Patronise Nigeria’s PR firms, expert urges government MDAs
By Ibidunni Banjoko
Chido Nwakanma, the Chief Executive Officer of Blueflower Communication Limited has urged governments at various levels to patronise Nigerian public relations firms to encourage growth in the sub-sector.
Mr. Nwakanma stated this during an exclusive interview with MARKETING EDGE, Nigeria’s foremost brand and marketing magazine. He argued that one of the most effective solutions to the growth of public relations practice is for the Ministries, Departments and Agencies (MDAs) of the Federal and State Governments to patronise Nigerian PR firms.
“The PR practitioners are now appealing that the MDAs of government should patronise Nigerian PR firms; we have been established by law. There is a bylaw of the Nigerian Institute of Public Relations (NIPR) that sets up a public relations consultancy, there is a process for registration of membership and we make this submission respectfully bearing history in mind.
“Government was the first patron of PR in Nigeria, the government itself used PR first in the colonial war, World War II, and then in the effort of the colonial government to win over the hearts and minds of Nigerians,” he said.
He noted that the government still uses PR, but goes through the back door or invites PR agencies from outside Nigeria, revealing that they meet those people at international association conferences.
“Nigerian government doesn’t have home pride. Some foreign agencies the government engages always sub-contract the job to Nigerian agencies because they do not have the local knowledge.
“There are over 400 agencies of government; if 10% of them can begin to formally patronise Nigerian agencies, it will make a lot of difference. Once it starts at the federal level, it goes down to state and local government levels; that will help,” he said.
He further said: “PR is evolving and growing, and its recognition in Nigeria is also growing and increasing. The new fintech companies are patronising agencies because they are in that ecosystem where they realize the importance of mind share, of speaking to the public. And who else is to help them if not PR?”
“The banking sector PR officers are now respected. What we want is an increase in patronage on our part. We now force our people to enumerate their standard, and I know that patronage by the government will make a difference.”
“PR has no regular procurement; we need to keep talking to people, educating them, and creating more awareness,” Mr. Nwakanma concluded.
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