Global media and public relations organization, BlackHouse Media Group has launched the Nigeria PR Report, the country’s first ever annual report on PR, dedicated exclusively to chronicling data on trends, perceptions, challenges and prospects within the industry.
Considered as a noble initiative in the multibillion Naira PR industry without much data, a development that has made Nigeria’s PR industry missing on the global map, the report will provide more information about the industry and elevate its status.
The 106-page book is a compendium of quantitative and qualitative research augmented by industry-wide perspective and knowledgeable commentary concerning PR practice in Africa’s largest economy.
According to Ayeni Adekunle, CEO of BHM Group, the Nigeria PR Report was produced in collaboration with the group’s research arm – BHM Research & Intelligence (BRI), digital agency ID Africa, and Public Relations Consultants Association of Nigeria (PRCAN).
“The inaugural Nigeria PR Report is an unbiased endeavour to depict the history, current state, existing challenges and prospects of the PR industry in Nigeria. Despite increasing intervention by PR to help communities, organizations and governments resolve problems they considered insurmountable, there is little data, if any, on the role of in-house PR teams and external consultancies in aiding local and international brands make sense of Nigeria’s chaotic business environment. This is the latest focus of BHM Research and Intelligence,” Ayeni said.
Ayeni further said that BHM Research & Intelligence (BRI) is the group’s independent intelligence team working from Nigeria, Germany and England, to gather and analyze data for brands and organizations in public relations, advertising, ICT and Media.
“In particular, achieving the maiden edition of the Nigeria PR Report took almost a year of research, data collation, and analysis. We aim to make this an annual publication and shore up available information about Nigeria’s formal PR industry,” he added.
Notable dignitaries from the PR, advertising who converged on the Protea Hotels Ikeja where the report was officially made public commended the report as good initiative. In his comment, the CEO of CMC Connect, Yomi Badejo Okusanya said the report is capable of placing Nigeria in the global map.
The CEO of MediaCraft, John Ehiguese who is also the President of Public Relations Consultants Association of Nigeria, PRCAN said without such report which aggregates information about PR practice, Nigeria PR will place low in global ranking. “It is absolutely important to gather information about our practice”, he said.
The report covers an overview of public relations in Nigeria, its evolution, and an analysis of BHM’s #PrisDead campaign. Also contained is a detailed overview on the perception and reception of PR in Nigeria.
The report concludes powerfully, with the data-rich results of BRI’s survey of PR firms, analysing various indices of the industry, including: revenue; average PR budget; clients & contracts; services offered, as well as age and staff strength of the reviewed firms. The primary audience for the maiden and subsequent issues of the Nigeria PR Report are chief executives, brand managers, students, institutions, journalists, consultants, regulatory bodies and researchers.
Ayeni notes the ultimate goal of the Nigeria PR Report is to “purposefully place Nigeria on the global PR map by producing annual analyses; giving insights into tools, trends, campaigns and issues the industry should pay attention to.”
Daniel Obi
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