Nigeria Digital Public Relations Summit

Digital PR Summit calls for influence built on values, not virality

Nigeria digital public relations summit has championed for a purposeful and strategic influence beyond surface at its recent Webinar.

In a world where fleeting trends often overshadow meaningful connection, Similolu Adeyinka brought the conversation back to what truly matters values, trust, and authenticity.

Speaking at the Second Quarterly Webinar of the Nigeria Digital Public Relations Summit, held virtually on June 18, 2025, she challenged brands to rethink how they select voices to represent them.

For Adeyinka, Deputy General Manager, Corporate Services at First E&P, influence is not a numbers game but a matter of credibility and alignment. Her message resonated deeply: in today’s noisy digital space, the most powerful campaigns are those anchored in truth, not trend.

The event was organized in collaboration with the Nigerian Institute of Public Relations (NIPR) and UPTICOMM Marketing Company Ltd., and moderated by Bodex F. Hungbo, Chairperson of Bodex Group International.

The webinar themed: “Choosing the Right Influencer for your Campaign drew g attention to a subject that has become critical in modern communications.

It served as a timely reminder that in a world saturated with content, credibility remains the most powerful form of influence, and that every campaign deserves a voice that can truly be trusted.

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While the webinar featured O’tega Ogra, Senior Special Assistant to the President on Digital and New Media, as Lead Speaker, the session took on a new depth with contributions from Similolu Adeyinka, Deputy General Manager, Corporate Services at First Exploration & Petroleum Development Company Ltd. (First E&P).

Drawing from her extensive experience in internal communications, human resources, and brand strategy, Adeyinka offered a thoughtful and nuanced take on the real meaning of influence in today’s corporate and digital landscape.

In her view, influencer has moved beyond the world of celebrity and viral content. For her, it is not about follower counts but about trust, credibility, and alignment with a brand’s values.

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“We often picture influencers as TikTok stars or Instagram celebrities, but in the corporate space, influence can come from a respected engineer, a trusted team lead, or an employee who people naturally listen to.”

Adeyinka stressed that brands must be deliberate and ethical in how they choose who speaks for them. Influence, she said, should be rooted in purpose not performance.

Also, she pointed out that many campaigns fail not because of poor creative execution but because of a poor fit between the brand and the face representing it.

The right influencer, she explained, must reflect the campaign’s values, speak credibly to the intended audience, and be authentic in voice and action.

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She shared a case study from her work at First E&P, where the FutureFIRST Employee Resource Group (ERG) was activated as internal influencers to drive digital transformation within the company. Using peer-led demonstrations, gamified learning, and testimonial storytelling, the campaign led to 80 percent adoption of new digital tools in just three months, with unexpected engagement from older demographics often considered technology-averse.

Her presentation also emphasized the shifting role of Human Resources in influencer selection. HR is no longer just a back-end function, she argued, but a strategic partner in shaping internal culture and employer brand.

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By amplifying credible employee voices through digital platforms, HR and Communications can create a more engaged and relatable brand from the inside out.

Key qualities for choosing the right influencer, she noted, include:

Values alignment with the brand or campaign purpose
Audience relevance and trust
Credibility built over time, not just momentary fame
Knowledge and substance beyond aesthetics
Authenticity in tone and behavior
Contextual fit with the narrative

Adeyinka urged organizations to stop chasing virality and instead focus on intentional influence that leads to long-term engagement and brand loyalty.

She emphasized the importance of proper due diligence, advocating for the review of past content, legal compliance, and narrative alignment before selecting any influencer.

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“Influence without structure leads to chaos, influence without values becomes propaganda.”

She also highlighted the risk of associating with influencers who do not reflect a company’s values, using well-known brand failures as cautionary tales.

Her call to action was clear: influence is power but only when used responsibly.

Brands, she said, must build structures around influencer strategy; brief influencers properly, audit their impact, and embed influence into their overall communications framework.

Closing her session, Adeyinka reminded participants that the lines between marketing, HR, and public relations have become increasingly blurred in the digital age.

Whether it is employer branding or public campaigns, the voices that brands amplify, internally or externally, must carry the weight of authenticity and purpose.