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Why The World Needs Public Relations More Than Ever Right Now

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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.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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FCCPC Refuses to Challenge Multichoice over Hike of DStv, GOtv Subscriptions @ Tribunal

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Federal Competition and Consumer Protection Commission (FCCPC) has declined to oppose the preliminary objection of Multichoice Nigeria,  Pay-TV operator, which challenged the jurisdiction of a court sitting in Abuja that recently restrained it from increasing the prices of its DStv and GOtv packages.

FCCPC Refuses to Challenge Multichoice over Hike of DStv, GOtv Subscriptions @ Tribunal

Nikiomari Abeke, counsel for the FCCPC, told the Competition and Consumer Protection Tribunal (CCPT) on Thursday that he was not opposing the application of Multichoice Nigeria.

Recall that the he tribunal had restrained MultiChoice from increasing its subscription rates pending the hearing and determination of a motion on notice filed by Festus Onifade through Ejiro Awaritoma, his lawyer,.

Onifade, who sued Multichoice Nigeria Ltd, had accused the former of unjustly increasing subscription fees without one month’s notice to customers, seeking interim orders against the Pay TV.

A three-member tribunal, chaired by Saratu Shafii, had ruled in favor of Onifade by restraining Multichoice in the interim, in the suit marked CCPT/OP/2/2024.

The court  held that “the 1st Defendant(Multichoice) is hereby restrained, whether by themselves, her privies, assigns by whatsoever name called, from going ahead with impending price increase schedule to take effect from 1st May 2024 pending the hearing and determination of the Motion on Notice already filed before this Honourable Tribunal.”

But M.J. Onibanjo (SAN), Multichoice’s lawyer, filed a preliminary objection urging the court to decline jurisdiction on the suit filed by Festus Onifade because such price dispute case had been decided before in favor of his client.

Onifade also asked the tribunal to direct Multichoice Nigeria Limited to pay the sum of N1 billion  or any amount the tribunal deemed fit in this circumstance for “deliberately disobeying, contravening, and failure to comply with the Interim Order of this Honourable Tribunal granted on the 29th April, 2024.”

At the resumed sitting, Onibanjo tendered and adopted the previous judgment of the tribunal in suit no CCPT/OP/1/2022(Exhibit A), alongside his application, saying when a court had determined an issue between the same parties on the same subject matter before, that matter cannot be re-litigated again by any tribunal or court.

“This tribunal cannot sit on appeal on its decision. This tribunal is bound by its own decision in Exhibit A; that it is not the forum where the claimant can come to seek to regulate the prices and services offered by Multichoice,” Onibanjo said, urging the tribunal to strike out the suit.

On his part, Onifade argued that the issue he placed before the court is whether Multichoice Nigeria gave adequate notice in respect of the May 1, 2024 price TV subscription increase, and not price regulation or increase.

“It is our submission that the eight-day notice issued by Multichoice Nigeria is insufficient in law. A monthly subscriber should be given at least a month.

The FCCP counsel, Abeke, said his client “is not in opposition of the first defendant (Multichoice) and to that extent, no process and no counter was filed to the motion of the first defendant.”

After hearing from the parties, the three-man panel chaired by Justice Thomas Okosu adjourned the suit to June  7 for ruling.

Multichoice announced new price adjustments on DStv and GOtv packages on Wednesday, April 24, 2024.


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9mobile Unveils Treelz Entertainment Platform

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Nigeria’s customer-focused telecommunications company, 9mobile, has unveiled Treelz, an innovative digital entertainment platform for customers on the 9mobile network.

Treelz is a platform designed for customers to experience a world of entertainment through Movies, e-learning, fun videos, gaming, music, sports, photo filters and lots more!

Speaking during the unveiling, the Products and Digital Services Champion at 9mobile, John Muo, stated that, “Treelz is a comprehensive entertainment ecosystem that combines advanced features and seamless connectivity to deliver an unparalleled user experience.

With Treelz, users can enjoy a wide range of exciting and engaging rich media contents, including video games, movie and music hubs, sports and e-learning platforms, which are all accessible through a single, intuitive platform.”

“Treelz is available on the 9mobile website and can be accessed under the “Digital Services” tab on 9mobile.com.ng or by simply clicking the link https://9mobile.com.ng/treelz.

Customers who are not on the 9mobile network but wish to enjoy the thrills of the platform should activate a 9mobile SIM or port their existing line to 9mobile to enjoy the service,” Mou added.

The platform represents the culmination of 9mobile’s commitment to innovation and customer-centricity, offering unparalleled features and capabilities.

Customers can access the rich contents on Treelz for as low as N30 per service via airtime subscription only. The daily or weekly subscription guarantees access to play games, watch movie, and listen to music on the website.

Chineze Amanfo, Public Relations Lead at 9mobile, while expressing her delight at the unveiling said, “The expertise and influence of the media are invaluable in helping 9mobile spread the word about this groundbreaking platform and its transformative impact on communication and entertainment.

Your endorsement and coverage will not only help raise awareness about Treelz by 9mobile but also empower individuals to embrace its unique qualities especially its ability to entertain and educate.”

With Treelz, 9mobile continues to push the boundaries of innovation within the digital interactive space. Experience the power of seamless connectivity, enhanced collaboration, and unmatched convenience with Treelz by 9mobile.


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Again, Financial Times Recognises BHM as one of Africa’s Fastest Growing Companies

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In a remarkable achievement, Nigerian company BHM has earned a coveted spot in the Financial Times ranking of Africa’s fastest-growing companies for the second consecutive year.

The prestigious FT ranking, rapidly becoming one of the critical barometers of business success across the African continent, recognises BHM’s stellar performance and solidifies its position as one of the nation’s corporate frontrunners.

The list ranks independent African companies by their organic, internally stimulated compound annual growth rate (CAGR) in revenue for the period under review.

“The incredible support from our clients and partners across the world has been instrumental in our growth,” said Ayeni Adekunle, Founder and CEO of BHM.

“This recognition is further validation of our strategic vision, and our ambition to build the first truly global communications services company with African roots.”

BHM’s inclusion in the FT ranking is another milestone, as the company continues to lead the industry with its innovative approach to communications.

The company’s impressive financial performance, spearheaded by robust revenue growth and strategic market expansion, has captured the attention of industry analysts and investors alike.

Despite the economic challenges in Africa within the period Abebe Selassie, Head of the IMF’s Africa department pointed out that many businesses still managed to survive: “Much of the private sector, particularly the private sector that’s not directly reliant on government business, has shown incredible resilience.”

The ranking was created by the FT and Statista to showcase the continent’s private growth champions. “The FT-Statista ranking reveals the type of companies that, even in hard times, have managed to grow, often by disrupting markets,” the article stated.

BHM’s ability to capitalise on emerging opportunities while navigating the complexities of the African business landscape has solidified its reputation as a force to be reckoned with. With research-led innovations such as the continent’s first PR & Communications Report (APCR), and the UK’s Cost of Living Survey, among others, the company has continuously exhibited its breadth for data-led solutions. World PR Day (WPRD) which is celebrated every July 16, is also one of the company’s interventions in the global communications landscape.

Femi Falodun, Executive Director, BHM Holdings said: this is a testament to the hard work of our people and the incredible support we’ve enjoyed from partners and clients,

BHM’s story demonstrates the immense potential that exists within the country’s vibrant communications sector. The company’s ambitious plans for further expansion across Africa and beyond point towards an even brighter future.


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