As the industry prepares to close out 2025 and enter a new cycle of communication demands, Dr Bukky George Taylor, CEO of Robert Taylor Media, has said the year unfolded with cautious optimism as brands recalibrated their strategies to remain visible in an unpredictable economy.

Speaking exclusively to MARKETING EDGE, the strategic communications expert explained that although projections initially pointed to tighter budgets, many organisations increased their PR and marketing spending, directing more resources to performance driven campaigns and digital channels that offer clearer tracking and measurable results.

PR Sector Shows Resilience Despite Pressures

The PR expert noted that Nigerian PR has shown strong resilience this year despite economic pressure, rising social activism and fluctuating market conditions.

Practitioners, she said, strengthened digital storytelling, expanded the use of analytics and deepened influencer collaborations. However, she added that the profession still needs firmer measurement standards and improved return on investment reporting to match global expectations.

Outlook for 2026 Signals Rising Budgets

Looking ahead to 2026, the media strategist projected a fifteen to twenty percent rise in overall marketing budgets, particularly across fintech, e commerce and fast moving consumer goods.

The CEO of Robert Taylor Media  said brands will direct more spending toward content creation, social listening, reputation management and integrated campaigns that connect PR with digital engagement and experiential activity. According to her, traditional media spending will decline as budget holders demand stronger accountability and communication teams are required to demonstrate measurable business outcomes.

Naira Volatility Forces Flexibility and Innovation

Commenting on the impact of naira volatility, the agency founder explained that currency instability has forced PR practitioners to work with more flexibility as clients reviewed retainers and demanded higher value for reduced budgets.

Meanwhile, Dr  George Taylor  noted that rising costs of international tools, subscriptions and partnerships have encouraged the industry to create local alternatives, strengthen regional collaborations and depend more on earned media. She added that the situation has elevated the strategic relevance of PR, as organisations needed clear and consistent messaging to guide consumers through difficult price and service adjustments.

Authenticity Drives Brand Alignment With Social Causes

However, on how Nigerian brands can align with social causes without appearing opportunistic, the communications leader stressed that authenticity remains essential.

Also, she advised companies to choose causes linked to their values, invest consistently rather than seasonally, reform internal practices before publicising external commitments, engage communities directly and report outcomes transparently. Nigerians, she said, can easily identify superficial activism and expect sincerity from the brands they support.

AI Introduces New Threats to Brand Trust

The image builder highlighted the emerging risks artificial intelligence poses to brand trust in a market vulnerable to misinformation. Again the communications specialist identified deepfakes, automated false narratives, reduced human authenticity and algorithmic bias as major threats.

As mitigation, she recommended stronger verification systems, consumer education, human oversight over AI tools, digital forensics capabilities and direct channels that allow brands to communicate without interference. She emphasised that AI should support communications teams, not replace human judgment or cultural intelligence.

Nigeria’s Global Visibility Remains Limited

Assessing Nigeria’s global content visibility, the advisor observed that the country is still underperforming despite having world class creativity. She said local narratives are often not adapted for international consumption, global media engagement is limited and translation or localisation efforts remain insufficient. She called for stronger distribution strategies, improved international relations and better use of data driven storytelling to position Nigerian achievements on global platforms.

Call for Stronger and Longer-Term Global Partnerships

Evaluating the use of global partnerships, she explained that while some Nigerian professionals have formed meaningful international relationships, most collaborations remain short term. She encouraged sustained engagement with global PR networks, greater participation in international industry bodies, closer relationships with diaspora media and a mindset that views global partnerships as mutual value rather than mere validation.

Key Trends Set to Shape 2026

Looking into 2026, the seasoned communications expert outlined several trends that will define the sector. These include AI supported operations, deeper community level engagement, stricter measurement expectations, expansion of audio storytelling, increased scrutiny of sustainability communication, stronger integration with the creator economy and growing regulatory requirements.

She urged practitioners to develop stronger digital capabilities, build sector specific expertise and adopt an entrepreneurial approach that positions PR as a central contributor to business strategy.