PR experts task practitioners on innovative solutions at MARKETING EDGE 2021 annual Stakeholders Summit
Ibidunni Banjoko
Public Relations experts have stressed the need for PR practitioners to engage in continual innovation while providing solution to clients’ need. This formed the crux of presentations made by distinguished speakers during the 2021 MARKETING EDGE Annual Marketing Stakeholders’ Summit.
The virtual annual Summit, which had the theme, “Rethinking the Blue Ocean Strategy in Uncertain Times”, featured seasoned marketing communications professionals from various continents of the world.
During his presentation, Raheem Olabode, Executive Director, CMC Connect described public relations as a practice driven by innovative solutions to client needs.
His words: “We’ve talk about Blue Ocean, but what influences the strategy is the environment that we find ourselves – be it globally, continentally and locally. We have a situation where the pandemic restriction brings in a lot of innovation into managing a business and also a lot of reforms when it comes to policy.
“What we are experiencing at this time requires changing strategy – be it operations or marketing. Whatever strategy that we have been using to run our business, new regulations, financial challenges, technology risks, supply and logistics, talent and people – changes must be considered.”
He continued: “The Blue Ocean strategy is a new market, meaning that we have to create a new demand. We don’t have to wait for consumers to do that; we have to create it by ourselves, and our approach to it is very disruptive. It has to be disruptive in the sense that it will arrest the attention of the desired target audience and stakeholders alike. The end point in PR is about telling the compelling story. Rethinking the Blue Ocean to us is about value creation through update.
He further said: “As we all know, the value of PR is about engaging clients’ publics to deliver their strategy. We have to come up with a new thinking in our proposition to our client. For PR to really deliver at this time, following the Blue Ocean strategy as a model in our business, we must change from contracting to consulting. Data is very important, but the question is: how do we gather data? Research is also key, and intelligence generally.”
Odion Aleobua, Chief Executive Officer, Modion Communication, highlighted that the Internet of Things (IoT) has revolutionized consumer behaviour and their interactions with brands. He argued that consumers’ and stakeholder’s feedbacks are now instantaneous and almost beyond the control of the PR managers.
“The exponential growth of digital and online media has not only reduced the commerciality of the print media, but their influence as well. Social Media influencer wields as much powerful as an editor of the traditional media. Activism and the power of virility of the social media have elevated brand’s reputational risks. Brands can be ‘cancelled’ within minutes of infuriating a consumer or stakeholder.”
Mr. Alebua noted that the social awareness of the young tribes means that brands have to rethink their engagement with targets, while explaining that the pressure to sell, engage the consumer, build goodwill and maintain reputation have now fused into a single brief for the PR manager.
“With the new paradigm fostered by digital revolution, new consumer thinking and behaviour, the world of communications is seeing more convergence in PR than ever before. PR needs to embrace creativity more to effectively capture the minds targeted for affinity, built and driven by more innovative and disruptive approach leading to social impact. More importantly, there is need for collaborations across the entire communications spectrum,” he stressed.
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