Feature/OPED
Public Relations Vs. Reputation Management: The Thin Line to Grasp and More
By Olayemi Samuel Oluwaseun
Whether you are setting out fresh from the ideation or have spent some quality years building a business empire, there are some vital statistics through forecasts or systemic procedures you should not take for granted or overlook. Likewise, before taking it further, it is idyllic to ascertain that doing a lot and little is known of is not a testimony any business owner or driver would want to hold on to.
In essence, to bridge the gap and laugh really well, there is a proven tool that has helped businesses or organizations achieve communication objectives when rightly deployed. And that is Public Relations.
Public Relations (PR) is a familiar profession with business drivers’ little understanding and total reception, and that alone is worrisome, most especially in Africa. It’s so because many business drivers failed to recognize the core set-out of the profession and how it translates into a tangible turnover.
In a holistic view, PR is a strategic communication process that involves building and maintaining positive relationships between a business, an individual, and its relevant stakeholders – internal and external inclusive.
If the above is PR, what then is Reputation Management (RM)? Straight to the point, RM is also a process with a focus on monitoring, influencing, and managing an entity’s reputation so as to remain positive and highly acceptable across the board. Yours truly, reputational management, like public relations, requires strategies to function effectively as well as achieve the intended goal of good perception and acceptance.
However, just like a mathematical concept, Public Relations is a ‘universal set’ that gives a ‘sub-set’ title to reputation management. What this implies is that PR is a broader concept that involves building relationships from scratch and projecting the outcome through positive perception leveraging and safeguarding while spreading, while reputation management is a tool deployed as a strategy for ensuring all ‘t’ crossed and all ‘i’ were doted appropriately. In essence, RM monitors and provides data to ensure PR efforts are not wasted while in the public space.
Haven’t said all that, there are some important strategies that PR capitalizes on to achieve the goal of objective communication and desired business destination, and they include but are not limited to – Media relations, crisis communications, digital/social media communication/marketing, community engagement, employee communications, and stakeholders’ communications. Let’s check each out.
Media Relations. In public relations (PR), media relations are a powerful strategic management tool of interactions between an organization (business drivers), individual (celebrity or public figure) or entity and media organisations’ representatives – content drivers (journalists/reporters), editors, and member of the press. Media relations help to effectively communicate the business’ message, news and offerings through the media to the general public who are regular consumers of such news platforms. A good relationship with the media’s representative is a win for a business as the tendency of it enjoying press coverage is high.
Crisis Communication. An adage in the Yoruba Language says, “You cannot walk without the head shaking”. This means nobody is perfect, so also is a brand or business. Hence, PR professionals prepare ahead to combat any unforeseen challenges that could come up in the future regarding the organization. Crisis communication is a strategic process of managing and mitigating the impact of a crisis in an organization involving reputation, image, public perception, and loyalty. The most important aspect of this process is to restore public trust and maintain perceived or owned credibility.
Digital/Social Media Communication. People spend most of their free time on digital and social media platforms. Hence, PR professionals leverage the vital role of this virtual community to engage their clients’ target audiences, amplify their messages, and manage perception. This is done through up-to-date profiles, regular content creation, audience engagement, and crisis management and influencer collaborations.
Community Engagement. PR professionals understand the effectiveness of getting people involved is why community engagement is birthed as a strategy to build and nurture positive relationships between an organisation, brand, individual, and the community where they operate. Most importantly, this strategy involves active participation in initiatives and conversations that align with the organisation’s mission, goals, and values.
Employee Communications. It’s ideal to note that effective employee communications foster trust, engagement, and a sense of belonging among employees, thereby leading to improved satisfaction and productivity. Having grab of this, PR strategically manages information and messaging between an organization and its employees with the aim of creating a transparent, informed, and engaged workforce. The overall result of this strategy is an increased positive internal culture, increased morale, and alignment with the organisation’s values and objectives.
Stakeholders’ Communications. Effective stakeholder communication helps to build relationships, enhance reputation and maintain support as well as trust from those that matter. PR professionals deploy this strategic approach to recognize the diversity of stakeholders’ interests and focus on building transparent, meaningful, and mutually beneficial relationships through necessary connections.
Critically digesting all that PR does, it’s becoming as if reputation management has an almost insignificant role to play. But that is very incorrect! RM is like a security guard who ensures no intruder enters our beautiful garden, as it could be, damaged or devalued. Hence, here are four activities reputation management does to the overall PR efforts –managing online reviews, social media listening, addressing feedback, and mitigating potential crises.
As a wrap, public relations (PR) involve building in the right place or making the seemingly wrong place appear as the right place through relationship leveraging, strategic postulations, and promotion of positive perceptions, while in the same vein, reputation management (RM) is concerned with monitoring and upkeeping the final product – the building (image, perception, and loyalty).
Nevertheless, it is now safe to say there is a thin line of which business drivers or owners must take note. However, PR and RM pass the baton to each other when the need arises because both are birds of the same feathers which must flock together to achieve the set-out communication or business goals.
Olayemi Samuel Oluwaseun is a marketing communications practitioner and an Associate member of Nigerian Institute of Public Relations (ANIPR), with a keen flair for digital solutions and tailor-made strategies for corporate and brand alike. He has been around in the industry for close to a decade. He can be reached through Twitter – @olayemisamuelo_ and LinkedIn.
By Luke Kyohere
The global payments landscape is undergoing a rapid transformation. New technologies coupled with the rising demand for seamless, secure, and efficient transactions has spurred on an exciting new era of innovation and growth. With 2025 fast approaching, here are important trends that will shape the future of payments:
1. The rise of real-time payments
Until recently, real-time payments have been used in Africa for cross-border mobile money payments, but less so for traditional payments. We are seeing companies like Mastercard investing in this area, as well as central banks in Africa putting focus on this.
2. Cashless payments will increase
In 2025, we will see the continued acceleration of cashless payments across Africa. B2B payments in particular will also increase. Digital payments began between individuals but are now becoming commonplace for larger corporate transactions.
3. Digital currency will hit mainstream
In the cryptocurrency space, we will see an increase in the use of stablecoins like United States Digital Currency (USDC) and Tether (USDT) which are linked to US dollars. These will come to replace traditional cryptocurrencies as their price point is more stable. This year, many countries will begin preparing for Central Bank Digital Currencies (CBDCs), government-backed digital currencies which use blockchain.
The increased uptake of digital currencies reflects the maturity of distributed ledger technology and improved API availability.
4. Increased government oversight
As adoption of digital currencies will increase, governments will also put more focus into monitoring these flows. In particular, this will centre on companies and banks rather than individuals. The goal of this will be to control and occasionally curb runaway foreign exchange (FX) rates.
5. Business leaders buy into AI technology
In 2025, we will see many business leaders buying into AI through respected providers relying on well-researched platforms and huge data sets. Most companies don’t have the budget to invest in their own research and development in AI, so many are now opting to ‘buy’ into the technology rather than ‘build’ it themselves. Moreover, many businesses are concerned about the risks associated with data ownership and accuracy so buying software is another way to avoid this risk.
6. Continued AI Adoption in Payments
In payments, the proliferation of AI will continue to improve user experience and increase security. To detect fraud, AI is used to track patterns and payment flows in real-time. If unusual activity is detected, the technology can be used to flag or even block payments which may be fraudulent.
When it comes to user experience, we will also see AI being used to improve the interface design of payment platforms. The technology will also increasingly be used for translation for international payment platforms.
7. Rise of Super Apps
To get more from their platforms, mobile network operators are building comprehensive service platforms, integrating multiple payment experiences into a single app. This reflects the shift of many users moving from text-based services to mobile apps. Rather than offering a single service, super apps are packing many other services into a single app. For example, apps which may have previously been used primarily for lending, now have options for saving and paying bills.
8. Business strategy shift
Recent major technological changes will force business leaders to focus on much shorter prediction and reaction cycles. Because the rate of change has been unprecedented in the past year, this will force decision-makers to adapt quickly, be decisive and nimble.
As the payments space evolves, businesses, banks, and governments must continually embrace innovation, collaboration, and prioritise customer needs. These efforts build a more inclusive, secure, and efficient payment system that supports local to global economic growth – enabling true financial inclusion across borders.
Luke Kyohere is the Group Chief Product and Innovation Officer at Onafriq
In a heartfelt statement released today, the Conference of Nigeria Political Parties (CNPP) has extended its warmest congratulations to Ghana’s President-Elect, emphasizing the importance of learning from Ghana’s recent electoral success as Nigeria gears up for its 2027 general elections.
In a statement signed by its Deputy National Publicity Secretary, Comrade James Ezema, the CNPP highlighted the need for Nigeria to reclaim its status as a leader in democratic governance in Africa.
“The recent victory of Ghana’s President-Elect is a testament to the maturity and resilience of Ghana’s democracy,” the CNPP stated. “As we celebrate this achievement, we must reflect on the lessons that Nigeria can learn from our West African neighbour.”
The CNPP’s message underscored the significance of free, fair, and credible elections, a standard that Ghana has set and one that Nigeria has previously achieved under former President Goodluck Jonathan in 2015. “It is high time for Nigeria to reclaim its position as a beacon of democracy in Africa,” the CNPP asserted, calling for a renewed commitment to the electoral process.
Central to CNPP’s message is the insistence that “the will of the people must be supreme in Nigeria’s electoral processes.” The umbrella body of all registered political parties and political associations in Nigeria CNPP emphasized the necessity of an electoral system that genuinely reflects the wishes of the Nigerian populace. “We must strive to create an environment where elections are free from manipulation, violence, and intimidation,” the CNPP urged, calling on the Independent National Electoral Commission (INEC) to take decisive action to ensure the integrity of the electoral process.
The CNPP also expressed concern over premature declarations regarding the 2027 elections, stating, “It is disheartening to note that some individuals are already announcing that there is no vacancy in Aso Rock in 2027. This kind of statement not only undermines the democratic principles that our nation holds dear but also distracts from the pressing need for the current administration to earn the trust of the electorate.”
The CNPP viewed the upcoming elections as a pivotal moment for Nigeria. “The 2027 general elections present a unique opportunity for Nigeria to reclaim its position as a leader in democratic governance in Africa,” it remarked. The body called on all stakeholders — including the executive, legislature, judiciary, the Independent National Electoral Commission (INEC), and civil society organisations — to collaborate in ensuring that elections are transparent, credible, and reflective of the will of the Nigerian people.
As the most populous African country prepares for the 2027 elections, the CNPP urged all Nigerians to remain vigilant and committed to democratic principles. “We must work together to ensure that our elections are free from violence, intimidation, and manipulation,” the statement stated, reaffirming the CNPP’s commitment to promoting a peaceful and credible electoral process.
In conclusion, the CNPP congratulated the President-Elect of Ghana and the Ghanaian people on their remarkable achievements.
“We look forward to learning from their experience and working together to strengthen democracy in our region,” the CNPP concluded.
By Kenechukwu Aguolu
The proposed tax reform, involving four tax bills introduced by the Federal Government, has received significant criticism. Notably, it was rejected by the Governors’ Forum but was still forwarded to the National Assembly. Unlike the various bold economic decisions made by this government, concessions will likely need to be made on these tax reforms, which involve legislative amendments and therefore cannot be imposed by the executive. This article highlights the purposes of taxation, the qualities of a good tax system, and some of the implications of the proposed tax reforms.
One of the major purposes of taxation is to generate revenue for the government to finance its activities. A good tax system should raise sufficient revenue for the government to fund its operations, and support economic and infrastructural development. For any country to achieve meaningful progress, its tax-to-GDP ratio should be at least 15%. Currently, Nigeria’s tax-to-GDP ratio is less than 11%. The proposed tax reforms aim to increase this ratio to 18% within the next three years.
A good tax system should also promote income redistribution and equality by implementing progressive tax policies. In line with this, the proposed tax reforms favour low-income earners. For example, individuals earning less than one million naira annually are exempted from personal income tax. Additionally, essential goods and services such as food, accommodation, and transportation, which constitute a significant portion of household consumption for low- and middle-income groups, are to be exempted from VAT.
In addition to equality, a good tax system should ensure equity and fairness, a key area of contention surrounding the proposed reforms. If implemented, the amendments to the Value Added Tax could lead to a significant reduction in the federal allocation for some states; impairing their ability to finance government operations and development projects. The VAT amendments should be holistically revisited to promote fairness and national unity.
The establishment of a single agency to collect government taxes, the Nigeria Revenue Service, could reduce loopholes that have previously resulted in revenue losses, provided proper controls are put in place. It is logically easier to monitor revenue collection by one agency than by multiple agencies. However, this is not a magical solution. With automation, revenue collection can be seamless whether it is managed by one agency or several, as long as monitoring and accountability measures are implemented effectively.
The proposed tax reforms by the Federal Government are well-intentioned. However, all concerns raised by Nigerians should be looked into, and concessions should be made where necessary. Policies are more effective when they are adapted to suit the unique characteristics of a nation, rather than adopted wholesale. A good tax system should aim to raise sufficient revenue, ensure equitable income distribution, and promote equality, equity, and fairness.
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