Nigeria’s PR faces hurdles of public trust amid quackery – Ali-Balogun
By Felicia Nwosu
Nkechi Ali-Balogun, Principal Consultant at NECCI CONSULTING, provided a candid assessment of the evolving public relations (PR) landscape in Nigeria. While she acknowledged notable advancements in the profession, she also emphasized significant challenges that continue to affect the industry’s credibility and effectiveness.
The public relations specialist affirmed that as the Nigerian PR landscape continues to evolve, there is need to underscore the importance of professionalism and the potential for growth within the industry, particularly in light of emerging technologies and a broader recognition of public relations as a vital business function.
Stating this in a recent interview with MARKETING EDGE, the image architect noted that the understanding of public relations is improving among both users and professionals. However, she emphasized that misconceptions still exist, particularly among C-suite executives who often confuse media relations with comprehensive PR strategies.
“The scope has widened, and people are beginning to understand what public relations is all about, some CEOs focus solely on media visibility, believing that appearing in newspapers equates to effective public relations.”
Despite these challenges, the accomplished PR professional remains optimistic about the industry’s future. The media maven pointed out that the rise of qualified professionals is helping to reshape perceptions, and that international recognition of Nigerian PR is on the rise, with agencies receiving prestigious awards such as the Sabre Award.
According to her, more organizations are engaging public relations professionals, and there is a growing understanding that public relations involves much more than just media placements.
One of the most pressing issues facing the industry today, according to the women’s professional development advocate, is the prevalence of unqualified practitioners or “quacks.” She stressed the detrimental impact this has on the profession’s credibility, particularly when such individuals are mistaken for legitimate PR professionals. The empowerment mentor urged organizations to prioritize hiring qualified professionals who understand the complexities of PR, including crisis management and reputation building.
“It’s alarming that even among elites, there’s a misconception that public relations is merely about having a pleasant appearance. Many organizations wait until a crisis occurs to seek help, which could be avoided with proper professional guidance from the start.”
On the topic of addressing these challenges, the trailblazer highlighted the efforts of the Institute of Public Relations, which is working to enforce standards and improve the industry’s reputation.
“We are a chartered institute, not just an association. Our collaboration with the judiciary could help address the issue of quacks in the industry.”
Turning to the influence of technology, the reputation guru addressed the role of AI and automation in the PR sector. She expressed that while AI can enhance PR practices, it cannot replace the human element essential to relationship building. “AI has its limitations; public relations is about managing emotions and mindsets. It will support the work of PR practitioners, but it cannot take their place.”
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