Lagos Digital PR summit explores authentic connections in digital ecosystems
By Oluwaseyi Lawal
The Lagos Digital Public Relations in collaboration with the Nigerian Institute of Public Relations and Upticomm held the 9th edition of it’s Summit which took place on the 16th and 17th of October 2024.
The summit featured insightful discussions on the theme “Nurturing Authentic Connections in Digital Ecosystems” and brought together industry leaders, communications professionals, and PR enthusiasts to explore strategies for building genuine digital relationships in today’s rapidly evolving communication landscape.
The summit included a fireside chat and panel discussion which was moderated by Mabel Adeleye, Head of Brand and Marketing Communications at Wema Bank, who guided the conversation toward how brands can authentically connect with their audiences.
The panelists include Cassandra Uzo-Ogbugh, Head of Media for Sub-Saharan Africa at Reckitt; Tokunbo George-Taylor, Managing Director of Skot Communications; and Datari Ladejo, Managing Director and CEO of Fernhill Digital Consulting. They shared their expertise on how brands can maintain authenticity in digital communications despite the increasing role of technology, including AI and automation.
Cassandra Uzo-Ogbugh emphasized the need for humanity in digital communication, reminding attendees that even as brands use automated responses, there must always be a human touch behind the messages.
“It’s important to remember that we are all humans, and communication should reflect that. Brands should not just rely on automation but engage with empathy and an understanding of the user’s situation,” she noted.
Tokunbo George-Taylor highlighted how brands must remain sensitive to the socio-economic climate in Nigeria. She shared an example of a client in the food and beverage industry, where her team had to pivot a campaign during the fuel scarcity crisis to connect more meaningfully with consumers. “We shifted the focus from just selling products to addressing the challenges that people were facing at the time. We were all stuck in fuel queues, so we used that as an opportunity to show that we understood our audience’s struggles and had a solution for them,” she explained.
The conversation also touched on the increasing role of influencer marketing in creating authentic connections. According to Datari Ladejo, while influencer marketing remains a valuable strategy, there is a shift from relying solely on celebrity influencers to engaging micro and nano influencers who can foster more genuine connections with audiences.
She said, “The power of micro-influencers lies in their ability to build a community based on shared experiences. When I started as an influencer, I shared my struggles with motherhood during the pandemic, and people began to open up to me. That human connection is something brands can leverage.”
The panelists also agreed on the importance of combining digital strategies with offline activities to bridge the gap between online communities and real-world experiences. Cassandra emphasized the need for community-driven content.
In her words, “We need to look beyond perfect marketing campaigns. What people want now is real, relatable storytelling that reflects their everyday lives.”
While the panelists acknowledged the benefits of AI in content generation and market analysis, they stressed that it should not replace the human aspect of customer engagement.
Datari Ladejo further explained, “AI can help with insights and automating tasks, but it’s up to humans to originate ideas and set the tone for meaningful interactions. AI should assist, not replace, the personal touch in our communications.”
The summit underscored the need for public relations professionals to adapt to the digital environment while maintaining core values of genuine and empathetic communication. It highlighted that although digital tools and AI offer opportunities for innovation, the essence of public relations lies in nurturing human relationships.
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