Brands/Products
The Future of Public Relations in a Changing World: A PR Measurement Perspective
By Austin Ayaosi
July 16 of every year is a day set aside for Public Relations practitioners across the world to celebrate and reflect on the practice of Public Relations. Public Relations has evolved greatly in practice and purpose as a result of the tasks and responsibilities placed on it by organisations. This ever-expanding responsibility drives PR practitioners to constantly innovate and adapt to the changing world.
Over the years, Public Relations has developed tremendously; from embracing rapid changes in technology to adapting to changes in audience behaviours, and social, economic, cultural, and societal expectations as influenced by the dynamic world we live in. As the world continues to move rapidly, Public Relations consistently aligns and realigns its role with the changing business environment to build sustainable win-win relationships and engagements between organisations and stakeholders, including the society where organisations conduct business.
Public Relations is arguably the most efficient and cost-saving department of an organisation, doing more for less. Practitioners use their relationships to secure major news coverage for free, end a crisis with one phone call or solve a major regulatory challenge within minutes; yet, sometimes the profession does not get the deserved credit during Management Review meetings.
One of the pain points of PR practitioners globally is that the profession is not given adequate recognition for its impact on organisations. For instance, only a few organisations in Nigeria provide an opportunity for PR practitioners to attain the zenith of the profession, which is becoming a member of the Board. This challenge of PR being undervalued and underrepresented in the boardroom may be linked to how the Board perceives the functions of Public Relations from a corporate perspective.
It is important to note that to secure a seat at the Table, a department has to show the impact it has on the organisation in clear, measurable and convincing ways, using mostly data (numbers) to show a cause-effect correlation to gauge the impact of the department on the organisation. The Public Relations/Corporate Communications department is not an exception. It is assessed just like every other department from a standpoint of: ‘What and how have you contributed to achieving the organisation’s overall business goals rather than how many press materials did you get published or aired in the media?’
Meanwhile, amid the silent protest among practitioners that PR is underrepresented on the Board, those who have found ways to show the value of their work by either measuring and reporting on what matters to the Board or making what they measure matter to the Board have been offered a seat at the Table. Some practitioners who have earned a seat at the Table include Emeka Oparah of Airtel Africa Group, Bola Atta of United Bank for Africa, Femi Adeniran of Airtel Nigeria, and a few others.
The route for Public Relations to earn a seat at the Table lies in measurement, evaluation and research. As a Public Relations professional with over a decade of experience in measurement, evaluation and research, I advise practitioners to find ways to either measure what matters to the Board or make what you measure matter to the Board.
Even though some PR/Corporate Communications managers understand the importance of measurement and evaluation, they often face a hurdle because most organisations in Nigeria do not have a budget for Public Relations measurement and evaluation. To address the challenge, PR/Corporate Communications managers should create a ‘PR Research Budget’ to address the no-measurement-budget challenge by dedicating a certain percentage of their annual PR budget to measurement, evaluation and research.
The future of Public Relations in terms of giving the profession the rightful accolades rests largely on the perceived impact of the profession in organisational growth by those who determine the departmental allocation of resources in an organisation. The more impactful a department is perceived, the more resources and attention are given to the department. For Public Relations to be recognised for its immense contributions to an organisation, PR/Corporate Communications managers need to show how what they do contributes to achieving the overall corporate goals of the organisation. This can only be done effectively through a holistic measurement and evaluation framework to pinpoint the effects of PR/Corporate Communications in achieving overall corporate goals in clear, measurable and convincing ways.
Austin Ayaosi is the Lead Analyst at BrandImpact Consulting
Brands/Products
Temu Partners Dellyman to Scale Logistics Capabilities Across Nigeria
By Modupe Gbadeyanka
As part of its strategies to aggressively scale its logistics capabilities across key African markets, especially in Nigeria, the fast-growing global e-commerce powerhouse, Temu, has entered into a delivery partnership with Lagos-based logistics startup, Dellyman.
Through this collaboration, Temu customers in Nigeria will experience faster, more predictable, and more transparent deliveries, a critical factor in sustaining the platform’s customer satisfaction as order volumes continue to rise.
Dellyman’s technology-driven approach, spanning rider management, route optimisation, and customer visibility, played a central role in Temu’s selection process.
In the pilot phase, Dellyman completed more than 1,300 deliveries with a 95 per cent success rate, demonstrating its readiness to support large-scale e-commerce operations nationwide.
Founded in 2020, the firm has grown into one of Nigeria’s most reliable same-day and last-mile delivery platforms.
The company recently achieved a 10,000-order monthly delivery milestone in November 2025, contributing to a cumulative total of more than 300,000 lifetime deliveries.
This track record made Dellyman a strong fit for Temu, which is aggressively scaling logistics capabilities across key African markets.
“Our partnership with Temu is a major endorsement of the vision we set out with, to build Nigeria’s most reliable, scalable, and transparent last-mile delivery infrastructure.
“Achieving a 95 per cent delivery success rate during the pilot underscores our readiness to support high-volume e-commerce platforms.
“This collaboration shows that local startups can meet and exceed global standards when given the opportunity,” the chief executive of Dellyman, Mr Dare Ojo-Bello, said.
He further noted that the partnership represents more than operational growth as it signals a shift in how global e-commerce brands view Nigerian logistics capabilities.
“This is not just about fulfilling orders; it is about reshaping perceptions of what Nigerian delivery companies can achieve. We are committed to building the kind of infrastructure that supports international standards, empowers local businesses, and ultimately strengthens consumer trust in the broader digital economy,” he noted.
Mr Ojo-Bello added that Dellyman will continue investing in capacity, fleet expansion, and merchant-facing tools to ensure superior delivery experiences for Temu buyers and other online shoppers nationwide.
Brands/Products
Verve Issues Over 100 million Cards to Customers, Celebrates Milestone
By Aduragbemi Omiyale
Over 100 million cards have been issued to customers by Africa’s leading payments card brand, Verve, across the continent.
This milestone has been described as a powerful symbol of growth, resilience, and the evolving needs of millions of Africans who rely on Verve every day.
The accomplishment has been said to underscore the company’s deep consumer insight, continuous innovation, and unwavering dedication to customer satisfaction.
Verve’s evolution has consistently been inspired by the needs and aspirations of its users. Today, its acceptance footprint stretches across Africa and reaches global markets through strategic partnerships with leading brands, including Google, Netflix, Spotify, AliExpress, Temu, Flywire, YouTube Premium, and others, unlocking broader access to lifestyle, entertainment, commerce, and mobility solutions for millions of cardholders.
“What began as a simple idea, one card designed to empower everyday life, has grown into 100 million stories, 100 million touchpoints, and 100 million reasons to deepen our commitment to delivering secure, seamless, and meaningful payment experiences across Africa,” the Executive Vice President for Group Marketing and Corporate Communications at Interswitch Group, Ms Cherry Eromosele, said at a media briefing in Lagos, where she was represented by the Divisional Head for Growth Marketing (Paytoken and MVNO), Chidi Oluaoha.
Ms Eromosele further noted that the milestone is shared with the broader ecosystem; banks, processors, merchants, regulators, and partners, whose collaboration has fuelled Verve’s remarkable growth.
Most importantly, she celebrated the millions of individuals who carry Verve cards in their wallets and mobile devices, acknowledging that their trust and loyalty continue to inspire the brand’s progress.
With the 100-million-card mark now crossed, Verve is poised to accelerate its expansion efforts, elevate customer experiences, and strengthen its global acceptance network.
Brands/Products
CREDICORP Launches Credit Programme for Easier Acquisition of Phones, Others
By Adedapo Adesanya
The Nigerian Consumer Credit Corporation (CREDICORP) has launched a national digital device credit programme that will make the acquisition of smartphones, laptops, and other essential digital tools easier for working Nigerians.
According to the scheme, which was introduced by the Nigerian government to democratise consumer credit access to Nigeria’s working population, the country’s progress is increasingly driven by access to the tools that help people learn, earn, and participate fully in a modern economy.
Over the past year, CREDICORP has supported thousands of Nigerians to acquire the assets that make daily life easier, from mobility solutions that shorten commutes and increase productivity to renewable energy systems that keep homes and small businesses powered and productive. Each intervention has shown the same outcome: when Nigerians are allowed to access essential tools through fair and responsible credit, their lives improve rapidly.
The new rollout builds on the success of the pilot phase already completed under the partnership. In the first phase, CREDICORP, working through E-Finance Company with technology support from Credlock, enabled over 1,000 Nigerians to access smartphones through affordable credit, many for the first time. The strong repayment performance and the speed of adoption demonstrated both the appetite and the national need for this kind of support.
Via this new phase, CREDICORP is poised to scale the program significantly, targeting over 15,000 Nigerians who will be able to access smartphones or laptops that directly enhance their productivity, income potential, and digital participation.
To deliver this initiative at scale, the organisation is once again working through one of its Participating Financial Institutions, E-Finance Company, with technology support from Credlock, whose intelligent device-collateral system allows for secure, responsible, and efficient access to credit. Together, E-Finance and Credlock will ensure that Nigerians can seamlessly apply for, finance, and collect the digital devices they need, without the heavy burden of upfront payments.
Speaking on the new phase, CREDICORP’s Managing Director, Mr Uzoma Nwagba, noted that this is a natural progression of the institution’s work.
“From mobility to renewable energy, we have witnessed the profound impact that access to credit can have on people’s daily lives. Nigerians are ambitious and hardworking; they simply need fair pathways to acquire the tools that move them forward. Digital devices now sit at the center of learning, earning, and productivity, and expanding access to them is a critical step in building a more digitally ready nation.”
On his part, Credlock’s CEO, Mr Dayo Fabayo, emphasized the power of turning everyday devices into pathways for progress. “Every smartphone represents potential to learn, to work, to access opportunity, and to live with dignity. At Credlock, we believe the device in someone’s hand can be the bridge to their financial future. Working with CREDICORP and E-Finance allows us to scale that vision to millions of Nigerians.”
This initiative is part of CREDICORP’s broader mission to expand consumer credit and improve the quality of life across the country. By widening access to digital tools, CREDICORP is supporting a more connected, productive, and future-ready Nigeria, one where every citizen can thrive.
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