How technology, consumerism, specialisation, others will shape PR in 2017 —Experts

Experts in the nation’s integrated marketing communication industry have predicted increasing   popularity of technology, consumerism and others, in the new year, noting that such factors would go a long way in shaping the business of Public Relations in the year.

While stressing the need for public relations practitioners to be prepared for the ‘disruptions’ technology and other factors might have on PR practice in the country, the President of African Public Relations Association (APRA), Mr Yomi Badejo-Okusanya, believes this has become imperative for any practitioner that still wants to be relevant in the practice.

“Technology is taking over the whole space and even dictating  the way a lot of things are being done now. It has already started, and 2017 will not be an exemption. People will continue to leverage on technology to make big business, but the question we need to ask ourselves as PR practitioners is: how prepared are we for this? How technology-savvy are we as practitioners?” he asked rhetorically.

Besides, Badejo, who is also the Chief Executive Officer of CMC Connect noted that consumerism also remains one of those factors that will change the face of PR in the new year.

He argued that the present crop of consumers all over the world are becoming increasingly sophisticated , and will always go for goods and services that  are value-adding.

“One thing we need to know is that consumers’ behaviours are fast changing. Today’s consumers are becoming increasingly sophisticated and more demanding. Their tastes are changing and the way they even shop are changing, but the point remains that PR practitioners need to understand those mannerisms and behaviour to be able  to service this type of consumers,” he argued.

Badejo also urged PR practitioners to be prepared for the surge in the number of activisms that would be witnessed in the new year, especially with democracy on the rise.

According to him, a lot of agitations and human rights are going on in the country, stressing that it is pertinent for practitioners to position themselves and devise that means of meeting the needs of these people.

He also stressed the need for PR practitioners to change their media consumption habits, in tune with what obtains presently.

“Before, it could take you 24 hours to come with a plan that would curtail a crisis, but nowadays, if you don’t do that immediately, you are doomed, because the media channels that we have now are much more than what we had in the past, and as a result, there are more information-dissemination outlets now than then” he stated.

Badejo also believes that talent may be a differentiating factor in the new year. The CMC boss harps on the need for PR practitioners to hone their skills, insisting that the world only appreciates those with skill-set and not their job designations.

He however advised practitioners on the need to embark on talent-acquisition drive.

The APRA boss also stressed the need for practitioners to specialise and tailor their trades on how to meet the needs of a particular area, noting that the era of generalisation is gone.

“In today’s PR, there is the need for us to specialise. I see consultants coming into the industry. The era of being a generalist is gone. Look for an area, is it legal, political or any other that you can specialise in. You don’t have to be Jack of all trades, rather we need collaboration,” he stated.

In his remarks, the Chairman of the Lagos State Chapter of NIPR, Mr Segun McMedal, explained that the seminar had become imperative; since the need to position the nation’s public relations for the task ahead is becoming increasingly glaring.

He described the topic as one of the several capacity-building efforts of the Chapter, aimed at enhancing PR practice in the state.

McMedal explained that it had become imperative to highlight those factors that would shape the nation’s PR landscape in the new year, with a view to helping practitioners brace up for the prospects and challenges arising from there.