As individuals and corporate organisations begin to settle down into Year 2024, a Public Relations Consultant, and Chief Executive Officer, Modion Communications, Odion Aleobua, has identified Environmental, Social, and Governance initiatives, Artificial Intelligence, and others, as some of those factors that will shape PR practices within the Nigerian context, in the new year.
According to him, there has been an increasing focus on the need for businesses to demonstrate a strong social conscience through social impact, environmental stewardship, community engagement and building a great place to work.
“This year, consumers will ramp up these values as digital media whips up social values advocacy with aggressive activism and cancel-culture visited on brands caught on the wrong side of positive impact.
He also noted that with globalisation quickly losing its steam, and a resurgence of protectionist and nationalist sentiments, steadily taking the centre point in economic planning in various countries, the changes will have unique implications for Nigeria.
According to him, geopolitical fragmentation and increased economic competition may reshape how businesses navigate the global market. He therefore advised PR practitioners on the need to have their strategies focused on diverse messaging, leveraging localised and proactive engagement with stakeholders.
“This strategic home approach will require a careful balance between understanding local nuances and maintaining a cohesive global narrative.
Aleobua stressed the need for professionals to note the importance of Artificial intelligence (AI), and the need to harness it for robust content creation and distribution, enhanced monitoring and analytics as technology advances, in the new year.
“Any professional still remotely studying AI’s impact on the Nigerian PR practice, this year, is already late to the party. The role of AI in Nigerian PR strategies is fast evolving.
“Nigerian communicators must harness AI for robust content creation and distribution, enhanced monitoring and analytics as technology advances. The accessibility of AI tools is expected to enhance creativity and efficiency in PR efforts in Nigeria, presenting opportunities for innovative campaigns,” he stated.
He also noted that as the growth in generative AI levels the capabilities to develop compelling content, the focus on authentic, human-centred storytelling also becomes crucial.
The seasoned PR professional advised fellow practitioners on the need to prioritise personalised content, influencer relations, and a heightened focus on public affairs and crisis management to align with local values and expectations.
The Lagos-based multiple international awards-winning PR consultant tasked PR professionals on the need to offer comprehensive and integrated services beyond traditional news coverage; since the Nigerian audience is becoming more selective in consuming content.
Odion believes practitioner desirous of making an impact in the new year must be pro-active in managing crisis.
One of the ways this can be achieved, he stated, is for such professional to vigilantly monitor social media, respond swiftly to potential crises, and maintain transparency.
According to him, a comprehensive crisis response plan, tailored to Nigerian cultural sensitivities will be crucial for successfully navigating the digital environment, in the new year.
He believes the Nigerian PR landscape in 2024 will be characterised by a unique blend of global trends and local considerations. Adapting to these changes, he noted, will require a nuanced approach that considers the cultural, political, and economic landscape specific to Nigeria.
“PR professionals in Nigeria have the opportunity to innovate and lead in this dynamic and evolving market,” he stated.
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