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Why the Future of PR Depends on Healthier Client–Agency Partnerships

By Moliehi Molekoa, Managing Director of Magna Carta Reputation Management Consultants and PRISA Board Member
The start of a new year often brings optimism, new strategies, and renewed ambition. However, for the public relations and reputation management industry, the past year ended not only with optimism but also with hard-earned clarity.

Moliehi Molekoa
2025 was more than a challenging year. It was a reckoning and a stress test for operating models, procurement practices, and, most importantly, the foundation of client–agency partnerships. For the C-suite, this is not solely an agency issue.
The year revealed a more fundamental challenge: a partnership problem that, if left unaddressed, can easily erode the very reputations, trust, and resilience agencies are hired to protect. What has emerged is not disillusionment, but the need for a clearer understanding of where established ways of working no longer reflect the reality they are meant to support.
The uncomfortable truth we keep avoiding
Public relations agencies are businesses, not cost centres or expandable resources. They are not informal extensions of internal teams, lacking the protection, stability, or benefits those teams receive. They are businesses.
Yet, across markets, agencies are often expected to operate under conditions that would raise immediate concerns in any boardroom:
Unclear and constantly shifting scope
Short-term contracts paired with long-term expectations
Sixty-, ninety-, even 120-day payment terms
Procurement-led pricing pressure divorced from delivery realities
Pitch processes that consume months of senior talent time, often with no feedback, timelines, or accountability
If these conditions would concern you within your own organisation, they should also concern you regarding the partner responsible for your reputation.
Growth on paper, pressure in practice
On the surface, the industry appears healthy. Global market valuations continue to rise. Demand for reputation management, stakeholder engagement, crisis preparedness, and strategic counsel has never been higher.
However, beneath this top-line growth lies the uncomfortable reality: fewer than half of agencies expect meaningful profit growth, even as workloads increase and expectations rise.
This disconnect is significant. It indicates an industry being asked to deliver more across additional platforms, at greater speed, with deeper insight, and with higher risk exposure, all while absorbing increased commercial uncertainty.
For African agencies in particular, this pressure is intensified by factors such as volatile currencies, rising talent costs, fragile data infrastructure, and procurement models adopted from economies with fundamentally different conditions. This is not a complaint. It is reality.
This pressure is not one-sided. Many clients face constraints ranging from procurement mandates and short-term cost controls to internal capacity gaps, which increasingly shift responsibility outward. But pressure transfer is not the same as partnership, and left unmanaged, it creates long-term risk for both parties.
The pitching problem no one wants to own
Agencies are not anti-competition. Pitches sharpen thinking and drive excellence. What agencies increasingly challenge is how pitching is done.
Across markets, agencies participate in dozens of pitches each year, with success rates well below 20%. Senior leaders frequently invest unpaid hours, often with limited information, tight timelines, and evaluation criteria that prioritise cost over value.
And then, too often, dead silence, no feedback, no communication about delays, and a lack of decency in providing detailed feedback on the decision drivers.
In any other supplier relationship, this would not meet basic governance standards. In a profession built on intellectual capital, it suggests that expertise is undervalued.
This is also where independent pitch consultants become increasingly important and valuable if clients choose this route to help facilitate their pitch process. Their role in the process is not to advocate for agencies but to act as neutral custodians of fairness, realism, and governance. When used well, they help clients align ambition with timelines, scope, and budget, and ensure transparency and feedback that ultimately lead to better decision-making.
“More for less” is not a strategy
A particularly damaging expectation is the belief that agencies can sustainably deliver enterprise-level outcomes on limited budgets, often while dedicating nearly full-time senior resources. This is not efficiency. It is misalignment.
No executive would expect a business unit to thrive while under-resourced, overexposed, and cash-constrained. Yet agencies are often required to operate under these conditions while remaining accountable for outcomes that affect market confidence, stakeholder trust, and brand equity.
Here is a friendly reminder: reputation management is not a commodity. It is risk management.
It is value creation. It also requires investment that matches its significance.
A necessary reset
As leadership teams plan for growth, resilience, and relevance, there is both an opportunity and a responsibility to reset how agency partnerships are structured.
That reset looks like:
Contracts that balance flexibility and sustainability
Payment terms that reflect mutual dependency
Pitch processes that respect time, talent, and transparency for all parties
Scopes that align ambition with available budgets
Relationships based on professional parity rather than power imbalance
This reset also requires discipline on the agency side – clearer articulation of value, sharper scoping, and greater transparency about how senior expertise is deployed. Partnership is not protectionism; it is mutual accountability.
The Leadership Question That Matters
The question for the C-suite is quite simple:
If your agency mirrored your internal standards of governance, fairness, and accountability, would you still be comfortable with how the relationship is structured?
If the answer is no, then change is not only necessary but also strategic. Because strong brands are built on strong partnerships. Strong partnerships endure only when both sides are recognised, respected, and resourced as businesses in their own right.
The agencies that succeed and the brands that truly thrive will be those that recognise this early and act deliberately.
Broadcasting
Spotify’s Loud & Clear Report Reveals Over ₦60Bn Revenue for Nigerian Artists in 2025
Spotify has unveiled Nigeria-specific data from its annual Loud & Clear report, highlighting how Nigerian artists generated more than ₦60 billion in revenue from the platform alone last year, amid explosive growth in streams, local consumption, and global discovery.
The report, which analyzes millions of data points to illuminate music streaming economics, shows Nigerian artists’ revenue surged over 140% in the past two years.
This boom stems from rising global appeal and stronger domestic engagement, with 30.3 billion streams and 1.6 billion listening hours on Spotify in 2025. First-time discoveries of Nigerian music hit 1.3 billion, up 26% from 2024.
Locally, Nigerian tracks dominated Spotify Nigeria’s Daily Top 50, accounting for over 80% of features, while consumption of homegrown artists jumped 170% year-on-year.
“Nigeria’s music scene thrives on creativity, innovation, and global influence,” said Jocelyne Muhutu-Remy, Spotify’s Managing Director for Africa. “Loud & Clear spotlights how artists are forging sustainable careers and deepening local ties.”
Key highlights include:
55% year-on-year growth in local streams for Nigerian female artists.
75% surge in streams for independent Nigerian artists.
Independents and indie labels earning 58% of all royalties from Nigerian artists on Spotify.
Spotify’s editorial playlists featured nearly 2,000 Nigerian artists in 2025, boosting visibility. Nigerian music appeared in 320 million global user playlists and over 12 million in Nigeria, totaling more than 60 million playlists worldwide.
The report also notes evolving tastes, with top-growing genres in Nigeria over five years including pop urbaine, alternative pop, anime, emo, and drill.
For full details, visit spotify.com/loudandclear.
Broadcasting
Madonna University Taps Tech Guru Adote for Strategic Board Role

Technology strategist Rock Adote has been appointed to the Board of Trustees of Madonna University Nigeria, a move expected to strengthen the institution’s push toward digital governance and modern technological systems in higher education.

Madonna University
Adote, who has built a reputation in cybersecurity, enterprise identity management and digital transformation, brings over a decade of experience in designing secure digital infrastructure and managing identity systems for organizations.
Stakeholders believe his expertise will support the university’s efforts to strengthen data security and modernize its academic and administrative digital frameworks.
The appointment reflects the university’s growing commitment to technology-driven leadership as institutions increasingly rely on digital systems for academic operations, data management and research collaboration.
Universities today manage large volumes of sensitive digital information, including student records, research data and staff credentials, making strong cybersecurity and identity management frameworks essential.
As a member of the Board of Trustees, Adote will participate in providing institutional oversight and guiding strategic policy direction for the university.
The board is responsible for safeguarding academic standards while steering long-term development initiatives and ensuring the institution remains responsive to evolving global trends in education and technology.
Industry observers say Adote’s background in enterprise digital systems positions him to contribute significantly to the university’s digital transformation agenda, particularly in strengthening technological resilience and governance frameworks across its operations.
Other newly appointed members of the board include Sir Nwagwu Aloysius Emeka, Chief Arthur Obi Okafor (SAN), Professor Anagboso Martin Osita, Mrs. Ike Angela Unaoaku, Barrister Augustine Nenwa Obo and Rev. Fr. Stephen Ifeanyichukwu Nwatah.
Speaking on the appointment, Adote expressed appreciation for the opportunity to serve, emphasizing the importance of aligning higher education institutions with emerging technological realities.
According to him,
“Digital transformation will play a crucial role in shaping the future of academic administration, research and learning environments”.
Analysts note that the inclusion of technology leaders in university governance structures signals a growing recognition that digital transformation is becoming central to the competitiveness and sustainability of modern higher education institutions.
With Adote’s appointment, Madonna University is expected to further strengthen its technology strategy and position itself as a forward-looking institution within Nigeria’s higher education landscape.
Broadcasting
Healthcare Under Attack: Why Cybersecurity is Now Critical Care

By: Kerissa Varma, Microsoft Chief Security Advisor, Africa
Africa’s healthcare sector is facing a silent emergency. Many healthcare operators, facilities and doctors across Africa already grapple with the challenges of under-resourced environments, an uneven distribution of resources and massive demand for services.

Kerissa Varma, Microsoft Chief Security Advisor, Africa
Now healthcare administrators must turn their attention to a relatively new and extremely urgent concern. While doctors fight to save lives, cybercriminals are infiltrating hospitals, laboratories, and clinics, turning life-saving environments into digital battlegrounds.
A growing epidemic
World Health Organisation director-general Tedros Adhanom Ghebreyesus noted that the digital transformation of healthcare, combined with the high value of health data, has made the sector a prime target for cybercriminals, commenting that “At best, these attacks cause disruption and financial loss. At worst, they undermine trust in the health systems on which people depend, and even cause patient harm and death.”
Recent attacks have exposed the fragility of Africa’s medical infrastructure. In May 2025, Mediclinic Southern Africa was hit by a cyber extortion attack, compromising sensitive HR data. Later in 2025, Lancet Laboratories faced a regulatory penalty for failing to notify patients about data breaches under South Africa’s POPIA law, while a ransomware strike on the National Health Laboratory Service disrupted blood test processing nationwide, delaying critical care for millions.
M-Tiba, a Kenyan digital health platform managed by CarePay and backed by Safaricom, suffered a significant cyberattack and data breach in late 2025, while earlier this year Pharmacie.ma, a Moroccan pharmaceutical platform, was reportedly the target of an alleged data leak incident that allegedly involved the unauthorised export of a customer database. And recent research indicates that Nigeria’s private healthcare sector is now one of the most targeted on the African continent, with attacks increasing at an alarming rate.
Many incidents also go unreported, as hospitals and healthcare facilities rarely disclose them publicly, yet these incidents are not isolated, with ransomware dominating the threat landscape. Africa’s healthcare sector is heavily targeted by cybercriminals, with healthcare organisations facing an average of 3,575 weekly attacks in 2025, a 38% surge from the previous year, with encryption of patient data, temporary loss of access to hospital systems and the risk of data appearing on the dark web cited as potential impacts.
Why healthcare is a prime target
The healthcare industry in Africa, particularly in the public sector, is working with legacy systems, fragmented infrastructure, and underfunded IT teams, all of which combine to make the sector an easy target for unscrupulous bad actors.
Many medical institutions are adopting open-source AI tools for diagnostics and patient management. While cost-effective, these platforms often lack enterprise-grade security, leaving sensitive data exposed. Combined with fragmented storage of paper and electronic patient records – often unencrypted and scattered across multiple systems – the risk of breaches multiplies.
Hospitals and healthcare facilities cannot afford downtime. Every minute offline risks lives, making them more likely to pay ransoms in an attempt to regain control of their systems. Cyber insurers indicate that in 2 of 5 cases of a ransom being paid, data and operations still cannot be recovered. Additionally, in instances where some or all of the seized data is recovered after paying a ransom, the attacker goes on to request further payments.
Medical records are also a premium target for cybercriminals. In the USA, researchers found that patient records, insurance details, and research data fetch premium prices on the dark web – up to 10 times higher than financial data, according to cybersecurity analysts. A single stolen medical record can sell for $260–$310, compared to $30–$50 for a credit card, because unlike credit cards, medical records never expire and medical information cannot be easily changed, making it useful for years. Medical records frequently include personal identifiers, insurance details, and sometimes biometric data, enabling identity theft and fraud, while criminals use medical data for fake insurance claims, prescription fraud, and targeted scams. Microsoft believes cybersecurity needs to be embedded into every technology implementation. This should be a key priority, especially with sensitive medical data and operations.
How healthcare can use modern technology safely
As Africa’s healthcare systems digitise and embrace AI, protecting the digital lifeline must become as critical as protecting the physical one. Key steps can secure healthcare organisations and facilities like laboratories and diagnostic services’ systems.
Include cybersecurity in your resilience planning
Medical professionals and healthcare facilities often prioritise the resilience of physical capabilities. Power backups, multiple devices should equipment fail, and a standby roster in the event of a practitioner being unavailable are all practices that save lives. Equally cybersecurity and safeguarding online systems needs to be built into the overall resilience planning of medical facilities and services.
Investing in cybersecurity technology that can quickly identify and contain attacker activity before it leads to system downtime or data theft can save lives. Having a response plan that is practiced and maintained in the event of a cyber breach and ensuring strong data backups could mean the difference between a total failure of health services or a minor incident. Ensuring incident response plans are aligned with local compliance laws such as South Africa’s POPIA, and Kenya and Nigeria’s Data Protection Acts is critical for healthcare providers to meet both their resilience and compliance objectives.
Prepare for AI-driven attacks that are going to increase attacker speed and success
Threat actors are increasingly exploiting the interconnectedness of modern software ecosystems and operational structures to conduct malicious activity, so regular auditing of third-party integrations, especially those involving AI or cloud services, is critical.
Adversaries are using AI to scale and tailor operations, with AI-driven phishing being 4.5x more effective than traditional phishing. However, in equal measure, AI is transforming cyber defence – it automates response and containment, detects threats faster and more accurately, and identifies detection gaps and adapts to attacker behaviour. Healthcare organisations should invest in AI-driven threat detection for faster response and anomaly detection and must also take steps to secure AI models and data pipelines by implementing robust access controls, vulnerability scanning, and regular patching for open-source tools.
Remote and wider access to patient records requires strong identity practices
As both patients and medical professionals start accessing patient records digitally, strong means of identification, verification and authentication are critical. The Microsoft Digital Defense Report 2025 notes that the abuse of valid accounts is a frequent occurrence, with malicious actors gaining access to user credentials (usernames and passwords) and using them to infiltrate systems without triggering traditional security alerts. Therefore, organisations must deploy phishing-resistant multifactor authentication (MFA) and conditional access to strengthen user defences.
Invest in people and skills
People are at the heart of robust cybersecurity measures, so it is vital to train staff against common tactics such as phishing, which is the most common entry point for attackers, and apply role-based access controls for both clinical and research data to prevent privilege misuse.
Cybersecurity is no longer an IT issue – it’s a patient safety issue. Healthcare services and providers must treat digital resilience with the same urgency as infection control. By investing in comprehensive cybersecurity strategies and leveraging AI-powered defences, Africa’s healthcare sector can position itself as a crucial front line against emerging threats and help build stronger, more resilient digital ecosystems.
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