PR experts confident of growth in 2020
2019 may have come and gone, but 2020 would not commence without prospects from the PR sector in Nigeria. Agencies are expected to begin the New Year with renewed vision as to how to tackle challenges and navigate their business environment.
During an exclusive interview with MARKETING EDGE in Lagos, notable PR professionals and captains of agencies predicted a promising business climate despite challenges.
Responding to questions from our reporter, John Ehiguese, Managing Director at Mediacraft Associates, said that the year 2020 would be promising without much economic constraints given the fact that Nigeria is fully out of recession.
“We look forward to having more business opportunities,” said Ehiguese.
“This is the age of innovation and that is already on our front burner as an organisation this year. The benefits will be more and better; and hopefully, there is going to be more ROI for our clients,” he added.
To remain relevant in 2020, Ehiguese stated that Mediacraft would adopt “more creative and efficient ways” to do business.
On his part, Yomi Badejo-Okusanya, Group Chief Executive Officer at CMC Connect Limited, noted that PR must redefine itself to come into the mainstream in 2020.
“PR must adapt itself to any system that is being promoted, whether it is democracy or not,” he said, adding that 2020 would offer “significant opportunities both in Nigeria and across the African continent.
In a similar vein, Muyiwa Akintunde, MD LEAP Communications, said that expectations from the PR industry in 2020 would be dependent on the economy of the country, stressing that 2020 looked promising owing to the early passage of the budget.
His words: “I expect that there should be a lot more campaign this year, maybe towards the end of the first quarter and the rest of the year. I also expect that a lot of foreign investors will also come into the economy. That will be an opportunity for the PR sector.”
One of the challenges facing the industry, according to Akintunde, is “knowledge gap”, particularly at the mid and upper level of the business.
“When you have a brief to develop a campaign, you just have to understand the brief and then be able to know the strategy that can win the campaign for you,” said Akintunde.
He added: “We overcome these challenges by continuing to invest in training of our people and exposure to campaigns locally and internationally.”
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