Mixed reactions trail PR contribution to Nigeria’s GDP
There have been mixed reactions over the ability or inability of Public Relations to contribute substantially to the Gross Domestic Product (GDP) of Nigeria.
Experts have also regarded PR practice in Nigeria to be at the bottom of the chain in the Integrated Marketing Communications sphere and as such might not be getting as much attention, patronage and support that it needs to have a huge impact on Nigeria’s GDP.This has been attributed to some economic issues as well as internal challenges that may be facing the industry.
John Ehiguese, Group Chief Executive Officer, Mediacraft Associates, in a recent exclusive interview with MARKETING EDGE, attributed Public Relations lack of economic impact to the overall performance of the economy.
“There are environmental challenges, such as access to finance and also our fortune is dependent on the success of the wider economy, when the economy is doing well, there is business but when it takes a deep, we all suffer it. On the other hand we have issues of regulation and capacity which are the major issues,” he said.
Mr. Ehiguese, however, added: “Our contribution is very minimal, but if you look at it from the angle of the entire IMC then it becomes bigger. I wish we could do more but right now we are not contributing as much as we should.”
Speaking in the same vein, The Managing Consultant at Precise Communications, Bolaji Okusaga, attributed the minimal impact of PR or even perhaps the entire IMC on economic and regulatory issues such as low barrier to entry. He specifically pointed out quackery as a major challenge.
“There are too many fakes masquerading to be the real ones which make it even more difficult to measure the data and input of PR practitioners,” Mr. Okusaga said.
However, the NIPR president Segun Mcmedal, said that Public Relations adds substantially to the GDP but might not be recognised as a result of some national issues.
“We can’t say PR is not adding to the GDP, it does. It might not just be recognised because PR does not thrive where there is so much bad reputation and problems of equality in the Nigerian justice system where some are favoured and some are not,” he said.
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