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Why The World Needs Public Relations More Than Ever Right Now
By Ayeni Adekunle, Founder and CEO of BlackHouse Media
Businesses, governments, and people do themselves a huge disservice, if they continue to fail to see PR for what it is and should be: a strategic aspect of business and governance, invaluable in building relationships, preventing crises, achieving business objectives; pushing national interest, and preventing the kind of confusion that could ruin a company or lead nations to war.
Ayeni Adekunle, Founder and CEO of BlackHouse Media
Public relations hires hundreds of thousands of people around the world; working for many organizations, governments, celebrities, and causes – almost 100,000 in the UK alone, according to the PRCA’s PR and Communications Census 2020
Professionals are often graduates of colleges and tertiary institutions; certified by government chartered regulating institutes, and trained by many academies and associations around the world.
There are established ethics guiding the practice of public relations, organisational codes of conduct, principles for evaluation, and consequences for quackery.
From Nigeria, where I grew up and first established my PR practice, I could follow and participate in the activities of the Africa Public Relations Association, Public Relations and Communications Association, Chartered Institute of Public Relations, and Public Relations Association of America. In fact I participated in training, conferences, and development, from Mauritius to Finland and London.
For someone who studied Microbiology, and entered Public Relations by way of journalism, I found the barriers to entry, and standards, remarkable.
I was not admitted into the Nigerian Institute of Public Relations until I had studied and obtained a diploma; and the Public Relations Consultants Association would not admit our agency unless I was an NIPR member. Maintaining my industry credentials requires continuous professional development.
Public relations covers a wider range of markets, functions and industries, in communications, corporate services, digital affairs, community management, internal comms and more, doing the tough, often thankless, and never-ending job of helping brands, organizations, leaders, celebrities, sportspeople, and charities communicate clearly, be it to boards, consumers, investors, citizens, or shareholders.
I see them everyday. I understand what they do. I appreciate it. Many of their principals and clients do. Some of the biggest organisations and governments in the world do. Sadly, there appears to be a large number who are in between not knowing what PR is/does; and believing it only serves a publicity/media relations role. Many do not trust the profession (nearly 70 per cent of the general public, according to one PR Week survey). And of course those who blame an entire industry for the activities of hacks.
A similar PR Week survey of 1,500 people in Britain found that ‘‘Nine in ten (92 per cent) people polled claim PR is primarily used to deceive the public, while an identical proportion claim that PR professionals ‘bend the truth’. It’s the same everywhere, from South Africa to India and Belgium.
How then could we possibly get the best value out of something if we do not understand what it does, how it works, or how to use it? Imagine not understanding what doctors do, and the many ways they could help prevent illness, cure sickness, and literally save our lives? Imagine not having the privilege of understanding how science or literature or banking works? Or engineering? Music? Not being able to use them for individual or collective advantage because we don’t understand what they do; how they work?
Close your eyes and look at the picture.
Yes, it scared me too.
Actually we only understand them to the extent that we do, partly because of the work of public relations and communications people. But because PR is a behind-the-scenes profession, often seeking neither credit nor attention, but suffering reputational damage with each practitioner’s misdemeanour or quack activity, what has emerged is sadly a situation where when it comes to PR, the media are sceptical, public wary, and executives and leaders indifferent.
The late Nigerian lawyer Efere Ozako was so worried about the poor understanding of the law profession that he single-handedly drove an advocacy campaign ‘Wetin lawyers dey do sef’ (Pidgin English expression for ‘Wait, what do Lawyers actually do?’). He took the query away from the domain of sceptics and naysayers and owned it in such a way that he was able to provide information and education about the legal profession for the benefit of anyone who needed to know. It worked.
The world has now reached a point where we cannot afford to have too many people asking: ‘What do PR people actually do?’ We have reached a point where we cannot afford to not have the value that public relations brings as citizens and consumers are actively demanding companies and governments do better; and as the world comes to the understanding that there’s a desperate need to unite against poverty, global warming, crime, disease, racism, and everything else that seeks to bring humanity to its knees.
Trust, truth, integrity, honesty, positive influence, responsibility – the pillars driving Sustainable Development Goals, Environmental, Social and Governance impact, and other similar interventions are the same pillars upon which public relations is built. And it’s time for everyone to take advantage.
That’s why today, July 16, on what’s the first-ever celebration of World PR day, we’re asking everyone: student, politician, accountant, investor, journalist, lawyer, artisan, to take a simple pledge: to help build trust, and integrity, through honesty, responsibility and fairness in communities and organisations because the world needs it badly.
As we begin the work of helping everyone understand and use PR better, this pledge must guide everything we do, such that in future, journalists, academics, even clients will find it easy to identify and isolate miscreants and those behaving badly from the pack of professional, ethical practitioners, the same way they would when a rogue doctor is apprehended. And that would only be the beginning.
The preferred endpoint? That would, in my view, be a time when we can comfortably say we – citizens, governments, and organizations – are successfully using the understanding and application of public relations and communications to build a world that protects the most vulnerable, prioritises environmental, social and governance matters, accelerates sustainable development; you know, a far better world than we have today. Not the so-called utopia, but closer to what everyone considers ideal.
It always looks impossible until it’s done.
Drone
The US Department of Homeland Security (DHS) will invest $115 million in counter-drone technology to safeguard the 2026 FIFA World Cup and events marking America’s 250th independence anniversary, creating a dedicated office for rapid drone system deployment.
Homeland Security Secretary Kristi Noem described drones as “the new frontier of American air superiority,” stressing the need to counter threats from drug cartels using unmanned aircraft for smuggling and surveillance, alongside incidents like a 2025 NFL stadium drone flight and 2024 New Jersey sightings.
The funding supports 11 World Cup host cities expecting over one million visitors, building on FEMA’s $250 million grants to those states and addressing risks heightened by cartels’ advancing tech, including a reported FBI tracking plot in Mexico.
DHS has conducted over 1,500 counter-drone missions since 2018, with the new Program Executive Office accelerating acquisitions amid President Trump’s border security push.
Broadcasting
Youth Talent Takes Center Stage as T2 Ignites High-Octane Rap Battles @ Carnival Calabar
The energy at the Carnival Calabar Music Concert reached a new high as T2 introduced a first-ever rap battle platform, giving young Nigerians an electrifying stage to showcase their talent, creativity, and self-expression while competing for exciting prizes.
Held at the U.J. Esuene Stadium, the activation blended pulsating music, vibrant culture, and youthful energy into a dynamic celebration that kept thousands of carnival-goers fully engaged from start to finish.
Eight fearless contestants stepped into the spotlight, going bar for bar in an intense lyrical showdown. Rappers fused local languages, pidgin, and sharp punchlines, creatively weaving the T2 brand into their verses.
Anchored by the energetic hosting duo MC Double I and MC Princess, the rap battles thrilled over 16,000 attendees, including the Governor of Cross River State, Senator Bassey Otu, delivering an unforgettable showcase of youth talent and cultural expression.
With prizes including fridges, gas cookers, sound systems, and airtime top-ups, the competition remained fierce throughout the night. After two high-energy rounds narrowed the field to a five-man final duel, Emmanuel Eye emerged as the overall winner, taking home the grand prize — a fridge.
“I never expected this at all,” Emmanuel said. “I came to the concert like anyone else, and hearing about the T2 rap battle was a surprise. When I got the chance to perform, I just went for it. Being named the overall winner is amazing, and I’m grateful to T2 for creating this platform to showcase our talent.”
Beyond the stage performances, T2’s presence added a digital layer to the carnival experience. As part of its role as Digital Technology Partner of Carnival Calabar, the brand introduced the MyT2 App as a lifestyle companion, while also enabling line reactivations, airtime top-ups, and instant rewards for hundreds of attendees, blending technology seamlessly into the live celebration.
Commenting on the activation, Chinelo Manefo, Specialist, Events and Sponsorship at T2, said:
“The energy from both the rappers and the crowd was incredible. This platform reflects exactly what T2 aims to create — a celebration of youth, creativity, and culture, enhanced by technology that connects people and experiences. Seeing the audience so immersed shows how music and performance can empower the next generation.”
The Carnival Calabar Music Concert, headlined by Tiwa Savage, Timaya, and top local performers, was further energized by T2’s interactive rap battle platform. By blending music, culture, youth expression, and digital innovation, T2 reinforced its commitment to championing Nigeria’s next generation, giving young creatives a stage to shine while enriching how they experience the festival.
Broadcasting
Aig-Imoukhuede Foundation Wrapped Up 2025 with Real Change in Governance, Health, Media Across Africa
Aig-Imoukhuede Foundation has announced its 2025 achievements, marking a year of accelerated impact, systemic reforms and innovation in public leadership and service delivery across Africa.
Aig-Imoukhuede Foundation
A statement issued on Wednesday in Lagos said the foundation strengthened governance, improved primary healthcare, drove digital transformation and elevated media’s role in promoting public sector accountability.
It said the AIG Public Leaders Programme (PLP) trained 72 public sector leaders from Nigeria, Egypt, Tanzania, Cameroon, Zambia, Malawi and Kenya—its fastest growth to date—bringing the alumni network to 309.
These alumni are driving 237 reform projects to enhance public institutions, from faster decision-making to greater transparency, with nine promoted to higher roles for their contributions.
On civil service modernisation, the foundation accelerated digitalisation at the Office of the Head of the Civil Service of the Federation (OHCSF), streamlining 19 processes and achieving a 75 per cent increase in work speed through automated workflows.
It also trained over 400 officials from the Federal Ministry of Justice, Federal Civil Service Commission and Federal Ministry of Innovation, Trade and Investment in digital skills to support the FCCSIP 25 initiative and ongoing digital rollouts.
In healthcare, the Adopt-A-Healthcare-Facility Programme renovated four primary healthcare centres in Edo State, boosting antenatal visits by 73 per cent, immunisation coverage over 100-fold and fully vaccinating 554 children, while supporting 6,788 patients.
The foundation recognised 18 outstanding public servants with ₦500,000 each via the Emily Aig-Imoukhuede Endowment Awards and received a partnership award from the OHCSF for civil service reform efforts.
To empower media, it trained 50 journalists from top Nigerian media houses in impact storytelling, data analysis, visual and ethical reporting to better inform citizens on public sector changes.
Over five years (2021–2025), the foundation invested £2.6 million in PLP, saved ₦2.38 billion for the public sector through capacity building, trained 1,500+ civil servants, upskilled 660 digitally, trained 40 permanent secretaries and awarded 33 scholarships driving seven policy changes.
Other milestones include digitising 5,000 files, automating 333 processes, a 61 per cent efficiency gain, 60 per cent digital file creation at OHCSF, 128 excellence awards, 116 process reforms, 23 advocacy projects, 25 capacity initiatives, 18 podcasts, four healthcare articles, three policy papers, 23 adopted PHCs (four renovated) and 878+ fully immunised children aged 0–9 months.
Executive Vice Chair, Mr Aigboje Aig-Imoukhuede, said: “2025 was a year of real, measurable impact. From training hundreds of public servants to improving healthcare, helping ministries go digital, and equipping journalists to tell stories that matter, our work is making governments work better for citizens and communities across Africa.”
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