Omoniyi Kaka (Nigeria)
Consultant, BlackHouse Media
Arguably, the global pandemic of 2020 reshaped how businesses in Africa approached their day-to-day operations. With the widely adopted work-from-home model, social media served as the sole interface between brands and consumers who would peer from the other side of their screen in the comfort of their home cum workspaces.
Subsequently, lockdowns were lifted, and more and more brands began to internalise the implication of a positive image in an age of information and misinformation to boost sales and maintain a healthy consumer base. Enter PR
Short for Public Relations, this section of the communications industry is defined in many ways that point to one consensus: Put simply, PR is storytelling… great storytelling that captures the experiences of a target audience in such a way that establishes a connection to an idea or product. But unlike marketing ads, PR is earned.
Just like the old saying, advertising is what you pay for, publicity is what you pray for. PR has a more far-reaching effect on target audiences because it sees through their lens.
To elaborate on how PR will shape the business landscape in 2022 and beyond, here are five areas it will make the most impact.
Promoting Brand Core Values and Social Responsibility
Every brand or company has a north star it abides by, but oftentimes, its consumers or clients are not aware of what they truly stand for, thus leading to reduced loyalty that stems from a lack of company identity.
In other cases, the consumers care less for the principles that guide a company’s culture; instead, they base their loyalty on the work of activism the brands channel their resources into or how these actions affect the community as a whole unit. A good example of this is climate change.
To amplify the efforts of organisations, PR professionals have become a vital aspect of businesses, with many firms promoting image through authentic storytelling. In some cases, brands outsource PR outfits, and at other times, have dedicated departments that oversee their PR needs.
Also, companies, through PR professionals, resort to thought leadership for better positioning as leaders in the space they operate.
Social Media/Influencer Economy
The information age of social media coupled with the pandemic accelerated the growth of the influencer economy. Now more than ever, companies and government agencies are constantly scouting influencers to help promote their products or image through storytelling.
With the amount of research carried out by PR executives, one such being the Influencers’ Compensation Report 2020 by Plaqad, companies are assured of having access to a vast database of influencers for promotional purposes.
Media and Media Relations
As established earlier, PR is earned. What this translates to is pitching and convincing writers, journalists, and media executives to explore certain story angles.
Of course, such stories are checked for veracity sans the supervision of a PR professional, as a result allowing the media professional time to carry out fact-checking before such stories are used. In these cases, such stories are not paid for or put up as sponsored content; instead, it serves as a guide for media professionals to explore to create their unique storytelling angles with human interests.
But like Rome, such media rapport isn’t built in a day; it also takes pitching stories that are timely as well as impactful.
Brand Authenticity and Fake News
PR also plays the important role of ensuring that the right stories are sent to the right editors and media houses of repute, thereby effectively sifting out those with shady practices.
Tech and Globalisation
Technology and globalisation go hand in hand. With Africa having a teeming youth population and being home to some of the fastest-growing economies in the world, it has become an investor’s paradise of sorts.
However, one of the most difficult stages in establishing a firm on the continent remains to locate the target audience which is usually nuanced by culture and tradition. This requires years of groundwork which sometimes can be a resource-wasting process.
With the presence of indigenous PR firms that have required data on specific market patterns, foreign firms as well as local ones looking to establish a base or expand existing ones save cost and valuable time.