The rampaging Covid- 19 pandemic has laid prostrate a number of businesses while many organisations and institutions have been adversely affected. With this understanding, Nigerian government has moved to cushion the economic effects of the impact of the eight-month pandemic as it has granted some palliatives to businesses and families. This has come in form of grants, tax reliefs and debt waiver.
But Nigeria’s Public Relations industry with registered corporate firms that have successfully built brand reputations of government and corporate organisations and which is yet to enjoy this government palliative is instead asking for government support and business patronage.
In addition to other sectors which have received palliatives, Federal Government recently granted palliatives to segments of the media including 60% debt forgiveness to licensed radio and television stations. Lagos State government also recently waived the permit fees for outdoor practitioners spanning three months from April to June 2020. “This represents 25 percent of the outdoor practitioners’ bill for the year 2020”.
Lagos State through its signage agency, LASAA said that the palliatives have become imperative because the advertising sector and the economy at large had been badly hit by the advent of the coronavirus pandemic, particularly the outdoor advertising industry.
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The agency which has been asked by outdoor operators to also cancel its fees on vacant boards expressed optimism that the palliative initiative will go a long way to demonstrate the agency’s resolve to help the industry grow as well as cushion the negative effect of the pandemic on outdoor advertising business in the state.
Speaking to Businessday, Chairman of Lagos State chapter of Nigerian Institute of Public Relations, Segun Mcmedal therefore appealed to the Federal and state governments to support the local public relations
industry which is equally affected by the pandemic with businesses to cushion the Covid-19 effects.
“Now that the world is smarting from the impact of the COVID-19 pandemic, this is one of the best times to drum support for local content to grow the economy. This is the time for government to use the services
of the Nigerian Public Relations Consultants because for communications to be meaningful, it must be localized. We can surely tell our stories better”, he said.
In the past, Nigerian government and political parties had relied on the services of foreign Public Relations for job executions in spite of enormous capacity in the form of well-trained and experienced consultants, a development which did not go down well with local operators.
The hiring of foreign agencies for local jobs were criticised on the premise that Nigerian PR consultants and agencies understand the local terrain better and are, therefore, better positioned to craft and project the right strategies and messages.
To redirect government into believing in local practitioners, public relations bodies have since moved to make government officials understand that hiring foreign agencies is a stumbling block to the development of the Nigerian economy and marketing communications industry. They also stated that Nigerian professionals are best positioned to understand the issues as well as the local nuances and peculiarities.
It was a welcome development therefore when the Federal Government’s Presidential Task Force (PTF) on COVID- 19 expressed its readiness to partner with Public Relations Consultants Association of Nigeria (PRCAN), the umbrella body responsible for the professional practice of public relations in Nigeria with a view to develop a robust communication strategy to effectively; inform, educate, enlighten and engage with Nigerians on the COVID-19 pandemic.
The Secretary to the Federal Government (SGF) and the Chairman of the Presidential Task Force, Boss Mustapha said this recently after the Public Relations Consultants Association of Nigeria (PRCAN) offered the services of its members pro bono to the PTF, in order to strategically and effectively communicate with more Nigerians on this pandemic.
“I am happy to inform you that our risk communication strategy has been enhanced by the Public Relations Consultants Association of Nigeria (PRCAN). The PTF appreciates this offer and looks forward to consolidating the relationship,” he said.
Nigerian Public Relations industry as said my Segun Mcmedal would like this government- PR relationship to be deepened for proper messaging and for the benefit of Nigerian economy.
