Brands/Products
The Future of Public Relations in a Changing World: A PR Measurement Perspective
By Austin Ayaosi
July 16 of every year is a day set aside for Public Relations practitioners across the world to celebrate and reflect on the practice of Public Relations. Public Relations has evolved greatly in practice and purpose as a result of the tasks and responsibilities placed on it by organisations. This ever-expanding responsibility drives PR practitioners to constantly innovate and adapt to the changing world.
Over the years, Public Relations has developed tremendously; from embracing rapid changes in technology to adapting to changes in audience behaviours, and social, economic, cultural, and societal expectations as influenced by the dynamic world we live in. As the world continues to move rapidly, Public Relations consistently aligns and realigns its role with the changing business environment to build sustainable win-win relationships and engagements between organisations and stakeholders, including the society where organisations conduct business.
Public Relations is arguably the most efficient and cost-saving department of an organisation, doing more for less. Practitioners use their relationships to secure major news coverage for free, end a crisis with one phone call or solve a major regulatory challenge within minutes; yet, sometimes the profession does not get the deserved credit during Management Review meetings.
One of the pain points of PR practitioners globally is that the profession is not given adequate recognition for its impact on organisations. For instance, only a few organisations in Nigeria provide an opportunity for PR practitioners to attain the zenith of the profession, which is becoming a member of the Board. This challenge of PR being undervalued and underrepresented in the boardroom may be linked to how the Board perceives the functions of Public Relations from a corporate perspective.
It is important to note that to secure a seat at the Table, a department has to show the impact it has on the organisation in clear, measurable and convincing ways, using mostly data (numbers) to show a cause-effect correlation to gauge the impact of the department on the organisation. The Public Relations/Corporate Communications department is not an exception. It is assessed just like every other department from a standpoint of: ‘What and how have you contributed to achieving the organisation’s overall business goals rather than how many press materials did you get published or aired in the media?’
Meanwhile, amid the silent protest among practitioners that PR is underrepresented on the Board, those who have found ways to show the value of their work by either measuring and reporting on what matters to the Board or making what they measure matter to the Board have been offered a seat at the Table. Some practitioners who have earned a seat at the Table include Emeka Oparah of Airtel Africa Group, Bola Atta of United Bank for Africa, Femi Adeniran of Airtel Nigeria, and a few others.
The route for Public Relations to earn a seat at the Table lies in measurement, evaluation and research. As a Public Relations professional with over a decade of experience in measurement, evaluation and research, I advise practitioners to find ways to either measure what matters to the Board or make what you measure matter to the Board.
Even though some PR/Corporate Communications managers understand the importance of measurement and evaluation, they often face a hurdle because most organisations in Nigeria do not have a budget for Public Relations measurement and evaluation. To address the challenge, PR/Corporate Communications managers should create a ‘PR Research Budget’ to address the no-measurement-budget challenge by dedicating a certain percentage of their annual PR budget to measurement, evaluation and research.
The future of Public Relations in terms of giving the profession the rightful accolades rests largely on the perceived impact of the profession in organisational growth by those who determine the departmental allocation of resources in an organisation. The more impactful a department is perceived, the more resources and attention are given to the department. For Public Relations to be recognised for its immense contributions to an organisation, PR/Corporate Communications managers need to show how what they do contributes to achieving the overall corporate goals of the organisation. This can only be done effectively through a holistic measurement and evaluation framework to pinpoint the effects of PR/Corporate Communications in achieving overall corporate goals in clear, measurable and convincing ways.
Austin Ayaosi is the Lead Analyst at BrandImpact Consulting
By Aduragbemi Omiyale
The Ecobank Pan African Centre (EPAC) in Lagos, venue of the ongoing 2025 Design and Innovation Exhibition, is bubbling with activities as top young innovators from across the country are showcasing their arts.
The event, running from Tuesday, February 25 to Sunday, March 2, showcases the immense potential within Nigeria’s manufacturing and creative industries.
The exhibition, themed Building a Made-in-Nigeria Brand, aims to emphasize the creativity, innovation, and craftsmanship of Nigerian designers while highlighting the importance of industrialization and export.
It also reflects a commitment to developing a sustainable industrial ecosystem that supports local talent and fosters economic growth across Africa. The exhibition is featuring 58 designers, including collaborations between manufacturers and designers, offering a glimpse into the future of Nigerian design.
The Minister of Art, Culture, Tourism, and the Creative Economy, Ms Hannatu Musa Musawa, who attended the programme, stressed the importance of strengthening the synergy between Nigerian creativity and manufacturing.
“By leveraging our country’s rich creative resources, we can modernize products, promote locally-made furniture, and build stronger economic connections,” Ms Musawa said, reaffirming the federal government’s support for such initiatives.
The Managing Director and Regional Executive of Ecobank Nigeria, Mr Bolaji Lawal, represented the Head of SME, Partnerships, and Collaboration at Ecobank, Omoboye Odu, said, “The success of SMEs is key to transforming Nigeria’s economy, and we recognize the importance of collaborating with the right partners. Titi Ogufere and Design Week Lagos are the perfect fit for us to help elevate Nigerian creatives and provide a platform to scale their businesses.”
On her part, the founder of Design Week Lagos, Ms Titi Ogufere, said, “This exhibition is a testament to the talent and hard work happening in Nigeria’s creative industries.
“We’re here to celebrate and showcase the potential of our local designers and manufacturers. The global design industry offers immense opportunities, and with more support, Nigerian designers can truly thrive on the world stage.
“We have a wealth of untapped creative potential in Nigeria. It’s time for us to shift focus from foreign markets and showcase what we can do right here at home. The global furniture market alone is valued at over $700 billion, and Nigerian designers can carve out a significant share of that.”
Leading pay television service provider, MultiChoice Nigeria, plans to offer a support package for DStv and GOtv subscribers.
In a message to subscribers on Monday, the company stated that starting from March 1, 2025, the new tariffs would apply to DStv and GOtv packages.
According to the company, DStv and GOtv subscribers who renew their subscriptions before the expiration date will be exempt from the new rates for a specified time as a reward for their loyalty.
Additionally, subscribers on both platforms can take advantage of extra benefits through the Step Up offer, which began in January and will continue until March 31.
The Step Up offer expands access to premium content by enabling both active and disconnected DStv and GOtv subscribers to enjoy content beyond their current package through an automatic upgrade to a higher package on payment for a package above their current subscription.
As part of the palliative package, MultiChoice will announce a reduction in the subscription for Showmax, its streaming service, on February 28. This aims to provide customers with more affordable access to live sports, movies, and general entertainment.
The latest price review puts the cost of the DStv Compact bouquet N19,000 and the Compact Plus at N30,000. DStv Premium subscription will rise to N44,500.
Similarly, GOtv Supa customers will henceforth pay N16,800, while those on Supa will pay N11,400. The tariff on GOtv Max moves to N8,500, while that of GOtv Jinja moves to N3,900.
These adjustments come as MultiChoice seeks to balance operational costs with continued access to premium entertainment for its subscribers.
By Adedapo Adesanya
The Federal Competition and Consumer Protection Commission (FCCPC) has summoned MultiChoice Nigeria over its move to hike subscription rates for DStv and GoTV services.
The call came as the broadcaster hiked its DStv premium bouquet to N44,500 from the N37,000 price, subscribers on the Compact+ would start paying N30,000 as against the current fee of N25,000 among others.
According to MultiChoice, the new rates take effect from March 1, 2025.
Now, the consumer rights agency has stepped in and summoned MultiChoice Nigeria and its chief executive to a hearing at the agency’s headquarters on Thursday, February 27.
According to a statement signed by FCCPC’s Director of Corporate Affairs, Mr Ondaje Ijagwu, it is deeply concerned over the pay-TV company’s proposal amid accusations that MultiChoice applies different pricing strategies in other markets.
“The Federal Competition and Consumer Protection Commission (FCCPC) has summoned MultiChoice Nigeria to explain its proposed subscription price increase, set to take effect on March 1, 2025,” a part of the statement on Tuesday evening disclosed.
“Exercising its mandate under Sections 32 and 33 of the FCCPA, the FCCPC directed the Chief Executive Officer of MultiChoice Nigeria to attend an investigative hearing at the Commission’s headquarters on Thursday, February 27, 2025.
“This action follows MultiChoice’s formal notification of the price adjustment, which raises concerns about recurrent unilateral price hikes, potential market dominance abuse, and perceived anti-competitive practices in the pay-TV industry,” it added.
The FCCPC also promised to “impose regulatory penalties, sanctions, or other corrective measures” on MultiChoice should it “fail to provide satisfactory explanations or be found in violation of fair market principles.”
The agency said this is to “protect Nigerian consumers” and that is it already “engaging the sector regulator and other relevant agencies to ensure fair competition and consumer protection within Nigeria’s broadcasting and digital subscription landscape”.
Multichoice decision to hike its prices comes amid inflationary challenges in core markets.
In Nigeria, a sharp decline in the Naira led to a 32 per cent decline in its Dollar revenue in 2024.
This is as it faced a broader 9 per cent decline in total active subscribers across Africa with subscriber numbers dropping by 13 per cent in Nigeria, Angola, Kenya, and Zambia.
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