I f you look deeply into the affairs of the private and public sectors in Nigeria and indeed elsewhere across Africa, what presents, is an increasing intervention by PR to help communities and organizations and governments solve problems they thought were insurmountable. But there’s little data, if any, on how in-house PR teams and external consultancies are helping local and international brands make sense out of a chaotic business environment like Nigeria. You will go very far to see case studies on all the great work I’m aware have been done by Nigerian professionals on brands like Wole Soyinka, MTN Nigeria, Star Lager, Dangote, Indomie Noodles, Airtel and many others. In 1961, Russian cosmonaut Yuri Alexeyevich Gagarin completed an orbit of the earth, effectively becoming the first man in space. If there had been no records of the event, any pictures or reports, did he really make the trip? Did he accomplish the feat? 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, in a space where the lingua franca is billings and case studies? That’s why our company BlackHouse Media created the campaign #PrIsDead in 2015. And it’s why we decided, after relevant consultations, to begin this hopefully annual report on the Nigeria public relations industry. Of course it’s inspired by The Holmes Report (World PR Report), which, I hope, starting 2016, will begin to feature great Nigerian agencies doing amazing work. It is possible.
Ayeni Adekunle Samuel Founder/CEO, BHM Group
Author: BHM Research & Intelligence.