this will certainly send the wrong message. In the end, what we have are very strong opinions of the people that worked on the project than a dispassionate, depersonalised report,” he added.

    Reacting to Okuhu’s review, the Corporate Communication Director of Airtel, Mr. Emeka Oparah said: “As a practitioner from the clients’ side, I relate with most of the points raised. There’s a good point about an operator reviewing himself. Well, maybe he wouldn’t have, if there was someone out there looking at the industry and the practice critically.

    “So, he’s created a niche opportunity for research practitioners to cash in. It’s bothered me forever how and why marketing professionals have earned more respect by keeping records, building up data, investing in research and promoting their profession-than PR practitioners.

    “And by the way, PR practitioners, all over the world-not just in Nigeria, promote everyone else but themselves.”

    He said these are issues that must be engaged, challenged and confronted head on.

    Ayeni or BMH (what’s the difference, anyway) has got everyone thinking. I’m sure the report will spurn other reports and the second edition will be a vast improvement.

    Also, speaking, the President of Public Relations Consultants Association of Nigeria (PRCAN), Mr. John Ehiguese, said: “Like I said in my brief remarks, ideally it should have PRCAN preparing such a report, and I assure you that under my leadership we will take up that challenge in a practical way. Regardless of whatever perceived shortcomings in that report, we cannot deny that Ayeni has challenged us all, and it is up to us as PR practitioners to build upon what he has started. I mentioned to Ayeni in a telephone conversation that, at the very least, next time any Nigerian PR practitioner is attending an international conference, he/she can at least have something (from the report) to share with the world about Nigerian PR practice, beyond just talking about ‘opportunities’ and ‘potentials’. It’s definitely a good start, and I personally congratulate him for that.”

    Despite that, the report joins a host of groundbreaking initiatives executed by the BHM Group. In 2014, the company launched Nigeria’s first PR app, simultaneously recording over one billion social media impressions for its portfolio of client campaigns.

    The Brand Rating Index (BRI’s) report is an overview of public relations in Nigeria, its evolution, and an analysis of BHM’s #PrisDead campaign. For the campaign, about 200 Nigerians from three major cities (Lagos, Port-Harcourt and Abuja) were interviewed for the offline section of the research, with findings already presented in a series of videos, infographics, memes, blurbs and articles.

    Ayeni explained: “The aim is to shed more light on the workings of the PR industry in Nigeria and chronicle the public – and practitioners’ – perception of the industry, with a view to ensuring its development moves apace with global standards of practice and the changing consumer demographics and preferences Nigeria is experiencing.”

  • ‘Adopt technology to measure PR impact’

    Public Relations (PR) consultants have been urged to adopt technology to measure the impact of PR  on their clients’ businesses.

    Head, Marketing & Corporate Communications at Stanbic IBTC, Mrs. Nkiru Olumide-Ojo, gave the advice at the Fifth Public Relations Consultants Association of Nigeria (PRCAN) Monthly Breakfast meeting in Ikeja, Lagos.

    Mrs Olumide-Ojo, who was the guest speaker at the event, dismissed the notion that PR could not be measured.

    She said there were technologies that could be used to measure it.

    In her presentation on Public Relations agency-client relationship: A view from both sides, Mrs Olumide-Ojo said word mapping could be done with Google and other tools that would determine how many times key messages were mentioned and their impact.

    She said:“We deny ourselves more credibility if we do not mark our own work,” adding that measurement agencies were springing up.

    “It is important that we patronise them. We don’t have to wait for annual brand health checks before we see how well we have fared,” she said.

    On client’s expectations of PR agencies, Mrs Olumide-Ojo advised PR consultants to be more proactive in attending to clients’ needs. She urged agencies to anticipate challenges and offer solutions to deal with them.

    She said: “Clients want their PR agencies to take up the role of a consultant. They want an agency that would look at a situation and give professional advice. They feel more comfortable with an agency that is able to do that. It is the easiest way for agencies to earn respect and trust as they would see you as a strong partner rather than a messenger.”

    PRCAN President John Ehiguese affirmed the importance of measurement, saying clients were not willing to pay for research.

    He urged agencies to invest on research and evaluation to reap the benefits of measurement.