Contrary to popular opinion, the Managing Director/Chief Executive Officer of Integrated Indigo Limited, Bolaji Abimbola has said that the Public Relations (PR) landscape is not shrinking, but rather evolving and undergoing a significant shift, while those who fail to adapt may find themselves out of business.
Bolaji debunked the notion during an exclusive interview with Brand Communicator recently citing the increasing demand for integrated marketing communications and the expanding role of PR in business strategy.
According to him, PR is an integrated service that goes beyond mere media relations. His agency, Integrated Indigo Limited, offers a range of services, including event management, experiential marketing, and digital marketing. In fact, they provide 360-degree services for some clients, encompassing creative, advertising, and digital solutions.
Highlighting the importance of PR in preventing potential reputational damage, he said “In the past, PR agencies played a crucial role in advising clients on the cultural nuances and implications of their marketing efforts. Then we sit in meetings with advertising agencies to provide PR expertise and ensure that campaigns are culturally sensitive.”
He added that what we know today as experiential marketing used to be with PR while digital is supposed to be PR-driven. “ I used to argue that in the IMC, PR should take the lead and I will tell you why – because whatever experiential marketing does has PR implications, it will either be a liability or a plus for the organization. Even advertising campaigns, if not carefully crafted, can backfire and become a PR disaster.”
Bolaji strongly advocates for PR to be considered from the outset of any business venture. “PR should be the first area of consideration for anyone starting a business, even before consultancy,” he advises. This is because every business decision has PR implications, from naming the company to launching marketing campaigns.
However, Bolaji believes that PR agencies must adapt to the changing landscape by developing new skills, embracing technology, and focusing on delivering measurable results for clients. By doing so, they can reclaim their rightful place as leaders in the marketing communications industry.
Bolaji shared a personal experience that drove home this point. “I recall working with a high-ranking government official, where a journalist was also brought in to cover the story. While I focused on crafting a narrative that would effectively communicate the official’s message, the journalist swooped in, grabbed the story, and published it – but with little to no impact. It highlighted the fundamental difference between journalism and PR: journalists report news, while we shape conversations and perceptions.”
According to Bolaji, one of the biggest challenges facing the PR industry is the scarcity of skilled professionals. “We’re finding it tough to recruit, attract, and retain good hands,” he admits.
He also highlighted the lack of accurate data as another challenge. “Nobody is investing in data, we’re supposed to be working with data to make our work measurable, but that’s not happening,” he laments.
Many organizations still misunderstand the role of PR in their business. “Most organizations see PR as a cost center, however, our job is to create a positive atmosphere that enables organizations to thrive.” By fostering a favorable reputation and building strong relationships with stakeholders, PR professionals play a critical role in supporting business growth and profitability. He concluded.