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
Nigeria Must Accelerate Adoption of Renewable Energy Solutions—JMG
By Modupe Gbadeyanka
A leading provider of integrated electromechanical solutions in Nigeria, JMG Limited, recently showcased real-world impact of its solar and hybrid energy solutions across key sectors of the economy to members of the media.
At the media tour held at JMG’s head office in Lagos, the Chief Commercial Officer of JMG, Mr Rabih Jammal, stressed the urgent need for Nigeria to accelerate its adoption of renewable energy solutions.
“Clean energy is no longer a future concept – it is happening now – and it is working. At JMG, we are not just advocating for renewables; we are delivering them.
“From our 150-kilowatt solar installation at our Victoria Island head office to multiple large-scale deployments nationwide, we have proven that clean energy works technically, commercially and financially,” he said at the event hosted to commemorate the International Day of Clean Energy.
According to him, JMG’s solar and hybrid projects have helped clients save millions of naira in diesel costs, improve energy reliability and significantly reduce carbon emissions.
“As more countries move toward sustainable solutions, clean energy has become an economic imperative for Nigeria. It enhances competitiveness, lowers operating costs and enables communities. This is only the beginning as we will continue to invest in solar solutions, technology, partnerships and people to scale clean energy across the country,” he added.
Also speaking, the Head of Marketing at JMG, Ms Oluwatomi Faniran, described clean energy as a core responsibility embedded in the company’s business strategy.
“At JMG, clean energy is more than technology; it is a responsibility. Our track record speaks for itself,” Ms Faniran said, highlighting the successful deployment of solar hybrid systems at NIPCO fuel stations, the powering of a government state house, and energy-efficient solutions delivered at facilities such as Nourdm Global and Rack Centre.
With decades of experience delivering solutions that enhance comfort, safety and efficiency across residential, commercial and industrial spaces, JMG operates across critical business units including conventional and renewable power, electrical infrastructure, HVAC systems, elevators and escalators, air compressors and energy-efficient technologies. Its operations are backed by internationally recognised ISO certifications in quality management, health and safety, and environmental sustainability.
Brands/Products
Paystack Launches Holding Company The Stack Group
By Adedapo Adesanya
Top payment solutions company, Paystack, has launched a holding company, known as The Stack Group (TSG), in its bid to aggregate the tech-focused family of brands connected with the Paystack brand.
TSG founding shareholders include Stripe, Shola Akinlade (Founder and CEO of Paystack), and existing Paystack employees. The agreements establishing TSG as the parent holding company were signed in October 2025, and are subject to the requisite regulatory approvals.
The announcement comes as Paystack celebrates its 10-year anniversary in January 2026.
Since its acquisition by Stripe in 2020, Paystack has grown its payment volume by 12x and is licensed and operational in Côte d’Ivoire, Ghana, Kenya, Nigeria, and South Africa, with regulatory approvals for Egypt and Rwanda, representing 46 per cent of Africa’s GDP, the company said in a press statement.
The statement added that this product-first approach to pan-African growth has led to Paystack becoming profitable at the group level.
The development follows the recent launch of Paystack MFB in Nigeria after it acquired Ladder Microfinance Bank in its push into consumer products.
The company noted that as a standalone bank, Paystack MFB allows the group to internalise core financial rails and provide the banking and credit infrastructure required by over 300,000 Nigerian merchants.
“These capabilities enable the development of elegant, compliant, and much-needed end-to-end money-movement solutions and will continue to power the company’s mission of building technology solutions for Africa, to power African ambition,” parts of the statement added.
TSG will provide a corporate umbrella for a family of complementary brands that are solving Africa-specific challenges, while remaining operationally independent. At the outset, TSG will include merchant payments solution, Paystack, its controversial consumer payments product, Zap, the recently launched Paystack Microfinance Bank and TSG Labs, which will serve as hub for emerging technologies and building new products both within and beyond financial technology.
According to Mr Akinlade, “The launch of TSG signals a larger scope of ambition for us and sets the tone for the next decade of our company. Having worked with thousands of companies across the continent since 2016, it is clear that there are significant opportunities to support businesses beyond payments, and TSG enables us to address the challenges African companies face.”
“Thank you to the Stripe team for their continued belief in Africa’s potential, and our ability to create transformative technology companies for the continent, and beyond,” he added.
Brands/Products
Global Money Exchange Unveils Global Pay App
By Modupe Gbadeyanka
A new mobile application powered by Comviva’s mobiquity Pay platform known as Global Pay has been launched by Oman’s leading money exchange company, Global Money Exchange Co. LLC (GMEC).
The unveiling aligns with Oman’s national digital transformation vision and reinforces GMEC’s commitment to delivering innovative, secure, and inclusive digital financial solutions for daily life.
“The Global Pay App enables secure and efficient local and international payment transactions,” the Chairman of Global Money Exchange said, Mr Sheikh Sulaiman Abdulmalik Abdullah Al Khalili, stated.
He added that the platform is PCI-DSS certified, underscoring GMEC’s commitment to the highest standards of payment security and data protection, expressing confidence that “the mobile application will be widely used by the Omani Nationals and expatriates.”
The Managing Director of Global Money Exchange, Mr Subromoniyan K S, disclosed that “customers can conveniently pay utility bills and educational fees without the need for a bank account, thereby supporting broader financial inclusion.”
He further noted that the platform enables merchants to accept QR-based payments from customers of any bank or service provider in Oman, ensuring full interoperability across the payment’s ecosystem.
“The Global Pay app is supported by a comprehensive customer support framework. Customers can visit any of our branches across Oman for assistance or contact a dedicated customer support helpline for prompt resolution of queries,” the General Manager of Global Money Exchange, Mr Sonam Dorje, said.
On his part, the chief executive of Comviva, Mr Rajesh Chandiramani, said, “We are delighted to accelerate Global Money Exchange’s digital transformation journey with mobiquity® Pay- our scalable, cloud-ready digital payments platform built to support rapid growth and seamless expansion. Global Pay exemplifies our commitment to empowering financial institutions across the Middle East to deliver world-class digital experiences that drive financial inclusion.”
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