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PR Nightmares: Why Your Client Should Never Find Negative News Before You Do

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PR Nightmares Why Your Client Should Never Find Negative News Before You Do

Who will save PR professionals from the negative news nightmare? Before I get into this, let us set the scene. Imagine this: You are a PR professional, swamped with idea conceptualization, media engagements, stakeholder engagement, press releases, client approvals, and a never-ending to-do list. Suddenly, a message pops up from your client:

“Hey, did you see this negative news about us?”

Your heart skips a beat. Your face? A mix of confusion and dread. You check your media monitoring alerts—nothing. You scramble through Google—there it is. And then it hits you: your client found this before you did. The unspoken words in that message?

“Aren’t you supposed to be on top of this?”

Now, before you hang me for stating the obvious, let me explain.

I have spent over a decade working with multiple media monitoring tools—some great, some just there, and some that make you question life choices. And let me tell you, no tool is built to single-handedly protect PR professionals from one of their worst nightmares: missing negative news before the boss or client finds it first. Don’t get me wrong—automated media monitoring tools do what they were designed to do. They churn out reports, track keyword mentions, and alert you when your brand name pops up somewhere. But they don’t think. They don’t prioritize what truly matters in near real-time. And if you work in PR, you know that one missed crisis can undo months—even years—of hard work.

Here is where human-curated media monitoring comes in. This isn’t about throwing away your monitoring tool—it is about adding brains to the machine. Human analysts sit behind these tools, filtering through the noise, spotting what really matters, and making sure the most critical updates land on your desk before your client or boss finds them. It is not just about negative news. Human-curated services catch things automated tools often miss—like a journalist misspelling your CEO’s name, your logo being used incorrectly, or a miscaptioned photo that could cause PR damage. An algorithm won’t flag these nuances, but a trained analyst will. And that is the difference between knowing about a problem and managing it before it spirals into a full-blown crisis.

One of the worst situations I have seen? A client forwarding negative news to their PR agency before the agency had even caught wind of it. Now, we all know the unspoken words that follow when that happens:

“This doesn’t look good for you.”

It is enough to make you break out in a cold sweat! The real issue here isn’t just the tool you are using; it is about how that tool is supported by human intelligence. No media monitoring tool currently on the market filters out just the negative news and plants it right in front of your face. They all do the same thing: send you alerts about your brand stories, whether positive, negative, neutral, or balanced. The tools, after all, were programmed to work this way, and it is not their fault. The pain point arises when PR pros have to sift through all that noise to get to what really matters.

Let me share a personal experience. During my first competitive pitch as the founder of P+ Measurement Services , we were invited to pitch to a well-known tobacco company. Now, there were three other agencies competing—one local and two international media monitoring agencies. Yes, we won that pitch, and the feedback was humbling. The client said,

“We are looking for an agency that will be humanly responsible to keep an eye on our brand in the media as our media watchdog and provide us with local media intelligence to drive our communications and PR engagement.”

Fast forward seven years, and we are still providing that service to the same client and more. What was the differentiator? We used tools, yes, but it was the human support behind the tools that provided invaluable media monitoring, intelligence, and analytics.

Beyond just detecting negative news, these human analysts can identify subtle nuances that automated tools often miss—like spelling errors in a brand’s name, the incorrect use of a CEO’s image, a miscaptioned photo, or even the wrong logo used in a major publication. Imagine the embarrassment when your boss flags a wrong spelling of the company name, and you, the PR professional, missed it. The automated tools are not designed to catch these kinds of errors, and it is unfair to blame them when they don’t. But human-curated services? They go above and beyond to ensure these mistakes are flagged and addressed before they turn into PR disasters.

So, the next time you are reviewing your PR budget to include media monitoring, ask yourself:

  • Who will make my job easier—just a media monitoring tool or a media intelligence partner that ensures I sleep better at night?
  • Who will I hold accountable if a negative story slips through the cracks while I am in function or having my lunch or a dinner with my spouse?
  • Will a tool catch that tiny but costly brand name error before my boss does?
  • When a crisis brews, do I want automated alerts—or real intelligence that helps me act fast?

The choice is clear. While AI and automation are great, human intelligence is what truly saves PR professionals from their worst nightmares.

And trust me, in this industry, peace of mind is priceless.

Philip Odiakose is a leader and advocate of public relations monitoring, measurement, evaluation and intelligence in Africa. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMECNIPR, AMCRON, ACIOM and Founding Member of AMEC Lab Initiative

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Passport Hikes and Burden of Multiple Means of Identification Crisis in Nigeria

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Paradox of Profitability Blaise Udunze

By Blaise Udunze

In recent months, Nigerians have been grappling with yet another increase in the cost of acquiring and renewing international passports. The hike, announced by the Nigeria Immigration Service (NIS) and approved by the Federal Government, has drawn mixed reactions from citizens who considered the development as an additional burden in a period marked by rising inflation, job losses, increasing cost of living, and a minimum wage that often fails to meet basic needs.

For many, the new fees are not just about higher costs; they symbolize the broader frustration with systemic inefficiencies and the duplicity of identification requirements in the country.

The most recent hike took effect on September 1, 2025, with the 32-page, five-year passport now costing N100,000 and the 64-page, 10-year passport priced at N200,000. This marks a sharp jump from the September 2024 adjustment, when fees were raised from N35,000 to N50,000 for the 32-page passport and from N70,000 to N100,000 for the 64-page booklet.

While the NIS maintains that the new rates are necessary to cover production costs, improve service delivery, and align with global standards, the development has left many Nigerians feeling further squeezed in an economy where inflation, unemployment, and a weakening naira already bite hard.

Think of it: for many homes, the revised fees place passports further out of reach, particularly for those who rely on travel for education, business, or medical reasons. In Nigeria today, securing a passport requires the individuals to save up for it. It feels like ordinary people are being punished.

Yet beyond the pricing issue lies another longstanding challenge: the fragmentation of Nigeria’s identification systems.

After a decade of trial and error, Nigeria is struggling to streamline its identity management, as a more sustainable approach is needed to prevent the ID program from becoming an ongoing financial drain on the country’s coffers and the citizens.

Over the years, the Federal Government has rolled out multiple identity schemes, including the National Identity Number (NIN), Bank Verification Number (BVN), Permanent Voter’s Card (PVC), Driver’s License, and the International Passport. Each was introduced with the promise of harmonization, but in practice, citizens are still required to present several forms of identification when applying for passports or accessing services in other areas, including banks requesting for verifications that would require newspaper publications or court affidavits.

Beyond burdening the citizens, another critical area affected is small businesses. Small and medium-sized enterprises (SMEs) are the backbone of Nigeria’s economy, contributing nearly half of the national gross domestic product (GDP) and employing millions across the country. Yet, despite their importance, this sector is being stifled by inefficiencies in Nigeria’s fragmented identification system.

For small business owners, this means repeated documentation and delays, higher operating costs, limited access to finance, reduced trust and lost opportunities, and inefficiency in government support programs.

At the heart of the problem is the lack of identity harmonization. Instead of one centralised system, Nigeria operates multiple siloed identity databases that are managed by about 13 government agencies and other critical organisations in Nigeria, like the National Identity Management Commission (NIMC), the Corporate Affairs Commission (CAC), banks, and tax authorities, among others. This lack of integration leads to the repeated collection of the same personal details, wasting resources and subjecting citizens to delays and duplication, while also stifling the growth, innovation, and resilience of SMEs, to the detriment of the economy.

The question this issue elicits is, if the NIN is truly a unique number, why does one need to provide BVN and voter’s card again? We are repeating the same process over and over that could have been managed in a more efficient manner.

This duplication has created inefficiencies, overlapping bureaucracies, and unnecessary costs for citizens and small businesses. A streamlined, centralized database would not only reduce the stress of acquiring documents but also strengthen national security, financial inclusion, business productivity, and trust in government institutions. Countries such as India, which consolidated identification through its Aadhaar program, have reported reduced fraud, faster service delivery, and cost savings for both government and citizens.

The fact remains that while revenue generation is important, reforms in the identity ecosystem should precede further cost increases. A harmonized system anchored on the NIN would not only make passport processing more efficient but also justify any upward review in fees, as citizens would be assured of better value for their money and it would definitely improve the ease of doing business. In other words, the federal government should suspend the fee hike until identity harmonisation is achieved.

The federal government has repeatedly emphasized its commitment to digital transformation and the ease of doing business. To deliver on this promise, the priority must shift toward harmonizing identity databases, reducing duplication, and ensuring that citizens are not unduly burdened by multiple verification processes, as this will allow government to plan more efficiently to better foster financial inclusion, digital economy growth, and integrated national security efforts.

As the debate over passport fees continues, one fact remains clear: the issue is not merely about rising costs but about the larger need for a citizen-centered identification system that works efficiently, fairly, and transparently.

Blaise, a journalist and PR professional writes from Lagos, can be reached via: blaise.udunze@gmail.com

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Nigerian Businesses Must Embrace AI in the Future of Work

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Nosa Iyamu IVI PR

By Nosa Iyamu

The COVID-19 pandemic forever changed how we work. It accelerated a digital transformation that was already underway, forcing businesses to embrace new technologies and rethink traditional structures. In this new era, Artificial Intelligence (AI), once a concept from science fiction, is no longer a luxury but a necessity for growth and survival.

AI is poised to redefine the very nature of work, much like email revolutionised communication. It’s not about replacing human ingenuity but augmenting it, making work more agile, efficient, and ultimately, more rewarding. A PwC report, “Sizing the Prize,” predicts AI could contribute up to $15.7 trillion to the global economy by 2030. For Africa, the potential is immense, with a 2023 African Development Bank report suggesting AI could boost the continent’s GDP by up to $1.2 trillion by 2030.

Nigeria, with its rapidly growing tech sector, stands to benefit immensely. The government’s commitment to developing a national AI strategy signals a clear understanding of this technology’s importance for the nation’s economic future. For Nigerian businesses to compete on a global stage, they must strategically commit to AI adoption, moving beyond mere interest to a multi-pronged approach that includes deployment, training, and a fundamental shift in mindset.

AI is not a replacement for talent; it’s a powerful coworker. Companies must communicate that AI is an enabler, freeing employees from repetitive tasks to focus on higher-value, creative, and strategic work. This mindset shift is crucial for successful integration.

AI can automate routine tasks, freeing up employees to dedicate their energy to more impactful work. One key way it transforms the workplace is through the automation of repetitive tasks. AI-powered Robotic Process Automation (RPA) can handle routine jobs like data entry, invoice processing, and report generation, significantly boosting efficiency and accuracy. This allows staff to focus on more strategic and creative responsibilities.

Beyond automation, AI also offers enhanced data analytics. Its algorithms can quickly sift through massive datasets, providing businesses with actionable insights for informed decision-making. This capability helps companies uncover trends and predict outcomes much faster than traditional methods. Furthermore, AI improves the customer experience through tools like AI-powered chatbots and virtual assistants, which provide 24/7 customer support, handle routine queries, and free up human agents for more complex issues.

AI also facilitates smarter collaboration. It can transcribe meetings, translate languages in real-time, and summarize lengthy documents, making communication smoother, especially for remote or global teams. In addition, it enhances efficient talent management by streamlining the recruitment process, sifting through resumes to identify the best-fit candidates. In an increasingly digital world, AI is also crucial for stronger cybersecurity, playing a key role in detecting and responding to cyber threats to protect sensitive company data.

AI offers a unique advantage in creative marketing, a field where originality and strategic thinking are paramount. It doesn’t stifle creativity; it amplifies it. AI-powered tools can analyse market trends, consumer behavior, and campaign performance with incredible speed and accuracy. This data allows creative teams to move beyond guesswork and create highly targeted, personalised content that resonates deeply with their audience.

For example, an AI tool can analyse thousands of social media posts to identify emerging trends and emotional sentiment around a brand. This insight allows marketers to craft campaigns that are not only relevant but also culturally timely. Additionally, AI can automate the creation of marketing materials like social media captions, email subject lines, and ad copy, freeing up creative professionals to focus on big-picture strategy and innovative campaign concepts. In essence, AI handles the data and the drudgery, while the human mind is left to do what it does best – create.

Nigeria and the broader African continent, with a young, tech-savvy population, are perfectly positioned to lead this AI revolution. Businesses in Lagos, Nairobi, and beyond are already leveraging AI in various sectors, from fintech to agriculture. The post-COVID workplace is not just about remote work; it’s about smart work. It’s about empowering employees with tools that enhance their capabilities, fostering a culture of innovation, and strategically leveraging AI to build resilient, globally competitive businesses.

The future of work is here, and it is intelligent, collaborative, and boundless. Nigerian companies have a critical window to position themselves at the forefront of this wave, understanding that AI is not a futuristic concept but a present-day imperative for growth and global relevance.

Nosa Iyamu is the Chief Executive Officer of IVI PR

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Igbo Fatal Flaw: A Critical Response

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igbos Ndigbos

By Dr Austin Orette

The person who cries loudest when a stone is thrown into the market is the one who has been hit. To him, everything is about tribal affiliation. For the person to grow, he or she must at some point learn whether his interaction is positive or negative with the people around him.

A recalibration is not a weakness. I am an Isoko man from Delta State. This is what people like you will call a minority. Unlike you, I don’t wear my tribe on my forehead. I only use it as a reference point here. It does not connote power to me and it is not my whole identity.

When you use yours, it is everything to you because you have been raised to believe that without it, you have no power and you have no identity.

When you are not invited to the high table, it means you are totally subjugated and you feel your entire tribe is marginalized and your whole existence becomes meaningless.

It is a sad life when the definition of us becomes the group. This illusion obscures our humanity and our real identity as a person. This is the limitation that takes away the natural order of growth that increases our understanding of our environment and we are glued to the mirror and Narcissus becomes our best friend. Any counter view is considered an existential threat that must be eliminated with acidic fervour. Language becomes crude and vulgar and meaning is lost and progress stunted.

I don’t have those kinds of attachments and hang-ups because my existence is beyond anything that confines me. You have been raised to think otherwise. You are your tribe and your tribe is you. This ossification makes your cage very uncomfortable. No matter where you go, you can never belong.

I am a citizen of the world. I am home anywhere because I have never been raised to lord it over other people. I am not disappointed when I don’t meet your expectations which are clannish and subterranean. You take it as a personal affront when an independent observer talks about the need to rethink. From my vantage position, I can see how the interplay of the trio of Hausa, Igbo and Yoruba affects the other people that you and others hardly think about. From the way I mentioned the tribes, you can see that they are in alphabetical order because someone like you will complain that why did I put Igbo last?

I have written more on the Hausa/Fulani relationship and its effect on Nigeria. No one from there has accused me of myopia or stupidity. I am an equal opportunity offender. Why would you want me to include the South West in an essay about Igbo and Fulani? You can write about the marginalization of Igbos if that is what you are worried about. You can also write about the relationship of Igbo and Yoruba; that should keep you busy because you have so much grudge. It is time the South-East people learn to deal with issues dispassionately.

How can a member of the big tribe preach marginalization to those of us you call minority? Everything in our land is harvested, devastated and divided among Igbo, Hausa and the Yoruba in Nigeria. Do the people from the dominant groups actually spend any time talking about justice? Your attitude is poor because it is self serving. People like you only talk about justice when your tribe’s man is affected.

The Igbo candidate lost in the last election. If he had won, he would make everyone around him Igbo. I see nothing wrong with that. My quarrel is that we are not restructured and the federation is lopsided. If we are well structured and every region is in charge of their resources, I will not care if you become president and all your family members become your cabinet. This is because most of the decisions they will make will not affect me and at that time, there will be a workable system that will check that kind of abuse. It is normal for people in high places to appoint people they can trust and have the vision of the leader. Buhari put all his people there. It was terrible because most of them were incompetent.

In a well structured country, it will not be necessary to be a kinsman in order to be appointed. We just want those who could do the job. The system we have now is the winner takes all. When Goodluck Jonathan was president, it was believed that the majority of the cabinets were Igbos. The West and the North complained and they wrestled power from him. It was due to the insularity of the Igbos that Jonathan lost.

You are wrong to complain that you are marginalized when you could not work hard to re-elect the guy who gave most of his cabinet positions to the Igbos. Your marginalization is self imposed.

Learn how to work with others and they will work with you. It is pathetic when people like you whine about marginalization, when in actuality, you lack the discipline, dedication and the humility needed to form workable alliances.

For your homework,  go and study how Bola Tinubu gained power. He stooped to conquer. I don’t think stooping is in the lexicon of the Igbos. This is why power will always elude you. You think we should beg you to lead because you are very smart. You are going to wait a very long time if you don’t change your attitude. Remember I am an equal opportunity offender. I will revisit this subject.

Dr Austin Orette writes from Houston, Texas

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