Authentic storytelling, technology will define PR in Africa this year – Bejide
By Abimbola Mohammed
Nene Bejide, Founder/CEO of Blanch Aigle Communications, has described how public relations in Africa will position the continent for growth and evolution in 2025. As the industry navigates new realities and rising opportunities, she emphasised the importance of adapting to changing consumer behaviours, technological advancements, and unique regional dynamics.
Bejide made this known in a conversation with MARKETING EDGE, where she highlighted the trends and projections for the Public Relations Space in Nigeria and Africa.
“In 2025, we can expect to see a shift towards more authentic and localized storytelling. Brands are increasingly partnering with micro-influencers who have a deeper connection with specific communities or niches, driving more effective conversations and building trust.This trend is largely driven by the growing sophistication of African audiences, who are becoming increasingly adept at spotting inauthentic endorsements.”
She noted that the rise of micro-influencers is also being driven by budget considerations. “Apart from the high engagement, the budget is many fractions lower. This makes micro-influencers an attractive option for brands looking to maximize their PR budgets. As the industry continues to evolve, it’s likely that micro-influencers will play an increasingly important role in shaping public relations strategies.”
Social listening is also becoming a critical pillar of public relations in Africa. “Nigerian audiences are increasingly vocal on social media about their expectations from brands and governments,” Bejide says. “In 2025, brands will need to deploy more sophisticated tools to stay ahead of public discourse and address potential crises. This requires a deep understanding of local nuances and cultural context.”
The PR specialist also laid emphasis on the importance of social listening saying: “Trend Insights suggest that brands are leveraging real-time social listening tools to monitor online conversations, understand audience sentiment, and preempt potential crises. By staying ahead of the curve, brands can mitigate reputational risk and build trust with their audiences.”
Speaking on some other trends to be seen in the course of the year, she said the rise of short-form video content is another trend that will take center stage in 2025.
“With mobile devices being the primary gateway to the internet for most Nigerians, video content is king. Platforms like TikTok, Instagram Reels, and YouTube Shorts are becoming the go-to channels for PR campaigns targeting millennials and Gen Z.
She urged PR professionals to think creatively about how to craft compelling narratives in short-form video formats.
As the PR industry in Africa continues to evolve, Bejide stresses the importance of clearer metrics for measuring PR impact. “Nigerian organizations are demanding more accountability from PR efforts, driving the adoption of integrated measurement frameworks,” she says. This requires PR professionals to develop a deeper understanding of data analytics and how to apply them to PR campaigns.
In addition to these trends, Bejide also highlights the growing importance of employee advocacy in Africa. “Employees are becoming powerful brand ambassadors, with companies encouraging their workforce to share authentic experiences on social media. This requires PR professionals to develop internal communications strategies that empower employees to become brand advocates.”
Ultimately, she believes that adapting to these changes will be crucial for PR professionals to thrive in 2025.
“By embracing authentic storytelling, technological innovations, sustainable messaging, and clear impact measurement, PR professionals can navigate the evolving landscape and achieve success. As the industry continues to evolve, it’s clear that PR professionals will need to be agile, creative, and strategic in order to stay ahead of the curve.”
She is of the opinion that as we look to the future, it’s clear that the PR industry in Africa is poised for significant growth and evolution. By staying ahead of the trends and adapting to changing consumer behaviours, technological advancements, and unique regional dynamics, PR professionals can build trust, drive engagement, and achieve success in 2025 and beyond.
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