2025 Outlook: Nigeria’s PR industry poised for growth
By Abimbola Mohammed
As the world welcomes 2025, Nigerian public relations professionals are sharing their insights on the trends that will shape the industry in the year ahead. Against the backdrop of global predictions, these experts are highlighting the factors that will drive growth, revenue, and innovation in Nigeria’s PR landscape and Africa.
The professionals noted that 2025 promises to bring groundbreaking changes that will reshape the way brands communicate, engage, and build trust with their audiences. According to Statista, the global public relations (PR) industry is expected to surpass $129 billion in revenue by the end of 2025, and reach $144 billion by 2028.
Speaking with MARKETING EDGE in an interview, Samuel Ayetutu, Vice Chairman, Nigeria Institute of Public Relations (NIPR) Lagos State Chapter, believes that the PR Outlook for 2025 will be shaped by the increase in Artificial Intelligence, which will take center stage in the way information is packaged and disseminated by practitioners.
He added that storytelling will take a more digital dimension both at the corporate and individual level.
Furthermore on the likely negative impact of AI tools use, the vice chairman noted that: “There possibility of surge in the misuse of social media platform taking about fake news and other forms of activities of people who wants to take advantage of social media to paddle misinformation, deceive people cause confusion. What this means is that the general public is expected to be on their guard more than before not to be a victim.”
“The way the economy is will also call for a more creative strategic approach to stay above competitors especially for commercial entities. I expect that more of public relations, public relations services will be required by the private sector in order for them to do well in business, which translates to more relevance for public relations practitioners, he said.
Nene Bejide, Founder/CEO of Blanche Aigle Communication, is optimistic about the future of PR in Africa.
“The public relations landscape in Africa has shown promise of dramatic evolution, shaped by technological advancements, changing consumer behaviors, and unique regional dynamics. While global trends influence the industry, Africa’s distinct social, economic, and cultural context is creating its own PR trajectory,” she said.
Bejide identified several trends that will shape the PR industry in 2025, including the rise of micro-influencers, social listening as a PR pillar, greater emphasis on local storytelling, short-form video content, crisis management in the age of misinformation, the evolution of employee advocacy, hybrid events, clearer metrics for measuring PR impact and adapting to thrive.
“Nigeria’s PR industry is rapidly evolving due to technological, cultural, and consumer changes, requiring professionals to adapt to new trends. To thrive in 2025, PR professionals must balance innovation with authenticity, embracing authentic storytelling, technology, sustainable messaging, and clear impact measurement,” she advised.
One key area of focus is the country’s reputation and perception. As Nigeria continues to make strides in various sectors, professionals believe that the country’s image will play a significant role in driving growth in the PR sector. With Nigerians in the diaspora and foreigners increasingly viewing the country as a desirable destination for tourism and business, there is a growing need for effective PR strategies that showcase Nigeria’s strengths and opportunities.
Obina Inogbo, Principal PR Executive at Worktainment LTD, emphasised the importance of projecting a positive image of Nigeria to attract foreign investment and tourism. “The trooping of foreigners and Nigerians in diaspora to Nigeria in December 2024 shows that the international perception of Nigeria is that it’s a fun place. More Nigerian-based organizations will want to capitalize on this perception of fun by hiring PR professionals and agencies to enhance their reputations in this direction,” he said.
Lagos State, in particular, has been gaining recognition as a hub for tourism and entertainment. Recently named one of the fastest-growing cities in the world, Lagos is poised to become a major player in the global tourism industry. This presents a unique opportunity for PR professionals to promote the city’s vibrant culture, rich history, and exciting attractions to a wider audience.
Ultimately, the future of PR in Nigeria looks bright, with a growing demand for skilled professionals who can help shape the country’s narrative and promote its interests on the global stage. As the industry continues to grow and evolve, one thing is clear: effective PR will play a critical role in driving Nigeria’s success in the years to come.
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