At the 5th Nigeria Digital PR Summit Quarterly Webinar, Efe Obiomah, CEO of Brand Spark, and Adeola Odunowo, CEO of Curve Communications, examined how fashion, entertainment and cultural platforms can be used intentionally to build visibility, deepen audience connection and strengthen brand reputation across Africa.

The conversation, themed around “Dressed for the Algorithm: Fashion, Visibility and Digital Influence”, explored how brands can move beyond reactive publicity and use cultural moments as strategic touchpoints for storytelling, relevance and long-term influence.

It also highlighted the growing importance of intentionality, audience insight, authenticity and consistency in a digital environment shaped by rapid engagement and public scrutiny.

Obiomah said the starting point for effective public relations is intentionality. “Most people approach PR as a reactive activity,” she said, stressing that brands and practitioners must do more than follow trends after they have already begun to move. She explained that media monitoring, social listening and consumer research remain essential to understanding audience behaviour and identifying opportunities early.

According to her, brands cannot afford to rely on assumptions or surface-level responses. “You need to talk to people. You need to really understand what your target audience are doing,” she said. For Obiomah, the value of cultural moments lies not just in visibility, but in the insight they provide into what audiences care about and how attention shifts in real time.

She noted that brands can maximise media value from cultural touchpoints when they move beyond headline-chasing and create experiences that connect with the emotion and relevance of the platform. In her view, the most effective results come when a brand understands what the event stands for and aligns its presence with that identity.

Obiomah said such alignment can be achieved through red-carpet moments, celebrity arrivals, backstage content, award reactions and other event experiences that naturally generate attention. She added that fashion, in particular, can serve as a powerful communication tool when used with purpose rather than for appearance alone.

The conversation also addressed celebrity integration and cultural storytelling. Obiomah said brands should avoid overbranding and instead work with public figures as collaborators and co-creators. She noted that the strongest partnerships are those that feel natural and contribute meaningfully to the event narrative, rather than interrupting it with forced promotion.

Odunowo on his part echoed the need for deeper strategy, saying brands should think of themselves as culture enablers rather than opportunistic sponsors. He argued that long-term value is built when organisations support cultural platforms consistently and deliberately, rather than showing up only when visibility is convenient.

According to him, one-off appearances may create momentary attention, but sustained involvement helps brands become part of the platform’s identity. He said cultural partnerships become more powerful when they are tied to purpose, credibility and a clear understanding of the audience.

The discussion also turned to reputation management and the gap between online image and offline reality. Obiomah said audiences have become more sophisticated and can easily detect disconnects between what a brand projects digitally and what it delivers in real life. “Your reputation online and offline has to be aligned together,” she said, adding that digital positioning must match the actual customer experience.

She explained that event-led PR should go beyond aesthetics and create memorable experiences that feel believable and consistent. For her, the social media conversation should be an extension of a strong real-world experience, not a substitute for it.

Odunowo built on that point by saying influencer and celebrity partnerships should begin with clear objectives. If the goal is awareness, numbers may matter. But if the goal is conversion, he said brands must look beyond follower counts and examine trust, relevance and audience engagement.

“You want to see the conversations happening in the comment section,” he said, noting that audience reactions often reveal whether a public figure has genuine influence or simply visibility. He added that brands should study the lifestyles, values and credibility of potential partners before choosing them for a campaign.

The webinar also highlighted the growing international appeal of African entertainment platforms. Odunowo said African PR professionals have a strong opportunity to position local narratives on global platforms by using culture as the entry point. He explained that African stories can travel across borders when they are well packaged and connected to the wider appeal of African creativity.

Obiomah said taking an awards platform such as the Headies overseas can expand visibility and appeal, but only when it is part of a wider storytelling strategy. She noted that the real value lies not just in the event night, but in the build-up, the interviews, the conversations and the broader cultural narrative that surrounds it.

Both speakers agreed that consistency remains critical for local platforms seeking global relevance. Odunowo said African platforms should not try to imitate Western events simply for the sake of appearing international. Instead, he argued, they should remain authentic, because originality is what gives them lasting resonance.

The conversation also examined commercially driven fashion visibility on social media. Obiomah said authenticity remains central to reputation management and brand perception. She explained that if a brand positions itself as premium, its online image, offline service and customer experience must all reflect that positioning.

Odunowo added that social media feedback should be monitored in real time so agencies can respond quickly and adjust campaigns where necessary. He said timely engagement can determine whether a campaign grows into positive conversation or disappears without making an impact.

In all, the session framed fashion, entertainment and cultural platforms as strategic tools for visibility, influence and reputation. At the 5th Nigeria Digital PR Summit Quarterly Webinar, both speakers made a strong case for intentionality, authenticity and long-term cultural alignment as the foundation of effective public relations.