Following last week’s widely followed conversation on the future direction of the Nigerian Institute of Public Relations Week 2026, popularly known as NIPRW 2026, this week’s edition of MARKETING EDGE ONTV returns with the concluding part of the engaging discussion featuring Yomi Badejo-Okusanya, widely known within the industry as YBO.

The programme, scheduled for Wednesday with a repeat broadcast on Thursday, will continue the high level conversation that began in the previous edition, where the communications strategist and Chairman of the Organising Committee for NIPRW 2026 explained the thinking behind taking the conference to Northern Nigeria for the first time.

Importantly, Badejo-Okusanya had described the move as a strategic effort aimed at broadening inclusion, deepening professional participation across regions and expanding industry conversations beyond traditional locations. He also reflected on the broader expectations surrounding the conference while offering insights into the choice of this year’s theme, “Food Security: From Policy Paper to Public Plate: The Imperatives of Public Relations.”

Consequently, the conversation explored why food security was deliberately positioned at the centre of a major public relations gathering, despite expectations that the conference would focus solely on conventional PR issues. According to him, public relations must increasingly engage national development conversations capable of shaping policy awareness, public understanding and behavioural influence.

However, this week’s concluding edition shifts further into another critical area as the respected communications expert discusses Crisis X, an emerging tool positioned to strengthen crisis management and strategic communications within the PR sector.

During the programme, Badejo-Okusanya will specifically examine whether Crisis X functions primarily as a prevention mechanism or a crisis response tool, while also explaining how deployment differs across various communication scenarios.

In addition, he will address how the platform distinguishes between genuine breaking news and deliberately engineered outrage in today’s fast moving digital environment. Furthermore, the conversation will spotlight how such technology driven solutions can improve client engagement, strengthen stakeholder trust and elevate service delivery within Nigeria’s public relations ecosystem.

With more than three decades of industry experience, the CMC Connect LLP executive continues to command strong influence across corporate communications, crisis management, financial PR, government relations and reputation management within Africa’s communications landscape.

Over the years, he has also played key advisory roles for several institutions and high profile leaders, including former Liberian President Ellen Johnson Sirleaf. Additionally, under his leadership, CMC Connect LLP strengthened its international footprint through its affiliation with BCW.

His contributions to the industry have equally earned him several recognitions, including the Public Relations Golden Eagle Award, the Bob Ogbuagu Leadership Award, the Global Alliance Global ICON Award and the PR Powerlist ICON of the Year 2023 recognition, alongside inductions into both the Brandcom Awards Hall of Fame and the ICCO PR Hall of Fame.

Meanwhile, MARKETING EDGE ONTV will continue to deliver its established programme structure featuring Brand News, Industry Conversation and Brand in Focus within its 30 minute broadcast format.

Viewers can watch the programme on TVC News via DStv Channel 418 at 12:30pm every Wednesday, while another airing comes up on wapTV on DStv Channel 262 from 11:00am to 11:30am, with a repeat broadcast scheduled for Thursday at 9:30am.

As the programme continues to expand its influence, MARKETING EDGE ONTV steadily sustains its role as a major platform driving conversations around branding, marketing communications, reputation management and the future of Nigeria’s integrated marketing industry.