PR in Nigeria: Unfortunately, we have sold ourselves very poorly- Badejo-Okusanya
By Zion Rufus
Yomi Badejo-Okusanya, Group Managing Director at CMC Connect (Perception Managers) & President, African Public Relations Association(APRA), expressed deep concern about the state of the PR sector in Nigeria during his speech at the World PR Day event organized by GLG Communications.
The session, hosted by Nkiru Olumide-Ojo, shed light on the challenges facing the PR sector in Nigeria and the urgent need for a shift in perception and recognition with Badejo-Okusanya urging the industry to proactively communicate its value, expand its influence beyond media relations, and demonstrate its vital role in building trust and managing reputation.
While addressing the misconception that media relations alone constitutes public relations, the APRA President highlighted the issue of undervaluing and under-recognizing the importance of public relations in the country
One of the major problems, according to Badejo-Okusanya, is the failure to effectively communicate the value and relevance of PR itself.
He emphasized the need for PR to have its own PR, acknowledging that the industry has not done justice to itself in terms of perception and recognition.
Badejo-Okusanya also illustrated this point by referring to the inadequate budgets allocated for PR initiatives, using the example of a multinational which may allocate a significantly smaller portion of its budget for PR compared to other marketing communications activities.
“And then they look at Africa, and they say, okay, guys, you know what, we’re going to give you $100,000 for a year, go and share it amongst the 54 countries in Africa. So, people do not appreciate what public relations brings to the table,” he added.
The renowned PR expert went on to address the misconception surrounding the role of PR practitioners, debunking the notion that PR is solely about giving or receiving bribes or serving as protocol officers. Instead, he emphasized that PR is a strategic management tool with far-reaching implications.
“Dear ladies and gentlemen,” he said “PR practitioners are not bribe givers, neither are we bribe takers. We are also not protocol officers. We don’t arrange bids for people. PR is a strategic management tool. So, whether it’s the private sector, whether it’s the public sector, as long as we do not recognize and appreciate the value of public relations, then we can’t bring it.”
Badejo-Okusanya further stressed that public relations professionals are best suited to address the issue of trust, which is a significant challenge in Nigeria. However, he noted the lack of representation of PR professionals in influential positions, such as ministerial roles, which hinders the industry’s potential impact.
The APRA President explored the broader scope of PR, encompassing crisis management, brand reputation management, and strategic communication beyond media relations, and called for the recognition and appreciation of the value of public relations in both the private and public sectors.
In the context of the COVID-19 pandemic, Badejo-Okusanya emphasized the crucial role of PR in crisis communication, vaccine acceptance, and understanding. He applauded the significant contributions of PR professionals during critical times such as the Ebola outbreak, further highlighting the necessity of their expertise.
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