In an era where perception is as powerful as reality, public relations has become one of the most influential industries shaping narratives across Nigeria. From crisis management to political campaigns, brand storytelling to digital strategy, public relations professionals play a silent but strategic role behind the scenes.
To gain insight into the pulse of the industry, The Daily Insight spoke with ten of Nigeria’s leading PR executives across sectors. From Lagos to Abuja, these industry trailblazers shared their perspectives on the future of public relations, the challenges they face, and what it takes to thrive in Nigeria’s ever-evolving media landscape.
1. Chinwe Maduagwu – CEO, Veritas Communications
“The future of PR in Nigeria lies in storytelling driven by data. Brands must connect with audiences through relevance, not just noise. Digital tools allow us to be precise, but authenticity will always win.”
2. Femi Adebanjo – Managing Partner, PulsePR Africa
“Our biggest challenge? Trust. Many Nigerians view PR as spin. But true PR is about transparency and long-term relationships. We’re gradually educating clients and the public that truth sells.”
3. Hadiza Bako – Director of Communications, NorthGate Strategies
“In the North, PR is still catching up, but the hunger for brand visibility is growing fast. We’re seeing more local brands investing in regional storytelling to break stereotypes and build trust.”
4. Tunde Alabi – Founder, Tally Media and PR
“AI and automation are redefining PR. From media monitoring to sentiment analysis, the tech wave is transforming how we work. But nothing replaces the human touch relationships still matter most.”
5. Ngozi Iwuoha – Group Head, Brand & Corporate Comms, Zenith Capital
“The new PR professional must be a strategist, not just a press release writer. Our seat at the executive table depends on our ability to align communications with business outcomes.”
6. Yemi Ogundele – PR Lead, BoldVoice Nigeria
“Gen Z doesn’t respond to traditional PR tactics. They want values, representation, and engagement. Influencer marketing and purpose-led campaigns are the new frontiers.”
7. Zainab Salami – Co-Founder, LagosPR Hub
“We need more mentorship in the industry. Young PR professionals are hungry but under-resourced. The future depends on how we train and empower the next generation.”
8. Babatunde Owolabi – Director of Strategy, Elevate Africa PR
“Political PR in Nigeria is tricky. You must manage reputations in real-time, amidst misinformation and tribal tensions. It requires cultural sensitivity and a deep understanding of public sentiment.”
9. Blessing Nwosu – Head of PR, Vantage Communications
“The biggest shift is the rise of owned media podcasts, newsletters, and YouTube shows. We’re advising clients to become their own media houses. Control the narrative, or someone else will.”
10. Chukwuemeka Nnaji – Chief Consultant, CrestPoint Advisory
“Corporate Nigeria is finally realizing PR is not just a ‘nice to have’ but a business necessity. A good PR campaign can save a brand millions in reputational damage.”
Emerging Trends and the Road Ahead
The executives unanimously pointed to digitization, authenticity, and audience-centric storytelling as the drivers of modern public relations in Nigeria. Many also emphasized the importance of upskilling and ethical communication, especially in a time of increasing disinformation online.
As Nigeria continues to navigate political shifts, economic uncertainty, and a digitally empowered population, public relations will remain central to shaping public perception and brand integrity.
Whether managing crises or building influence, Nigeria’s top PR minds are already charting the course for a smarter, more strategic communications future.
