Razaq addresses digital disruption, misinformation, youth engagement in Nigeria’s PR industry
By Felicia Nwosu
Nigeria’s public relations (PR) industry is undergoing a significant transformation, shaped by digital disruption, shifting audience expectations, and the growing challenge of misinformation. Speaking with MARKETING EDGE ONTV, Ayodeji Razaq, CEO of Red Media Africa, addressed these pressing issues, emphasizing the need for industry adaptation, regulatory reforms, and stronger youth engagement.
He highlighted how technology has reshaped PR, making storytelling more accessible, while urging agencies to refine their strategies to stay relevant in the digital space. The communications strategist noted that while the PR sector holds an estimated market value of $150 million, there is a perception of contraction due to evolving communication trends. The media executive pointed to recent brand interactions on social media as examples of how companies are adjusting their communication styles to be more relatable and human.
“We’re entering a new storytelling era where the way we communicate and interpret industry figures is changing. Anyone with a smartphone can now tell a story. However, this accessibility has blurred the lines between professional PR and casual content creation.”
He also underscored the shifting behavior of consumers, particularly younger audiences who resist traditional marketing tactics, stressing the importance of relevance in a market dominated by young consumers. He maintained that brands must go beyond just being human; they must resonate with youth culture.
The brand strategist warned about the spread of fake news and called for stricter regulations, urging regulatory bodies to collaborate with PR professionals to enforce responsible communication standards.
“Misinformation remains a major industry challenge. People are paying less attention to facts and truth. There must be accountability for platforms that distribute false information.”
Beyond misinformation, the reputation management expert highlighted PR’s undervaluation in business strategy and at the same time calling for a strategic approach to brand storytelling and authenticity. He advised that practitioners craft narratives that maintain credibility and emotional resonance.
“The right story is one that allows audiences to connect with the truth. There’s an appreciation for what we do, but PR is often treated as an afterthought rather than a proactive tool.
With a background in psychology and digital marketing, the communications expert has positioned Red Media Africa as a platform for amplifying youth voices and creating opportunities for engagement. Looking ahead, he aims to take African stories to a global audience.
Reaffirming his commitment to advancing Africa’s image through strategic communication, he explained that the vision is to place African narratives on major global platforms, adding that despite industry challenges, his passion for storytelling remains strong.
He emphatically stated that the moment he can no longer contribute to shaping narratives, that he will drop his pen.
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