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
By Modupe Gbadeyanka
The self-service channels of Stanbic IBTC Pension Managers designed to streamline processes and provide easy access to pension management services have been re-introduced.
The subsidiary of Stanbic IBTC Holdings Plc said it brought back the options as part of its commitment to enhancing customer experience by providing innovative solutions, putting them in control of their financial future.
The chief executive of Stanbic IBTC Pension Managers, Mr Olumide Oyetan, reiterated the firm’s dedication to improving pension management by enhancing ease and efficiency.
“By getting acquainted with and utilising these options to their fullest, customers can enjoy the benefits of flexibility and independence,” he stated.
Mr Oyetan further underscored the organisation’s commitment to leveraging technology to improve pension management for customers, ensuring the availability of the self-service channels 24/7 for checking account balances, updating personal details, or making enquiries seamlessly.
“These self-service channels empower customers to take control of their experience as we aim to meet and exceed their expectations through these user-friendly platforms,” he stated.
Business Post reports that one of such channels is MyPension Portal, accessible via the company’s website www.stanbicibtcpension.com.
It offers customers a user-friendly platform to manage their pension details effortlessly. This portal allows for easy updates of personal information, requests for reference letters to submit at schools and embassies, and the ability to switch between investment funds.
It also provides the convenience of accessing and requesting statements at any time, relieving customers of unnecessary stress and paperwork.
In addition, the Stanbic IBTC Pension Managers module on the Mobile App, available for download on Google Play Store and App Store, enables users to view their pension account balance, track contributions and investment performance, monitor recent transactions and contributions, and receive alerts for important pension account updates.
For those who prefer SMS access, customers can simply text “Help” to the shortcode 30388 from their registered mobile phone to receive instructions on performing various tasks via SMS.
The company has also streamlined the process for using contact numbers, allowing customers to connect to the Stanbic IBTC Pension Managers’ Interactive Voice Response (IVR) system for comprehensive guidance on a wide range of enquiries and transactions.
By Modupe Gbadeyanka
A report released by Salesforce has revealed that about $1.2 trillion was used for shopping across the globe during the just-concluded Christmas and New Year holidays.
It was stated that the United States accounted for $282 billion, with data based on an analysis of 1.5 billion shoppers and 1.6 trillion page views across the Salesforce Platform.
The report indicates that the better-than-expected holiday shopping season was powered by surges in mobile and social commerce alongside increased consumer spending after months of saving in the first half of 2024.
However, shoppers have already sent back $122 billion in merchandise, with consumers and retailers leaning into the use of Artificial Intelligence (AI) and agents to enhance holiday shopping experiences through product recommendations and personalised order support, influencing $229 billion – or 19 per cent – of all online orders.
“Retailers had a robust holiday season, but a 28% rise in the rate of returns compared to last year is a cause for some concern,” said Caila Schwartz, Director of Consumer Insights at Salesforce. “Retailers who have embraced AI and agents are already seeing the benefits, but these tools will be even more critical in the new year as retailers aim to minimise revenue losses on returns and reengage with shoppers.”
It was gathered that about $229 billion of global online sales were influenced by AI and agents in the form of product recommendations, targeted offers, and conversational customer service support, with 19 per cent of holiday purchases influenced by consumers engaging with AI and agents, a 6 per cent increase from 2023.
In addition, shoppers used AI- and agent-powered chat for customer service 42 per cent more than they did during the 2023 holiday season, and over $122 billion of global purchases have already been returned, up 28 per cent from last year.
It was noted that this increase is partially due to trending consumer behaviours like “try-on hauls” and bracketing (buying an extra size above and below your standard size).
Salesforce projects that retailers will likely see this number grow to $133 billion – presenting an important opportunity for brands to use agents to make the returns process easier and more tailored to specific customer needs.
By Modupe Gbadeyanka
A new Public Relations (PR) agency, FreshSight Communications, has promised to offer tailored services to its clients, as it joins the highly competitive industry.
According to the co-founder of the company, Mr Justice Mmadubugwu, FreshSight Communications will provide top-notch PR services tailored to meet the unique needs of businesses, organisations, and individuals seeking to amplify their brand presence and reputation.
He also expressed confidence in working with media partners to share compelling stories, promote innovative ideas, and spark important discussions that affect society.
“We are excited to introduce FreshSight Communications to the Nigerian market.
“Our goal is to become the leading PR agency for businesses seeking to establish strong relationships with their target audiences and stakeholders,” Mr Mmadubugwu stated.
FreshSight Communications said its services include media relations and crisis communications; brand management and reputation enhancement; digital PR and social media management; event management and planning; content creation and copywriting; and artist/influencers management.
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