YBO highlights challenges in PR, expresses optimism for future potential
By Felicia Nwosu
Yomi Badejo-Okusanya, Lead Partner at CMC Connect LLP, has highlighted how the economic conditions in 2023 have exacerbated the Nigerian Public Relations industry’s long-standing issues, particularly the struggle to define and communicate the value of PR. He noted that misunderstandings about the role of PR professionals have led to undervaluation and insufficient recognition.
Speaking in an exclusive interview with MARKETING EDGE, the PR expert expressed optimism about the future growth of the PR industry, noting that as professionals adapt to technological advancements and focus on value addition, the value of the profession can be elevated to prominence.
YBO also identified a core issue such as the industry’s identity crisis. In his remark, the PR veteran opined that there are as many definitions of public relations as there are practitioners, and that the lack of clarity has hindered the industry’s ability to effectively communicate its value, resulting in the profession often being seen as a peripheral function rather than a strategic management tool. Badejo-Okusanya emphasized the need for a holistic approach to PR as well as stressed the importance of involving professionals from the planning stages to ensure effective contributions.
“The PR “pie” has been encroached upon by event managers, digital marketers, and influencers, who are often viewed as replacements for PR rather than tools to be used strategically. Due to the identity crisis and undervaluation, PR professionals often find themselves at the bottom of budget allocations. This results in inadequate resources and a lack of talent entering or staying in the industry.
“Two, the value of people not being recognized, we have an identity crisis. My mantra is that public relations need public relations. The first requirement of public relations is public relations. As a matter of fact, you’ve got to tell the physician to heal thyself. The fact that people don’t place the right value on you, then, they won’t give you the proper remuneration,” he said.
The accomplished business leader called on professionals to innovate through technology and data to survive, stating that the role of advancements such as AI in enhancing storytelling and improving PR campaign effectiveness. By leveraging these tools, the industry can add significant value and boost its prestige, demonstrating the vital role PR plays in organizational success and the broader economy
“By leveraging these tools, the industry can add significant value and boost its prestige, demonstrating the vital role PR plays in organizational success and the broader economy,” he stated.
Maintaining that operating without the constant struggle against quackery stemming from a low barrier to entry, the notable PR Consultant envisions a future where all stakeholders recognize the genuine value that PR brings to the table, particularly in contributing to GDP growth, while anticipating a time when the profession will command the respect it rightfully deserves, firmly established within the realm of professionalism.
Providing a comprehensive overview of the growth outlook for Nigeria’s PR industry, he urged PR professionals to embrace innovation, ensure their involvement in the growth of the sector by clearly communicating their value. According to him, by addressing these challenges, the industry can overcome its identity crisis, improve recognition, and attract top talent, ensuring continued growth and relevance.
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