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 Aduragbemi Omiyale
The chief executive of Canal+ Africa, Mr David Mignot, has disclosed that MultiChoice is now fully integrated into the media group.
Mr Mignot disclosed this via a statement issued on Thursday, noting that this development marks a new phase in the evolution of one of Africa’s leading pay television operators.
He noted that the integration positions MultiChoice within a global media organisation with an extensive international footprint.
“MultiChoice is now a full subsidiary of a truly international media group operating in 70 countries. The group was founded in France, is listed in London and Johannesburg, and has a strong African presence with operations in more than 45 countries,” Mr Mignot said.
The statement underscores the scale of the combined business, highlighting Canal+’s global reach alongside its significant investments across Africa.
The completion of the transaction is expected to strengthen MultiChoice’s position in the African media and entertainment market by giving it access to the broader resources, expertise and international capabilities of the Canal+ Group, while reinforcing the group’s commitment to the continent.
MultiChoice operates across sub-Saharan Africa through platforms including DStv and GOtv, serving millions of subscribers with entertainment, sports and news content.
By Adedapo Adesanya
FoodCourt, a Nigerian cloud kitchen startup backed by Y Combinator, has suspended operations after months of unpaid salaries and mounting debts to vendors triggered a staff strike and forced the company to halt customer orders, according to a report by TechCabal.
The publication reported that customers first noticed on March 4 that they could no longer place orders through the FoodCourt app after the company disabled ordering as kitchen workers, delivery personnel and branch staff embarked on strike over unpaid wages. The company also owed outstanding payments to vendors.
By April 19, FoodCourt had temporarily shut its last operating branch after suspending activities across its Lagos and Abuja locations while seeking fresh funding and restructuring the business, according to the report.
The company’s chief executive, Mr Henry Nneji, said the decision to pause operations was not caused by a single issue but by a combination of operational, organisational and working-capital challenges.
“It’s important to clarify that the decision to pause operations wasn’t driven by one single issue. We reached a point where it became clear that continuing to patch those issues while operating wasn’t the right long-term decision,” he said.
“The objective is to build a stronger business than the one that existed before the suspension. We fully intend to bring FoodCourt back,” he added in an emailed response.
The company acknowledged outstanding obligations to employees, vendors, riders and service providers, but declined to disclose the number of affected workers or the total amount owed. It said efforts were underway to resolve the liabilities as part of its restructuring process.
It was also reported that the startup’s financial difficulties worsened after expansion into additional locations increased operating costs, while its cloud kitchen model came under pressure from rising labour, logistics, food and marketing expenses.
Despite the shutdown, Mr Nneji said FoodCourt intends to relaunch after completing its restructuring, adding that the company believes demand for its products remains strong.
Founded in 2021 by Henry Nneji and Paul Adokiye Iruene, FoodCourt operates cloud kitchens under multiple virtual restaurant brands through its consumer app. According to TechCabal, the startup had previously disclosed raising $1.7 million, delivering more than one million meals and reaching $4.3 million in annual recurring revenue by the end of 2024.
By Aduragbemi Omiyale
To further reinforce its commitment to continuous enhancement of customer experience through menu innovation and quality improvements, Chicken Republic, Nigeria’s leading quick-service restaurant brand and a flagship brand of Food Concepts Plc, has improved its Smokey Jollof recipe across restaurants nationwide.
As a customer-centric brand, Chicken Republic regularly evaluates consumer feedback, dining trends, and product performance to ensure its menu continues to deliver the quality and value to which customers have become accustomed.
The updated Smokey Jollof is part of this ongoing commitment to continuous improvement.
The refreshed recipe represents the latest evolution of one of the brand’s most popular offerings.
Developed with a focus on richer flavour, greater consistency and an even more satisfying eating experience, the improved Smokey Jollof reflects Chicken Republic’s dedication to meeting the evolving tastes and expectations of its customers.
“At Chicken Republic, our customers are at the heart of every decision we make. We are constantly listening, learning and looking for ways to improve the experience we deliver.
“The improved Smokey Jollof is a reflection of that commitment. We’ve refined the recipe to deliver an even richer, more enjoyable taste experience while maintaining the flavour profile our customers know and love,” the Managing Director of Food Concept, Mr Olumide Aniyikaiye, stated.
“Great brands evolve with their consumers. This update is not about changing what people love, but about making it even better.
“We are confident that customers will enjoy the improved recipe and appreciate the attention we continue to invest in delivering quality meals every day,” Mr Aniyokaiye added.
The improved Smokey Jollof is now available at Chicken Republic outlets nationwide, allowing customers to experience a more flavourful and consistent version of a fan-favourite menu item.
This latest enhancement underscores Chicken Republic’s broader commitment to innovation, quality and creating memorable meal experiences for customers across Nigeria.
