Experts advocate for talent renewal, measurable impact in PR

Public Relations

By Felicia Nwosu

Nigeria’s PR industry stands at a crossroads, shaped by technology, shifting audiences, and rising competition.

With this, some leading industry experts call for a new approach that blends authenticity with measurable impact.

They stressed the need for data-driven storytelling and deeper integration into corporate strategy. Together, they paint a picture of an industry that must innovate, uphold ethical standards, and tell authentic stories to remain relevant in Nigeria’s fast-changing communications space.

Beyond market trends: the talent pipeline challenge

Beyond market trends, the leaders also agreed that the talent pipeline remains a pressing concern. The professionals affirmed the enduring power of storytelling, noting that the future of PR lies in becoming a true business enhancer.

The rise of a discerning audience

Ayodeji Razaq, CEO of Red Media Africa, observed that while Nigeria’s PR market it is facing a contraction. He attributed this to technology empowering “everyone with a phone to tell a story,” which has fundamentally changed audience expectations.

With over 60% of Nigeria’s population under 30, he noted that young people are “independent” and resistant to being overtly sold to, prompting brands to communicate more genuinely.

Razaq, while positioning modern PR as both “data-driven” and “analytics-driven,” stressed the need for an obligation to verify information to counter misinformation and fake news online.

The cerebral professional described the struggle to keep skilled professionals from leaving agencies to become independent creators as a “talent battle.”

He proposed offering better compensation, more engaging work environments, and public recognition to retain talent.

Moving beyond traditional placements

Echoing the impact of this shift, Taiwo Ogunwumi, CEO of Brooks and Blake, described the industry’s growth as moving “in leaps and bounds” beyond traditional media placements. Looking ahead, he sees a future driven by a blend of human creativity and machine learning, urging professionals to adapt quickly.

Ogunwumi insists on telling stories that are not merely positive but also authentic, even if they don’t immediately translate into sales, emphasizing that trust is built over time.

Using Nigeria’s global image as an example, he called for citizens to take responsibility for shaping narratives that reflect the country’s strengths.

The Brooks and Blake CEO underscored the need for professional rigor, arguing that not everyone with an audience qualifies as a PR professional.

He advocated for self-regulation, careful handling of data, and stronger awareness of legal and intellectual property issues.

Shifting from output to outcome

Meanwhile, Yomi Badejo-Okunsanya, Lead partner at CMC Connect LLP, highlighted the challenge of market “clutter,” arguing that brands must stop measuring success by sheer output and instead focus on outcomes like sales performance and shifts in public perception.

Badejo-Okunsanya attested that this call for higher standards, adding that PR must elevate its role by speaking directly with CEOs, policymakers, and industry leaders, proving its value as a strategic business partner rather than a support service.