Practitioners’ Viewpoints On PR And Advertising

  • Chido Nwakanma

MD/CEO, Blueflower Communications Limited

Audience Segmentation And The Deployment Of Digital Channels Are Crucial 

Modern communication management requires more listening than speaking. This concept finds support in the public relations planning model that positions research and action before communication and evaluation. (We have to) segment audiences effectively…(it is) time to draw up a Nigerian communication demographic map. A significant portion of youths is now to be found only in that (digital) space. This is moreso as the 87 million persons on the Internet in Nigeria actively engage social media. The 2015 elections mobilized them for participation, at least online. Public communication managers must engage and define. Otherwise, citizens – informed, uninformed or plain obnoxious – would define at will.”

 

  • Kunle Ogunmefun 

Vice Chairman, Bluebird Communication Limited 

Digital Will Be Huge

 

Digital marketing is going to be huge and there are a lot of things that would happen in the digital market space only if the environment is conducive for it to thrive. Things have started happening but it is not at the scale that it is meant to be. The truth about it is that traditional advertising can never go away. The two main problems we have in the advertising industry is data collection; we lack a lot of data in this industry. The second one is building professional capacity in terms of the staff members. Perhaps if we had adequate training institutions that would prepare people for this sector, the industry would grow.

 

  • John Ehiguese 

President, Public Relations Consultants Association of Nigeria (PRCAN) 

 

Digital Media Presents Both Challenge And Opportunity

The ascendancy of digital media is a challenge to the extent that it is one of the manifestations of how media forms are evolving, affecting consumer information consumption habits, and ultimately impacting the way we communicate with the consumer. But then it also presents many opportunities. With online media, speed is of essence because of its realtime nature. 

 

Adverse news or information online can go viral within minutes and cause severe damage to a brand or company’s reputation. That is why one of the most important elements of online reputation management is “listening.” You must be listening to the online conversation as it affects your brand, so that you can respond promptly to address any negative or inaccurate piece of information before it goes viral and causes reputational damage.

 

We need to be more creative in our business development drive, to identify new market niches and opportunities. And they are there, waiting to be harnessed. As for mergers and acquisitions in the industry, essentially in order to build scale, to be able to gain more clout, and to service big clients effectively we haven’t seen much of that happening yet in Nigeria, but it will come with time. The merger and acquisition fever appears to have caught on globally, and I believe that it’s just a matter of time before we begin to see it in Nigeria.

 

  • Biodun Shobanjo

Chairman, Troyka Group 

People No Longer Just Consumers

 

Marketing communications is about connecting people and brands, is about doing something educative, entertaining and useful for people and also about tapping into the human element; it is not just about making 30 second commercials. The “People no longer just consumers” digital revolution has ensured that people are no longer just consumers, but participate in the creation of ideas and products, production and distribution, as much as any marketing communications agency.

 

  • Femi Falodun 

C.O.O ID Africa

Social Media Has Not Come To Displace Public Relations

 

Social media has not come to displace, replace or exterminate public relations. Traditional media is still important. However, when strategically paired with social media, the impact of traditional media becomes very powerful. Wall Street Journal reports that global spending on social media currently represents 13% of marketing budgets and in the next five years, that percentage is projected to rise to more than 25%. The key for PR pros is to interject our point-of-view with new age processes by using social and advanced tools to (proactively) be accessible to our audience. Social media equates to unrestricted access.

 

  • Robert Phillips

Author, Co-founder Jericho Chambers.

PR Should Desist From Using Content Marketing As An Excuse To Not Fixing Its Foundations

 

PR is not dead. It’s been said that where there is a buyer, there is a market and clearly people are still buying PR, hence its existence will continue for sometime. But I don’t believe it is fit for purpose and I believe it needs to have a radical reappraisal about what it does and how it goes about it. Hanging on to the word content is one of the series of proof points that PR uses as an excuse to avoid re-evaluating its structure. Also, there is an obsession on outputs and not outcomes; PR is not data ready in the age of big data and the industry still lives in a myth of hierarchies in the age of networks.

 

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