Global media and public relations organization, BlackH
Ayeni
Adekunle, CEO BHM Group, disclosed that the Nigeria PR Report is done
in collaboration with independent research unit—BHM Research &
Intelligence (BRI), digital agency ID Africa, and Public Relations Consultants Association of Nigeria (PRCAN).
“This
publication is the first edition; we expect the Nigeria PR Report to be
an annual fixture in our country’s public relations landscape,” he said during the public presentation in Lagos.
Ayeni
revealed that the project brought together BRI staff and consultants in
Germany, England and primarily Nigeria, with work on the 106-page
publication taking nearly up to a year to complete. Over 200 Nigerians
across major Nigerian cities were surveyed, resulting in a publication
replete with informed commentary backed by case studies.
The
highlight of the report is an empirical analysis of Nigeria’s PR
agencies, covering parameters including revenue, staff strength, clients
and contracts, as well as average budget.
The report is
targeted at chief executives, brand managers, students, institutions,
journalists, consultants, regulatory bodies and researchers within the
marketing communications sector.
The initiative is the latest in a string of successes clocked by BlackHouse Media Group - a
chain of businesses that manage strategic communications, with a
specialist bent in entertainment, media, consumer and technology and a
client list of prominent multi-national and home-grown brands.
In 2014, the group conceptualized and built Nigeria’s first PR mobile application - the BHM App, going on to launch ID Africa, its pan-African focused digital agency to widespread acclaim.
The launch of the maiden issue of the Nigeria PR Report, which took place at Protea Hotel, Lagos, Nigeria on January 29, 2016, drew notable members of the media, creative and communication community.
The Nigeria PR Report is now available for free download on Amazon, iTunes and via the BlackHouse Media website.
Here are 10 quick facts you can deduce from the report:
1. Digital dexterity of staff paramount in coming years: In China (one of the largest battlegrounds for spending on social media), the percentage of companies which stated that: “that they did not do any digital marketing” plunged from 13.5% in 2013 to just 3.5% in 2015, showing
an increased uptake of digital skills among the workforce. The Nigeria
PR Report shows that the trend is similar in Nigeria, with multimedia
content, social media management and measurement & analytics ranking
among the top desirable skills for PR professionals.
2. PR agencies’ annual fee income band can be better: Companies
surveyed report income figures well below quality and volume of work
undertaken. The disparity is more glaring when results are juxtaposed
with the Best
Practices Benchmarking Survey, which covers hundreds of PR firms
throughout USA and Canada. Here, the lowest earning agencies have their average income pegged in the region of $3 million (USD), a figure which is several times over that earned by their peers in the Nigerian PR Industry.
3. Despite increasing Internet use, few Nigerians see a need for differing campaigns: Even
though there is a proven advantage in using various strategies for
different media, less than a tenth of Nigerians surveyed offline realize
the need for segmentation in the deployment of advertising and PR
strategies, placing the onus on PR professionals to constantly
anticipate and meet the public’s needs.
4. More members of the public would rather spend on solely advertising than PR: The reasons noted include immediacy of advertising, as opposed to the possibly sublime, and longer-duration option of PR.
5. Lagos is where it’s at: Well over two-thirds of the action in PR is happening from Lagos, Nigeria’s commercial hub.
6. There is a wide disparity between sectors in the society serviced by the PR industry: The
construction sector provides the least business for PR firms, with
hotels and tourism far behind the rankings, yet still well placed before
spending on PR by State governments.
7. Social media is a top earner for PR firms: A
healthy percentage of revenue for the Nigerian PR industry for 2015
came from work carried out online, on social media and PR professionals
are in tune with the trend, with notable practitioners highlighting
digital media as the major vehicle to propagate their work in their
responses. This is in tune with earlier global projections for 2015: advertisers
worldwide were expected to spend $23.68 billion to reach consumers on
social networks for 2015 according to eMarketer, a 33.5% increase from
2014.
8. PR
practice has been around in Nigeria for decades, but this fact does not
seem to be reflected in the average age of PR and advertising firms.
9. Retainers are not the norm: The
Nigeria PR Report reveals the scale of project-based contracts
undertaken in the industry, with its consequences for staff employment
and retention noted.
10. Most sought-after services determined by socio-political climate: Thirteen
services were commonly sought-after by clients from PR and advertising
agencies in the period surveyed. The top two being government relations
and media relations. It will be insightful to revisit this line of query
next year and discover what the trend will be considering it is a non-election year.
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