Global communications and public relations organization BlackHo
The
106-page book is a compendium of quantitative and qualitative research
augmented by industry-wide perspective and knowledgeable commentary
concerning PR practice in Africa’s largest economy.
Nigeria
PR Report is a partnership between the group’s research arm – BHM
Research & Intelligence (BRI), digital agency ID Africa, and Public Relations Consultants Association of Nigeria (PRCAN).
Notable dignitaries from the PR, advertising and academic sectors converged at the Protea Hotel, Ikeja, on January 29, 2016 where the report was officially made public, to discuss and review its findings.
“The inaugural Nigeria PR Report is an unbiased endeavour 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 Adekunle, Founder and CEO BHM Group said.
Ayeni
disclosed that BHM Research & Intelligence (BRI) is the group’s
independent intelligence team working from Nigeria, Germany and England,
to gather and analyze data for brands and organizations in public
relations, advertising, ICT and Media.
“In
particular, achieving the maiden edition of the Nigeria PR Report took
almost a year of research, data collation, and analysis. We aim to make
this an annual publication and shore up available information about
Nigeria’s formal PR industry,” he added.
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.
BRI’s report covers an overview of public relations in Nigeria, its evolution, and an analysis of BHM’s #PrIsDead campaign.
For the campaign, about 200 Nigerians from three major cities (Lagos,
Port-Harcourt and Abuja) were interviewed for the offline section of the
research, with findings already presented in a series of videos, infographics, memes, blurbs and articles.
Also
contained is a 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 bedevilling the media industry, and the future of PR
with a focus on how social media is disrupting the industry and how
practitioners can adapt.
Ayeni explained that: “the
aim is to shed more light on the workings of the PR industry in Nigeria
and chronicle the public – and practitioners’ - perception of the
industry, with a view to ensuring its development moves apace with
global standards of practice and the changing consumer demographics and
preferences Nigeria is experiencing.”
The
report concludes powerfully, with the data-rich results of BRI’s survey
of PR firms, analysing various indices of the industry, including:
revenue; average PR budget; clients & contracts; services offered,
as well as age and staff strength of the reviewed firms.
It
proffers recommendations, alongside extensive quotes from eminent
experts in Nigeria’s PR Industry, including Yomi Badejo-Okusanya, MD CMC Connect Burson Marstellar, Biodun Shobanjo, Chairman Troyka Holdings; Chido Nwakanma, MD, Blueflower Communications Limited and John Ehiguese, President, Public Relations Consultants Association of Nigeria (PRCAN) and CEO ofMediacraft Associates.
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.
Ayeni notes the ultimate goal of the Nigeria PR Report is 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.”
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