Modion Communications has said, the Nigerian public relations (PR) landscape is set to witness significant transformations in 2024, influenced by global trends and unique local factors.
In its report titled, ‘Shaping the PR Landscape in Nigeria: Trends and Insights for 2024,’ Modion Communications said: “as we delve into the year, several key developments are poised to shape PR practices within the Nigerian context.”
The global public relations (PR) market experienced substantial growth in 2023, reaching approximately $107 billion, a 6.6 per cent increase from the previous year. Projections indicate a continued upward trajectory, with an anticipated compound annual growth rate (CAGR) of 5.7 per cent, positioning the market to exceed $133 billion by 2027 (Statista).
The report stated that, “mirroring global trends, the Nigerian business environment is expected to see a continued emphasis on Environmental, Social, and Governance (ESG) initiatives. With geopolitical and domestic political challenges affecting global economic stability, Nigerian businesses may navigate uncertainties in investment strategies.
“There has been an increasing focus on the need for businesses to demonstrate a strong social conscience through social impact, environmental stewardship, community engagement and building a great place to work. This year, consumers will ramp up these values as digital media whips up social values advocacy with aggressive activism and cancel-culture visits on brands caught on the wrong side of positive impact.”
It also said: “globalisation is quickly losing steam as the resurgence of protectionist and nationalist sentiments in various countries is steadily taking the centre point in economic planning. These changes will have unique implications for Nigeria. Geopolitical fragmentation and increased economic competition may reshape how businesses navigate the global market.
“PR strategies must focus on diverse messaging, leveraging localised and proactive engagement with stakeholders. This strategic home approach will require a careful balance between understanding local nuances and maintaining a cohesive global narrative.”
It pointed out that any professional still remotely studying AI’s impact on the Nigerian PR practice this year is already late to the party, saying that the role of AI in Nigerian PR strategies is fast evolving.
It urged PR professionals in Nigeria to prioritise personalised content, influencer relations, and a heightened focus on public affairs and crisis management to align with local values and expectations.
It added that the Nigerian audience is becoming more selective in consuming content and PR professionals need to offer comprehensive and integrated services beyond traditional news coverage.
It further said the Nigerian PR landscape in 2024 will be characterised by a unique blend of global trends and local considerations.
