Today marks the shift of PR in Nigeria from analogue to digital. Last year, when Ayeni Adekunle and his team at BHM launched a campaign called “PR Is Dead”, many people wanted to chop off his head. I got many calls from people asking me why he would say something like that. But what they did not know was that it did not come from him. There is a book called “Trust Me, PR Is Dead” and it was written by Robert Phillips, the MD of Edelman which is probably the biggest PR practice in the world!
The way we practise PR in Nigeria in my
opinion, is becoming archaic. With all due respect to Udeme Ufot who is seated
here, the exclusivity of creativity does not lie with advertising! We are all
creative agencies. There is nothing to say that the creative idea has to come
from advertising. It could come from PR. We could be the ones driving the
narrative.
Ordinarily this assignment of taking stock
of the entire industry is one that the institution governing PR in Nigeria should
take on, but you and your team have taken it upon yourselves. For the first
time this year we are having the APRA in Calabar in May. For the first time,
the Holmes Sabre awards for Africa will be holding. Quadrant won an award a few
years ago but on the European platform. Do we have an African platform?
This report will raise some controversy but
I believe that as we go further we will get better. We should not look at it as
something for their company. What they are doing is for the entire industry. I
will implore us to make the data we give a lot more accurate so that we can get
an increasingly clearer and more accurate picture of ourselves as an industry
moving forward."
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