Public relations, like every other profession, has evolved over the years, particularly through disruption post-COVID, the internet, social media, evolving consumer tastes, and the transition of new consumer demographics like Gen Z. Data from UK-based creative agency, We Are Social, ranked Nigeria 5th globally in average daily social media usage, with users spending about 3 hours and 23 minutes each day on social media. Nigerian government agency, Nigeria Data Protection Commission (NDPC), estimates that more than 40 million Nigerians spend an average of six hours daily on social media.
In Nigeria, Africa’s largest economy, public relations in the past 20 years have evolved from being predominantly designed for traditional media—newspapers, radio, and television. Today, a huge chunk of PR efforts are dominated by blogs, social media, and the internet—meeting the audience where they are.
We spoke with experienced PR professionals in Nigeria, possessing expertise across various industries, including fintech and tech startups, to share their insights on the evolution of public relations in the country. They discussed the trends driving these changes and the influence of emerging technologies, such as artificial intelligence and 5G, on the practice. These professionals highlighted the significant rise in digital media and consequently digital PR, alongside the increasing importance of PR amid growing regulatory scrutiny. They also examined the impact of technologies like AI, VR, and 5G networks in delivering richer, more immersive content experiences, as well as AI’s role in providing real-time insights, personalising pitches, and addressing the challenge of rising misinformation.
Evolution of Public Relations in Nigeria
Not too long ago, the Nigerian PR market was dominated by companies deft in creating and publishing content on the pages of newspapers, on prime time on the radio, or a few seconds of attention on television, but that has changed in the last few years. Particularly, COVID-19 reduced reliance on physical media, causing multiple newspapers to fold due to low patronage and for others to double on their digital push as people turned to the internet for education, information, and entertainment. Ever since, that trend has endured, both for in-house PR departments and PR agencies.
Television and print media continue to lose reach and influence while digital and social media’s role in shaping public discourse has become bigger. For example, Nigeria’s largest civil protest in the past 20 years was organised on social media platform, Twitter (now called X). A growing reliance on online sources for news by Nigerians is directly related to increasing smartphone usage by Nigeria’s young population—about 70% of the population is under the age of 30. Even Nigerian broadcasting companies who still hold sway over the media industry are offering live-streamed channels on their YouTube to expand their reach and engage their increasingly digitally savvy audience. According to the Reuters Institute of Journalism’s Digital News Report 2024, nine in ten (91%) of Nigerians access news online each week from traditional websites, apps, or social media platforms.
In short, PR in Africa has been affected by advancements in technology, a change in consumer behaviour and Nigeria’s peculiar dynamics.
PR in Nigeria and across Africa has evolved from traditional media relations into a more strategic, multi-channel discipline, says Tobi Alaka, Corporate Communications Manager at payment infrastructure company, Zone. This evolution means that “it’s no longer just about securing press coverage, it’s about storytelling, reputation management, and driving real business impact,” she said. “Instead, there has been a significant shift towards digital PR, with brands leveraging owned media, influencer collaborations, and data-driven campaigns to engage their audiences directly,” she added.
But the PR landscape is also changing as the business landscape in Nigeria is changing. For one, business regulations for the new companies springing up and old ones consolidating are making firms take PR a lot more seriously. The number of businesses registered in the country yearly jumped by about 100% between 2011 and 2022. The fintech and tech boom has also played a role, with more companies recognizing the need for proactive, transparent, and crisis-ready communication strategies, Alaka told me.
Oluwatobi Abiodun, who has worked as head of communications at Nigerian fintech, Sproutly, explained that the industry’s growth can also be attributed to the growing need for Africans to tell their stories themselves and in the best possible way.
Trends shaping this evolution
Social media has been a key trend shaping the face of public relations, mostly because it is giving companies the tools to engage their audience members through their social channels and enlist the help of micro-influencers for authentic content that resonates with their niched audience, said David Akinfenwa, Head of Corporate Communications and Public Relations at e-commerce company, Selar.
Alaka agrees, saying that brands are using multimedia content, social listening, and influencer collaborations to shape narratives and engage audiences where they are—on social media, podcasts, and digital publications. According to Alaka, AI is currently playing a major role in the changing face of PR in the country. “AI-powered tools are revolutionizing PR, from media monitoring and sentiment analysis to content creation and personalized audience targeting. Chatbots and AI-driven customer engagement are also helping brands maintain real-time interactions, making PR more efficient and data-driven,” she said.
But beyond channels and technological channels, sociocultural changes are also happening that have raised the importance of a good PR team for companies. “With increasing scrutiny from regulators in finance, tech, and other industries, PR now plays a key role in shaping transparent, compliance-focused narratives that build trust with stakeholders. The speed of information has made crisis management more complex. Companies must be proactive, responding quickly with clear, well-crafted messaging to navigate potential reputational risks.”
Impact of emerging technology on PR practice
The growth in the mode of information delivery has also spilt over into PR; previously it was visuals from TV, audio from a radio, or multimedia content on social media. Some technologies such as AR, VR, and the metaverse promise to be more immersive for news audiences by creating deeply engaging environments. Alongside AI, these technologies are being recognised by businesses for their ability to build a stronger bond with their audiences.
Similarly, 5G technology’s improved speed and network capacity allow for high-bandwidth activities such as live streaming, which has significantly improved audience reach and engagement for PR and comms.
Emerging technologies like 5G and AI are transforming PR across Africa, making communications faster, smarter, and more impactful. “With 5G enabling ultra-fast internet speeds, PR teams can deliver richer content experiences through high-quality live streams, interactive campaigns, and immersive storytelling like AR/VR-powered brand activations,” Alaka said.
These technologies are redefining the ways brands engage with their audience and helping PR professionals streamline their processes. “AI-powered tools now help PR professionals monitor brand sentiment in real-time, track media coverage across multiple markets, and predict potential crises before they escalate. This allows for proactive, data-driven decision-making. AI has enabled PR teams to personalize press releases, newsletters, and media pitches based on journalists’ and audiences’ interests,” Alaka said. AI-driven tools are also helping comms teams handle customer enquiries faster and better. “AI-powered chatbots enhance customer engagement by handling inquiries, improving response times, and streamlining communication strategies,” she added.
Despite prevalent economic woes, Nigeria, in particular, is experiencing a renaissance where its socio, cultural and economic influence is growing, and key industries such as PR are following suit. Some Nigerian PR experts believe that the country’s image will play a significant role in driving growth in the PR sector. However, there is still some improvement that needs to be done in terms of media ethics and standards. “The truth remains that there’s still so much to do in catching up to global standards—sensationalism must give way for truthful and ethical reportage of news,” Abiodun said.
