INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA NIGERIA PR REPORT 2020 Kano

Inside the Public Relations and Communications Industry in Nigeria

Abuja

Lagos

PUBLISHED BY IN PARTNERSHIP WITH PUBLISHED BY IN PARTNERSHIP WITH Port-Harcourt

Research & Intelligence 1 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA

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ABOUT THE NIGERIA PR REPORT Cover Design Publisher Nigeria PR Report is the country’s first-ever annual report on Public Relations, dedicated ID Africa BHM 32 Community to gathering, chronicling and analyzing data on trends, perceptions, challenges and road, Off Allen prospects within the industry. Design and Avenue, Ikeja, Lagos The goal of Nigeria PR Report is to purposefully place Nigeria on the global marketing Layout [email protected] communications map by producing annual analyses and providing valuable insights Onewildcard www.bhmng.com that can help build a world-class industry. www.nigeriaprreport.com Limited The report is prepared for the use of agency CEOs, brand managers, students, teachers, institutions, journalists, consultants, regulatory bodies and researchers. Research Compass Insights

Project Coordinator Iyinoluwa Adunade

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ABOUT BHM RESEARCH & INTELLIGENCE ABOUT PLAQAD ABOUT COMPASS Plaqad is a social network connecting brands and INSIGHTS BRI, an independent intelligence team working from Nigeria serves to gather and individuals to content creators, publishers and influencers. Compass Insights is a boutique business advisory analyze data for brands and organizations in public relations, advertising, ICT and outfit based in Nigeria, that provides accessible data- Media. Plaqad allows users to organize or participate in content driven insights for businesses to improve customer trading and publicity placement on listed blogs, engagement and satisfaction. Our services ensure that websites, and social media services around the world. across industries, brands are able to convert customers A division of Black House Media (BHM), a leading full-service media and Public to loyal ambassadors while optimizing resources spent Relations agency,BRI has produced all the editions of the Nigeria PR Report since It is designed for individuals and organisations that want on customer acquisition. At Compass Insights, we work to get the word out about their products, services and with businesses to positively reform customer service inception, the 2017 Social4Media Report and BHM’s Guide to Public Relations, ideas, and for content creators and influencers seeking and sustainable business growth across West Africa. among other projects. to monetize their platform and influence. [email protected] Plaqad sits at the intersection of media, marketing 0908INSIGHT/09084674448 For more information, please send an email to [email protected] or call and technology and heavily leverages technology to help brands connect with their target audiences in a 0700BHMGROUP measurable, effective and affordable way.

For more information, please visit www.plaqad.com 0700PLAQAD [email protected]

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ACKNOWLEDGEMENT CONTRIBUTORS

This report has been prepared by BHM and Plaqad in partnership 1. Bada Akintunde-Johnson, Viacom CBS Networks Africa with Compass Insights as the research partner. 2. Enitan Kehinde, BHM 3. Femi Falodun, ID Africa We’d like to thank our friends at Compass Insights for their work on 4. Gbenga Sogbaike, Plaqad the research. We’re also grateful to have had Yomi Badejo Okusanya, 5. ID Africa Research Team Olusegun McMedal, Moliehi Molekoa, Bada Akintunde Johnson, Femi 6. Kayode Olowu, OneWildCard Falodun, Gbenga Sogbaike, Enitan Kehinde, Precious Nwachukwu, 7. Leye Makanjuola, Intense Digital Njideka Akabogu, Efe Ukpebor, Sharon Grey, Leye Makanjuola and 8. Moliehi Molekoa, Magna Carta Kayode Olowu contribute to the report. 9. Njideka Akabogu, ID Africa 10. Olusegun McMedal, Nigerian Institute of Public Relations (NIPR) Finally and importantly we’d like to thank the Public Relations 11. Precious Nwachukwu, BHM consultants and executives that took time out to take part inthe 12. Sharon Grey, ID Africa research and the NIPR and PRCAN for their continued support. 13. Yomi Badejo-Okusanya, CMC Connect Burson Cohn & Wolfe

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ACKNOWLEDGEMENT 8 • WHY BRANDS MUST INCLUDE INFLUENCER MARKETING IN THEIR PR STRATEGY 48 - Bada Akintunde-Johnson INTRODUCTION 13 ● • WHY PR PROFESSIONALS MUST BECOME MARKETING GENERALISTS 52 PART 1: RESEARCH FINDINGS 14 - Femi Falodun ● STATE OF THE NIGERIAN PR INDUSTRY 15 • INFLUENCER MARKETING AND THE TRENDS SHAPING A POST-COVID19 PERIOD 55 • Quest for Relevance 15 - Gbenga Sogbaike • Managing Industry Relationships 15 ● • Internal Growth 16 • 10 BEST PRACTICES FOR MANAGING CLIENT RELATIONSHIPS EFFECTIVELY 58 • Training 16 - Enitan Kehinde • Service Delivery 16 • A Learning industry based on Research and Development 17 • 20 BEST TOOLS FOR EVERY PR PROFESSIONAL 62 - Precious Nwachukwu METHODOLOGY 17 • THE SCIENCE OF LIVE VIDEOS AND THE ART OF GETTING IT RIGHT 65 RESEARCH FINDINGS 18 - Enitan Kehinde • Years of operation 18 • Size of Agency 19 • ADAPT OR DIE: THE TWO OPTIONS COVID-19 PRESENTS ENTERTAINMENT BRANDS. 68 • Annual revenue 20 - Njideka Akabogu

TALENT RETENTION IN THE PR INDUSTRY 21 • HOW NIGERIA’S DIGITAL NATIVES USED SOCIAL MEDIA DURING THE 70 COVID-19 LOCKDOWN PROFITABILITY 23 - ID Africa • Revenue Performance 23 • Client Base 23 • SOCIAL ENGINEERING IS THE FORBIDDEN FRUIT WE SHOULD ALL BE EATING 72 - Sharon Grey GROWTH: THE KEY IS IN CLIENT ENGAGEMENT 24 • Serviced Sectors 25 • HOW TO IMPROVE YOUR WEBSITE’S SEO 74 - Leye Makanjuola WHAT ARE THE SERVICES BEING OFFERED TO CLIENTS? 26 • Services Offered 26 • JUNKYARDS, REVERSE ENGINEERING, AND EVERYTHING THERE IS TO KNOW 76 ABOUT EFFECTIVE STORYTELLING WITH VISUAL DESIGN DIGITAL TECHNOLOGY AND MANAGING CLIENT RELATIONSHIP 27 - Kayode Olowu IN THE MIDST OF COVID-19 • HOW TO GROW YOUR BRAND ON INSTAGRAM IN 2020 78 ADVISING CLIENTS DURING A GLOBAL PANDEMIC 27 - Plaqad

THE NIGERIAN PR PROFESSIONAL FOR THE FUTURE 29 • 5 QUICK WAYS TO GENERATE MORE ENGAGEMENT ON FACEBOOK 80 - Plaqad TOOLS FOR PR SUCCESS 29 • THE INCREASINGLY WELCOME PROSPECT OF INFLUENCER MARKETING 82 CONCLUSION - IMPROVING THE PR INDUSTRY IN 2020 AND BEYOND 33 - Plaqad

PART 2: PERSPECTIVES ON IMPROVING NIGERIA’S PR INDUSTRY 38 • 8 THINGS THE SOCIALCRED APP TAUGHT US ABOUT USING SOCIAL MEDIA 84 - Plaqad • CAREER DEVELOPMENT AND RETENTION - MIDDLE MANAGEMENT IN PR 39 -Yomi Badejo-Okusanya • HOW TO GET ORGANIC INSTAGRAM FOLLOWERS 86 ● - Plaqad • LEADING EFFECTIVELY FOR GROWTH IN THE PR INDUSTRY 42 - Olusegun McMedal • HOW TO GROW INSTAGRAM FOLLOWERS FOR A BUSINESS 88 - Plaqad • DIGITAL MEDIA AND PR: THE PATH TO GROWTH FOR AGENCIES IN THE AGE OF DIGITAL 46 - Moliehi Molekoa

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• 5 REASONS WHY YOU NEED TO GET ON TIKTOK NOW 90 Since its maiden edition, the aim - Plaqad of Nigeria PR Report has been to use research to provide facts • HOW TO INCREASE YOUR ENGAGEMENT ON TWITTER 92 and statistics about the Public - Plaqad Relations industry in order to help practitioners improve on building PART 3: REGULATORY BODIES OF NIGERIA’S PR INDUSTRY 94 better careers and business models, and eventually create A. PUBLIC RELATIONS CONSULTANTS’ ASSOCIATION OF NIGERIA (PRCAN) 95 • Enabling law 95 a more sophisticated industrial • Code of Consultancy Practice 95 environment for all stakeholders. • Criteria for Admission 95 And since 2015, there have been • How to Apply 95 some transformations in the PR field. B. NIGERIAN INSTITUTE OF PUBLIC RELATIONS (NIPR) 96 • Objectives 96 What constitutes Public Relations continues • Membership Criteria 96 to evolve as more communication channels • NIPR Code of Ethics 96 present opportunities to connect with our INTRODUCTION audience, while also presenting the need PART 4: ETHICS AND PROFESSIONALISM IN PUBLIC RELATIONS IN NIGERIA 100 to deeply understand what the channels - AYẸNI ADÉKÚNLÉ SAMUEL PRCAN: CODE OF CONSULTANCY PRACTICE 101 can and ought to do, requiring strategic direction and in some cases, restraint to CODE OF ETHICS OF NIPR 103 When we planned for the 2020 Nigeria PR ensure communication remains effective. Report, we had no idea of how the year ETHICS AND PROFESSIONALISM IN PUBLIC RELATIONS 105 would turn out. These are very unique and There is a lot of action and we need data interesting times as our choice to have the to be able to capture them, yet data itself PART 5: MEASUREMENT IN PR 112 report focus on sustainable growth has now comes with its own challenges. The research ● • Explaining PR’s Barcelona Principles 113 come into focus with the adverse effects of focuses on the general perception of the • How the Barcelona Principles have 116 CoronaVirus. industry, challenges it faces, talents and been updated creativity in the industry, work satisfaction The COVID-19 pandemic has transformed and opportunities for growth, upcoming the world as we know it, and for the Public PART 6: PUBLIC RELATIONS AGENCIES IN NIGERIA 118 trends and measures for success amongst Relations industry, it has meant asking very others. pertinent questions about the role we play, and the role we ought to play in ensuring We have seen on the global leadership Public Relations provides the right services front, the impact delayed communication in a dynamic world. and management of information can have on businesses and lives. More than Sitting comfortably atop that list is ever, Public Relations remains relevant, communication. How we ensure that our particularly in these dynamic times. clients are able to communicate effectively with their stakeholders and how we work The importance of the report to the to ensure that even in such uncertain Public Relations industry in Nigeria can times, we are able to remain relevant in an not be overemphasized. By modeling ever changing environment is key. well-founded world reports such as the Holmes Report, World Development There are also internal factors to consider as Report, Relevance Report, the Nigerian PR with our partners, suppliers and employees, Report team continues to hope to create we need to constantly ensure growth and a standard global report that can easily be evolution to make room for adjustment to used for referencing details, instances and the ever-changing climate. facts about the industry.

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STATE OF THE NIGERIA PR that we can explore. INDUSTRY - GROWING SUSTAINABLY IN In addition, there is a greater spend on advertising and digital marketing (including DYNAMIC TIMES influencer marketing) than on PR according to 53 per cent of PR agencies surveyed. Growth can mean several things and This may be due to the quick visibility and manifest in different ways: internal growth, ability to reach target customers provided external growth, more in terms of numbers by advertising and digital marketing. In or more in terms of specialization. If we see some cases, it may also be as a result of growth as an elastic band, we can expand in a lack of a detailed understanding of PR. multiple directions. Our industry is poised So we need to do more to strengthen our for growth. value proposition to the market. In fact, the time has never been more right. Why is this? We are operating in a Overwhelmingly, there is an agreement fast-paced, interconnected environment. that clients require non-traditional services Clients are realizing that they are not able to in addition to traditional services. However, manage all the aspects of their organization the question of whether or not the PR and we need to be able to let them know agency is to provide these non-traditional what we can do. services remains unanswered, with 56 per cent of agencies reporting that clients are not willing to come to PR agencies for these The Quest for Relevance non-traditional services. RESEARCH Firstly, on the demand side, there is still Yet, there are opportunities for PR as a lot of work to do to ensure that clients clients move towards more cost-effective understand the need for and importance integrated marketing communications of public relations function to their solutions. Public Relations can be a real FINDINGS organization and brand’s success. It is asset to the business world given its role important that we continue to play a key in building and managing a positive image INDUSTRY OVERVIEW role in educating clients. for clients. Secondly, clients need to break out of STATE OF NIGERIA’S PR INDUSTRY traditional PR functions and services Managing Industry Relationships to adopt more modern PR campaign CONCLUSION strategies. To do this effectively, we need Media is important and it is necessary to to convince clients of our specialization and build relationships that are long-lasting, competencies in a way that further deepens which will see the media as real partners, the trust and foster greater collaborations. who are able to provide third party endorsement, believability and spread. 1 The rise of influencers has given agencies Conversely, the media will see PR as a a run for their money as clients now go provider of strategic content and news directly to these individuals. How can we for its audience. Within this is the market better project our value in managing these place. relationships? We need to articulate this value better, especially as we understand With the commercialization of the what works; and should be able to have media, new media has dominated the more pricing benchmarks to improve industry, resulting, in some degree, to transparency and quality in the influencer unprofessionalism in the media industry. marketing space. These are opportunities There is a wider role for government to play

14 15 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA “Access The Stars” Campaign by Access Overall, there needs to be a focus on in effective regulation, as well as a need for for their employees while 40 per cent of Bank and Nigerian Breweries, Access continuous improvement, across the the industry itself to adhere to codes of organizations do not. For those who do Diamond Valentine Campaign, Livespot X various elements of the PR function. The conduct and its prescribed ethics. have training programmes, it is important Festival, OneManOneVote for the Nigerian future of PR is very dynamic but if we that the programme is comprehensive to elections, and Marlian Fest among others. do not adapt, we stand the risk of being Trust, across all levels, for media outlets, include the core skills of a PR professional, redundant. Hence, the status quo is not for clients and even between PR agencies together with an all-round training on the The Nigerian PR industry is not without sustainable. This requires a keen focus on is important to foster more collaborations skills for success to develop expert PR its challenges, some of which come from trends — the industry needs more in-depth which the industry desperately needs, to professionals. the wider macroeconomic environment. research to be able to analyse and predict lead to sustainable growth. It is currently However, there are certain supply-side and trends — and the ability to adapt quickly in a case of getting a piece of the pie, whilst To better serve clients, agencies need to demand-side issues that if resolved, may a bid to offer clients better quality service. there is ample room to come together to be at the cutting edge of global technology contribute to the sustainable growth of the create a ‘bigger pie’. offerings. It is not enough to compete simply industry. How do we create stronger platforms to on price - the world is a global village and enable faster evolution and the exploration One important way to get it right is to work external markets see the potential of the A Learning Industry Based on Research of new avenues? How do we incorporate on forging long-lasting relationships with Nigerian PR industry. We need to ensure and Development other skills and expertise such as research, the media. New recruits into the industry, we are able to provide excellent quality analysis and insights to improve our value regularly and from time to time, should be service to our clients. PR agencies have extensive experience proposition to clients? provided with refresher courses on how to that is not fed into the learning system of engage appropriately with the media. This requires specialization, and an ability the organization and/or the industry. This requires us to think of the whole rather to focus on all elements of training staff; than simply the individual organization, and from new entrants into the industry to Agencies and Organisations need to share it is important, right now, in 2020, to focus Internal Growth regular training on communication skills, knowledge from their stories, experiences on the industry, as we realize we truly need understanding ethics of PR, client service and case studies with each other and each other to thrive. Coming to the supply side, we need to quality, and research among others. the academia so that we can become attract the right talent, and this goes into a true learning industry. Some of these our recruitment processes, together with insights can be presented at seminars and METHODOLOGY the training offered, and the motivation to Service Delivery conferences to contribute to the growth of remain in the industry, and in the agency. the industry. It is important that we build a Our report is based on the analysis of PR All these contribute to the retention of the Another avenue for development is the community where professionals can relate activity in Nigeria in 2019, together with right talent. quality of briefs provided to the media. and share experiences and then look to see surveys and focus group discussions with There should be a focus on the quality, with how local context-based solutions can be PR companies, media professionals and Churn is necessary in any industry, creative stories, and a clear brief. It is also arrived at to meet clients’ needs. clients of Nigerian PR companies to provide however, we have to ensure we are able time to go to the very basics, understanding to keep our best and brightest talent who what a press release should be, and how to can continue to move the industry forward. provide stories and leads to the media. This is where PR leadership can play a role, TOTAL NUMBER OF PARTICIPANTS articulating and defining career paths for One way to do this is to situate the story the industry. It also presents opportunities within a broader news story, a wider angle for the Human Resources function that that can provide subtle messaging for caters to PR professionals. the brand. Yes, there is a time and place for more overt campaigns, but these are Internal growth is perhaps the most different from news stories. important growth of all as this directly impacts on how we are able to meet and In addition, PR professional needs to be exceed clients’ needs. creative. Creativity goes beyond content creation to include how client strategies are developed and implemented, the Training ability to ‘create’ memorable stories and campaigns such as those identified as most One of the key challenges in the industry is notable PR campaigns in 2019: Pepsi’s effective and adequate training. 60 per cent Naija All The Way, Dettol Clean Naija, Focus Group Surveys of organizations have training programmes Maltina 1000 Smiles, GTB Fashion Week,

16 17 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA comprehensive and reliable information consultants, media professionals and PR clients about the state of the PR industry in to provide a robust overview of the industry. Nigeria. Since 2015, the aim of Nigeria PR Report has The respondents were PR professionals been to utilize research in providing facts and statistics about the Public Relations industry working as self-employed or in agencies, in order to help practitioners build better media professionals and verified existing clients careers and businesses while facilitating a of PR companies or buyers of PR services. more sophisticated industrial environment for all stakeholders. We have compiled the results This year, a total of 196 people contributed from our data collection over the past five to the Nigeria PR report survey and focus years in the findings that follow. group discussions. The contributions are the highest we have received so far and we Please note that the PR report for 2017 and hope to continue to increase participation in 2018 was combined, and so for completeness, the surveys, in this way capturing the data we have represented the data for 2017 and as to the PR industry in Nigeria. Three focus 2018 as equal. group discussions were conducted with PR Male Female

COMPOSITION(YEARS OF OPERATION) RESEARCH FINDINGS

According to the table below, there was an increase in the number of public relations agencies in the industry in 2019, with 68 per cent of respondents having been in operation in the industry for Together with the new entrants into the industry corroborating this finding, we see that 64 per cent less than five years. of the new agencies have fewer than ten employees, 14 per cent are small enterprises with 11-20 employees and 22 per cent with more than 21 employees as represented in the graph below. 12 per cent have been in operation for 5-10 years and only nine per cent in operation for over 20 years. In terms of balance, 21 per cent of respondents who have been PR professionals for less than five years were women, 19 per cent of those in operation for 5-10 years. SIE OF PR ORGANIATIONS

YEARS OF OPERATION

Fewer tan mloee

mall nterrie wit - SIE OF PR ORGANIATION(BY NO OF EMPLOYEES) mloee

We analysed the gender composition of the PR organizations within the industry. The industry remains male-dominated at 74 per cent with women comprising 26 per cent of the industry. Drilling down on From the graph above, we see that most of the PR agencies are within the SME band, with the 64 per cent of respondents qualifying by the number this, we analysed based on the age of the agencies, to identify if there are any time-bound factors. of employees as micro-enterprises based on the number of employees as defined by The Small and Medium Enterprises Agency of Nigeria Younger agencies appear to have a higher proportion of men with women comprising only 21 per (SMEDAN). cent of agencies under five years old. At the older agencies of 11-20 years, women comprise 44 per ore tan mloee cent of staff.

18 19 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA TALENT RETENTION IN THE SMEDAN CLASSIFICATION OF SME NIGERIA PR INDUSTRY

MICRO ENTERPRISES SMALL ENTERPRISES MEDIUM ENTERPRISES Attracting and retaining the right talent How do we retain good talent? within the PR industry in Nigeria emerged as one of the top five challenges the According to Yomi Badejo- industry faces. This is understandable, Okunsanya of CMC Connect Burson given the importance of people to excellent Cohn & Wolfe, the real area to focus service delivery, client satisfaction and the on for PR agencies is the retention of growth of the business. But talent is not middle management staff. Employment only important to the external growth of the organization, but the costs involved He explains that agencies need a LESS THAN 10 10 TO 49 50 TO 199 long- term view to understand what in terms of time and expense to recruit, they want to achieve. Once this is Assets(N MILLION) interview, and train new employees also (Excluding Land & Buildings) done, it becomes clear that mid-level need to be considered too. managers are crucial to the success LESS THAN 5 5 TO LESS THAN 50 50 TO LESS THAN 500 of the agency. Then for trained employees that go on to work in other organizations, they also take with them the experience and know-how, with middle management skills. It is very difficult to obtain exact revenue figures for PR agencies in Nigeria. However, an attempt to adding to further costs for the organization. group respondents by revenue confirms the micro-enterprise classification for the Nigerian PR industry Who can do this? The responsibility falls provided above, with 56 per cent of participants reporting revenue of less than N5 million (five million What then needs to be done to firstly make on PR Professionals with 10 to 20 years of naira) as displayed in the table below. the PR industry more attractive to new experience (5 per cent of the industry) and entrants into the industry? There needs to those with over 20 years of experience (7 be a clear understanding of the role of the per cent) to provide real-life examples for SIE OF PR ORGANIATION(BY REVENUE IN MILLION) public relations professional and the set of the younger generation to learn from. We have a responsibility to build the industry Less than 5 Rather not say skills required for a successful career. It is also important to define possible career for the future. paths, so as to attract the best minds into the industry. There are some areas that the younger professionals may have more strengths To do this, they need to be equipped with in, for example, digital and social media, adequate training to go from the basics of however, we can infuse with those writing and communication, ethics, working digital skills more of the spirit of PR and in a team, time management, to include an understanding of the history of the more specialized skills tailored to the various industry, to truly create a sense of pride job roles. One example to learn from can and connection. be the graduate trainee programme model where new graduates are put through How do we retain good talent? According various aspects of PR so that they get work to Yomi Badejo-Okunsanya of CMC experience and can select the areas that Connect Burson Cohn & Wolfe, the real align with their interests and abilities. area to focus on for PR agencies is the retention of middle management staff. This is particularly important in the industry He explains that agencies need a long- as it stands, where 70 per cent of the term view to understand what they want industry have less than five years of work to achieve. Once this is done, it becomes Overall, there needs to be a focus on continuous improvement, across the various elements experience as PR professionals. clear that mid-level managers are crucial to of the PR function. The future of PR is very dynamic but if we do not adapt, we stand the risk the success of the agency. of being redundant. Even for those with 5-10 years of experience (18 per cent), there are opportunities for This is because they have a clear PR training programmes to equip them knowledge of their role and relevant years

20 21 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA PROFITABILITY of experience - this intellectual capital needs to be retained. We analysed the revenue growth to ascertain the performance of the industry. In 2015, 68 per cent of respondents had reported that their revenue plateaued in 2015, and in 2016, 15 per cent of In many PR organizations, there are respondents reported a decline in revenue which was in line with the Nigerian recession. generally the departmental heads and operational managers who are at the PR agencies need to demonstrate In 2019, 71 per cent of respondents indicated growth in revenue and 10 per cent reporting a unique position to interface between keen leadership that communicates decrease in revenue and 19 percent with revenue at the same level as 2018 figures. entry-level staff and senior management. the organization’s vision and Losing a middle manager can be costly to an organization especially given the time it distils the vision into measurable can take to recruit someone else, and the expectations. time it takes to bring them up to speed.

The need to retain mid-level managers members within the organization. It is becomes even more apparent when we important that this system is built to reward consider the gender composition of senior staff well. management in PR. Not only are we losing mid-level managers, but we are also losing The performance management system our female mid-level managers according to also helps to define career development Omawunmi Ogbe of GLG Communications. expectations, providing more information Although women dominate PR and as to the promotion opportunities within Marketing, it is contrasting to note that the the career path.

majority of the top positions in the industry, Growing Declining No Change across agency and regulatory bodies are It is also important to review the n er cent of REVENUE reondent indicated occupied by men. organizational culture and to ensure that growt in reenue it is a harmonious one where the various One reason for this may be the lack of team members understand their role and flexible working schemes. We need to look feel empowered to achieve their objectives. From the table below, the client base in the Nigerian PR industry is quite small with 49 per cent of at how to make it easier for women to work respondents reporting a client base with fewer than 10 clients. within the industry, to strike a balance that Doing all these will contribute to the can ensure we are able to retain the talent retention of staff, especially mid-level 17 per cent of respondents had a client base of 11-20 clients, this was the lowest reported figure and unique perspectives women bring to managers and ensure a lack of disruption since we started collating the PR report. 27 per cent of respondents indicated a client base of over the industry. to the relationship and networks within the 20 clients. organization in terms of internal systems As such, more focus needs to be placed on and processes, as well as between the retaining mid-level PR managers in Nigeria. organization and its stakeholders (teams, We are not doing enough. What strategies clients, suppliers, etc). CLIENT BASE can we adopt? Firstly, PR agencies need to demonstrate keen leadership that Less than 10 Rather not say communicates the organization’s vision and distils the vision into measurable expectations. One useful way to achieve this is by regular communication, team meetings with middle-management to understand perspectives and give a voice Attracting and retaining the right to the PR managers. er cent of reondent talent within the PR industry in reporting a client base with Setting a structure for managing Nigeria emerged as one of the fewer than 10 clients performance using performance top five challenges the industry management systems can also contribute faces. to rewarding managers and other team

22 23 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA GROWTH: THE KEY IS IN times to show responsibility, and even CLIENT ENGAGEMENT when you do not know or are unable to deliver, to show vulnerability. Artificial intelligence is already doing tasks that were previously A customer-centric organization exclusively done by highly skilled professionals. comes from a solid client engagement Client engagement is the key to business strategy. Insight piece 1 focused on the growth. PR agencies need to ensure a internal workings of the organization. customer-centric approach to business. This piece looks at client engagement as a This cannot be left to chance. It has to be and value with their target strategy for growing a PR agency. a deliberate effort to be customer-focused. audience, whether that is on SECTORS REPRESENTED podcasts, social media, SMS, Client relations and management was listed One way to do this is to communicate LinkedIn, or others. The as a recurring challenge in the industry, regularly what you can do for your clients, positioning this as solutions to their needs. goal for strong customer hence it is important for us to look at how Agriculture engagement is to make we position ourselves to clients, and how Sometimes, we need to state what we think every brand touchpoint feel Banking and we deliver value. It requires going beyond is obvious, listing all the various services Finance and expertise your agency provides as well as seamless and low effort the mere delivery of a brief, a simple Beer and Alcohol as examples, so clients know how it can as possible. transactional relationship towards a more Building Material concerted approach at client engagement. apply in their situation. Once this is done, the next step is to let clients know that you Artificial intelligence is Construction understand their business and know their already doing tasks that Competing on price is a race to the bottom. Educational needs. establish a trust-based relationship were previously exclusively Services done by highly skilled Entertainment A great customer service strategy is what with your clients. professionals. For example, Federal sets your business apart and especially for Government the New York Times PR where our focus is on communicating It is about clear communication, setting reported in 2019, that FMCG the right information about our client’s expectations and timelines, being almost a third of content activities to the right people, at the right transparent about all fees and charges. Food published by Bloomberg time, using the right channels. When delivering services, a focus on Home and Personal integrity is paramount both to the client News, the international wire Care service, was produced using Hotel and Tourism If this is what we provide to our clients, and to the delivery of the client’s brief. We need to ensure we track these and provide AI. helping them to engage better with their ICT various stakeholders, how much more that regular reports to keep the client abreast of Today, we use social media Insurance we do the same for clients. activities and impact. listening tools to track Manufacturing conversations on Twitter, The fundamental principle is for us to do According to Moliehi Molekoa of Magna MD&A Federal and Carta Reputation Management Consultants, search engines select stories State great work always and not get comfortable, Non-Governmental for us based on our interest, especially with an existing client. Client successful customer engagement goes Organization beyond mass marketing emails with upsell artificial intelligence filters Non-Alchoholic retention is an important component of Beverages adverts that people see growth because other agencies are trying calls-to-action. It requires brands to build according to their online Oil and Gas to capture your share of the market. So relationships and experiences that are behaviour and even suggest Pharmaceuticals be professional at all times and provide a more human and authentic. There needs to be a clear, responsive, feedback loop influencers to follow on consistent level of attention to detail. Power and Steel for clients to be able to feedback to their social media. Products It is more expensive to convert a new client agency contact-person. Lanre Ekemode of LSF|PR than it is to retain one. It is important to State Government shares for example that maintain the basics; regular communication, Ensuring we meet both the needs to one way to improve client Telecoms through a mix of emails, phone calls and engage better with our clients, as well as engagement is to keep up to Others in-person meetings. Sometimes, it is the engaging with our clients’ audience requires date, to be able to advise on person you see regularly or hear from often a strategic investment in key channels. new avenues to maximise that remains top of mind when you have a returns on investment. new brief. Organizations should invest in a seamless Omnichannel experience by investing only For example, for influencer It is also important to be proactive at all in the channels that drive engagement

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marketing, brands are entering into credibility and most importantly, allow DIGITAL TECHNOLOGY Provided the opportunity for digital exclusive agreements with influencers, the investment to result in meaningful AND MANAGING CLIENT application synchronization between clients barring collaboration with competitors on connections with consumers. and PR companies using applications such agreed platforms and/or during a stipulated PR professionals remain relevant to unlock RELATIONSHIPS IN THE MIDST as Whatsapp, Skype, Google Doc, Zoom, period in a bid to protect marketing the value that technological advancements OF COVID-19 etc. investment. present and adapt to changing times, with a focus on delivering excellent service quality COVID-19 has compelled PR professionals The focus of the PR industry in this season This is important to capture market share to clients to ensure growth, for the client, to work remotely and that comes with a of COVID-19 should be on how to help of their followers, provide consistency, as well as for the agency. set of challenges, especially considering clients thrive in the midst of the crisis. the context of the Nigerian business environment. As this period has necessitated a shift from the conventional way of communicating According to findings from our focused- and engaging consumers and partners, PR group sessions, the pandemic may have practitioners have the responsibility to help resulted in reduced productivity but also brands navigate the new normal. helped PR practitioners to get more attune with modern-day digital applications and work tools even though some challenges There is significant activity in servicing the ICT, Telecommunications and NGO sectors. There are persist for team members who are not as ADVISING CLIENTS DURING A single-digit spaces which possibly signal market dominance by the few agencies servicing these digitally savvy. GLOBAL PANDEMIC sectors, and can create opportunities for other agencies to consider working with. Another challenge is the issue of work As the world continues to make sense of These include the Agriculture, Insurance, Pharmaceuticals, and Power and Steel sectors. timing structure. PR practitioners stated the pandemic, PR and communications that clients are breaching the normal professionals must look beyond the timing structure and as such adhering to immediate interest of brands and consider, WHAT ARE THE SERVICES BEING OFFERED TO THESE CLIENTS? the normal opening and closing hours have very importantly, the wellbeing and been difficult. interests of consumers. The agencies in the industry provide a wide-ranging suite of services to their clients. Digital/ social media is ahead of the other services, for three consecutive months. Some of the challenges mentioned by It is therefore important to not employ respondents: the conventional and aggressive brand In 2019, the three most popular services reported were digital/social media, followed, by a large communication tactics that worked before margin by marketing and business development, and corporate reputation. • Productivity - staff working from home the pandemic.

In 2017 and 2018, the 3 services offered were digital/social media, media relationships and • Accountability - staff working from home Consumers are looking to brands for communications strategy. inspiration, reassurance and safety at this • Time management - staff working from time. home As such, the pandemic is no time for SERVICES OFFERED • Client adaptability to the changing work brands to keep quiet and go to sleep. arrangement Communication experts must guide the brands in initiating various consumer- focused interventions that meet these It has also brought about some positives: needs and also situate themselves positively within consumer conversations. • Clients’ willingness to adapt to the use of modern technological devices. Brands that shut down during a crisis of this nature have a hard time regaining the • Reduction in face-to-face meetings. attention and the trust of the consumers they abandoned or refused to engage • Most client-agency meetings now happen during the crisis. remotely. In conclusion, COVID-19 has further shown

26 27 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA THE NIGERIAN PR PROFESSIONAL FOR THE FUTURE

With the rise of digital and social media, leaner. community management, digital build and production, measurement and analytics, That said, it is important that the focus content creation, social media management is on the type of tools that allow the PR are going to be some of the most required professional to deliver excellent and skills for PR agencies in the coming years. exceptional service quality, across the key PR channels: media relations, business/ There are other opportunities too including media events, speaking engagements, the importance of digital technology and communications to guide them. data science and research and without a content generation, community relations, will help communications experts better doubt, the basic requirements of excellent social media. appreciate the scale of digital disruption To be able to live up to this responsibility, writing and communication skills, creativity, that has taken place in the last decade and communication experts must arm and ability to provide insights from multiple There are other PR channels however, the the change we must embrace. themselves with an adequate understanding diverse perspectives to be able to provide above-mentioned are the key channels of digital technology, consumer psychology clients with real solutions that address their which informed this guide. More than ever, effective communication and how to effectively situate client’s immediate and future needs. for brands has become paramount and business in the mix. 1. Directory: Going back to the basics of they look up to the experts in PR and public relations practice is having an up-to- TOOLS FOR PR SUCCESS date directory which contains the names and contact details of key journalists in the To prepare you, we have provided a list sector you serve/represent as well as the of the tools you need for success as a PR days of the week they publish their stories. professional of the future. Storing their name and contact details on In today’s digital world, the tools required your phone isn’t enough and you need to by a PR professional are quite different have a working database of journalists that from what they used to be, even five years cover key sectors in mainstream media, ago. Nowadays, practices are more niche their positions etc. It does not have to be and depending on whether it is a PR agency extensive, and you can build a directory with or a public relations department within an a Microsoft Excel spreadsheet, investing in organization. more money as your business evolves.

It also depends on budget and how large 2. Content Distribution: It is important the organization is. For startups, the tools to get your news stories out in the media. required are going to understandably be While the email is the first and most well- known tool for content distribution, there

28 29 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA competition as it is important to see the Coschedule has a headline analyser you stories as they happen. can use. Best part about it is that it’s free.

4. Listening: It is not enough to present 9. Subject line review: To review your PURPOSE TOOL(S) TO USE information to your audience. It is also email subject based on clickability and how important to listen to find out what is being attractive it is to a reader, the aptly named CONTENT ANALYSIS GRAMMARLY said about your brand and enable you to Subject Line is an important tool to use. respond to the customers’ concerns in a timely manner. Hootsuite allows you to set 10. Content analysis: Grammarly analyses CONTENT DESIGN CANVA, UNSPLASH, PEXELS, SHUTTERSTOCK, VISME up multiple tabs around various keywords written content based on structure, spelling, and you are able to see what customers are punctuation, engagement and others to CONTENT DISTRIBUTION EMAIL, MAILTRACK.IO, MAILCHIMP, DIRECT saying about that keyword in real-time. ensure the content is original and free of MESSAGING ON SOCIAL MEDIA CHANNELS mistakes. The plagiarism checker looks DIRECTORY EXCEL SPREADSHEET, GOOGLE SHEETS 5. Sentiment analysis: This allows you through millions of websites and academic to know how customers feel about your journals to verify that your content has not HEADLINE ANALYSER COSCHEDULE client or brands’ activities. Beyond knowing previously appeared elsewhere. how customers feel, it is also important INFLUENCER OUTREACH PLAQAD to feel the pulse of the media as they are 11. Content Design: Canva is an online gatekeepers of your brand to your target design tool that offers free templates for LISTENING HOOTSUITE, KEYHOLE audience and will shape the audience’ mind turning your content into powerful visuals as to how your brand will be perceived. for use across multiple digital platforms. Unsplash and Pexels also offer free stock MEASURING AND ANALYSIS MELTWATER, CISION, COVERAGE BOOK Sentiment analysis tools are sometimes images subject to various copyrights. embedded in most media measuring tools MEDIA MONITORING AND GOOGLE AND such as Meltwater and Cision or you can Shutterstock, although paid for, offers a ONLINE REPUTATION TALKWALKER ALERTS try a stand-alone sentiment analysis tool diverse array of premium stock content MANAGEMENT such as Brands Eye. from images to vectors, videos, illustration as well as music. PROJECT MANAGEMENT TRELLO 6. Website analysis: In order to determine the effectiveness and reach of your brand 12. Project management: if you work SENTIMENT ANALYSIS BRANDSEYE, MELTWATER AND CISION mention(s) on a particular brand platform with teams, and even if you do work alone, in comparison to another, website analysis getting a project management tool such as SOCIAL MEDIA FOLLOWER FOLLOWER, HYPEAUDITOR, SOCIALCRED tools are key to track engagement. Alexa Trello allows you to manage projects among AUDIT and Similar Web are effective as they show your team by assigning teammates, setting you a website’s average performance in deadlines, attaching files and integrating SUBJECT LINE REVIEW SUBJECT LINE terms of visits and hit. checklists to keep track of different steps of a project. 7. Social media follower audit: Up to 40% of web traffic is as a result of bot activity. 13. Measuring and Analysis: to track are other equally important tools that can the platforms such as Facebook, Twitter, It is important to check your brand’s social campaign performance. Meltwater or enhance content distribution. mailtrack.io Instagram and LinkedIn. media following periodically and clean out Cision allows you to see the platforms that is a free Chrome extension that lets you inactive accounts who serve to inflate published your stories, analyse the reach, know if your email has been delivered or 3. Media monitoring and online follower counts but this is not reflected in sentiments, number of views and the PR opened. reputation management: There are a the engagement rates. Follower is a great value of the platforms. plethora of tools out there most of which tool for Instagram follower audit. That way you can follow up with journalists are paid for but at the basics, Google and Coverage Book combines all your results who are yet to open your mail effectively. Talkwalker alerts are very useful media 8. Headline analyser: You need to have from a campaign and automatically Social media has proven to be another monitoring buddies. one or two content creation tools or two calculates metrics such as website visits, effective content distribution tool as in their kit. Your headline can make or mar social shares, domain authority, etc. to you can send news stories to journalists You can set up keywords that are not just your news story. The headline analyser show a campaign’s effectiveness. It’s the through the direct message option on all relevant to your brand but also for your reviews your headline suggestion and gives perfect tool for dazzling your client. tips on how to improve it.

30 31 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA 14. Influencer outreach: as influencer marketing becomes increasingly sought after by clients and is fast replacing traditional forms of marketing, it is important to keep tabs on the key influencers in the segments they serve.

Plaqad is an influencer marketing platform that identifies and manages influencer campaigns from start to finish.

Improving the Industry in 2020 CONCLUSION and Beyond

2020 should see more capacity development in the industry, with webinars, bespoke training pro- grammes for organizations and industry-wide knowledge sharing conferences and seminars. We expect that regulatory and the professional bodies overseeing the PR industry should be more active in ensuring continuing professional development takes place for PR professionals, as well as set and uphold standards for the dynamic business environment agencies have to operate within. Regulations need to be tied to enforcement to ensure adherence.

The lockdown brought about by COVID-19 has shown us that we can work more flexibly than we used to. This needs to continue with more flexible working policies made available to colleagues, especially women to retain more senior talent in the industry.

Our focus should also look at improving the working conditions within our agencies - how are we providing for our team members, what benefits are we offering, what career development oppor- tunities? These will go a long way to attract and retain talent within agencies.

In addition, there is a need to invest in sustainable measurement to track spend and returns for our clients. We need to engage in more data-driven PR strategies for clients to improve the quality of our campaigns and other activities. More research should be carried out on PR in other countries to learn what models and incentives are successful and how these can be adapted to the Nigerian business environment.

There are going to be challenges, no doubt. The industry is going to go through some tough times, but right now, what is needed is a commitment to improving the industry, to collaborate with other agencies, to truly evolve the way we operate and to provide solutions for our clients.

32 33 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA

Fruition Image Africa J JSP Corporate Mike Okereke Consulting THANK YOU TO OUR SURVEY RESPONDENTS. Corporate Reputation, Communications Ltd Media Relation, Strategy, Corporate Reputation, Corporate Reputation, Digital/Social Media,etc Media Relation, Strategy, Please note we have only listed those respondents who provided their organization’s Media Relation, Strategy, Digital/Social Media etc. details here. Digital/ Social Media etc. H Hally Sports Int. Ltd Corporate Reputation, L Leap Communications Ltd Mosron Communications Digital/Social Media,Media A Absolute PR Limited Brooks and Blake Ltd CMC Connect Ltd Media Relation, Strategy, Corporate Reputation, Digital/Social Media, Corporate Reputation, Corporate Reputation, Digital/Social Media etc. Media Relation, Strategy, Relations, Corporate Media Relation,Corporate Digital/Social Media, Digital/Social Media, Digital/ Social Media etc. Communications, Crises reputation, Marketing and Insight, Marketing and Insight, Marketing and Hi-Tek Productions Communications & Business Business Development, Business Development, Corporate Reputation, M Marketing Mix & Management etc. Development etc. Media Relation, Strategy Media Relation, Strategy, Media Relation, Strategy, Company etc. etc Digital/Social Media etc. Corporate Reputation, N Nansolyvan PR Alpha PR Media Relation, Strategy, Corporate Reputation, Digital /social media, BukiHQ Media Concrete Hill+Knowlton Strategies Digital/Social Media etc. Media Relation, Strategy, Corporate reputation, Digital/Social Media, Communications Corporate Reputation, Digital/Social Media etc. Marketing and Business Media Relation, Digital/Social Media, Financial Relations, Mediacraft Associates Development etc. Marketing and Business Media Relation, Media Relation, Strategy Limited Corporate Nadeem Media Consults Development, Insight, Marketing and Business etc. reputation, digital/social Ltd As+ A Communications Public Affairs, Strategy etc. Development, Insight, media, media relation, Media relations NECCI Corporate Reputation, Public Affairs, Strategy etc. Hot PR financial relations etc. Limited Corporate Financial Relations, C Caritas Communications Digital /Social media, Reputation, Media Media Relation, Strategy Corporate Reputation, D Davebrook Limited Marketing and business Mediamark Limited Relation, Strategy, Digital/ etc. Digital/Social Media, Digital/Social Media, development,Media Corporate Reputation, Social Media etc Insight, Marketing and Media Relation, relation, Public affairs etc. Media Relation, Strategy, . B BD Consult Limited Business Development, Marketing and Business Digital/ Social Media etc. Neo Media & Marketing Corporate Reputation, Media Relation, Strategy Development, Insight, I ID Africa Ltd Financial Relations, etc. Public Affairs, Strategy, etc. Digital/Social Media, Media Panache Corporate Reputation, Media Relation, Strategy Multimedia Creation,Media Corporate Reputation, Media Relation, Strategy, C & F Porter Novelli DKK Nigeria Relation,Marketing and Digital/Social Media, Digital/Social Media etc. Bifocal Communications Corporate Reputation, Corporate Reputation, Business Development, Insight, Marketing and Corporate Reputation, Digital/Social Media, Digital/Social Media, Strategy etc. Business Development, O Oyster St. Iyke Ltd Financial Relations, Insight,Marketing and Insight, Marketing and Media Relation, Multimedia Corporate Reputation, Media Relation, Strategy Business Development, Business Development, Image Consultants Ltd Creation, Public Affairs, Media Relation, Strategy, etc. Media Relation, Strategy Media Relation, Corporate Reputation, Strategy etc. Digital/Social Media etc. etc. Multimedia Creation, Media Relation, Strategy, Black House Media Strategy Digital/ Social Media etc. Messages Inc Ltd P PFCAfrica Corporate Reputation, Chain Reactions Limited Corporate Reputation, Communications Limited Corporate Reputation, Digital/Social Media, Corporate Reputation, E Evolve Integrated Services Imagelink Media Relation, Strategy, Insight, Marketing and Digital/Social Media, Corporate Reputation, Communications Digital/Social Media etc. Media Relation, Strategy, Business Development, Insight, Marketing and Financial Relations, Corporate Reputation, Digital/Social Media etc. Media Relation, Business Development, Media Relation, Media Relation, Strategy, Metro Media Multimedia Creation, Media Relation, Strategy Strategy, etc. Digital/ Social Media etc. Communications Plaqad Inc Strategy, etc. etc. Corporate Reputation, Digital/Social Media, F FCB Redline Integrated Indigo Media Relation, Strategy, Media Relations, PR and Blueflower Limited Compact Comm. Ltd Corporate Reputation, Limited Digital/ Social Media etc. Marketing Technology Digital/Social Media, Corporate Reputation, Financial Relations, Corporate Reputation, Media Relation, Digital/Social Media, Media Relation, Strategy Media Relation, Strategy, MindshareComms. Ltd Prizeworth Consulting Marketing and Business Insight, Marketing and etc. Digital/Social Media etc. Corporate Reputation, Limited Development, Insight, Business Development, Media Relation, Strategy, Corporate Reputation, Public Affairs, Strategy etc. Media Relation, Strategy Digital/Social Media etc. Media Relation, Strategy, Digital/Social Media

34 35 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA Publicis Consultants Silver Bullet Timex Intermedia Wildflower PR and Soulcomm Corporate Public Relations Corporate Corporate Reputation, Company Reputation, Media Reputation, Digital/ Digital/Social Media, Corporate Reputation, Relation, Strategy, Digital/ Social Media, Insight, Insight, Marketing and Media Relation, Strategy, Social Media Marketing and Business Business Development, Digital/Social Media Development, Media Media Relation, Strategy R R&B Public Relations Relation, Strategy etc. Winning Concepts Company Corporate Corporate Reputation, Reputation, Media SY&T Communications TPT International Media Relation, Strategy, Relation, Strategy, Strategy Limited Digital/ Social Media, Digital/Social Media Corporate Reputation, Synthesis Digital/Social Media, Worktainment Ltd Radi8 limited Communications Insight, Marketing and Digital/Social Media, Corporate Reputation, Corporate Reputation, Business Development, Media Relation, Digital/Social Media, Digital/Social Media, Media Relation, Strategy Corporate reputation, Insight,Media Relation, Insight, Marketing and etc. Marketing and Business Multimedia Creation, Business Development, Development Public Affairs, Strategy Media Relation, Strategy Tourism Promotions & Comm X XLR8 Red Gecko Ltd T Tanus Digital/Social Media, Corporate Reputation, Corporate Reputation, Communications Ltd Media Relation, Media Relation, Strategy, Digital/Social Media, Corporate Reputation, Corporate reputation, Digital/ Social Media etc. Insight, Marketing and Digital/Social Media, Marketing and Business Business Development, Insight, Marketing and Development Z Zebra Stripes Media Relation, Multimedia Business Development, Corporate Reputation, Creation, Strategy Media Relation, Strategy TruContact Limited Media Relation, Strategy, Digital/Social Media, Digital/Social Media etc. Red Media Africa The Bobby Taylor Media Relation, Corporate Corporate Reputation, Company reputation, Digital/Social Media, Corporate Reputation, Marketing and Business Insight, Marketing and Digital/Social Media, Development Business Development, Insight, Marketing and Media Relation, Business Development, W Weber Shandwick Multimedia Creation, Media Relation, Strategy Africa Strategy Digital/Social Media, The Republic Media Media Relation, Corporate Rexxie empire Limited reputation, Public affairs Corporate Reputation, Marketing and Business Digital/Social Media, Development Rytkey Concepts Ltd Insight, Marketing and Corporate Reputation, Business Development, Whitewater Media Relation, Strategy, Media Relation, Strategy Limited Digital/Social Media Digital/Social Media, The Quadrant Media Relation, S Sesema PR Limited Company Corporate reputation, Corporate Reputation, Corporate Reputation, Marketing and Business Digital/Social Media, Digital/Social Media, Development Insight, Marketing and Insight, Marketing and Business Development, Business Development, Media Relation, Strategy Media Relation, Strategy etc.

36 37 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA market grows, employees have more options, making employee retention even more challenging.

In any organization, PR inclusive, the Middle Management are the set of employees who provide strength as they have the knowledge, experience and also possess the required skill set needed to promote competitive advantage.

They are popularly regarded as being departmental heads and operational managers who interpret and convey information between the workforce and the leaders of the organization.

Employee retention is one of the highest CAREER priorities in organizations, particularly regarding middle-level managers. It requires DEVELOPMENT a long-term strategy that aims to identify AND RETENTION - talented employees, help nurture and MIDDLE MANAGEMENT IN PR utilize their individual talents, so as to meet the growing demands of the business.

BY YOMI BADEJO-OKUSANYA fnipr - CMC CONNECT Retaining talented middle managers in a PR PERSPECTIVES firm plays an important role in the retention We are in the middle of a work revolution. of intellectual capital for the organization Globalization, the rise of Artificial while losing these talents not only results ON THE Intelligence and digital transformation in a loss of individual skill and ability but paired with a new generation of consumers also disrupts the relationship and networks NIGERIAN PR who desire more personal, intuitive brand between teams, clients, suppliers and experiences, are forcing PR companies other stakeholders, as well as the structural to rethink their approach to talent capital such as systems and processes. INDUSTRY management and acquisition. Employees with capabilities that allow organizations to At middle management, employees are keep up with this pace of change are now either looking for companies with good 2 in steep demand with employers struggling career development programs, better pay to keep them on board. and benefits or want more challenges which makes career development critical High employee turnover is worrisome to to retaining talents. any employer, considering the expense to recruit, interview, and train new employees, The major problems plaguing PR agencies, as not to mention that these employees they struggle to retain talented employees, may be less adept at their jobs than the specifically at the middle organizational experienced workers they are replacing. level is; Ineffective Retention Strategies.

As the economy improves and the job Conscious efforts should be made to deploy

38 39 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA

in the structure of the organization, their managers, which may differ in employees, organisation. values, general working conditions, the it enhances the psychological contract, As the econoy iroves atmosphere among the employees, as well stimulates commitment, reduces turnover According to the Right Management study, and the ob aret grows, as the performance drive of employees. intention and retains the managerial talent. employees at a company with a favourable eloyees have ore Leaders should articulate and live in career climate are four times less likely accordance with the vision, mission and Summarily, in terms of implementing to leave than those at a company with options, making employee goals of the organization. effective retention strategies for middle an unfavourable career climate. Having retention even more management employees, it is recommended these strategies present at their companies challenging Committed employees become frustrated that PR agencies focus on these strategies. will help employees feel encouraged to and develop turnover intentions when they The leaders in PR agencies should also advance in their career. witness their work and input going to waste create healthy relationships between them due to inconsistent strategies and vision. and employees and their intentions for Yomi Badejo-Okusanya is the current the organization should be communicated President of the African Public Relations 4. Performance Management: transparently and consistently to create an Association (APRA) and the Group Performance management is the formal atmosphere of trust. Managing Director of CMC Connect and systematic communication between (Perception Managers), one of Nigeria’s senior managers and employees regarding HR managers should also work with leading strategic communication groups. the various strategies needed for talent behavioural expectations, objectives the leaders to ensure that leadership His contribution was put together with retention within the middle management, and goals and ensures that feedback is behaviour and all business practices are assistavnce from Folashade Olorunyomi, which include; provided to employees relating to their ethically sound in implementing leadership Head of Human Capital & Olasunkanmi performance. Performance management retention practices. HR Managers need Ogunniyi, Senior Business Executive at 1. Leadership: The effectiveness of is used to identify talented employees as to ensure alignment between the leaders, CMC Connect (Perception Managers) employee retention tactics in organizations well as to identify and exit employees who the employees and the HR practices in the is directly influenced by leaders. Poor and sabotage productivity. ineffective leadership styles may influence the retention of talented employees. A As an employee retention strategy, middle high level of trust between employees managers are often given the opportunity and leaders is associated with employee to work with HR managers and senior commitment and ultimately, high employee managers of the organization to understand retention rates. managerial expectations, the long-term objectives of the organization and targets 2. Specific Career Development set by the organization. Strategies: Career development also can help with This practice develops, in middle managers, retention because employees develop an appreciation of what is demanded of a sense of loyalty for employers who are themselves and their teams and, in turn, willing to invest in them. When employees contribute to feelings of job autonomy. perceive that their organizations encourage career development, they feel more 5. Reward management: Reward confident about their long-term career management, which is closely associated path. Likewise, when it is time to hire new to, and follows on from the practice of employees, career development programs performance management, can also be can be attractive to job-seekers. utilized as a strategy to retain managerial talent. However, the rewards offered to 3. Organizational Culture: Organizational employees must be tailored to suit and culture refers to the general behaviour satisfy the mid-level managers. While not of employees, the characteristics of the completely excluding extrinsic rewards, organization, and the shared meanings employees at managerial levels generally within the organization. Having and prefer intrinsic rewards that promote self- maintaining a strong and positive fulfilment. organizational culture is imperative for retaining talented employees. It is evident When rewards match the desires of middle

40 41 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA professional is a part of the leading team ROLE OF COMMUNICATION IN However, the following in the organization with access to other DECISION MAKING year was a turbulent one senior managers. for the young firm. They In the C-suite, executives must make good lost their cash cow account He is involved in the strategic thinking of decisions that positively contribute to the due to poor client service the organization, scanning and monitoring growth of the organization. The ability management; it adversely trends and advising to make informed to make good decisions often defines a affected their liquidity, and decisions. He helps the organization good chief executive. But to make good they couldn’t serve other build reputation and goodwill with its decisions, they need reliable information accounts nor maintain stakeholders. on various functions. their high overheads and expensive lifestyles. A major predictor of leading effectively is Since public relation’s role is to help the having the top communications executive organization in developing and maintaining Before the end of the second at the decision-making table. Those in the good relationships, it must provide year, the centre could no C-suite are much more likely to have a information about how the organization longer hold, and things fell positive impact on the organization. can achieve this. This is how strategic apart. The business closed communications earns its seat in the shop and Uche and Demola went their C-suite. separate ways. THE C-SUITE The communication function looks at all the Does it sound familiar? Almost all organizations are run by a stakeholders in the organization and uses a chief executive officer that is responsible variety of tools, tactics and channels to build One of the greatest challenges that for setting the vision and strategy of the a reputation and enhance relationships with can plague any enterprise is leadership. organisation and supervising the activity of these publics. The head of communications LEADING EFFECTIVELY Effective leaders provide vision, guidance, his team. The key roles in any organization has an important responsibility to ensure inspiration, confidence, commitment, such as finance, legal, admin and human that all key stakeholders are given due FOR GROWTH IN THE nurture talents and build teams committed resources, information services, marketing consideration when critical decisions are PR INDUSTRY to achieving a common goal. and communication, serve the operations made. of the company, and their heads report to BY OLUSEGUN MCMEDAL, NIPR LAGOS No wonder, the leading leadership the chief executive. And most importantly, public relations consultant, John C. Maxwell, said, provide strategic counsel to the “Everything rises and falls on leadership”. In some cases, the communication function organization’s leaders helping the team in Whether things are going right or wrong, is subordinated under another unit, such as making better decisions. By providing this BACKGROUND leaders must take responsibility. Leaders marketing, legal, or administration. When all-encompassing perspective, the head are made, not born. this happens, it becomes difficult for the of communications does much more than The City of Gold Inc. was a startup public head of communications to lead effectively execute tactics. This strategic counsel is relations consultancy established in 2010. Most of the public relations practitioners and play a meaningful role in the strategic what chief executives are increasingly It was founded by two friends who resigned begin their careers as communication decision-making process. Whereas the seeking in all the members of the C-suite. their employment with a leading telecoms technicians. They spend most of their time communication function brings to the service company. Uche and Demola were writing, producing and placing contents. senior team a different perspective from By delivering it, the head of communications passionate and knowledgeable about They rarely have a voice in strategy these other roles. the telecoms industry. Naturally, they formulation; their job is simply to execute positioned their consultancy to serve the agreed tactics. Uche and Demola belong in Communication is the communications need of the players in the this group. only function with eyes telecoms industry. on all the internal and After several years, the technician moves external stakeholder of the A major predictor of leading In their first year, they secured the account up in the corporate rung to become the organization and should effectively is having the top of their former employer and added other head of communication working together be involved in strategic communications executive at accounts. Business was good and like with heads of the units to define and solve decision making. prodigal sons, they quickly acquired high problems. the decision-making table. tastes and bought things they didn’t need. Life was good. This communication role requires that the

42 43 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA enhances the value of the practice and white paper revealed that CEOs believe majored in the arts and humanities, little great deal by reading the business media or ensures ongoing participation in charting that their businesses are large and wonder they are not familiar with the comb the Internet (the richest library in the the future progression of the organisation. complex entities and that their companies language of business. This limits their world) which provide an endless source of cannot be communicated well if their ascent to the C-suite. information. top communication executive does not BUSINESS ACUMEN intimately understand them. To lead, they must seek additional Colleagues in law, finance, operations educational opportunities like the MBA or department, etc. can provide incredible If one agrees with Abraham Maslow’s The CEOs averred that to build persuasive other relevant courses. They can learn a educational opportunities. Hierarchy of Needs, having a seat in the communication programs that advance C-suite is a big deal. the objectives of the organization, the Public relations professionals who communication team, especially those Conscious efforts should be made demonstrate greater management and But having a seat at the decision-making who lead it, must first understand these to deploy the various strategies business skills will get a seat in the C-suite table is not a right, it is a privilege which objectives. They must also understand needed for talent retention within where they can lead effectively and make must be earned. To get there, the the context in which the organization is the middle management, a greater impact on the organisation and communication manager must learn the pursuing the objectives — both the business which include; public relations industry in general. culture of the occupants. context and in external forces. Olusegun McMedal is the Founder/ In a recent lecture, Director, Airtel BUILDING CREDIBILITY WITH PUBLICS • Leadership Team Leader of KENViDO Consulting (a Networks Nigeria, Emeka Oparah, told learning company) and Co-founder/Chief his audience that he realized that it is not It is extremely important to build credibility • Specific Career Reputation Strategist, Upticomm Marketing enough to know the practice, one must with the publics you are trying to reach. Development Strategies Company - a public relations consultancy in learn the language of business. He spoke Communication professionals who have a Lagos. from experience. thorough knowledge of their organization • Organizational Culture and the business are simply more He has over 20 years cognate experience At the C-suite, all the members speak the valuable and will be trusted to lead the • Performance Management in selling, journalism, publishing, public language of business. You hear phrases like communication effort. relations, advertising, branding, digital margin performance, market capitalization, • Reward management media, public and consumer affairs and earnings growth, debentures, capital Communicators must understand the manpower development consulting, appreciation, bottom lines, working capital, general principles in some fundamental Olusegun is passionate about helping market share and competitive position. areas of the business such as operations, individuals, companies and brands maximize HR policy, corporate governance code, their full potential. If the head of communications is not compliance, legal or accounting, to help accustomed to using these terminologies them speak more credibly and work as Listed among the 50 Most Influential and their meanings, he is at a disadvantage more valued team members. Marketing Communications Practitioners as a team member and cannot lead in Nigeria, Olusegun is the Chairman/CE of effectively in performing his role. the Lagos State Chapter of the Nigerian LEADING EFFECTIVELY FOR GROWTH Institute of Public Relations

HOW CEOS VIEW THE ROLE OF THE As public relations shifts from an emphasis COMMUNICATIONS MANAGER on the technical role of the communicator to the strategic communication role of the According to a survey of CEOs of large manager, the public relations professional multinational corporations to determine must be educated in how the organization their view of the role of the chief is managed. Influence is increased when the communications officer in executive teams practitioner can show that public relations conducted by the Page Society, the most is unique and cannot be substituted by important attribute of the ideal head of another function. communications was a detailed knowledge of the business. MAINTAINING CORE COMPETENCIES The results of the survey which was released in the Authentic Enterprise Most of the communication practitioners

44 45 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA engines select stories for that help others achieve their own goals. ABOUT MOLIEHI MOLEKOA us based on our interest, artificial intelligence filters The role of communications is to help Moliehi has over 18 years’ experience adverts that people see companies define and foster a common in the communications industry, having according to their online understanding of shared value among worked across the spectrum of PR for behaviour and even suggest multiple role players in a client’s success. both public and private sector clients ‘influencers’ to follow on For example, a motorcycle manufacturer across the continent. She has a mix of social media. is not only creating a product to sell, they skills including strategy development, are also creating a transport solution. The reputation and crisis management, client Adapting to this world role of the communications professional service management, media relations and requires communications is to help such a client to articulate the stakeholder management. professionals to do more than shared value that their motorbike creates She’s the Managing Director of just revising their catalogue for students going to school, entrepreneurs Magna Carta Reputation Management of services or ‘redefining’ the trying to get their products to the market Consultants, one of South Africa’s leading role of communications. and for city managers. reputation management consultancies with an exciting 25-year history of working with Rather, what we need 3. Helping clients’ shared purpose. South Africa’s and Africa’s top brands in is an even sharper focus on the core Communications should help companies the corporate, government and consumer business of communications, a return to to create a shared purpose among sectors. In South Africa, Magna Carta has the first principles. In a world saturated stakeholders. A shared purpose creates a offices in Johannesburg and Cape Town by information, and where tools of basis for companies to mobilise disparate and has an African network that spans 18 communications are accessible to one and stakeholders to act in a concerted way countries on the continent. all, the question is what our unique role as to unlock value for itself, and for all communications experts is. stakeholders. It is what gives a client the DIGITAL MEDIA AND PR: grounds to ask others to take a specific THE PATH TO GROWTH FOR Communication has always been about action. AGENCIES IN THE AGE OF DIGITAL inspiring different actors to undertake concerted action towards achieving a Technological changes do not change BY MOLIEHI MOLEKOA - MAGNA CARTA SOUTH AFRICA common goal. 4IR does not change the the essential value of communications. essence of what we do; it merely gives It provides more tools for unlocking this us more tools. Today, there are at least value. Our responsibility to clients remains The Fourth Industrial Revolution (4IR) three clear roles for communications the same – helping them build communities portends a fantastic new world with self- professionals that remain unchanged: of shared interest, helping them articulate driving vehicles, drones that do door shared value, and helping them mobilise to door deliveries, augmented reality, 1. Helping clients to nurture a community concerted action among stakeholders voice-operated home devices, virtual of shared interest. Communication today in support of their strategic objectives. assistance and several other technological should help companies not only build Mastering the brave new communications conveniences. It is an ideal world where brand recognition, but also brand trust. world that technology ushers is merely human beings sit back as machines slave Communications professionals should housekeeping. for us, doing tedious tasks that no one help companies foster a community of really enjoys doing. interests – stakeholders that are brought together by a common understanding that In communications, artificial intelligence is a client’s success is tied to theirs. Building already doing tasks that were previously a community of shared interests future- exclusively done by highly skilled proofs clients from reputation shocks of a professionals. In 2019 the New York Times highly connected world, where individuals reported that almost a third of content have unprecedented power to build or published by Bloomberg News, the destroy company brands. international wire service, was produced using AI. 2. Helping clients define shared value. Companies do not only sell products and Today, we use social media listening tools services. They bring to the market solutions to track conversations on Twitter, search

46 47 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA

At the time, I had a little over seven thousand followers on twitter and another five thousand friends on Facebook which made me wonder what posting on my pages was ever going to do for them. The money was good though and the experience promised an opportunity to learn some new things so I obviously Figure 1: Comparison of Influencer marketing and print advertising between December 2016 and June 2018 wasn’t going to question their rationale or reject the offer. marketing methods no longer work. Rather, Figure 2: Bar chart showing common goals of the influencer marketing strategy my position is that marketing campaigns, I took the job, got mobilized and delivered especially in this part of the world, will work that it outperforms brand created content. what was required of me over the course of even more effectively when traditional the campaign. One of my deliverables was methods are combined with influencer The reason is easy to see. Influencer to post my experiences using the product a marketing. After all, a campaign is said to be marketing is a modern adaptation of word- certain number of times per week. I simply effective only to the degree of its integration of-mouth which has been an effective told what I considered a regular story of of multiple tactics fit for different platforms marketing strategy for as long as human me using the product. Turns out, as I would or audiences. I’m sure we all remember the societies have existed. Influencers typically WHY BRANDS MUST later discover, that this particular type of marketing mix from our early introduction enjoy very loyal if not almost religious or endorsement is exactly why influencer to the study of marketing and promotions. cult following. INCLUDE INFLUENCER marketing proves very powerful and MARKETING IN THEIR effective. In the last 5 years, brands have collaborated These followers perceive them as extensively with influencers on campaigns authorities in the areas of their interest or PR STRATEGY My initial surprise was chiefly driven by thereby growing what used to be nothing expertise. This makes it easy for them to ignorance I must admit now because I more than an ancillary marketing tactic to an confer their credibility on the brand. Add BY BADA AKINTUNDE-JOHNSON - VIACOMCBS naively viewed the strategies or tools estimated 10-billion-dollar a year industry. the rapport they already cultivated with NETWORKS AFRICA needed to deliver an effective campaign The question then is: why has influencer these audiences and you see why they through the lens of my traditional marketing marketing become so important universally can help build an army of brand believers, practice and clearly underestimated the over the years? Why is it important to have evangelists and promoters. evolution that was gradually taking place social media influencers form a big part of I remember receiving a brief in 2010 within the marketing landscape. I worked the strategy for any PR campaign? The table It is very organic, authentic and guarantees from a PR agency asking me to work on a as a copywriter in one of Nigeria’s top below shows clearly the top objectives better engagement that humanizes the campaign as a social media influencer for creative agencies at the time so you could that brands achieve by using influencers in brand and makes it more relatable and one of the biggest non-alcoholic beverage say I was a carpenter who looked at every campaigns. I’ll like to touch on the top five lovable over time too. brands in Nigeria ahead of the 2010 FIFA challenge like a nail that needed a hammer based on the rankings in Figure 2 below, world cup in South Africa. I wondered why solution. which I believe reflect global trends as well SALES AND LEAD GENERATION: such a huge brand needed me and the rest as reinforce my experiences and learnings of the guys they hired for the same purpose In hindsight though, I have nothing but within the marketing and PR spaces locally. Traditional marketing has always struggled at the time. respect, admiration and praise for the to convince that it can deliver conversion. brands that saw into the future, recognized DRIVE BRAND AWARENESS AND It does a great deal for the top of mind Clearly, with their seemingly limitless the immense power of this ‘new way’ and IMPROVE ADVOCACY: awareness but not so much for ‘making the budgets, they could afford to buy millions started prioritizing the use of social media cash register ring’ as the legendary David of advertising spots on major television influencers as a key part or as the core of Influencer marketing can create more Ogilvy would say. Not so with influencer and radio networks or sign superstar their PR strategies. awareness for brands and for much lesser marketing. celebrity brand ambassadors to guarantee budgets than traditional marketing. In a the audience reach they wanted for their Permit me at this juncture to clarify for the recent survey, out of 81% of marketers who This is because there are measurement campaign. avoidance of doubt, that this article does use influencer content, 51% of them said metrics, which clearly help with tracking not attempt to conclude that traditional

48 49 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA results. Brand mentions, click-through rates, mobile phones, go use the bathroom and do referral traffic, custom links, downloads, other things till their favourite shows come ABOUT BADA AKINTUNDE JOHNSON subscriptions, redemption codes, landing back on. With influencer marketing, brands pages among others help to drive tangible beat these challenges quite easily and can With over 14 years of media, creative and and measurable sales. To add to that, a even extend their campaign messages to marketing experience, Bada Akintunde- brand using influencers has access to audiences who otherwise wouldn’t have Johnson is Country Manager (Nigeria) critical personal information or data that paid it any attention whatsoever or seen it. for VIACOMCBS. Bada’s role is to run can prove very useful in direct marketing the entire scope of Viacom’s Markets through newsletter subscriptions and Influencers have access to and can share overseeing brands such as MTV, MTVBase, account setups. with brands key audience data like age, Nickelodeon, Comedy central, BET and location, gender and interests, which help MTV Shuga. The best measurements, to me, are the to make targeting a lot more focused and ones that allow you to use metrics that tally impactful. Want your campaign to hit the directly with the campaign objective. Sales bull’s eye target audience or reach new metrics for sales objectives and awareness audiences? Influencer marketing provides a metrics for awareness-based campaigns. reliable way to target more accurately. Influencer marketing does deliver great ROI, without a doubt. According to a My experiences working with some of the Tomson study, businesses earn $6.50 for biggest brands clearly show that there is still each dollar spent on influencers with the a lot of scepticism about the effectiveness top 13% earning $20 or even more on of influencer marketing in this market. each dollar spent. Those are definitely Much as it has been used in Nigeria for super impressive numbers and I would like some time now, compared to the rest of to believe the Nigerian picture isn’t much the developed and to a certain degree, different, if different at all. other developing nations, we are still very much at the embryo stages.

There are many brands that still only employ the ‘safe’ traditional options, which clearly are less measurable and less effective in isolation.

Now as head of a multi-brand multinational media business in the market, I consider any campaign plan delivered to me without Figure 3: Tomson study on revenue per $1 spent by an influencer marketing component businesses on influencer marketing incomplete. Maybe someday in the future when the numbers no longer add up, my REACH NEW AUDIENCES: opinion will adjust to the reality of then.

Reaching audiences or the right ones is For now, the numbers do add up. They becoming more and more difficult for traditional certainly do and many brands have been marketing. In more developed climes, like in taking advantage of this for years now. Time the US, ad blocking usage is 40% on laptops for yours to join this group of companies and 15% on mobile - as audiences show more maybe? and more irritation for pop-ups and banners. It is common knowledge that during ad breaks on radio and television, people pick up their

Rather, my position is that marketing campaigns, especially in this part of the world, will work even more effectively when traditional methods are combined with influencer marketing.

50 51 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA only understand the slowly but surely creeping in to take food In other words, a Marketer is someone who ‘Communications’ aspect from the plates of traditional marketing can help manage the process of identifying, of Integrated Marketing communications agencies, including those anticipating and satisfying the needs of Communications which is offering primarily PR services. customers in a manner that is profitable to only a part of ‘Promotions’, the organisation. which in turn is only a fourth of the ‘4 Ps’ from classical PR IS GREAT, BUT THE CLIENT NEEDS If your understanding of your work does Marketing Mix theory. MORE not match this, then maybe you are NOT a marketer. Communications alone is And the reason for this is simple, Brand never enough. Managers and their bosses’ bosses are Let’s take a look at the original Marketing looking for one-stop shops where all their Mix elements which define the various Now, it is almost impossible marketing needs can be met. And this is tactical options available to marketers: for the I-only-know- true now more than ever in the industry. communications type of • Product: the thing of value that was PR person to thrive in the Why send six RFPs: for creative, PR, digital, created for customers’ satisfaction era we are in. More than research, media, events, etc, when you can • Place: the channels and routes through ever before, there is now a find two very strong marketing or business which the product meets the customer greater need for integration across various consulting firms with a building-full of • Price: the agreed value placed on a marketing disciplines and functions. well-rounded Marketers, strategists and product / the utility derived from the creatives, who can manage a brand’s needs product by a customer Moreso, we are in an era where from A to Z and deliver results? It’s a no • Promotion: the ‘story’ we tell to convince organisations (the clients) are looking more brainer, really. the customer of the value of the thing we for expert advisors, solution providers and created WHY PR PROFESSIONALS competent consultants who will deliver on For PR, it’s not like the practice itself is MUST BECOME business objectives and help them succeed dying. No, far from it. It’s just that a new You will notice that ‘customer’ is at the in various areas of brand building. breed of smart business consultants heart of the definition of every P! MARKETING GENERALISTS are taking on big-budget PR briefs from Clients need more than just an ‘agency’ brand marketers and executives, leaving Sadly, for many practising PR people, BY FEMI FALODUN - ID AFRICA to offer tactical activities and the era the traditional PR agencies scrambling for especially younger talents, only one of the of advertising-only, PR-only, events crumbs and leftovers. 4 Ps is understood, i.e. Promotions. production-only, research-only, media I’ve spent the last seven years working buying-only and digital-only service It has thus become extremely important for And even within that ‘Promotions’ space, closely with Public Relations professionals providers is long gone. PR people to focus on becoming more of many still shy away from embracing and marketing-communications people Marketing Generalists than PR or Comms the full IMC (Integrated Marketing across various disciplines. This has been a growing trend for a good specialists. Communications) spectrum, which goes number of years, and young talents in beyond mere Advertising or PR or Events, From young ones fresh out of school, to PR today that are not actively working to Generalists are people who have a variety but constitutes a smart blend and integration experienced ones who hold mid-level develop general marketing capabilities are of experience and expertise. They can of various marketing-communications positions, to seasoned vets who have doing themselves a disservice. connect dots where others don’t see a link. disciplines, including research which should founded successful practices or lead be at the heart of every decision-making corporate and brand communications at For individuals working in any of these process in marketing. large corporations. specialist marketing/communications IF A PR PRO ISN’T A MARKETER, THEN agencies, being renowned as a well- WHO IS? One thing I’ve found particularly common rounded Marketing Professional, rather BE A PR PRO, BUT NOT ‘ONE-FOURTH amongst many PR folks, from entry-level than just a ‘PR Professional’ for example, is Let’s do a quick refresher on what Marketing OF A MARKETER’ to mid-management level, is the general a more sure way to becoming indispensable really is. lack of understanding or appreciation for to clients’ businesses beyond just comms. Being a PR and/or an advertising specialist what Marketing really is. Or to be more Marketing, according to the Chartered alone still leaves you with 3 whole Ps short, specific, where PR fits in within the broader Further evidence of this shift can be seen in Institute of Marketing (CIM) UK, is “a making you only one-fourth of a Marketer. Marketing Mix. the evolution of the suite of services offered management process responsible for And ignoring the other 3 Ps means you can by traditional consulting companies like identifying, anticipating and satisfying only understand and have the capacity to It is not enough for a PR person to Accenture, BCG, McKinsey and co, who are customer requirements profitably.” solve only one-fourth of your client’s overall

52 53 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA marketing needs. So, where does that leave goals of the clients of this day and age. the people who decide who you in today’s age of consolidation? I am convinced that it is easy for every becomes what, but less great marketer to understand, practise, about those who grant the As PR people, we need to ask ourselves: or appreciate good PR. But it is not every access. What do I know about product development great PR person that can automatically and product management? understand, practise or appreciate good In today’s marketing marketing, until they get requisite training succession stories though, What do I know about pricing and the in the core principles and theories of the gatekeepers are science behind customer’s responses to modern Marketing. getting more vocal, even price? just as loud as the kings. This is the problem we need to fix so that Those gatekeepers are the What do I know about distribution and individual PR practitioners and consulting influencers. channels and the customer journey? firms can make themselves more useful and indispensable to the Brand Managers and With the advent of social How can we sit down with, and intelligently CMOs and CEOs that sign the cheques we media marketing, more advise a client who has broad training and so desperately seek. people got introduced to a experience in Brand Management and different kind of celebrity Marketing, if we only know a quarter of PR is only a subset, of a subset of followership, one not what her job is about? This is exactly where Marketing, and a lack of understanding necessarily built on a unique skill such the problem lies for most PR people today. for, or appreciation of the full scope of as Michael Jordan’s air moves but on the the Marketing practice will leave a PR simple ability to connect with people and We do not know enough about Marketing professional ill-equipped to deal with the engage them. to effectively support the objectives and complex needs of today’s global brands. Today, influencer marketing is a $9billion INFLUENCER MARKETING plus marketing industry that owes its AND THE TRENDS SHAPING A foundation and success to this phenomenon POST-COVID19 FUTURE of connection and engagement. As public ABOUT FEMI FALODUN relations consultant Stephen Waddington BY GBENGA SOGBAIKE - PLAQAD puts it, “it can be anyone with their own Femi Falodun is a Nigerian marketing and network or media.” communications professional. In 2017, he was appointed Chief Operating Officer, Brands trust these new celebrities to get After many years of marketing, content COO of ID Africa and in 2019, he was them in front of those busy audiences that is still king, its gatekeepers are now well named Chief Executive Officer, CEO of they as brands can’t seem to reach, and aware of the power they wield, and a virus the company after it acquired NET News get these users to choose them over the will do little to stop them now. Limited and all its subsidiaries. Falodun is competition because they trust their word. recognised as one of the young Nigerians One of the many reasons people berate pioneering the use of technology in As platform statistics from Twitter show, millennials is the short attention span marketing and communications. In 2016, about 40% of consumers rely on influencer that various researches, including those Falodun was honored by Nigerian Institute recommendations for purchases, and from Harvard and Forbes, have attributed of Public Relations (NIPR) with a Digital PR sometimes, all it takes is one tweet. to them. But in many ways than one, this Ambassadorship Certification. poor attention trait seems to be no direct At a time like this when consumers are problem of theirs, but a consequence of going through a rough patch due to the number of stories that exist today. the COVID-19 pandemic, people who have noted drastic changes in consumer Social media has made this the era of behaviour and how brands are tweaking stories, serving them in quick, simple and their marketing spend, are wondering what different engaging formats. that holds for the now powerful influencer marketing tool. In most stories of succession, people talk more about the king and the kingmakers; Before the pandemic, research showed that

54 55 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA brands that spent on influencer campaigns and 24. measurement, and payment for influencer made back their money five times over, i.e campaigns, it will be a no-brainer for brands more than $5 for each $1 spent. With this growing engagement for seeking efficiency. Today, influencer marketing is a influencers, we will notice more brands fully $9billion plus marketing industry Brands also increased online advertising embracing influencer marketing as they try 2019 numbers show that 57% of the spend over more traditional means of to reach their audiences, the bulk of whom beauty and fashion industry remains highly that owes its foundation and advertising, with influencer marketing alone are now online - shopping, sharing their engaged in influencer marketing, but as success to this phenomenon of getting more spend than print advertising, work, daily routines, cooking or keeping up most luxury goods companies, just like connection and engagement. and earning its spot as the most cost- with family and friends. While this might those in travel, hospitality and events got effective and fastest method of obtaining lead to rate card increases for influencers, hit hard by the pandemic, a number of the new customers. it is bound to get more brands in front of influencers in those spaces have had to their audiences via various digital channels. pivot to other niches. In addition, Forbes reported that global spending on influencer marketing in 2017 A key trend we can expect will be that of Post-COVID-19, we expect to see some of was at an estimated $2billion. By 2019, brands seeking deeper relationships with them stay in their new niches and grow a the report stated that it rose to about influencers now and after. These solid fresh following, while some will return to $8billion and projected that it would jump relationships with influencers during this these affected industries to help brands to $15billion by 2022. time will win influencer loyalty and bring regain the trust of their consumers. even more benefits after the pandemic. The big question has become whether There is no denying that the number of 2020’s pandemic will micro-influencers has grown within this hamper that growth? Simple period. Even before now, they were all answer, no. Here are some around and were brand favourites as trends that prove that. well. PR Daily states that “77% of micro- influencers create content every day, and The first thing every 84% of micro-influencers recommend marketer has realized now products or services at least once every is that there is no normal week, with 99% saying they believe in what for consumers to go back they promote.” to. Whatever behavioural changes they have adopted We definitely should expect more of now won’t rapidly change. them, especially in areas such as personal care, cooking, morning routines, wellness, Already, a survey by Kantar finance, DIY, philanthropy, food delivery, showed a 61% increase in online shopping, virtual classrooms, digital social media usage during wallets etc. These are all areas that have this time, with PR agency received attention at this time. Tin Man reporting a 50% increase in the last week of April alone. When we think of a post-COVID-19 ABOUT GBENGA SOGBAIKE One other trend that will be key for brands influencer marketing world, we must What this means is that more users are will be the adoption of influencer marketing remember that this pandemic has only Gbenga Sogbaike is a Nigerian tech online, connecting and engaging with platforms. We live in the era of one-stop amplified what was already there and entrepreneur and CEO of Plaqad. In 2019, content from influencers. This has made shops, and for many brands who aren’t won’t stop now. Virtual events, Instagram he was named one of the 100 young way for two trends that will continue even used to influencer marketing, platforms Live sessions, all seem to have popped up African tech entrepreneurs by The Future after the pandemic. The first is an increase such as Plaqad will ensure they can adapt from the blue, but they were always there. Project, (organizers of Future Awards, and in engagement given the larger audience easily. Post-COVID, there will be no normal to the #YTech100). online. go back to, this is the new normal and the A platform like Plaqad helps brands gatekeepers will run the show. The other trend is the emergence of more easily build and manage relationships influencers, mostly on platforms such as with influencers. With the opportunity TikTok, which has proven to be a favourite to automate the process of discovery, for most young users, with 41% of TikTok’s campaign management, tracking and 800 million active users aged between 16

56 57 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA If you make a success that support and serve an advisory role. Do and value in what you are presenting to of keeping clients, you not be a yes man. Be the backbone for your them. You are on the same side and should build deep connections, client. never have to come to blows over anything. successful and mutually beneficial partnerships that For some clients, this might be difficult, 6. Transparency No Matter the withstand time, economic but proving your worth overtime and Consequences instabilities, possible issues establishing boundaries will go a long way It is very important to build trust in every and even distance. to providing your clients with the right kind relationship. One of the quickest and of support. most efficient ways to do so is by being But before a client decides transparent. There is no need to lie or cover to sign on with you or 3. Be Human up with your clients because you are on the your agency, a connection Sending emails and typing up documents same side. must be made. It could might sometimes have us forgetting that the be intellectual, emotional recipient is human. Asides the salutations This is one key element we prioritize at or as a result of your past and regards, how are you getting to know BHM. We always make sure to be as clear achievements. the individuals you are dealing with? and transparent with our clients as possible. Secrets and lies kill relationships. No matter Whatever it is, you have to maintain that Yes, this is part of the job. how careful you are, you just might slip momentum and here are some quick ways and get caught. And at the end of the day, to do just that. Always make sure to build a healthy rapport nothing is ever worth dishonesty. with all your clients. Knowing what they like, 1. Do great work what is important to them, their birthdays • A task can not be done as promised? Simple right? Well, that’s the thing. While and their interests and keying into them is Communicate! this seems like an obvious thing to do, most important. It shows effort and will help you 10 BEST PRACTICES FOR agencies get comfortable when they have find common ground, outside of the work • Your plans and back up plans fell through? MANAGING CLIENT gotten “the client”. Caution is thrown to you share. It also gets you good graces for Communicate! RELATIONSHIPS the wind and it is generally believed that when you get into little troubles! EFFECTIVELY because they chose you and are bound by • You’re having issues with a certain task a contract, they are going nowhere. 4. Take a proactive approach and you know your client can be of help?

BY ENITAN KEHINDE - BHM Asides playing an advisory role, you also Communicate! Well, that is false, because every client is have to enforce anticipatory guidance. PR on the lookout for something better and if as a profession in itself is not reactionary. It shows a certain level of responsibility According to the 2019 Holmes Report, the they have the best with you, they most likely It is planned, maintained and sustained. and vulnerability when you can both work global PR industry grew by 5% in the last will be satisfied. How do you give them the There is no reason why your work should together to achieve the set goals, instead year. For most agencies, this growth stems best? By putting in your very best, literally! be passive and almost retroactive. of being dishonest and appearing as from the number of clients and businesses For my team and I, every brief, every email incompetent when the plans fall through. secured and engaged. and every task is treated like a pitch. Every Being two steps ahead and planning well activity must be treated with the same level into the future shows your clients that you While client acquisition is important to of attention to detail, as the first. A client- value them and are working hand in hand an agency, client retention is even more agency relationship is a never-ending test. with them to build their brands. paramount. Don’t be tricked to think you have won just because you bagged the client. 5. Value Your Client’s Opinion Getting new clients is a big deal, but keeping Being a subject matter expert, or a them and maintaining the relationship can 2. Provide support consultant, does not mean you have to prove just as challenging. You might be wondering what support come off as condescending or disregarding So while you communicate your Relationships are the bedrock for thriving means for a client that is a profitable of your clients’ opinions. They understand stance on various issues and businesses. start-up, SME or multinational. But as the brands and the business environment. tasks, always value your clients’ PR practitioners, we are consultants and opinions and understand them. If Building successful working relationships industry experts. If your clients can do your So while you communicate your stance on they negate yours, help them see requires a lot of effort; a skilled team, the job, they won’t need you. various issues and tasks, always value your reason and value in what you are right investments and attention to details, clients’ opinions and understand them. If presenting to them. especially for agencies with multiple clients. The only way to prove useful is to provide they negate yours, help them see reason

58 59 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA In cases, where the relationship has to, 7. Promise Within Reason and Overdeliver unfortunately, come to an end, do not burn ABOUT ENITAN KEHINDE A lot of people like to say, “Underpromise any bridges. Do not make the situation so and Overdeliver”, but I like to go with bad that the client or individuals involved Enitan Kehinde is a Lead Consultant at “Promise Within Reason”. cannot come back to you for future briefs BHM. She leads day-to-day account and business opportunities. management and client interfacing Why? for clients like Nigerian Breweries Plc. 10. Finally, Treat Every Client Like Your and Coca-Cola Nigeria Limited. With Underpromising means shortchanging your First and Last undergraduate and postgraduate degrees clients. Clients like to know and see that Treat every client like they’re your very in Mass Communication and Public you are doing your possible best to get the first and your very last. There is this thing Relations, Enitan is a skilled marketing job done. about respect, especially in Nigeria. Every communications professional with over Nigerian (though some may deny), likes to five years of experience, working in the PR It is very easy to promise your clients heaven be placed on a pedestal and clients are not industry. and earth when you are trying to win their left out. business. But then all your promises fall on empty when it is time to actually do the job. Swift responses, regular check-ins, returned In dealing with clients, it is best to be clear missed calls, and all-round impeccable on all terms and deliverables with a back service, regardless of the size of the account knowledge that you can overdeliver on will lead to gratified and happy clients. them. Little things like always being early and 8. Set Measurable Goals and Objectives offering to help, go a long way. Although pre-agreed terms and deliverables were mentioned in the previous point, it is It is important to note that to take your important to note that setting and agreeing consultancy to the next level, you have to on measurable goals and objectives will prioritize client relationships. There are no help both parties evaluate the relationship one-size-fits-all solutions. It might seem after a set period. like a lot, but the eventual payoff is huge.

It also helps to keep you on your toes so Remember, happy clients mean referrals you do not drop any balls. Not only does it and top of mind for the agency on future do this but it insulates you and your agency briefs and Businesses. from any unwarranted expectations from the client.

9. Don’t Be Petty! Don’t Burn Bridges Dealing with clients can be difficult. You are bound to butt heads, have disagreements and even meltdowns. Trust me I know. But like any relationship, the way these issues are managed can either make or mar that relationship. In my many disputes with colleagues and clients, I have learnt to not be overly emotional but to approach each situation with love and logic. Sounds cliche right? Well, there is nothing a little love and understanding can’t fix. Do not, in a bid to prove a point, be petty and ruin an otherwise beneficial relationship with your client.

60 61 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA 5. Community relations For media monitoring and online reputation comparison to another. Similar Web is 6. Social media management, there are a plethora of tools equally effective and shows you a website’s out there most of which are paid for but average performance in terms of visits and The PR channels above are at the basics, Google and Talkwalker hit. by no means exhaustive; alerts are a PR pro’s best media monitoring however, they give a good buddies. You can set up keywords that are Another important tool is for auditing your basis for identifying some not just relevant to your brand but also for social media follower count. Studies have of the best tools a PR your competition and it is important to see shown that up to 40% of web traffic come professional needs. the stories as they happen. from bot activity. Hence, it is important to check your brand’s social media following For a PR Consultant on the Listening tools allow you to find out what periodically and clean out inactive agency side, COVID-19 isn’t is being said about your brand and enables accounts who serve to bloat the brand’s a reduction in your work you to respond to the customers’ concerns follower counts but does not reflect in the activities, rather, this period in a timely manner, a personal favourite is engagement rates. A tool I’ll recommend requires identifying more Hootsuite. It allows you to set up multiple for this is Followers for Instagram. opportunities for your client tabs around various keywords and you to stay relevant amidst the are able to see what customers are saying Content creation is an important aspect of crisis, advising the client and executing on about that keyword in real-time. PR. I believe every PR pro needs to have their behalf. one content creation tool or two in their Another important tool for every PR pro is kit. First on my list is Coschedule’s headline Here’s a list of 20 best tools a PR professional a sentiment analysis tool as it is important analyser. As a PR Pro, your headline can needs to successfully practise in Nigeria. to know how customers feel about your make or mar your news story. The headline client or brands’ activities. Beyond knowing analyser reviews your headline suggestion Directory: the basics of public relations how customers feel, it is also important to and gives tips on how to improve it. The 20 BEST TOOLS FOR EVERY PR practice is knowing the key journalists in the feel the pulse of the media as they are a best part about it is that it’s free. PROFESSIONAL sector you serve/represent as well as the gatekeeper to your target audience and days of the week they publish their stories. will shape the audience’ perception of your Another important content creation tool BY PRECIOUS NWACHUKWU - BHM Storing their name and contact details on brand. is Subject Line, it helps to review your your phone isn’t enough and you need to email subject based on clickability and how have a working database of journalists that Sentiment analysis tools are sometimes attractive it looks to a reader. cover key sectors in mainstream media, embedded in most media measuring tools In considering the best tools for a PR their positions etc. For me, the best tool such as Plaqad, Still, on content creation, another important Professional, it is important to identify for this is the good old excel sheet. tool is Grammarly. It analyses written niche areas of public relations practice as Meltwater and Cision or you can try a content based on structure, spelling, well as other factors that determine their Most PR pros require a distribution tool stand-alone sentiment analysis tool such punctuation, engagement and others to choice of tools. Top on the list is the side to get their news stories out in the media. as Brandseye. ensure the content is original and free of of the divide where the professional works; While the email is the first and most well- mistakes. either on the agency or the client-side. known tool for content distribution, there Website analysis tools are essential in a Second is the size of the organisation; a are other equally important tools that can PR PRO’s arsenal in order to determine The plagiarism feature looks through small, medium or a large corporation. enhance content distribution. Introducing the effectiveness and reach of your brand millions of websites and academic journals mailtrack.io, a free Chrome extension mention on a particular platform in to verify if your content has previously In addition, we also need to identify the PR that lets you know if your email has been appeared elsewhere. vehicle that the professional uses to achieve delivered or opened. That way you can their objective. As is the practice with other follow up with journalists who are yet to For a PR Consultant on the agency side Canva is an online design tool professions, there are PR specialists and open your mail effectively. COVID-19 isn’t a reduction in your work that offers free templates generalists. activities, rather, this period requires for turning your content into Social media has proven to be another identifying more opportunities for your powerful visuals for use across Key PR Channels include: effective content distribution tool as PR multiple digital platforms. client to stay relevant amidst the crisis, pros can send news stories to journalists Unsplash and Pexels also offer 1. Media Relations through the direct message option on all advising the client and executing on free stock images. Unsplash 2. Business/media events the platforms such as Facebook, Twitter, their behalf. is a personal favourite and all 3. Speaking engagements Instagram and LinkedIn. that is required is to credit the 4. Content generation

62 63 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA photographer while using the images. show a campaign’s effectiveness. It’s the perfect tool for dazzling your client. Now more than ever, Shutterstock, although paid for, offers a the world is turning diverse array of premium stock content Last but not the least, is the influencer to technology to stay from images to vectors, videos, illustration outreach tool. As influencer marketing connected. This is as a result as well as music. becomes increasingly sought after by of the global pandemic clients and is fast replacing traditional which has forced human If you manage a team other than yourself, forms of marketing, every PR pro needs beings across the world to you should consider getting a project to keep tabs on the key influencers in the keep their distance from management tool such as Trello. It allows segments they serve. one another. you to manage projects among your team by assigning teammates, setting deadlines, Plaqad helps identify and manage And with features like calls, attaching files and integrating checklists to influencer campaigns from start to finish. videos, photos, games and keep track of different steps of a project. I have worked with their community of of course, live streams, You should try it. young and influential ambassadors for things like social distancing various campaigns and will do it again. are now a breeze. For measuring and analysing campaign performance, I will recommend Plaqad, Live videos have especially become very Meltwater or Cision. With these tools, one popular but the phenomenon didn’t start is able to see the platforms that published today. ABOUT PRECIOUS NWACHUKWU your stories, analyse the reach, sentiments, number of views and the PR value of the With platforms like Livestream (launched Precious Nwachukwu is a Lead Consultant platforms. in 2007) and YouTube Live (launched in at BHM Group and team lead on the MTN 2008) who first introduced us to the world team. She is a graduate of Marine Biology THE SCIENCE OF LIVE VIDEOS Coverage Book combines all your results of live videos online and Facebook, Twitter, from the University of Lagos and holds from a campaign and automatically AND THE ART OF GETTING IT Instagram, Snapchat, Periscope, LinkedIn a higher level certification in Strategic calculates metrics such as website visits, RIGHT and others introducing the Live feature Marketing from the Chartered Institute of social shares, domain authority, etc. to to their apps, the successful element has Marketing, UK (CIM). Prior to joining BHM, BY ENITAN KEHINDE - BHM come to stay. Precious worked in-house on Corporate Communication teams for leading financial In Andrea Bocelli’s case, Italy has had over services and ICT brands such as Sterling 155,000 confirmed cases and almost Watching Andrea Bocelli live, on Sunday, Bank and Helios Towers among others. 20,000 deaths, and the world-renowned April 12, 2020, was so surreal! opera singer used a live video to bring people together, spreading the message of But what made it even more special was hope. Hosted on YouTube, the Live video watching it with my grandpa! had 2.8 million peak concurrent viewers, according to YouTube and yielded over You see, my 80-year-old grandfather is the 26million views in less than 24 hours. absolute king of swank and growing up around him, I fell in love with some of what Where the message has been to cure have now become my favourite things … boredom and engage with fans, musicians red wine, croissants, cheese platters, jazz like Tory Lanez and FalzTheBahdGuy have and of course the opera, so it was a blessing proven that Live really does work. Tory, sharing the live concert with him. for example, has broken Instagram Live records, reaching over 350,000 views, at a My colleague shared the link to the concert time, and even launching merchandise for with me and I hurriedly sent it to my his Instagram Live-based show, Quarantine grandpa. It was a wonderful experience to Radio. For these celebrities, Live videos share in our love for Andrea Bocelli’s music have become a platform to engage with even though we were miles apart. fans, showcase their art and bring people together for the fun of it. And that’s the reality of the world today.

64 65 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA Beyond pop-culture, one of my favourite obvious that branding repels views. It’s I can’t wait to see what brand eventually pastors, Pastor Poju Oyemade, about two almost like a turn-off. I have joined a number breaks the cycle of the uninteresting brand- weeks ago, started a live series. One of of overbranded live videos and I’ve cringed related live videos. the sessions with Reverend Sam Adeyemi, at the numbers. And this is exactly where which focused on leadership, the pandemic our brands get it wrong. As brand managers, I’ll be on the lookout! and the state of the country, recorded we always want to brand everything and thousands of views. heavily too. Brand custodians are guilty of P.S. I think I speak for everyone when I say shoving their brands in the faces of their we’ve had enough of random live videos. But why are brands not getting it right? customers, consumers and fans. Live videos are not a must-do! Don’t be a me-too. Be distinct! Why are brands not getting as many ● For The Average Nigerian, Data eyeballs as the pop-culture and faith-based Is Expensive: Have we even thought that “influencers”? maybe Nigerians can’t afford to watch live videos? Widespread poverty is a I have found myself joining a number of to have your influencers and ambassadors cruel reality for us in Nigeria. Unlike other live videos initiated by brands, and even look like they were forced to be there? Or countries where data plans are relatively with the presence of a brand ambassador, is it a video with an edge hinged on your affordable, and there’s a 47% YoY increase celebrity, artist or DJ, the numbers were target audience’s interests? in the consumption of live videos, Nigeria not impressive. is not one of them. The bulk of the Find that one thing that ● Engage with the audience: When population earns less than the N30,000 people care about, that one What could be the reason for this? I watched FalzTheBahdGuy’s “Ask Me minimum wage and are spending 95% of it thing that’ll make them use Anything” Live video, I was hooked. I sat on food and survival. It is quite expensive To find the answers, we have to dig through what didn’t feel like at least four to spend at least N1000 on 1gb of data all the data that they would deep into the reason why Live videos are hours and shared the video with everyone and squander it all on live videos. have otherwise saved, and successful in the first place: who cared to watch. Why? Because Falz no it is not your brand or your got us all involved. Even his family joined So, how do we get our live videos to be ambassadors. ● Spontaneity: I mistakenly stumbled in. the centre of interest, to be shared by on one of Nigerian Instagram comedian, Successful Instagram videos like his, which thousands and to be the most talked- Father DMW (Muhammadu Abdulai) and had as much as 20,000 views, at a time, about? London-based Ugandan model, Eva Apio’s saw Falz speak with multiple fans. The live live videos and I found it to be hilarious, video had Falz interact with numerous fans Here’s a clue – Find that one thing that very off-the-cuff and easy. giving them a chance to get to know him people care about, that one thing that’ll What started off as a random live talent better, breaking the celebrity facade. make them use all the data that they would show hosted by Eva has yielded as much have otherwise saved, and no it is not your as 50,000 views, at a time, with Nigerian ● Bringing Diverse People Together: brand or your ambassadors. celebrities like Alex Iwobi, Don Jazzy, Ebuka At least that’s what Diddy did with Team and Adekunle Gold, tuned in. Love Dance-A-Thon, and exactly what If unplanned videos work, how do we make Global Citizen will do on April 18, 2020, our videos to be just as random, not too ● Planned but not stiff: Planned with its “Together At Home” Concert. branded but just as interesting? ABOUT ENITAN KEHINDE videos can also be fun and that is where Diddy brought creatives from across the trends like the “Battle of Hits” hosted by world, like LeBron James, Jennifer Lopez, That’s the question. And I hope as brand Enitan Kehinde is a Lead Consultant at top music producers across the world, falls. Alex Rodriguez, Drake, Justin Bieber, Lizzo, custodians we can take a learning or two BHM. She leads day-to-day account In Nigeria for example, when music Tiwa Savage and Burna Boy to discuss the from the masters of influence – celebrities, management and client interfacing producers, Shizzi and Sarz had their “Battle effect of the epidemic on their vicinity, artists, actors and socialites amongst for clients like Nigerian Breweries Plc. of Hits” Live video, it got as much as 25,000 their art and his new show. Tagged The others. and Coca-Cola Nigeria Limited. With views, at a time. The trend is based on two Team Love Dance-A-Thon, the show was undergraduate and postgraduate degrees things young people love good music and put together to celebrate health workers in A key thing to note though is that this in Mass Communication and Public nostalgia. Which leads me to my next point: the forefront fighting the global pandemic season is not about your brands but about Relations, Enitan is a skilled marketing Coronavirus. your consumers. It is more about bringing communications professional with over ● That Edge: What’s that edge your people together and giving them something five years of experience, working in the PR live video has? Is it just another concert? ● Branding = Repellant: From the to find interesting and engaging. industry. Another training session? Another platform trends over the past few weeks, it is quite

66 67 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA entertainment became Canadian rapper Tory Lanez’s controversial any less important to our “Quarantine Radio” has served as a viable neighbours, but because alternative to strip clubs. a lot of them could now either afford to buy a TV MTV Shuga is currently airing a pan-African set or found other more But, now more than ever, series entirely self-shot by the actors from convenient means of demand for entertainment is at the comfort of their homes in four different accessing entertainment. an all-time high. Social/physical countries. Over 3 million people tuned in to Andrea Bocelli’s ‘Music For Hope’ concert The COVID-19 pandemic distancing means consumers on YouTube, again, from the comfort of has effectively disrupted are -in TikTok lingua- bored in their homes. Almost every young person life as we know it, and the house and in the house bored. with access to a phone and working one of the most hard-hit internet is creating video content on TikTok sectors is the Entertainment and racking up thousands of views. Industry. According to that has experienced an astronomical leap Forbes, projections are that as a result of the lockdown; It’s almost as if In 2020, you no longer need a full production the global industry will lose the purple circle bubbles at the top of our studio to turn out good content, you no about 10 billion dollars in revenue when all Instagram TL didn’t exist before now. longer need to have all your cast and crew of this is over. And that is no surprise. in one place to produce content, you no So what happens when all of this is longer need a physical audience to stage The pandemic and the resultant lockdown over? Are people going to abandon the a concert. Heck, we’re throwing birthday around the world has meant that major entertainment consumption habits they’ve parties and having full-blown wedding streams of revenue for the industry and picked up during their time indoors once ceremonies on Zoom these days. Things its players have taken a hit. Productions “the outside” opens? I don’t think anyone are changing and they are changing quite ADAPT OR DIE: THE TWO have been shut down; concerts, tours and actually knows for sure but one can wager rapidly. Only the brands who are quick to OPTIONS COVID-19 PRESENTS festivals have been put on hold. The doors that it would be a long time before things adapt will survive the aftermath of this to cinemas and nightclubs in most parts of ENTERTAINMENT BRANDS completely return to normal. For all we pandemic. the world have been sealed shut, and are know this is the new normal. BY NJIDEKA AKABOGU likely going to remain that way for a while. Yes, entertainment is always going to be Therefore, it is time the industry –– all the central to our lives as human beings, it is But, now more than ever, demand for different spheres of it –– went back to the that thread that holds us together when entertainment is at an all-time high. Social/ I grew up in a very small town in the South- drawing board. Even if we get the all-clear every other thing seems bent on pulling physical distancing means consumers are Eastern part of Nigeria. Growing up, my in the next couple of weeks or months, it us apart. However, where and how people -in TikTok lingua- bored in the house and family was one of the very few on our can no longer be business as usual. The consume it won’t always be the same – the in the house bored. The copious amount street who had a television set and a VCR. pandemic has opened people up to new gradual drop in footfalls to our windows in of leisure time people now have on their ways of doing things, and consumers’ eyes Umuahia showed me that much and so has hands and the uncertainty of the pandemic What this meant was that every Sunday, to new and arguably safer, more convenient this pandemic. Entertainment brands have have everyone turning to entertainment our living room was filled to the brim with and cost-effective ways of accessing two options really: either get with the times for respite. Where footfalls to outdoor neighbours and their children who gathered entertainment. or get left behind. entertainment have tanked, online-based to watch whatever new home video my entertainment has witnessed a hike. The father brought back from his latest trip to Brands who supply this entertainment Multichoice owned streaming service, Aba. The rest of the crowd who couldn’t can not afford to be left behind. There’s ABOUT NJIDEKA AKABOGU Showmax reportedly saw a boost of up to fit into our small living room resorted to ultimately going to be a shortage of 50% at the onset of the lockdown. Netflix fighting over themselves to watch from the entertainment supply if brands do not Njideka Akabogu is a media and has had to crunch bandwidth in some windows. I can’t count how many curtains unlearn and relearn everything they knew communications expert with a parts of the world as a result of increased we had to either mend or replace as a about content production and distribution. demonstrated history of working in fashion demand. result. This was my earliest introduction and digital media, as well as marketing to Entertainment and the lengths people DJ D-nice’s “Club Quarantine” on communications. The Information Science The streaming giant recorded a whopping would often go to consume it. Instagram Live has shown us that we don’t graduate is a PR & Communications 15.7 million new subscribers in the first 3 necessarily need to be in a club packed full Adviser at ID Africa that works with brands months of 2020, according to its Q1 2020 Over the years, the footfall to our with tens and hundreds of sweaty people like Multichoice, VIACOMCBS and Betway report. Instagram Live is another medium windows gradually dropped, not because to have a good time on a Friday night. to name a few.

68 69 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA our platforms – Netng, (8.6%) and Google Meet (3%). 234Star, Neusroom, and Orin. Respondents reported that they continued to have issues with electricity during the Unsurprisingly, Nigeria’s lockdown, as 23% reported that they used digital natives were spending their power generators for two-three hours more time on social media. every day. Another 26% say they had to A good majority of our keep their generators running for three- A large majority of our respondents spent more five hours daily, while 22% had to keep respondents (75%) had than three hours on social their generators powered on for as long as media during the COVID-19 five-ten hours a day. engaged in more video lockdown. Only 12.9% spent calls during the lockdown less than three hours online We also asked our respondents about every day. 35% spent more the movie platforms they had used the than they usually did. than three hours on social most during the lockdown. 44% of the media, 32% spent five-ten respondents replied that they had been hours online, while 19.9% watching movies on Netflix, while a spent more than ten hours surfing through combined 61% responded that they had social media. been watching either DStv or GOtv. Only a very small segment of respondents had Correspondingly, internet data fees went been watching movies on YouTube. up for people, and 60% of respondents HOW NIGERIA’S DIGITAL confirmed that they spent more than 5000 From our analysis, we realised that NATIVES USED SOCIAL MEDIA Naira on internet subscription fees during audience members engaged with certain DURING THE COVID-19 the COVID-19 lockdown. categories of content better than others LOCKDOWN and engaged with certain kinds of content On their most-used mobile app since less than expected. We found that during the lockdown, 46% of the respondents ID AFRICA the COVID-19 lockdown, our audience confirmed that they had been spending members wanted to stay informed, and more time on Whatsapp. Another 26% as such, engaged with information around responded that they used the Twitter app The global sweep of the COVID-19 news, COVID-19 stats, etc. The COVID-19 more, while 17% chose Instagram as their pandemic changed life as we know it. Social lockdown was a trying time for Nigerians, go-to app during the lockdown. distancing has become the new normal, so people also tried to balance out their and now more than ever, people are relying media consumption by also engaging with With the emotional strain of observing the heavily on social media to stay connected. entertainment-based content around topics lockdown, people had begun to opt for of interest like their favourite celebrities, more video calls in a bid to connect with With the general ban on large public BBNaija, music, movies, etc. loved ones and enjoy a sense of normalcy gatherings in March 2020, people had through the changes brought on by self- to find new ways to keep themselves Take a look at the full report here. isolation and quarantine. Video calls were entertained and escape the tedium of presumably used for work meetings as observing the lockdown. well since most companies had to enforce remote working policies for staff during the Staying home during the lockdown meant lockdown. that people had a lot more free time on their hands than they usually did. How did A large majority of our respondents (75%) Nigeria’s digital natives use social media had engaged in more video calls during the during the COVID-19 lockdown? What kind lockdown than they usually did. More than of content did they engage with online? 45% of respondents used the Whatsapp video call feature, while Zoom came in at To get some answers, we conducted a a close second with 34% use. Other video survey of 200 young Nigerians and studied call applications used were Microsoft Teams the activities of social media users across

70 71 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA

features — it’s an electric an appeal to the unconscious mind. When There is a huge information overload and emotional bond. we reverse-engineer our perceptions of everyone is sick and tired of it. Influence social engineering, only then can we begin is the singular most important thing to If you are the target, you are to enjoy its low hanging fruits. possess in these streets. It’s as simple as not sure WHY you feel the it’s complicated. way you feel but what you Think about it. Back in the days, we feared don’t know is that every move hackers. It wasn’t until we realised that when If you check within the Psychological has been designed to make we flip the intentions behind the actions, context, another definition of Social you feel exactly the way you then we could mine that knowledge for our Engineering emerges which says, “The do. social advantage and protection. use of centralized planning in an attempt to manage social change and regulate the It’s mind-boggling, isn’t it? — Why Should We Social Engineer? future development and behaviour of a the psychology behind it can society”. be attributed to the amoral There is a lot of chatter going on in the field of social engineering. news, on TV, on social media, even on Social Engineering is in-depth research into the streets, everyone’s got something to culture and lifestyle. Social Engineering A quick search on Google will say. Communication on an individual and is the management of sensation and tell you that social engineering is ‘the use organizational level has become a huge perception. Social Engineering is why the of deception to manipulate individuals d**k swinging contest, a cycle that rinses celebrity culture is rabid. Social Engineering into divulging confidential or personal and repeats. is why religion is a thing. Social Engineering information that may be used for fraudulent is why a lot of people are unemployed. purposes’. Meh. It’s not a battle of who’s being heard by the Social Engineering is why a lot of businesses relevant stakeholders but who’s making are shutting down. SOCIAL ENGINEERING IS While this is largely true, I’d say the the loudest noise. Communication has preceding paragraph is a flippant definition become a game of impressions and Twitter Who Should Social Engineer? THE FORBIDDEN FRUIT WE for a disruptive social tool, and I don’t blame trends. The audience is tone-deaf to brand SHOULD ALL BE EATING anyone for perceiving it this way because communications. Every entity that wants to win. people fear what they don’t understand. BY SHARON GREY The thing about lies is that the liar dresses it up so beautifully in order to distract the mark from seeing that the matter has no I have always been fascinated with con ABOUT SHARON GREY substance. But I often wonder why people artists. Not the ones that sit behind a with substance are not just bothered to computer and ask that you ‘rescue’ them Sharon is a social engineer and human dress theirs up nicely enough to attract, lol from a prison in Rwanda so they can fly to experience specialist, fluent in people, maybe because they think the truth will set you and will you their Grandfather’s riches. pop-culture and strategic communications. them free. No, those guys are cowards. Sharon is presently a PR & Communications My definition of social engineering is; The Adviser at ID Africa. The con artists I’m referring to are the appeal to the unconscious mind through Abagnales of the world, the ones that verbal and most importantly, non-verbal crawled and walked so that Nigerian cues. That’s just all it is, an appeal – “like Princes could run. me”, “interact with me”, “trust me”. Anyone can hide behind a keyboard to do It’s what organisations have been indirectly whatever, but the con artistry is only fully saying to their customers. It’s what appreciated when it is a physical interaction celebrities have always wanted from their because then, every move you make has fans. It’s what everyone would like to have the potential to either credit or discredit from their larger communities. you. It’s not manipulation, it’s a calculation of It’s subtle, it’s pretty deep, it’s sensational, socially agreeable cultural interactions as it’s an assumption of characteristics and

72 73 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA on leading search engines websites, the more relevance the search so that over time, your business will be showed that Google accounts engine will attribute to your website. seen when people are searching for those for 92.94% and 71.75% of Backlinks are important to SEO efforts keywords. mobile and desktop searches because it shows that other sites trust and respectively. value the content on your site. This in turn ● This Plugin Will Come In Handy indicates that your website is producing SEO audit tools like SEMrush, quality content, so Google is likely to If you are on a content management system Moz, Google Search Console, recommend it to searchers as an authority (CMS) like WordPress, using the Yoast SEO etc. can help point out some on the subject they seek. plugin can help you improve some SEO small but important changes factors as you create your blog post. Yoast’s you can make to a website to ● Brownie Points For A Good URL readability and keyword analysis tool will significantly boost its search Structure share helpful tips to ensure your post is presence. better optimized for search by pointing out A lot of people do not pay attention to how things you can improve such as: including their URL links look when publishing posts the keywords in your title and metadata, ● Content Is Still King on their website, but it’s pretty important. adding the alt tag to your images, and lots It’s best to keep your URLs short and more. For a website’s content to rank well on descriptive. Incorporating your keywords search engines, you will have to put in into the URL also earns you a few SEO the work of creating great quality content. brownie points, so you should adjust to Which of these SEO tips do you need to Search engines rank content that give doing that too. start implementing today? direct answers to users’ queries online, so your content should be clear enough to HOW TO IMPROVE YOUR ● Keyword research is … key? provide direct answers to the questions WEBSITE’S SEO (These tips were shared by the Founder and users might have on a given subject. With keyword research tools like SEMRush CEO of Intense Digital, Leye Makanjuola at and Google Keyword Planner, you can a virtual event on “Tips And Techniques for Long-form content is also preferred over BY LEYE MAKANJUOLA find out what your audience is searching Search Engine Optimisation”. Compiled by shorter content because it is believed to be for and create content that answers those Efe Ukpebor.) more in-depth and to offer more value to questions. the user. TIP: If you have a business and you want ● The More, The Merrier If you manage a website for yourself or it to be more visible online, your content ABOUT LEYE MAKANJUOLA for clients, one recurring concern would strategy should include incorporating Don’t think your website or blog posts have be search engine optimisation (SEO). SEO certain keywords that reflect your business, to contain only text. As Leye explained, With about 10 years of marketing can sound like a super technical or boring search engines rank website posts communications experience, Leye subject, but it’s actually quite fascinating if containing varied forms of multimedia like Makanjuola is an entrepreneur, innovator, you really look at it. video, photos, audio, GIFs, etc. marketing and technology professional. The more multimedia contained in your He is the CEO of digital marketing agency, In the simplest possible terms, SEO is how post, the better ranking it is likely to have. Intense. the content on your website is optimised As you create blog posts from the backend, to be found by search engines. remember to always name the files you use appropriately. Constantly uploading files Here are some general tips for improving titled ‘IMG 002328984’ will not help your your website’s SEO: long term SEO efforts. ● Use An SEO Audit Tool ● More Power To The Backlinks With an SEO audit tool, you can check Backlinks are when another website how well your website meets Google’s SEO references the content on your own site standard. Google is not the only search via hyperlinks. The more backlinks your engine out there, but it’s the most popular website has from reliable and highly ranked one used by people on the web. A report

74 75 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA Just like the contents of a real does it remind people of? How would you junkyard, I find these materials communicate it if it was a meme? In using for my creative junkyard in ABOUT KAYODE OLOWU analogies, we learn to find the connection the oddest places – like the between things that seem pretty different comments section of popular Kayode Olowu, the founder and creative and even cross ideas from one industry to Instagram accounts and director of Onewildcard. He has worked another. the end credits of animated with indigenous and global brands in movies. ● Reverse Engineer The Process Africa and Europe and has successfully led teams to deliver strategy, oversee planning ● Dig Deep Most times, we consume great content and execution of diverse marketing passively, and just say things like ‘hey, this communications projects. To tell the best stories, you’ll is great!’, ‘big ups to the team’, but that have to dig deep to find what could be you if you think deeper. everyone else hasn’t found yet. Most people consume So when you see content that resonates, the same kind of content, and ask yourself how the team that worked therefore create the same kind on the project arrived at that idea. What of stories. So what will distinguish your questions did they ask? How did they work and help you tell effective stories is successfully sell the idea to the client? in the content you consume and the places Analysing the idea that blew your mind you draw inspiration from. helps you learn the process of creating Remember, there are no diamonds on the something equally amazing. surface level. Dig deep. Finally, do not just do good work, but go JUNKYARDS, REVERSE ● Tap Into Consumer Habits ENGINEERING, AND out there and do great work. EVERYTHING THERE IS TO Some of the best stories are the ones that tap into the existing habits and cultural KNOW ABOUT EFFECTIVE (These tips were shared by the Founder and nuances of the people you’re talking to. Creative Director of OneWildCard, Kayode STORYTELLING WITH VISUAL Let your stories be a nod to an inside joke Olowu at a virtual event on “Effective DESIGN your target audience can relate with. This Storytelling With Visual Design”. Compiled makes them feel seen and more likely to by Efe Ukpebor.) BY KAYODE OLOWU - ONEWILDCARD pay attention to the story you’re telling.

Even if you don’t consider yourself to be a ● Follow The Consumer Journey visual content creator, you’ll definitely find this piece useful in one way or the other. In creating stories about a brand or product, ask questions about how the consumer Here are a few tips to learn on effective interacts with it. Do they use the product storytelling: at a particular time of the day? Where do they use it? How do they use it? What do ● Build A Junkyard they think about the brand? Answering questions like these as you Come on, I don’t mean an actual junkyard, create your stories will help you get into I mean a folder of random ideas, designs, the consumer’s head and create stories ads, and various kinds of interesting they won’t be forgetting in a hurry. content. Having a junkyard might not seem important right now, but it is a priceless ● Use Analogies treasure for those times you’re out of ideas and desperately need inspiration. Again, ask questions. What is the product or essential brand message similar to? What

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how to get started. Another day or season, viewers should be able to exciting prospect is that tell that there will be more coming. If they Instagram videos get better engagements users can view stories right enjoyed that post, they’ll be back. than image-based posts. It’s as simple as atop their feed, so even if that. Videos take more time to create, but they don’t get to your post, ● Work With Other Influencers & Other they are worth it. You also don’t always you can get their attention Brands have to break the bank for videos. You can on your stories. create videos with your phone and edit Working with influencers and other them using apps like Magisto, Wondershare, Also, you can capitalize brands gets you facetime with their FilmoraGo, and InShot. on your story highlights if followers. If you’re worried about how to you organize them on your get to big influencers, reports show that ● Start Your Own Hashtag profile. It goes a long way micro-influencers actually have better towards enhancing your engagement rates, compared to the big You can start a movement based on your brand image. Make sure names. brand hashtag. If it gets going, other people each highlight has a theme. can begin to use it, and it inherently grows You know those burger & drink meals that your brand. Geotags are also a good idea ● Share Quality Content are presented as an added value because for helping people feel closer to your brand. both brands are working together, look at Posting consistently helps your chances working with other brands this way. If the You can begin to see significant Instagram of reaching people who use Instagram at brand aligns with yours, their followers growth if you follow good processes, use different times. Nonetheless, if the majority may very well relate to your brand. You can the right tips, and are consistent with your of those posts are not aesthetically pleasing HOW TO GROW YOUR BRAND run a background check on other brands efforts. enough to grab attention at first glance, it before collaborating with them. SocialCred ON INSTAGRAM IN 2020 may not be worth it. Put out content you is a good tool to help you achieve this. It can be proud of, or better yet, put out provides you with key social media account PLAQAD content, so good, people want to share it. metrics that help you know which accounts are doing well enough to attract the kind of ● Work On Your Profile & Grid attention you want. Instagram hit the 10-year mark in 2020 and if you’ve been paying attention, you would Your profile is very important. This is where ● Tell A Story With Your Captions have noticed the steady growth in its usage a visitor gets to know what you’re about. and its features. Since the goal here is for that visitor to click Longer captions are better for your posts the follow button, it’s advisable to: when they are well written. You get to Getting more followers and ultimately give a little something extra. A good long growing your brand is not as easy as it ● Use keywords particular to your or short story can pique the interest of an used to be. This is because Instagram’s industry & the visitor’s interest average user, and if they find it enjoyable, new algorithm puts emphasis on more your brand begins to resonate more; this organic qualities like frequency, interest, ● Write a compelling bio would not be the case if they just gave you and relationship. a like and moved on. ● Make your profile fun Nevertheless, there are some things you ● Get Active On Similar Accounts can do to get more people interested in Your grid is also something you should work your brand. These nine tips are hacks you on. This is the full view of the posts on your Your goal should be to ultimately build can apply to grow your brand on Instagram page. Planoly, Plann, and Preview App, are a community around your brand. Post in 2020. great apps that can help you with this. comments on other brand posts. Once in a while, you could do the same with ● Use Stories influencers or accounts with a lot of ● Give Them A Reason To Come Back followers. They have to align with your Instagram’s stories can be exciting for you brand though. and for your audience. Apps like StoryArt, One-off posts are good, however, posts Unfold, and Canva, have some beautiful that allude to a series are better. If your post ● Post More Videos templates you can use if you don’t know is around an outfit, pairing for a particular

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begin to garner significantly comment, you strengthen the relationship more engagement. you have with that person, and you give other fans the impression of being very relatable. Interacting with your audience ● Look To Entertain, indirectly also helps boost your visibility. Educate, Inform or Inspire You can do this by being active on Facebook Your Audience groups that your fans belong to.

One thing to remember ● Direct traffic From Other Platforms is that your audience does want to be sold to Share links to your Facebook posts on your all the time. Your focus other platforms. This gets your content in should be to entertain, the eyes of people who don’t necessarily educate, inform, or inspire follow your page. your audience with your content. With this in mind, Visit socialcred.plaqad.com to find out your you will churn out content Facebook engagement rate and know how that is naturally more relatable. A good way well your page is doing. to go about this is to look at your content from a neutral point of view. It should be the sort of thing you would interact with if you viewed it on your personal feed. 5 QUICK WAYS TO GENERATE MORE ENGAGEMENT ON ● Create Short, Quality Content

FACEBOOK It’s best to just assume every single person you intend to interact with, has a short PLAQAD attention span. This way you will gravitate towards creating generally more concise content. A reported 88% of Facebook Any action someone takes on your users, view content mostly on their mobile Facebook page or on any one of your posts phones. The short format is definitely the is basically engagement. Engagement is way to go. Quality images and videos also visible through likes, comments, shares, make your content look richer and generally and even when you are tagged on a post. more attractive.

Facebook’s algorithm favours posts with ● Post Consistently good engagement. These types of posts will appear more prominently on different Having a regular post schedule gives your user news feeds. audience something to look forward to. It takes a lot of effort, but you have to post Good engagement is also an indication of regularly for your audience to get used to your audience’s genuine interest in your seeing your content. Facebook Insights can brand. Increased interest in your page tell you when most of your fans are online. means they are more likely to share your This way you can post when they are most content. This tells you that your audience likely to view it. is actively involved in getting more people to see your content, and in turn, your page. ● Interact With Your Audience

If you feel your Facebook page has not Responding to comments on your posts been getting as much engagement as you provides very positive visibility for your would like, with these tips below, you can brand. Every time you respond to a

80 81 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA distancing, lockdowns, self- is actually a very positive development this appeal when they interact with their isolation, and curfews, because it means more and more people audiences on behalf of brands. They are being set in order to curb are getting vital information and adhering able to provide useful information as well the spread of COVID-19. to the guidelines that would eventually as put a friendly and familiar face to the The need to accomplish make this ordeal a thing of the past. brand they represent. tasks without physical Your intended audience may not be able to interaction (digitally) has If the rise of the age of technology has leave their homes right now, and they may increased greatly, and taught us anything, it is that once people not be able to interact with other traditional because of these strategies begin to experience performing tasks and you may or may not have used to market and information channels, activities using new media, they pretty your business, but they have not stopped we can look forward to a much adopt it as part of their lifestyle. The interacting with the media entirely. time when this is all a thing number of active internet users is only ever of the past. going to increase, the smart thing to do Informative, entertaining, educative and for your business right now may very well vital content is continuously being spread New digital platforms be to optimize your efforts in such a way across various digital platforms and is still that are helping people that it takes advantage of established new reaching audiences of different sizes and get through this time media like influencer marketing. demographics. This variety of content are springing up, and changes in offline is largely still being spread, mostly by and online interactions are coming with Now more than ever people want to influencers and they have been able to increasing speed. connect with their brands and many maintain their relationships with their times it means putting a friendly faceor audiences. One intriguing thing that should be a name to the company. Influencers have THE INCREASINGLY considered, however, is what your WELCOME PROSPECT OF relationship with your audience should INFLUENCER MARKETING look like right now and beyond. Your interaction with your prospects should not stop, because if it does you run the risk of PLAQAD fading into the background.

An attractively suitable means of There is a definite air of uncertainty communication is influencer marketing. making its way around right now. New developments have forced businesses and Over the years, influencer marketing has business owners to put their previous plans grown into a well-established advertising and strategies in the backseat for the time and communication medium. The multi- being. Different entities are being forced to billion-dollar industry sprung up with only a adapt to a new way of living and interacting handful of influencers with a loyal audience with each other. and now there are hundreds of influencers across the globe who now stand as One factor to hold on to is that everyone is communications channels for different having these experiences, albeit in different brands. degrees, at the same time. You can rest in the certainty that your business is not In this time when everything is being the only organism going through changes, regulated for safety reasons and the world your audiences are experiencing changes moves more towards digital solutions, it is as well. Nevertheless, the world has not possible to give your brand a visible voice stopped and your business activities do not and be confident that your message will get have to either, rather they need to adapt to across to its intended audience. the current situation of things. Right now, people across the globe are People are finding new ways to get things spending record-breaking amounts of time done, especially with measures such as social in their homes and on the internet, this

82 83 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA determinant. A user with 1,000 followers can have a higher engagement rate Post content that is contextual than another with 10,000 followers, therefore scoring Don’t stick to a ‘one size fits all’ strategy, for higher on the tool. your accounts on different platforms. Be diverse. Instagram is more picture centric Post more original content than Twitter, and Youtube videos cannot Reposting and curating always be posted on Facebook. Remember posts is not the best idea this when you are creating content. if your intention is to grow your social media platform. Stay consistent

Users with higher ranks Some social media users update their have mastered the art of accounts once a month and then disappear creating original content as for long periods. This should not be the opposed to repurposing or case. With consistent and strategic posting, reposting those created by others. you will build a community on social media.

Still haven’t checked your clout or copped Be interactive one of our cool badges on the SocialCred tool? 8 THINGS THE SOCIALCRED Make your audience feel important by APP TAUGHT US ABOUT interacting with them as well, through Click here to find out if you’re rolling with replies, retweets and comments. By doing USING SOCIAL MEDIA the big boys and girls on these social media this, you increase your engagement rate streets. and also make your audience feel like part PLAQAD of your inner circle, giving them a reason to keep coming back.

SocialCred is a free social media ranking Study your audience tool that uses key metrics such as total followers, engagement rate, as well as Audience sentiment is a key metric on the audience sentiment to calculate social SocialCred app, and it encompasses how media clout. Users are then rewarded with your audience reacts to your posts. Study witty ranks to match their clout. the content that seems to excite them and focus on creating more of those. Since the launch of SocialCred, several social media users have taken to the tool Don’t jump on every trend to find their ranks and get tips on how to create better content and increase their While trending topics are a good way to ranks. make your voice heard, not every trend should be jumped on. More times than The SocialCred app has so far taught us a not, your voice gets lost in the multitude of number of lessons on using social media other voices in the process. better. Below are some of them: Be creative, not cliche Sometimes, quality over quantity Find new tactics that work for your own Most people believe that the higher a page, you don’t have to follow the ones person’s follower count, the higher their that worked for the 90,000 other social rank. However, while follower count is media users. quite important, it isn’t the most important

84 85 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA the perception you want listening tools can help you do this. They them to have. help you see what your audience’s overall reactions are, your engagement rate and Research your target other metrics.

Take some time to browse You can also compare your account with around for the kind of other well-established accounts and then users who would most go back to see what you can improve on. likely be interested in your page. Essentially, check out the kind of stuff they check out. There are accounts with huge followings that attract followers who share an appreciation for that particular niche. That’s a perfect archetype to use. This way you can begin to create content with your intended audience in mind.

Try Different Content Types

HOW TO GET ORGANIC It’s good to have a good mix of content. INSTAGRAM FOLLOWERS Try original videos, try slideshows, try graphics, try images, try popular user- PLAQAD generated content (even from your current followers). Also, try different content tones and themes. Try witty content, informative Instagram has made a point of constantly content, educational content, and so on. changing its algorithm to suit what users These different content types apply to all engage with more. This makes sense Instagram features. This means you should because it makes the experience more adjust to a short format for stories and enjoyable for the users. Right now, posts long format for IGTV. Most importantly with high likes, comments, and general try to have fun with it. If it excites you, engagements are favoured more. They chances are it will excite someone else and appear on more timelines and the cycle encourage them to share. continues. Getting more followers on your account means you have to plug into Promote your page on other platforms these new systems. There are a few things you can try out to boost your number of Take advantage of your presence on other followers. platforms. Share your Instagram posts across all of them and encourage people to like, comment, and follow the account. Put a Strategy Together When properly put, you can pique the Putting a strategy together is a good start. interest of anybody, even if they do not Here you can define your goals and put frequently use Instagram. down how you plan to achieve them. This would include things like your content Measure and re-strategize calendar, your niche, and your personal brand. When you know what you want Now that you have put in all that effort, your account to be about, you can act you need to know exactly how your page accordingly. Your eventual audience gets is doing. Social media measuring and

86 87 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA Firstly, you need to opt metrics on your competition. If there are They are more likely to recommend you to for an Instagram Business other businesses in your niche that are their friends and family if they have good Account. A business doing relatively well, it doesn’t hurt to take experiences with your brand. account gives you access a cue or two from them. You can even go Try Out Influencers & Ads to features you wouldn’t further as to studying their followers and get on a personal account. poaching them. The Plaqad Social Cred Influencers are a great way to get your You have access to your app can give you comprehensive metrics brand in the eyes of a large number of page’s insights, Instagram on your account any other account you people who wouldn’t ordinarily know ads, Instagram shopping, choose. about your brand. If you can afford it also, and a specific call-to-action try out some sponsored content. Instagram button. Interact With Your Community has a great system for showing ads to any demographic that you choose. Get Started On Branding Your Instagram account can serve as your customer support centre. You can respond One unique way to get to complaints, make suggestions, and your page to stand out is generally have fun with your audience. by branding it. You want your page to have a recognizable look and feel. This helps people identify you better when they come across your content on their timelines. Tools like Planoly are great for this. HOW TO GROW INSTAGRAM FOLLOWERS FOR A BUSINESS Use The Right Hashtags and Geotags

PLAQAD Hashtags can work wonders for getting your content in front of users who don’t follow your page. You should start specific hashtags for your brand to make them As one of the most inexpensive marketing popular. You should also research and platforms, Instagram is a great way to make use of industry-specific hashtags. promote your business. With a good A simple hashtag search can give you the understanding of how the platform works, trending and most popular hashtags for you can get the kind of exposure you need your industry. Geotags also give your posts to take your business to where it should be. a local and relatable feel.

This could lead to eventual tangible Roll-out Posts & Stories Meticulously returns. Instagram’s newest features allow you to run your business solely on Planning your posts ahead of time helps the platform, should you decide to. If you you get organized. This helps you with prefer to use it as a cog in the wheel of consistency. Your account will get more your overall marketing channels, it also engagements if you are able to post works adequately. You can get leads and regularly. A great way to get started is by direct traffic to your page, and from your having a content calendar. You can create page to other platforms like your website. quick stories with Fastory and organize

your posts with Hootsuite. To make any significant headway, however,

you need a sizable follower base. These are Use Instagram Metric Tools & Clone Your some things you can do to increase your Competition number of followers.

Getting your account metrics is very Optimize Your Business Account important. More important is getting

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projects. Already have an audience on Twitter and Instagram? ● High level of Resonance Simply ask them to follow you on TikTok too. If you’re active on TikTok, you have most likely participated in at least one TikTok ● Drive Traffic to your challenge. With the average TikToker other social media spending at least 52 minutes on the app platforms per day, getting people to participate in a challenge on the app is much easier With 60 seconds- compared to other social media platforms. long videos or less you can leverage the high Also, 90% of TikToker users access the app engagement rate on TikTok at least once per day. This means that the to drive more people to more you are able to create viral videos, the your other social media higher engagement you get on your post, platforms like Instagram or and the more followers you will be able to YouTube by simply including your handles acquire over time. in the video. This way you are able to grow your followers on other platforms. Still not sure if you should download the app? Don’t be left wondering where the ● High Post Engagement party has moved to because the cool kids 5 REASONS WHY YOU NEED on the block are already partying on TikTok. TO GET ON TIKTOK NOW Compared to Instagram and Twitter, the TikTok algorithm makes it easier and more Join the train and begin your journey today PLAQAD flexible making it easy for you to have high as a TikTok influencer. engagement on your posts in a short period of time. Nano and micro-influencers can When you hear TikTok, what comes to record up to 9.4% engagement rate on the mind? Short video clips, viral challenges app compared to IG where they can record and the likes, right? Well, you’re not wrong. up to 7.2% and Twitter where they can record up to 1.4%. Also, the app has more With over 1.5 Billion downloads worldwide excited and active users who are willing to and 800 Million active users, TikTok is one engage faster with content they see than of the top 5 social media apps in 2020. Here other apps or social media platforms do. are 5 reasons why you should jump on the TikTok bandwagon now if you haven’t: ● Partner with more brands

● Build a strong community With TikTok it is easy to capture the attention of young people, especially Gen Very popular with Gen Zs and millennials, Zs. The advance analytics, flexible algorithm TikTok is growing fast in Nigeria and with and ease of driving high engagement rate many young Nigerians having to stay makes the platform best for gaining fast home these days, the usage of the app has visibility at this time. You can also leverage definitely increased. According to Similar your analytics which covers your content Web mobile app ranking, “TikTok Lite” overview, content insights and follower currently ranks as the number 1 mobile insights to track data, how good your app in Nigeria on Google Play Store, while content is doing and what your audience “TikTok- Make Your Day” ranks as number loves to see. This makes the app an ideal 7. This is, therefore, a good time to extend platform for influencer marketing and gives your influence beyond Instagram, Twitter you the advantage of being easily identified and co and build your audience on TikTok. by brands and collaborating with them on

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Retweeting tweets that your audience may Firstly, let’s define what You can look at accounts for brands enjoy is also a good way to go. You simply Twitter engagement looks similar to yours. This will give you a better have to make sure that they align with your like. understanding of the kind of people who brand. You can mention followers who have would appreciate your brand and in turn large numbers of followers themselves. This Essentially when people your content. Keep in mind that you have gets more people to see your tweets and reply to or comment on to create a definable brand for yourself. your engagement numbers go up again. your tweets, retweet your Simply copying what similar brands are tweets, click on a link you doing won’t separate you from the crowd. Use measuring tools to keep your account have posted, and even Your research focus should be on getting healthy further, interact with each ideas. other on your tweet, you Running continuous checks on your are getting engagement. Create content that appeals to your account is also important. Once you begin audience to attract a lot of attention on Twitter, more Now, how do you get your people will begin to take a closer look at tweets to become hubs for Now that you have ample information, your activity. all this activity? Here are you can then go on to create the kind of some tips to help you: content that would appeal to your desired One way to keep tabs on your audience audience. sentiment is by using the SocialCred Take an analytical look at what you’ve been app. You can know in exact terms if your doing You should endeavour to tweet as many audience reacts to your account positively times as you can. The more times you or negatively, at any point in time. A good HOW TO INCREASE YOUR You should take your time doing this. put out content, the better your chances way to get yourself more positive reactions ENGAGEMENT ON TWITTER Twitter has a very useful tool for measuring of reaching more people. Try out different is to get more involved with your followers. your tweet activity. You can look at the types of content. You can then measure PLAQAD impressions and engagements on each of each one to see which type of content A lot of people use Twitter to convey the your tweets. This is basically how many gets the most interactions, and more issues they have with brands. Much like times people saw your tweets, and how importantly, interactions from your desired customer service operations, you have to Twitter has become a very important many of them interacted with the tweets. audience. reply to their issues and attempt to resolve platform for reaching large audiences. You can do this by simply clicking on the them as soon as you can. If you are looking to build a brand or to check activity button on each tweet. If further establish your brand, Twitter can you do this thoroughly, you’ll be able to help you accomplish that. With more than pinpoint what kind of tweets have the 321 Million monthly users and an emphasis highest number of engagement. on conversations, you can build and sustain meaningful, long term relationships, and For a full view of your account, however, subsequently, build a community. you can use the Twitter Analytics tool or Socialcred. They help you know statistics However, getting substantial engagement like your overall impressions and profile can take a bit of effort. A lot of times, you visits, page sentiment, etc. could find yourself preparing and posting content that people don’t interact with. Narrow down your desired audience There are a number of reasons for that. It could be that you are creating the kind of You should also do a bit of research on your content that appeals to you, rather than to most preferred audience. This way you can your intended audience. It could also be ensure that you are communicating with that your content is not getting to as many the people who are most likely to take the people as it should. kind of decisions you want. This brings us to our next point. Stay with us, we’re going to show you a few things you can start doing to see those Stalk Your Competition to see what engagement numbers go up. actually works

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PUBLIC RELATIONS CONSULTANTS’ ASSOCIATION OF NIGERIA (PRCAN)

The Public Relations Consultants • Award monetary grants, facilities, Association of Nigeria is a trade sectoral support and assistance to Ni­gerian group for the public relations industry professional public relations consultants; in Nigeria. Public Relations Consultants­ Association of Nigeria (PRCAN) was • Provide institutional, intellectual and founded in 1984. Public Re­lations other productive support to professional Consultants Association of Nigeria public relations consultants within Nigeria, aggregates and articulates the interest of and to estab­lish a pool of financial and member firms. material resources, which will be made avail­able to public relations consultants in PRCAN works to uphold best practice in Nigeria; public relations in Nigeria in the areas of standards, conduct as well as economic • Admit eligible public relations well-being for the public relations consultants/practitioners into the industry generally and public relations Association; consulting in particular for the benefit of all stakeholders. • Instill and continuously maintain a high level of professional dis­cipline and standard amongst the members of the ENABLING LAW Association through the implementation of the provisions of the Code of Professional PRCAN’s Enabling Law Public Relations Conduct prepared and maintained by the Consultants Association of Ni­geria draws Association for its members; legal backing primarily from Bye Law REGULATORY BODIES Number 3 1993 of the Nigerian Institute • Hold seminars, lectures and conferences of Public Relations Act 16, 1990, Laws of on substantive issues relating to OF NIGERIA’S PR the Federa­tion of Nigeria. The Corporate professional public relations consultancy Affairs Commission incorporated PRCAN in Nigeria in order to enhance public INDUSTRY Limited by Guarantee as a “private relations and appreciation of the role of company” with legal personality on professional public relations consultants PUBLIC RELATIONS CONSULTANTS’ May 24, 2007. The primary objective of in promoting an open and civil society; ASSOCIATION OF NIGERIA (PRCAN) PRCAN is the promotion of pro­fessional NIGERIAN INSTITUTE OF PUBLIC reputation management in Nigeria within • Keep and maintain a Register of public RELATIONS (NIPR) the public and private sectors. Other aims relations consultants; and and objectives include to: • Act as the spokesperson of 3 • Promote the practice of professional public relations consultants in Nigeria and public relations consultan­cy in Nigeria; to generally cater to the welfare of public relations consultants in Ni­geria. • Support, educate, promote, encourage and assist Nigerian pro­fessional public Exclusion from practice by virtue of its relations consultants; enabling law, membership of PR­CAN is a legal requirement for firms wishing to • Promote public relations ethics and offer public relations ser­vices in Nigeria. professionalism amongst Nigerian professional public relations consultants; It is illegal for companies and organizations not registered with PRCAN to offer public

94 95 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA relations services in Nigeria, and for clients • Inform a client of any shareholding or to offer briefs to them. financial interest held by that firm in any company, firm or person whose services it recommends. CRITERIA FOR ADMISSION CODE OF CONSULTANCY PRACTICE • Negotiate, propose or agree terms 1. Head of agency must have: A member firm has a general duty of with client based on the re­sources that • First Degree or equivalent fair dealing towards its clients, past and can reasonably be expected to apply. Be present, fellow members and the public. free to accept fees, commissions or other In this respect, a member firm shall: valuable considerations from persons • NIPR membership other than a client, in connection with • Be free to represent its capabilities services for that client, provided such • 5 years’ experience and services to any potential client, either consider­ations is disclosed to the client. on its own initiative or at the behest of the client, provided in so doing it does • Not support to serve some announced 2. Agency to have: not seek to persuade the client to break cause while actually serv­ing an undisclosed • 5 Employees minimum any existing contract or detract from the special or private interest. Not offer to service of same. give or cause a client to offer or give any • 3 functional departments minimum inducement to such persons as described • Cause all its clients to be listed in the in Article 4 above who are not Directors, (Media, Client Service and Corporate Annual Register of PRCAN. Cause all Executives or Retained Consultants with services) its Directors, Executives and Retained intent to further the interests of the Consultants who hold Public Office, as member or of the client if such action is • Heads of the departments must members of National and State Assemblies, inconsistent with the public interest. have first degrees or equivalent, and and members of Local Government or any statutory organization or body, to be • Not engage in any practice and not to NIPR membership recorded in the relevant sections of the be seen to conduct itself in any manner Annual Register of PRCAN. detrimental to the interest of Public Relations Consultancy. HOW TO APPLY • Not engage in any practice, which tends to corrupt the integrity of channels • Safeguard the confidence of both of public communication or legislation. present and former clients and shall not • Executive Secretary acknowledges disclose or use these confidences to the each application • Not propose to clients any action that disadvantages or preju­dice of such clients would constitute an im­proper influence or the financial advantage of the member • Membership Committee sits to on organs of government or legislation. firm. screen/evaluate applications • Not intentionally disseminate false or misleading information, and is under • Schedule and visit the agency for obligation to use reasonable care to inspection/assessment avoid dissemination of false or misleading information. • Reports/recommendations to the • Only represent competing interests Executive Committee with the consent of all those concerned. • EXCO makes final decision

• EXCO communicates decision to the Applicant

• Formal Inauguration

96 97 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA practice to give more value and strategic of practice. The Institute must from time to those the professional serves. to time update its Code of Professional NIGERIAN INSTITUTE OF PUBLIC RELATIONS (NIPR) Conduct.­ The decree empowers the • Encourage a more relevant institutes Council to make bylaws and other rules and more reputation sensi­tive society, not inconsistent with this decree as Established in 1963, Nigerian Institute of case studies, and thereby improve the by working with appropriate associations to acts which constitute professional Public Relations (NIPR) the ­fessional pro standards of Public Relations practice in to generate sustained focus on the misconduct. body of qualified Public Relations Nigeria. contributions of stakeholders in different Practitioners, attained charter status in sectors. In pursuance of the provision of the 1990 with Decree 16 (now Act of the • To encourage the acquisition of decree, the Council of the Nigerian Federal Republic of Nigeria). professional qualifications in Pub­ Institute of Public Relations hereby makes lic Relations through the provision of NIPR CODE OF ETHICS the following Bye Laws to be known as The Law mandates NIPR to regulate the examinations and other facilities. “The Nigerian Institute of Public Relations practice and direct the develop­ment of Nigerian Institute of Public Relations Code of Professional Conduct Bye-laws Public Relations as a profession in Nigeria. • Build a credible and dynamic professional Public Relations Practitioners Decree No. No. 1 of 1992. The law also makes it illegal to practice institution that is re­sponsive to Nigeria’s 16 of 1990 empowers the Council of the Public Relations, under any title, in Nigeria needs. Nigerian Institute of Public Relations to without NIPR certification. determine what standards of knowledge • To conduct research, collect and and skills are to be attained by Public disseminate information on all aspects of Relations practitioners. For high standards OBJECTIVES Public Relations.

• To promote and develop the art and • To publish journals, books, practice science of Public Relations practice in papers and guidelines. Nigeria. • Promote professional excellence • To establish, prescribe and ensure through members upholding the Code the observance of high stan­dards of of Ethic, Code of Conduct and through professional and ethical practice. the Professional Standards Guide (PSG). The PSG entrenches a system of lifelong • To provide facilities, advice and learning as well as gaining stakeholders’ opportunities for executives to meet and commitment to high standard of PR discuss Public Relations problems and

MEMBERSHIP CRITERIA Diploma in Communications Studies and Public Relations Qualifications for membership of the Nigerian Institute of Public Relations • British Institute of Public Relations are periodically reviewed to meet the Membership Diploma;/li> requirements by the public and the organized private sector (industry and • Business Education Examinations commerce). Council (BEEC) Professional Certificate and Diploma in Public Relations In 1998, a decision was reached that all entrants must hold any of the following • B.A., B.Sc., HND, MA. M.Sc., or Ph.D. qualifications: in Public Relations; B.Sc., B.A. (Mass • The Institute’s Professional Certificate Communications), MBA with major / and Diploma in Public Re­lations specialization in PR; or any recognized equivalent qualification. • CAM Foundation Certificate and

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PRCAN: Code of Consultancy Practice

• Not propose to clients any action that would constitute an improper influence on organs of government or legislation.

• Not intentionally disseminate false or misleading information, and is under obligation to use reasonable care to avoid dissemination of false or misleading information.

A member firm has a general duty of • Only represent ETHICS AND fair dealing towards its clients, past and competing interests with the consent of all those concerned. PROFESSIONALISM present, fellow members and the public. In this respect, a member firm shall: • Inform a client of any shareholding or IN PUBLIC RELATIONS IN financial interest held by that firm in any • Be free to represent its capabilities and company, firm or person whose services it NIGERIA services to any potential client, either recommends. on its own initiative or at the behest of PRCAN: CODE OF CONSULTANCY PRACTICE the client, provided in so doing it does • Negotiate, propose or agree terms not seek to persuade the client to break with client based on the resources that CODE OF ETHICS OF NIPR any existing contract or detract from the can reasonably be expected to apply. Be service of same. free to accept fees, commissions or other ETHICS AND PROFESSIONALISM IN PUBLIC valuable considerations from persons other than a client, in connection with RELATIONS • Cause all its clients to be listed in the Annual Register of PRCAN. Cause all services for that client, provided such 4 its Directors, Executives and Retained considerations is disclosed to the client. Consultants who hold Public Office, as members of National and State Assemblies, • Not support to serve some announced and members of Local Government or cause while actually serving an undisclosed any statutory organization or body, to be special or private interest. Not offer to recorded in the relevant sections of the give or cause a client to offer or give any Annual Register of PRCAN. inducement to such persons as described in Article 4 above who are not Directors, • Not engage in any practice, which tends Executives or Retained Consultants with to corrupt the integrity of channels of intent to further the interests of the public communication or legislation. member or of the client if such action is inconsistent with the public interest. • Not engage in any practice and not to

100 101 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA be seen to conduct itself in any manner detrimental to the interest of Public Relations Consultancy. CODE OF ETHICS OF NIPR

• Safeguard the confidence of both present and former clients and shall not Professionals in Nigeria belong not only c. respect the right of parties in a dispute disclose or use these confidences to the to some international professional bodies to explain their respective points of view; disadvantages or prejudice of such clients PRCAN Pledge optionally, they also belong compulsorily or the financial advantage of the member to the local professional body known as d. encourage the free circulation of public firm. e herey pledge to the Nigerian Institute of Public Relations information and preserve the integrity of (NIPR), one of the few in the world backed channels of communication; • Conduct ourseles professionally by a state statutory instrument in Decree DECLARATION OF PRINCIPLE with truth accuracy fairness and 16 of 1990. e. put trust and honesty of purpose before responsiility to the pulic. all other considerations; Member firms of Public Relations The institute’s codes of practice have 12 Consultants Association of Nigeria base • Improe our indiidual competences articles which include the following: f. safeguard the confidences of his their professional principles on the and adance the nowledge and present/previous employers or clients; fundamental value and dignity of the Every member of the Nigerian Institute of individual; holding that free exercise Public Relations shall: g. represent interests which are not in of human rights, especially freedom of consultancy. conflict; speech, freedom of assembly and freedom a. respect the moral principles of the of the press are essential to the practice • T “Universal Declaration of Human Rights” h. refuse to enter into any agreement of public relations. of Professional Standards for and the freedoms entrenched in the which requires the attainment of certain the pr constitution of the Federal Republic of results before the payment of professional In serving the interest of clients, we Nigeria in the performance of his/her fees; dedicate ourselves to the goals of own duties; better communication, understanding i. protect the professional reputation or and cooperation among the diverse b. recognise that each person has the right practice of another member, but make it individuals, groups and institutions of to reach his own judgement by himself; his duty to report unethical behaviour on society. the part of any member of the institute;

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j. not seek to displace any other member It should however, be with his employer or client, except with noted that even with the mutual agreement of all the parties the legislative force of concerned; certification, equated with licensing, ethical practice is k. Not operate any front organisation; still a function of individual behaviour. l. Co-operate with any other members in upholding and enforcing this code. PUBLIC RELATIONS AND These articles are a superb adaptation ETHICS of some international codes and the British codes of ethics to suit the Nigerian No profession can succeed institution. The extraordinary general until backed by a code meeting of the institute held at the Bristol of ethics, and the public Hotel in Lagos on January 30, 1981 relations profession is no approved the Nigerian codes. exception. The words ‘ethics’ means a system of moral principles governing the ETHICS AND appropriate conducts of a person or a PROFESSIONALISM group. It includes many components, one IN PUBLIC RELATIONS of which is behaviour.

DR TYOTOM KEGHKU, FNIPR, arpa It implies behaviour, personal or organizational, which must comply with certain standards. INTRODUCTION There are hardly two opinions about Legal and ethical issues are closely related behaviour being ethical, but the subject in public relations practice, however they becomes debatable as to, which behaviour are not identical. Even when no violation is ethical and, which is not. Disagreement of the law can be proven a practitioner sets in when we begin to specify those can be sanctioned for unethical conduct ethical standards. Different people set under the Public Relations Society of different standards. America. These standards depend on the values Ethics are seen as moral issues that border and norms held by the people concerned. on right and wrong, good and bad. Ethics Since they differ from one person to the could also be referred to as morals and next, standards of behaviour also differ. principles and beliefs concerning right and wrong behaviour; virtue and vice. In the corporate and industrial world, it is generally agreed that the minimum Ethical Questions often arise in standard for behaviour is that the laws of professional relationships with colleagues, the country or state should be observed. clients, employers, news media, other Laws, however, are a reflection of the professional bodies, financial analysts, norms, values, beliefs, as well as the and others. Increased professionalization political system of a country. These vary is however, one possible answer to from country to country. questions raised regarding ethical practice. Among such values, truth and justice are of prime importance. Besides, both these

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values represent universally acceptable through the media). Codes are also formulated principle, which have a special relevance by several specialized groups to the field of Public relations. The law recognizes in every man a right amongst members. More to have the estimation in which they attention is paid to the stand in the opinion of others, unaffected requirements of its own SOME LEGAL ASPECTS by false statements, to their credit. Any members. Despite attempts discouragement of a person’s good name is to be as comprehensive as Most of the ethical standards are not a wrongful act, and in Nigeria, the remedy possible, codes can never be mandatory in nature and are expected is available to the aggrieved person in complete. There is also no to be accepted on a voluntary basis by a civil action under the common law or compulsion in observing them. members of a society. Despite several criminal proceedings for defamation. social controls that the society imposes Yet, the moral force behind on its members to follow, there is never In a civil action, the claim is one essentially these principles make the a situation when people follow the ethical for damages by monetary compensation members believe in the codes code put forth by a society. for the wrong done namely injury to and also find it advantageous to character. In criminal proceedings, operating in that area, become relevant follow. The situation calls for the formation of vindication of the grievance of the and acceptable. certain laws, which have the sanction of complainant is punishment with fine and / Non-observance of these codes may government and made mandatory to be or imprisonment. Some common principles can be found attract penalty, though not legal, yet by obeyed by all citizens, and flouting of in most codes of professional conduct peer censure, which may hamper or lower which warrants certain punishments. and they apply to most professions. the reputation of a professional amongst SLANDER One general principle applicable to all his colleagues, friends, and competitors in It is, therefore, important that Public professions is that there should be no the same vocation. relations professionals have a thorough A slander is a type of defamation. Slander conflict of interests. This means no client, understanding of the country’s laws, is an untruthful oral (spoken) statement who is in an adversary or competitive role No other mechanism of enforcement may especially those laws which apply to the about a person that harms the person’s to another, should be contracted. be necessary if the code is respected and information area. reputation or standing in the community. adhered to by all. The observance of Public relations practitioners should also ethics goes to enhance the professional The laws that govern information As slander is a tort (a civil wrong), the not have any vested interest in the activity reputation of its members. By fostering dissemination, which is the prime injured person can bring a lawsuit against that they undertake. This principle also spirit of ethics, there emerges an ethical responsibility of Public relations the person, who made such a false states that one’s own interests should relationship amongst the members of the practitioners are: libel, slander, defamation, statement. If the statement is made via be disclosed fully to stay clear of any association and the publics. copy right act, intellectual property rights, broadcast media, for example over the complication. If the practitioners stand and privacy rights. radio or on television, it is considered to gain commercially from a certain A code of ethics, when accepted libel, rather than slander. course of action that they recommend, voluntarily, serves as a professional then they should disclose their interests benchmark by which one’s colleagues can LIBEL fully. Transparency is the bottom line of be measured. It provides strength and ETHICAL CODES professional ethics. justification to those who insist on doing It tantamounts to libel when an untruthful only what the code of conduct advocates. statement about a person, published Ethical behaviour goes beyond just As many provisions of the codes deal in writing or through broadcast media, observance of the law. Observing the law, with information, it is advisable not to Contrary to the general comment that injures the person’s reputation or standing in letter and spirit, warrants the minimum knowingly or recklessly disseminate false ‘Everything is fair in business and love’, in the community. As libel is a tort (a civil required behaviour. or misleading information, and even avoid the observance of moral code leads to wrong), the injured person can bring a doing so inadvertently. Information emergence of an image which is invaluable lawsuit against the person who made the Therefore, a voluntary discipline called should not be used or divulged without in business. Public relations practitioners false statement. a ‘code of conduct’ has been devised by the express consent of the client or are particularly mindful of this professional Public relations practitioners and other employer. Any form of action, which fact of life. Several global companies Libel is a form of defamation, as is slander professionals for themselves. Such codes, would tend to corrupt the integrity of the fanatically guarding their policies and (an untruthful statement that is spoken, because they are based on actual practice media communication, must be avoided. practices the world over, testify this value but not published in writing or broadcast and are devised by people professionally system.

106 107 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA THE CHALLENGE OF ETHICAL 3. Help conceal a hazardous condition or Maintaining ethical standards is the key Even if journalists ask for favours, the PRACTICE an illegal act? to establishing trust relationships with ethical public relations professional must employees, employers, clients, media find a way to tactfully decline. In the long Ethics is an area of particular concern for 4. Provide information that presents only contacts, and others. run, establishing a reputation for honesty public relations for three reasons: part of the truth? and integrity will yield dividends in media Because of the importance of ethical relations. 1. Practitioners are aware that to some, 5. Offer something (gift, travel, or behaviour to the general practice of public public relations has a reputation for information) to reporters or legislators relations, attempts have been made to Although several studies have consistently unethical behaviour; that may compromise them? improve sanctions against individuals who shown that public relations practitioners violate professional standards. and journalists have similar professional 2. Public relations is often the source of 6. Present true but misleading information values and make similar news judgments, ethical statements from an organization in an interview or news conference that Coincidentally, whereas the PRSA has a the same studies show that journalists and the repository of ethical and social will mask some unpleasant fact. 14 point Code of Ethics, the NIPR has strongly believe public relations policies; a 12 point code which was adopted practitioners do not have professional Many public relations practitioners find on January 30, 1981 and this code is values. The unwillingness of the few 3. Practitioners have struggled to create themselves forced to respond to questions entrenched in Section 3 Subsection V practitioners to uphold ethical standards a suitable code of ethics for themselves, like these. Even though most report that of the NIPR Constitution. This was prior could be the reason these misconceptions Public relations practice is based on they are seldom pressed to compromise to the promulgation of Decree 16 of the persist. a function of trust. Members of the their values, the questions are still asked. 1990 now Act of the National Assembly. profession who violate that trust harm their colleagues as much as themselves. By conscientiously considering their ETHICS AND LAWS ethical standards, practitioners can avoid ETHICAL DEALINGS WITH THE NEWS Like any other group or profession, difficult and embarrassing situations. MEDIA While ethical and legal issues frequently public relations has ethical as well as evolve from similar circumstances, unethical practitioners. However, since Perhaps the most critical relationship the public relations professional must public relations as a profession attempts to be managed by public relations understand the differences. Keeping to to represent the public as well as the practitioners are those with the news the letter of the law does not guarantee organization in business decision making, media, here, anything less than total ethical action. Many unethical claims and its practitioners are frequently held to a honesty will destroy credibility and with promotions have been structured to stay higher standard. it, the practitioners usefulness to an within the legal limits, even though their employer or client. All news media depend intent was to trick or deceive someone. The media and various publics will quickly upon public relations sources for much of While an understanding of the law is point out deception in what might be the information they convey to viewers, important, a professional must rely on a considered normal behaviour for members readers, and listeners. higher standard for decision making. of other competitive businesses. Although, public relations releases are Public relations practitioners working for sometimes used simple as leads from publicly held companies have both an INDIVIDUAL ETHICS which to develop stories, at other times, ethical and a legal obligation to promptly reporters and editors rely upon the release news about dividends, earnings, At the heart of any discussion of ethics in accuracy and thoroughness of public new products, mergers, and other public relations are some deeply troubling relations copy and use it with little change. developments that might affect the value questions for the individual practitioners. of securities. A delay in releasing such Some examples include: Will he or she: Trust is the foundation of all public news could allow insiders to derive unfair relations practice and can be achieved financial benefits. 1. Lie for a client or employer? only through ethical performance. Therefore, providing junkets for the press The Securities and Exchange Commission 2. Engage in deception to collect that have doubtful news value, throwing and the individual stock exchanges strictly information about another practitioner’s extravagant parties, giving expensive gifts, enforce these regulations. clients? and doing personal favours will ultimately destroy a practitioner’s effectiveness.

108 109 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA SUMMARY 6. A client asks you for help in a financial 2. Your firm is one of six under References Ethical questions arise frequently for consideration by a manufacturer planning merger situation. You decline because the matter is outside your expertise, and refer public relations professionals during to introduce a new service into your area. Keghku, T. (2005) Public Relations and the the course of their daily business with You are given confidential information as to the company to a fellow practitioner who Nigerian Economy. is knowledgeable in financial affairs. The clients, the media, and others. In addition, the service and the plans of the company. Makurdi: Aboki Publishers. practitioners are often called upon to be You are aware that the company will face fellow practitioner is so appreciative, he sends you a cheque for N5 million. Can Nwosu, I. E. (1997) Public Relations Management: the source of ethical statements on behalf severe opposition from certain groups Principles Issues and Applications. of the organizations they represent. and politicians, and that the job will entail you accept the money without telling the Thus, public relations professionals are overcoming this resistance. Your firm is client? Lagos: Dominican Publishers. especially sensitive to any suggestion of turned down by the company and the Sachdeva, I. S. (2001) Public Relations: misconduct. To encourage commitment assignment is given to a competitor. Can Dr. Tyotom Keghku, FNIPR, arpa is the Principles and Practices. Sole Administrator, Benue State, College to ethical standards, both PRSA and NIPR you disclose the information you have New Delhi: Oxford University Press. among others have established codes for learned to the manufacturer’s opposition of Advanced and Professional Studies, ethical behaviour, and PRSA has set up an in your area? Makurdi. Swann, P. (2008) Cases in Public Relations Management. enforcement procedure as well. He can be reached via ktyotom@yahoo. com. Tel: 07038368676, 08057883359 3. Your public relations firm publishes a Boston: McGraw Hill. Some believe that practitioners would newsletter directed to brokerage houses. be further influenced to abide by ethical A corporate executive asks your help in standards if they were required to making his company better known among become legally certified, but licensure is the brokerage community. A subsequent still a controversial issue and has not been issue of the newsletter carries a highly implemented. Codes, policies, and laws optimistic forecast of the company but alone cannot achieve ethical standards; omits some information. Nothing in the the ultimate responsibility lies with each story indicates any relationship, between individual practitioner. you and the company. Were you under any obligation to disclose this relationship, and should you print a retraction? CASE STUDIES 4. You are a corporate public relations Sometimes, in everyday practice, director. Your employer tells you to set up situations arise where the proper thing, a supposedly independent organization to the ethical thing, even the legal thing to do introduce and promote the use of a new is not always immediately clear. Following product made by your company. This new are several such situations. organization is to be financed secretly by your company and some of its suppliers. 1. A well-known athlete is charged with Is there anything wrong with establishing selling drugs and planning and carrying this organization? out, with others, the death of a young married couple. His attorney calls you a 5. A distributor of medicinal products close friend, to advise and assist him in arranges with your firm to put on a press handling the intense media interest in the conference for an independent scientist case. During the period before trial, you who has tested the products and written learnt that the athlete was, in fact, a drug favourably about them. You also arrange dealer and did participate in the murder. speaking engagements for the visiting The lawyer tells you that the information scientist. After the press conference, is privileged. You decide to await the you learnt that the scientist was actually outcome of the trial. The lawyer is able an employee of the research arm of the to get his client acquitted. What should manufacturer of the products. What you do? actions should you take?

110 111 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA EXPLAINING PR’S BARCELONA usable equations and statistics can be PRINCIPLES very complicated, and in some cases, expensive. We can measure the distance of the Milky Way. We can determine the size of an Here’s the 2015 update on the seven electron. But can we calculate the principles: impact of public relations? 1. Goal Setting and Measurement are Fundamental to Communication and Maybe. Unlike physics or astronomy, it’s Public Relations not an exact science. And if you thought the debate on gun control and the Second 2. Measuring Communication Outcomes Amendment was contentious, welcome is Recommended Versus Only Measuring to public relations. Measurement matters Outputs because in a very competitive marketplace for clients, dollars, internal resources and 3. The Effect on Organizational respect, the industry wants to justify its Performance Can and Should Be contributions and impact. Measured Where Possible

4. Measurement and Evaluation Require Like charm, reputation or leadership, Both Qualitative and Quantitative public relations can be a subjective Methods science. You know when you see it or feel it, but people can’t always quantify 5. AVEs are not the Value of Communi- every single sales lead, jump in revenue, cation rise in rankings, gain or loss of market share and link that to a single article in 6. Social Media Can and Should be the Wall Street Journal, a fantastic speech Measured Consistently with Other Media at TED or Davos, Switzerland, or a series Channels of Tweets. MEASUREMENT IN PR 7. Measurement and Evaluation Should be Transparent, Consistent and Valid EXPLAINING PR’S BARCELONA PRINCIPLES There are three main opinions about metrics. The first comes from small HOW THE BARCELONA PRINCIPLES HAVE agencies or individuals who claim they I’m in the third group. A few months BEEN UPDATED are the master alchemist. They are the ago I wrote an e-book for Meltwater, ultimate expert, and only their equation “Estimating the Real Value of Public is the truth. Relations,” where I introduced a simple measurement that anyone can do for The second opinion, with possibly the most a single media placement. PR Dollar 5 members, are followers of the Barcelona Value = Advertising Equivalency (AVE) x Principles, a document created by a large Multiplier of 5. This was based, in part, on committee of well-meaning PR pros that a six-year study of 72,000 readers of the establishes broad guidelines. The second Los Angeles Times. group believes this is the Bible. The multi-million-dollar research study, The backbone of this theory are seven which surveyed 12,000 readers in seven guidelines that are quite expansive. different categories every week annually Narrowing down the inputs and outcomes for six years, determined editorial for all or part of these principles into content was much more valuable than

112 113 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA advertisements in terms of awareness, David Rockland: Yes. You measure PR themselves to derive the approach. In get their input and perspective. In some recall and attitudinal impact. The by answering one or more of the following many ways, it begins with coming up cases, the various organizations solicited multiplier comes from previous studies questions: with good goals at the outset, and input from their members. So, in this with multipliers ranging from 2.5 to 8.0 Outputs: Did you reach or engage your then the measurement program is latest iteration, there were probably as along with discussions from the author of target audience with the messages or pretty well delineated. Obviously, there many as 200 people involved. the LA Times comprehensive project. content you intended? are efficiencies in involving a firm or Outcomes: As a result of reaching professional who does this kind of work However, at the end of the day, in 2010 and Besides that major research, and similar or engaging that audience, did they a lot. 2015, the Principles were written on my less comprehensive ones, there are three change in the sense of their awareness, computer and do reflect my perspective reasons to use AVE. User Experience, comprehension, attitude, behaviour and/ However, that may not always be on bringing together the viewpoints Buyer Experience, and The Real World. or advocacy? necessary. A reasonable consideration is and experience of many people who are In a newspaper or magazine, or on the Organizational Results: What were the to spend 3-7% of the total budget on the engaged in the communications profession Internet, TV or radio, you cannot divorce effects on the organizations as a result goal-setting and measurement, but make in many different ways. Fortunately, when the experience of ads and editorial. They of the changes in the audience, often sure you are using the measurement they were unveiled both times, everyone are seen or watched or listened to side- measured in sales, market share, employee to not only determine how you did, but involved agreed with them and use them by-side. To claim otherwise is simply not engagement, advocacy, donations, etc. also to better the communications effort in their organizations. realistic. moving forward in a predictable fashion. Wynne: If so, how can you measure PR And the discussion continues … Second, each day businesses large and using the Barcelona Principles? Wynne: Were the principles created by small decide how to spend their marketing a team of 200 people? In other words, was budgets and resources: advertising, public Rockland:The Barcelona Principles this a document created by consensus? Robert Wynne owns a public relations relations, social media, billboards, events, provide the framework for communications and events agency in Redondo Beach, etc. Its already being compared – every measurement and are not specific tools Rockland: The initial Principles in 2010 CA. He is the author of the Amazon day. Third reason, reality. Advertising is a or formulas. However, by applying them, were created by around 25 people, edited bestselling book, “Straight Talk About multi-billion business. Look at the Super you wind up with a solid measurement by me and then voted into existence Public Relations.” Bowl. Google Ads. What do PR people program for communications. Within by around 250 people from around 35 want to compare editorial to smoke each Principle, there are pretty specific countries at a conference in Barcelona. signals? Olive oil? The foam in their skinny directions in terms of how to write mocha lattes? measureable goals and then the They were then adopted by many techniques you apply for each type of companies, associations, etc. In the 2015 Reasonable people can disagree. The measurement, including what are the best update, I convened people from a broader adherents of the Barcelona Principles do ways to apply those techniques. array of organizations -- government, not use AVE. That’s fine. Although we academia, corporations, non-profit and disagree on AVE, there’s a lot of good The Principles reflect the fact that trade/membership organizations -- to information – and good intentions – communications take many different form, contained in The Barcelona Principles. and the Principles guide you in terms of They deserve serious scrutiny. The how to measure each form. However, I document comes from very smart people know many companies and other types of who want to increase the reputation of organizations from Southwest Airlines to the PR industry. Cleveland Clinic to the UK government, who use the Principles as the basis for To find out more, I spent interviewed the their communications measurement. main author, David Rockland, Ketchum Partner, Immediate Past Chairman, the Wynne: Is this expensive, do you need International Association for Measurement to hire a big PR agency, or can you do it and Evaluation of Communication, via yourself? email. Here’s what Rockland had to say. Rockland: It really depends on the Robert Wynne: Can you measure PR? communications program and its goals. Someone can use the Principles

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HOW THE BARCELONA measured. to underline that Advertising Value In the spirit of integrity, honesty and PRINCIPLES HAVE BEEN Equivalents (AVEs) measure the cost of openness, the updated Principle includes UPDATED Principle 3: media space or time and do not measure more specific guidance valid quantitative From: The Effect on Business Results Can the value of PR or communication, media and qualitative methods in an effort to Changes from the original Barcelona and Should Be Measured Where Possible content, earned media, etc. ensure quantitative methods are reliable Principles 2010 to the Barcelona and replicable and qualitative methods Principles 2015 To: The Effect on Organizational are trustworthy. Performance Can and Should Be Principle 6: Measured Where Possible From: Social Media Can and Should be Principle 1: The updated Principle emphasizes that Measured About AMEC From: Importance of Goal Setting and communications impact more than just AMEC is the world’s largest trade body Measurement business results; rather communications To: Social Media Can and Should be representing communications research, can impact the overall performance of an Measured Consistently with Other Media measurement and insights. AMEC has over To: Goal Setting and Measurement are organization. To do this, organizations must Channels 140 members in 40 countries, including Fundamental to Communication and have, and practitioners must understand, The updated Principle recognizes that media intelligence companies, global PR Public Relations integrated marketing and communication social media measurement tools have Groups, Government departments and While the Barcelona Principles were models. The PR channel does not exist in evolved to a point where there is greater Non-Profit organisations. intended to provide a foundation for a silo, nor should PR measures. potential for consistent measurement PR programs, the updated Principles on engagement, along with quantity and recognize that they can also be applied quality. to the larger communication function of Principle 4: any organization, government, company From: Media Measurement Requires or brand globally. In fact, measurement, Quantity and Quality Principle 7: evaluation and goal-setting should be From: Transparency and Replicability are holistic across media and paid, earned, To: Measurement and Evaluation Require Paramount to Sound Measurement owned and shared channels. Both Qualitative and Quantitative Methods To: Measurement and Evaluation Should The updated Principle recognizes that be Transparent, Consistent and Valid Principle 2: qualitative measures are often needed From: Measuring the Effect on Outcomes in order to explain “the why” behind the is Preferred to Measuring Outputs quantitative outcomes. In addition, the updated Principle reminds practitioners To: Measuring Communication Outcomes that to be truly objective, we need focus is Recommended Versus Only Measuring on measuring performance (be it positive, Outputs negative or neutral), and avoid making The updated Principle is more assumptions that results will always be encompassing of the role of qualitative positive or “successful.” methods. While the original Principle stated quantitative methods of measuring outcomes were “often preferable,” Principle 5: the updated Principle recognizes that From: AVEs are not the Value of Public the use of qualitative methods (along Relations with quantitative) should be used as appropriate. The updated Principle To: AVEs are not the Value of also specifically calls out advocacy as Communications. an outcome that can (and should) be The updated Principle continues

116 117 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA PUBLIC RELATIONS AGENCIES Contact - Ronke Bamisedun IN NIGERIA [email protected] Caritas Communications PRCAN It is mandatory for all consultants and C Contact: Adedayo Ojo agencies to be registered members of the [email protected] Public Relations Consultants’ Association www.caritaspr.com of Nigeria (PRCAN). C & F Porter Novelli PRCAN Agencies without the PRCAN superscript Contact: Nn’Emeka Maduegbuna are either not yet registered members [email protected] or are still in the process of finalizing www.candf.com.ng membership. Chain Reactions Limited PRCAN Contact: Israel Jaiye Opayemi [email protected] www.chainreactionsng.com A Absolute PR Limited PRCAN Contact: Akonte Ekine [email protected] Compact Communications Ltd PRCAN www.absoluteprnig.com Contact: Chuddy Oduenyi [email protected] Africa Practice PRCAN Contact: Tim Newbold CMC Connect Ltd PRCAN [email protected] Contact: Yomi Badejo-Okusanya www.africapractice.com [email protected] www.cmconnect.com As+ A Communications PRCAN Contact: Agnes Shobajo Concrete Communications PRCAN [email protected] Contact: Semoore Badejo [email protected] BD Consult Limited PRCAN B Contact: Tola Bademosi D Davebrook Limited PRCAN [email protected] Contact: Seun Adesida www.bdconsultonline.com [email protected] www.davebrookpr.com Bifocal Communications PRCAN Contact: Alhaji Idris Muhammed E Evolve Integrated Services PRCAN [email protected], Contact: Tunde Renner PUBLIC RELATIONS [email protected] [email protected]

BlackHouse Media Group (BHM) H Hi-Tek Productions PRCAN AGENCIES IN NIGERIA PRCAN Contact: Fred Chagu Contact: Ayeni Adekunle Samuel [email protected], [email protected] [email protected] www.htpng.com www.bhmng.com Hill and Knowlton Strategies Nig. Ltd. Blueflower Limited PRCAN PRCAN 6 Contact: Chido B. Nwakanma Contact: Tokunboh George-Taylor [email protected] [email protected] www.blueflowerafrica.ng www.emea.hkstrategies.com/location/nigeria

Brooks and Blake Ltd PRCAN I ID Africa Contact: Sola Fijabi / Taiwo olujimi Contact - Femi Falodun [email protected] [email protected] www.brooksandblake.com Image Consultants Ltd PRCAN Brands We Love (BWL Agency) Contact: Vincent Oyo

118 119 NIGERIA PR REPORT 2020 INSIDE THE PUBLIC RELATIONS AND COMMUNICATIONS INDUSTRY IN NIGERIA [email protected] [email protected] [email protected] www.imageconsultantsnigeria.com www.mindsharelimited.com Red Media Africa PRCAN www.quadrantcompany.com Contact: Chude Jideonwo / Imagelink Communications PRCAN Mike Okereke Consulting Ltd PRCAN Adebola Williams Timex Intermedia PRCAN Contact: Shola Oyeneye Contact: Mazi Mike Okereke [email protected], Contact: Taiwo Ola [email protected] [email protected] [email protected] www.beectraining.com www.redmediaafrica.com Integrated Indigo Limited PRCAN TPT International Limited PRCAN Contact: Bolaji Abimbola N Nansolyvan PR PRCAN Rytkey Concepts Ltd PRCAN Contact: Charles Igbinidu [email protected] Contact: Chief Mrs Esolum Nwosu Contact: Yusuf Muazu [email protected] [email protected] [email protected] www.tptinternational.com J JSP Corporate Communications PRCAN Contact: Phil Osagie Nadeem Media Consult PRCAN Radi8 PRCAN Tourism Promotions & Comm PRCAN [email protected] Contact: Sule Yau Suleiman Contact - Toni Kan Tope Ogbeni Awe www.jspcommunications.com [email protected], [email protected] [email protected] [email protected] www.topcommng.com L Leap Communications Ltd PRCAN Redrick PR Contact: Muyiwa Akintunde NECCI Limited PRCAN Contact: Ijeoma Balogun TruContact Limited PRCAN [email protected], Contact: Nkechi Ali-Balogun [email protected] Contact: Ken Egbas [email protected] [email protected] redrickpr.com [email protected] www.trucontactng.com LSFPR PRCAN Neo Media & Marketing Ltd PRCAN Sesema PR Limited PRCAN Contact: Bidemi Zakariyau Contact: Ehi Braimah Contact: Tampiri Irimagha - Akemu The Bobby Taylor Company [email protected] [email protected] [email protected] Contact: Bukky Karibi-Whyte Lsfpr.com www.neomedianigeria.com www.sesema.com [email protected] www.bobbytaylorcompany.com M P Marketing Mix & Company PRCAN PFCAfrica Communications S Silver Bullet Public Relations PRCAN Contact: Akin Adeoya Limited PRCAN Contact: Celey Okogun W Whitewater Limited PRCAN [email protected] Contact: Yemi Fredericks Odusote [email protected] Contact: Nsikak Daniels www.marketingmixideas.com [email protected], www.silverbulletpr.com [email protected] [email protected] Mediacraft Associates PRCAN www.paulinefredericksafrica.com SoMe Solutions Wildflower PR and Company Contact: John Ehiguese Contact - Elizabeth Osho Contact: Ifeoma ‘Oma Areh [email protected] Philosoville Limited [email protected] [email protected] www.mediacraft.ng Contact: Kufre Ekanem www.wildflowerpr.com SY & T Communications PRCAN Mediamark Limited PRCAN Prizeworth Consulting Limited PRCAN Contact: Simon Tumba Winning Concepts PR PRCAN Contact: Izuchukwu Arinze Contact: Cajetan Otuokere [email protected] Contact: Mike Meze [email protected] [email protected] www.syt-pr.com [email protected] www.mediamark.com www.winningconceptsng.com PR Redline PRCAN Synthesis Communications PRCAN Media Panache Limited PRCAN Contact: Moruff Adenekan Contact: Desmond Ekeh X XLR8 Contact: Timilehin Bello [email protected] [email protected] Contact: Calixthus Okoruwa [email protected] www.prredline.com.ng www.synthesisnigeria.com [email protected] www.mediapanacheng.com www.xlr8.com.ng Publicis Consultants Soulcomm PRCAN Messages Inc Ltd PRCAN T Tanus Communications Ltd PRCAN Contact: Mojisola Saka Contact: Ademola Adedoyin Contact: Dr. Yemi Ogunbiyi Z Zebra Stripes Network [email protected] Contact: Nike Fagbule [email protected] [email protected] www.soulcommpublicis.com [email protected] www.messagesinc.com Teksight Edge www.zebrastripesng.net R & B Public Relations Company Metro Media Communications Ltd PRCAN [email protected] Contact: Adeoye Omotayo Contact: Mike Nzeagwu www.teksightedge.com [email protected] [email protected] www.rb-pr.com www.metromedia.com The Republic Media Limited PRCAN R Red Gecko Ltd PRCAN Contact: Monday Micheals Ashibogwu Contact: Cornelius Onuoha Mindshare Communications PRCAN [email protected] Contact: Amuzie Akpaka The Quadrant Company PRCAN www.redgeckoonline.com Contact: Bolaji Okusaga

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REFERENCES ABOUT BHM RESEARCH & Yomi Badejo-Okusanya (2020) Publisers. INTELLIGENCE Career Development and Keghku, T. (2013) Ethics And BRI, an independent intelligence team working Retention - Middle Management Professionalism In Public from Nigeria serves to gather and analyze data in PR Relations for brands and organizations in public relations, advertising, ICT and Media. Olusegun McMedal (2020) Nwosu, I. E. (1997) Public Leading Effectively For Growth in Relations Management: The PR Industry Principles Issues and Applications. Lagos: Dominican BlackHouse Media Moliehi Molekoa (2020) Digital Publishers. 32, Community Road, Allen Avenue, Ikeja Media and PR: The Path To [email protected], www.bhmng.com Growth For Agencies in The Age Sachdeva, I. S. (2001) Public of Digital Relations: Principles and Practices. New Delhi: Oxford Bada Akintunde-Johnson (2020) University Press. Why Brands Must Include Influencer Marketing in Their PR AMEC (2015) How the Strategy Barcelona Principles have been updated Femi Falodun (2020) Why PR Professionals Must Become Marketing Generalists

Gbenga Sogbaike (2020) Influencer Marketing and The Trends Shaping A Post-COVID19 Period

Precious Nwachukwu (2020) 20 Best Tools For Every PR Professional

Enitan Kehinde (2020) 10 Best Practices For Managing Client Relationships Effectively

Keghku, T. (2005) Public Relations and the Nigerian Economy. Makurdi: Aboki PUBLISHED BY IN PARTNERSHIP WITH

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