Launch of Public Relations Report Spurs PRCAN to Action
For Public Relations Consultants Association of Nigeria (PRCAN), the launch of the first ever Nigeria PR Report 2015 was a call to action. Spurred by lack of data on the state of PR practice in Nigeria Ayeni Adekinle-led Black House Media (BHM), a Lagos-based public relations firm pioneered a report on the state of Nigeria’s PR industry, a document that possesses huge potential to change the face of PR practice in the country for good.
“We complain regularly that the quality of our work can be better. We excuse clients’ lack of trust and investment with the belief that we really haven’t shown value. But how do we get better if we do not have records of the work we do – the good, the bad and the ugly? How do we train beginners? How do we engage globally? The global PR Agency industry revenue is put at over $13 billion. I can assure you that Nigeria, which by BHM estimates, makes over $68.75 million, is not in that calculation. We all know why,” said Ayeni in his address of welcome at the launch which took place at Protea Hotel, Ikeja.
But while commending the visionary and pioneering efforts of BHM team, PRCAN President, Mr. John Ehiguese noted that such a document should have been prepared by the PR body rather than an independent practitioner. He went to assure his listeners that his leadership would take up the gauntlet to produce a more comprehensive document.
“Like I said in my brief remarks, ideally it should have PRCAN preparing such a report. I assure you that under my leadership, we will take up that challenge in a practical way. Regardless of whatever perceived shortcomings in that report, we cannot deny that Ayeni has challenged us all, and it is up to us as PR practitioners to build upon what he has started. I mentioned to Ayeni in a telephone conversation that, at the very least, next time any Nigerian PR practitioner is attending an international conference, he/she can at least have something (from the report) to share with the world about Nigerian PR practice, beyond just talking about ‘opportunities’ and ‘potentials’. It’s definitely a good start, and I personally congratulate him for that.”
Besides serving as a wakeup call for the perception managers, the event which saw a gathering of the players in the PR industry, their clients and the media also engendered conversations bothering on industry issues like the state of PR practice in Nigeria, brown envelop, data and its import in delivering on PR on clients’ needs, digital and PR among other related issues.
The 106-page document, a compendium of quantitative and qualitative research, endeavoured to depict the history, current state, existing challenges and prospects of the PR industry in Nigeria.
“Despite increasing intervention by PR to help communities, organizations and governments resolve problems they considered insurmountable, there is little data, if any, on the role of in-house PR teams and external consultancies in aiding local and international brands make sense of Nigeria’s chaotic business environment. This is the latest focus of BHM Research and Intelligence,” Ayeni said.
He added that the report which was a product of one year painstaking research, data collation, and analysis was to purposefully place Nigeria on the global PR map by producing annual analyses; giving insights into tools, trends, campaigns and issues the industry should pay attention to.
The report joins a host of groundbreaking initiatives executed by the BHM Group. In 2014, the company launched Nigeria’s first PR app, simultaneously recording over one billion social media impressions for its portfolio of client campaigns.
Recently, BHM Group launched its own digital agency, ID Africa, and has since its inception in 2006 been at the forefront of efforts to develop the media and public relations sector in Nigeria and the rest of Africa. Leveraging on its savvy knowledge of African audiences, the group continues to maintain its staying power, as evidenced by a retinue of local and multi-national clients.
Contained in the report were detailed overview on the perception and reception of PR in Nigeria. Here, case studies include the defunct Virgin Nigeria, Indomie Noodles and even musicians Don Jazzy, Dr. Sid and Sound Sultan. Readers can also expect inside analysis on challenges such as the ‘brown envelope’ syndrome bedeviling the media industry, and the future of PR with a focus on how social media is disrupting the industry and how practitioners can adapt.
The primary audience for the maiden and subsequent issues of the Nigeria PR Report are chief executives, brand managers, students, institutions, journalists, consultants, regulatory bodies and researchers.