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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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Beyond the Grip of Godfathers in Nigeria’s Politics

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By Kayode Awojobi

Democracy, by its very definition, is a government of the people, by the people, and for the people. It is a system built on the principles of popular participation, accountability, and governance that reflects the collective will of the electorate.

However, in Nigeria, democracy often takes on a different meaning—one in which a few powerful individuals wield enormous influence over the political process. This phenomenon, commonly referred to as godfatherism, has become an entrenched feature of the country’s political landscape.

The role of political godfathers in Nigeria is complex and often divisive. While some view them as experienced mentors who provide guidance and structure within the political system, others see them as power brokers who prioritize personal gain over the collective good.

Godfathers serve as kingmakers, using their resources and influence to propel candidates into office. Yet, once these candidates assume power, they are often expected to remain loyal to their benefactors, a reality that frequently leads to governance dictated by the interests of a select few rather than the needs of the people.

The influence of godfatherism is not an abstract concept but a lived reality that has shaped political developments in several states across Nigeria.

In Osun State, for instance, the fallout between former Governor Gboyega Oyetola and his predecessor, Rauf Aregbesola, underscored the fragile nature of godfather-protégé relationships.

Initially handpicked as a successor, Oyetola later distanced himself from Aregbesola’s influence, leading to a fierce political battle that ultimately contributed to his loss at the polls.

Similarly, in Oyo State, Governor Seyi Makinde has had to navigate tensions within the Peoples Democratic Party (PDP), where certain political figures who played a role in his rise to power later accused him of abandoning party structures.

Perhaps one of the most well-documented cases of political godfatherism in recent years was the dramatic conflict in Edo State between Governor Godwin Obaseki and his former benefactor, Adams Oshiomhole.

Oshiomhole, who had championed Obaseki’s election in 2016, later fell out with him over governance and party control. This dispute culminated in Obaseki’s disqualification from seeking re-election under the All Progressives Congress (APC), forcing him to defect to the Peoples Democratic Party (PDP), where he secured a second term in office. The episode highlighted the extent to which political godfathers expect loyalty from those they help install, often leading to bitter confrontations when protégés seek independence.

In Rivers State, a similar dynamic is playing out between Governor Siminalayi Fubara and his predecessor, Nyesom Wike.

Wike, whose influence was instrumental in Fubara’s emergence as governor, has been accused of attempting to control the new administration from behind the scenes. The power struggle has resulted in political unrest, including an attempt to impeach Fubara and the defection of several lawmakers loyal to Wike.

The situation escalated to the point where President Bola Tinubu declared a state of emergency in Rivers State, suspending Governor Fubara, his deputy Ngozi Odu, and all elected members of the state House of Assembly for six months. Retired Vice Admiral Ibok-Ette Ibas was appointed as the state’s administrator to oversee governance.

This further reinforces the argument that political godfathers, rather than serving as stabilizing forces in governance, often become sources of crisis when their influence is challenged.

To be sure, political mentorship is not inherently a negative concept. In well-functioning democracies, experienced politicians often guide emerging leaders, offering advice and leveraging their networks to ensure effective governance.

However, the Nigerian brand of godfatherism is rarely about mentorship in the true sense of the word. Instead, it is largely about control, an arrangement where those who ascend to political office must remain subservient to their benefactors. This practice undermines democracy by limiting political choices, suppressing independent leadership, and reducing accountability to the electorate.

The continued dominance of godfathers in Nigerian politics raises a critical question: should a few individuals determine the fate of millions, or should the democratic process be allowed to run its course?

Proponents of godfatherism argue that it provides stability, ensures continuity, and helps navigate the complex terrain of Nigerian politics. They contend that without the financial and structural backing of political godfathers, many candidates, especially those without deep pockets, would struggle to compete in elections. In this sense, godfatherism is viewed as a necessary evil in a system where political survival often depends on strong backing.

On the other hand, critics argue that the culture of godfatherism erodes the foundations of democracy, replacing meritocracy with patronage. When candidates owe their political success to an individual rather than the electorate, they are more likely to prioritize the interests of their benefactor over those of the people.

This reality has played out time and again, with governors and other public officials making appointments and policy decisions that serve their godfathers rather than their constituents. The result is governance that is often disconnected from the real needs of the populace.

If Nigeria’s democracy is to mature, there must be a shift from the current model of political patronage to one that prioritizes competence, transparency, and true service to the people. The electorate must become more discerning, resisting the imposition of candidates whose loyalty lies elsewhere. Political parties, too, must work toward greater internal democracy, ensuring that primaries and candidate selections are based on merit rather than the dictates of a few powerful individuals.

The experiences of other nations provide valuable lessons. In South Africa, Nelson Mandela, despite his towering influence, stepped aside to allow new leaders to emerge, ensuring that democracy remained intact beyond his tenure. In the United States, political mentorship exists, but power is not concentrated in the hands of a select few who dictate governance from behind the scenes. These examples suggest that it is possible to balance political influence with democratic principles.

Nigerian political godfathers must rethink their roles. Rather than seeing themselves as puppet masters, they should position themselves as genuine mentors, guiding younger politicians without stifling their independence. They should invest in institutions rather than individuals, ensuring that governance structures remain strong regardless of who is in power.

Ultimately, the power to end the stranglehold of godfatherism lies with the people. The electorate must recognize that their votes are their most potent tool for shaping the future of governance. If voters reject candidates imposed by godfathers and insist on accountability, the culture of political subservience will gradually diminish. Democracy thrives when the will of the people is supreme, not when a handful of individuals determine the political direction of an entire nation.

As Nigeria looks toward future elections, the conversation around godfatherism must shift. It is time to move beyond the era of political overlords dictating governance from the shadows.

The country must embrace a system where leadership is earned, not handed down; where politicians serve the people, not a select few; and where democracy is truly of the people, by the people, and for the people.

Kayode Awojobi is a multiple award-winning broadcast journalist, social and political commentator. He writes from Ago-Iwoye, Ogun State

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Strategies for Launching Your Real Estate Tech Startup Successfully

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Dalip Jaggi

By Dalip Jaggi

Launching a real estate tech startup requires a lot of focus. But at its core, the primary goal is to eliminate pain points commonly seen in the industry.

Unfortunately, the process of buying, selling, and managing a property is rarely straightforward in real estate deals. For one, there tends to be endless paperwork to complete, regular back and forth between agents and clients, and long drawn-out closing periods.

If you can create a real estate company that actively eliminates these challenges, it can be transformative for both agents and clients alike. However, getting to this stage takes a lot of work in terms of strategy and vision.

This guide will outline key strategies you can implement to help you launch your real estate tech startup.

Address a Specific Industry Need

The foundation of a successful real estate company rests on its ability to solve a specific, ongoing problem. Overly general solutions usually don’t resonate in the market, but a focused approach can build a loyal customer base over time.

To begin, you need to carefully analyze the market, looking for consistent challenges. This is more than just a surface-level skimming of the market. It means finding overlooked areas or specific pain points that significantly impact a particular group of users.

Try to focus on problems that might be solvable with new technology or unique market approaches. This ensures that your startup’s efforts are directed toward creating solutions that people genuinely want and are willing to use.

Clearly Articulate Your Brand Value

After finding a relevant market need, you need to clearly define what makes your new company different from existing competitors. This is your unique value proposition.

A strong value proposition requires more than just listing your product or service’s features. It should also explain the real, tangible benefits users can expect to experience. Articulate precisely how your offering solves the problems in your target market, and highlight the specific ways it stands out from other options available.

Create a Proof of Concept

Most startup companies that develop software will start with a Minimum Viable Product (MVP). An MVP has the fundamental features that software will have, but won’t include more sophisticated components that the customer may expect in a complete product. This keeps costs down while trying to develop a full-functioning platform or service.

The main goal of an MVP is user testing. They help capture a user’s first impressions of how the software performs in real-life scenarios. To gather meaningful feedback from your MVP users, you’ll want to ensure that only the most essential functions are present. Over time, feedback from MVP users helps you to prioritize relevant product additions.

In the iterative process leading to a fully launched marketable product, ensure that you try to incorporate any mission-critical improvements before launch. This will help to avoid major setbacks post-launch that might impact brand perception.

Gain Enough Financial Support

To move from a simple prototype to running an actual real estate technology company, you will need the right level of funding. There are different ways to obtain this capital, each having its own benefits.

At the outset, self-funding can help you continue to maintain control of the venture, although you may be a bit more limited in terms of initial growth opportunities. Working with a private investor, on the other hand, can lead to a sizeable cash injection in the business along with experienced mentorship to help you through the initial growth stages of your business. Unfortunately, though, this will likely come at the expense of giving away equity in the company.

Build a High-Performing Team

A successful real estate company needs a strong team. It’s important to try to source new individuals with a wide range of professional experiences. Among other skills, you should be looking for employees with strong real estate knowledge, a technical background, and a good understanding of sales and marketing principles.

Aim to source candidates who not only master these skills but are also passionate about the company’s goals. This helps build a sense of ownership and responsibility with all your team members, keeping everyone focused on ensuring the startup’s success.

Consider Integrating Helpful Renovation Tools

Homeowners and property managers are always looking for ways to increase a property’s value by completing various types of home renovation projects. By integrating helpful renovation tools into your software, you can help your new real estate technology quickly stand out in a crowded market.

Adding helpful features that let users estimate the costs of their renovation, plan different elements of a bathroom remodel, or track the statuses of their home projects can add significantly more value to your solution.

Put Together a Digital Marketing Strategy

Having a solid digital marketing presence is critical for new businesses to attract clients and expand their user base. This includes the use of SEO, paid advertising, and content marketing to increase brand visibility and create more touchpoints between businesses and potential clients.

Social media is equally important for helping to raise brand awareness. This helps you connect with clients directly and network with other industry professionals. By partnering with other real estate organizations, agencies, and commercial businesses, you’ll further help your brand’s visibility and credibility as you start launching new services.

Focus on Customer Engagement

Building lasting relationships with customers all rests on being able to provide excellent support. Earning their trust requires consistent dedication. This means responding quickly to questions and concerns that come up and keeping your focus on ensuring their satisfaction.

Actively soliciting user feedback, through surveys and reviews, allows you to take the necessary steps to improve their experience. It’s also important to keep users informed with regular updates and offer additional support to show them that they are a top priority. All of these initiatives add a personal touch to your brand, helping you stand out from others.

Give Your Startup the Best Chance for Success

Starting a successful business in real estate comes with its own set of challenges that need to be tackled. However, by following the strategies discussed, you’ll be sure to stand out in the industry better while introducing high-value solutions to your user base.

Dalip Jaggi is an entrepreneur, technologist, and passionate business leader sum up the core of Dalip Jaggi, co-founder of Revive Real Estate, a PropTech company to democratize house flipping. Since its 2020 inception, Revive has become the smartest solution for homeowners to maximize their home’s sales value across the nation.

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Sunusi Bature: Time to Take the Podium

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Sunusi Bature

By Ahmad Dambazau

The National Assembly is a constitutional locomotive for any purposeful democratic government, it provides checks to the government of the day and a legal basis for the system in general .This basically accounts for the high respect usually accorded and, of course, the attendant high expectation placed on it. The legislative arm of government like any other is saddled with the responsibility enshrined in the constitution and among such major functions includes representation, oversight and law making in addition to many other numerous functions.

Be that as it may, it has been a genuine cause for worry for Nigerians that, despite our series of experimentation with democracy, our legislators have performed below expectation. Their handling of national issues has especially remained without constitutional decorum and political experience required of people of their exalted status. Part 2, Section 4 of the 1999 Constitution, as amended, vests the legislative powers of the federation on the National Assembly which comprises the Senate and House of Representatives.

Dawakin Tofa ,Tofa and Rimin Gado Federal constituency  is  one of the few constituencies in Nigeria represented by the same legislator for 18 years(2007-2005) despite poor representation .

As the federal constituency searches for the best man  to represent them for this serious legislative task. One name keeping ringing bell is Hon Sunusi Bature Dawakin Tofa ,Media and Communication Expert and Director General  of Media and Publicity to Kano State Governor.Sunusi  has earlier served as the Chief Press Seceretary to the Governor in the early days of the administration .

Mallam Sunusi is a seasoned PR guru, development communication and stakeholder engagement expert with 21 years working experience in both international development, private sector and the Media in Nigeria.

He is a winner of the Cambridge education award on investigative journalism in 2008, Bature has worked at different capacities in various national, International and Bilateral organizations such as the British Foreign and Commonwealth Development Office (FCDO), the United State Agency for Internal Development (USAID), Bill and Melinda Gates Foundation, Save the Children International, Discovery Learning Alliance and the Rockefeller Foundation.

He held several positions which include General Manager Corporate Services at Dantata Foods and Allied Products Limited (DFAP), Director Stakeholder Engagement at YieldWise Project, Country Program Manager at Girl Rising (ENGAGE) Project funded by the US Government, State Project Coordinator for MNCH Campaign Project of the BMGF, Deputy Director Operations at Discovery Learning Alliance, State Program Officer, Policy Advocacy and Media Development, Communication and Knowledge Management Specialist among other positions.

Graduated with a Bachelor’s degree (B.A. Hons.) in Mass Communication from University of Maiduguri, Sanusi holds a National Diploma in Mass communication from Kaduna Polytechnic, a Higher National Diploma (HND) and a Postgraduate Diploma in Public Health Education and Promotion.He also bagged MSc. in Social Work with specialization in Community Development from Ladoke Akintola University of Technology, (LAUTECH) Ogbomosho, Oyo State and another master’s degree in Public Relations (MPR) from the prestigious Bayero University, Kano, Nigeria. He participated in the MSc program on Project Management at Robert Kennedy College, Zurich, Switzerland.Until his appointment, Sunusi Bature served as the Vice President, Nigeria operations for a UK based firm, Kingston Organic PLC.

Hon Dawakin Tofa has opened yet another vista of debate among electorates on the value of quality representation with vigour,expertise and experience of having a wider constituency responsibility and coverage .He has vindicated his mettle among his constituents that even as an appointee of the Governor  his eloquent consistent and fearless voice always seeking the improvement of lives of his constituents accountability  among representatives of the people.

He is truly a representative of the people though unelected going by the amount of work he was able to do for the overall benefit of his people. In fact, it is worth elucidating   that this PR guru was able to touch the lives of the people in his stewardship in the private and public sectors. So far he has proved to be one of the few politicians that attracts government presence to his community. No matter what anyone would say, the amount of dividends of democracy that this community leader was able to bring to the door step of the people is unmatched.

Sunusi Bature’s development credentials and landmarks speaks volumes. The highlights of which were stellar achievements of re-positioning the educational sector in the more definitive ,radically ,progressive and futuristic manner , not to mention the  capacity building, empowerment and educational scholarship for his people  ,all shone  brightly for both his admirers and  detractors to access.

The Director General of Media and Publicity to the Governor of Kano State, Sunusi Bature Dawakin Tofa, has been honoured with the prestigious Most Outstanding Spokesperson Award by the Nigeria Institute of Public Relations (NIPR) in collaboration with the Federal Ministry of Information. Dawakin Tofa was selected for this esteemed award in recognition of his instrumental role in promoting not only the positive image of the Kano State Governor and his giant strides also for effectively showcasing the only NNPP ruling state in Nigeria.

In the award citation, Mallam  Sunusi was hailed as an unwavering proponent of non-violent communication, renowned for his extensive network and adept delivery of practices with clarity in objectives, and strategic framing of engagements with his audience.His profound impact and effectiveness in perception and reputation management are highly commendable.

In whatever one indulges in there are always people to observe and give their verdict .It is a well- known fact that there is nothing stronger than the people’s verdict.it shows a collective desire which inevitably is the voice of reason. The momentum of Hon Sunusi Bature Dawakin Tofa legislative bid is gathering amongst all strata of the constituency is enough testimony that experienced count in the race for the parliamentary seat.

Dambazau wrote in from Kano

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