Taiwo Ogunwumi, the Chief Executive Officer of Brooks and Blake, has submitted that, in a time when perception dictates position and influence defines access, public relations no longer serves as a peripheral tool but a tool that it delivers strategy, science, and survival in one.
That is the emerging reality painted with precision by Ogunwumi, during a recent exclusive engagement with MARKETING EDGE in Lagos.
The reputation architect unfolded a picture of an industry in motion, one no longer defined by column inches or broadcast mentions but by insight, intelligence, and intent.
“The perception industry has grown in leaps and bounds. There was a time it was about placing stories in the papers. That era has long passed. What we do now is broader, deeper, and critical to strategic success.”
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According to the communications strategist, evolution is not only a matter of semantics. Professionals in the space now prefer to identify as strategic communication managers or perception management consultants terms that reflect the multifaceted and data-driven reality of today’s practice.
He emphasized that what lies ahead involves more than continued growth it signals a paradigm shift.
“In the future, the synergy between human creativity and artificial intelligence will become more pronounced. However, it will demand new systems of governance, ethical clarity, and a recalibration of industry standards.”
The PR thought leader acknowledged that as visibility rises, so does scrutiny as well as the need for intentional professional regulation.
“From brand storytelling to crisis response, and from social listening to predictive analytics, the scope of public relations has widened. But that comes with new pressures. It is important that those who represent organisations or shape public narratives receive proper training, certification, and develop deep awareness of the implications of their practice.
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The communications expert affirmed that, in an age where every individual is both a broadcaster and an audience, moderation and authenticity have become non-negotiable principles. He added that having a voice is not enough one must use it responsibly.
For reputation management practitioners, the terrain no longer calls for reaction it requires anticipation. These professionals must forecast not only public reactions but also public needs. Strategic communication now anticipates conversations instead of merely responding to them.
On the matter of ethics, the former team lead presented a perspective that was both technical and human. From intellectual property concerns in AI-generated content to the responsible use of audience data, he emphasized the need for ethical foresight to keep pace with technological advancement.
“Information is currency, and just like any other form of wealth, it must be handled with care, legality, and respect.”
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When the conversation turned to confidentiality versus transparency, the industry leader maintained that balance is both possible and necessary.
“Reputation managers must never betray trust. Yet, we must also never become vessels of concealment. The art lies in truthfully informing without breaching confidence.”
In the delicate dance between the public’s right to know and a client’s right to privacy, the image consultant insisted on professional discretion as the standard.
“What we say matters, but also how we say it, when, and in what context. It is a science that respects boundaries.”
Responding to whether the reputation of a firm outweighs that of its client, the communication strategist simply stated,
“They are intertwined. If our client looks good, we have done our job. Their reputation is a mirror to ours. But we have lines we do not cross. If a request violates our values or is unethical, we walk away.”
The Brooks and Blake CEO maintained that technology, of course, acts as a defining disruptor in today’s communications landscape. He acknowledged that generative tools now support creative output and content velocity.
Meanwhile, he issued a caution: “Technology is a tool, not a replacement. The mind must still lead.”
Without doubt, Brooks and Blake, under the brand steward’s leadership, continues to adapt to this digital awakening. The team sustains a culture of continuous learning, backed by curiosity and caution in equal measure.
“We adopt what serves us, discard what distracts us, and watch closely what evolves,” he said.
A particularly strong stance emerged around data usage and protection. For an agency that deals with both emotional and behavioral intelligence, the perception leader stressed a self-regulatory approach.
“We have chosen to hold ourselves accountable before any regulator does. That is how we future-proof our operations.”
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Strategic thinking, in his view, remains incomplete without reliable data.
“You cannot make intelligent decisions in a vacuum. You need insight, not assumptions. You need pattern recognition, not guesswork.”
The seasoned perception management executive likened the role of data in communication to the function of GPS in transportation:
“You will only reach your desired destination when you know where you are starting from and what routes are optimal. That is what analytics does for us.”
On the often-sensitive topic of Nigeria’s global image, the reputation advisor made an impassioned call for national storytelling intentional, balanced, and self-defined.
“It is time to choose what part of our story we amplify. We cannot expect outsiders to narrate us into greatness. We must do it ourselves.”
Referencing the historical misrepresentation of indigenous people in Western media, he drew a compelling comparison:
“We once believed cowboys were the heroes. Time and truth showed otherwise. So, the power of narrative cannot be overstated.”
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For the public affairs expert, reputation management is more than a service it is a duty.
“We must protect, promote, and position not just our brands but our people and our potential.”
In explaining what sets Brooks and Blake apart, he pointed to a culture of uncompromising excellence.
“We are not casual about value. It is deliberate, structured, and sustained by talent and process.”
The firm has served clients across FMCG, telecoms, pharmaceuticals, financial services, and the environmental sector, developing bespoke insights and actionable strategies that are globally relevant but locally grounded.
At the heart of the agency’s success lies one trait: intentionality.
Whether navigating the volatile terrain of digital communications or defending the quiet dignity of a brand in crisis, the team operates with a deep sense of purpose. And under the guidance of its forward-facing CEO, that purpose is clear: To make public relations not just visible but vital.
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