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[PUBLIC RELATIONS] NATIONAL REBRANDING IN NIGERIA; BETWEEN PRCAN AND AAAN. READ THIS:

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The Association of Advertising Agencies of Nigeria has told the Federal Government that it is ready to lead the administration’s rebranding efforts as any plan to initiate such campaign without significant involvement of the association may end up in a failure, just like the ones before. Speaking recently in Lagos, Kelechi Nwosu, President of AAAN said the failure of previous rebranding efforts have largely been due to government refusal to allow professionals drive the initiative, adding that such initiative cannot be left in the hands of politicians albeit some of the previous rebranding efforts have involved some members of the AAAN like Charles O’Tudor, but the major roles have been played by politicians, businessmen and even members of Nollywood, this usually undermines the input of the creative people, who should naturally be at the vanguard of the plan.

Kelechi also disclosed that the association’s rebranding plan which has already been suggested to the government is not just limited to rebranding alone, because according to him rebranding is too narrow and has been abused; “Rebranding is more than merely putting the words out. Branding and rebranding are abused words, there also has to be a cultural shift. What we need is a reorientation movement through campaigns,” he said.

Meanwhile the Public Relations Consultants Association of Nigeria has been charged to reposition the PR industry in Nigeria if the profession must attract top talents and secure the respect and admiration of clients.
Mr Udeme Ufot CEO SO&U Advertising, gave the admonition recently at the launch of the maiden edition of the annual PR Report by Black House Media Group, a fast growing PR agency based in Lagos. In a passionate plea which resonated with the PR professionals at the event, the prolific adman noted that except the industry makes deliberate efforts at strategically rebranding the profession, it will continue to slide and be regarded as inferior to other arms of the marketing communication sector.

Read this article on “issues of PR in Nigeria by Emeka Oparah (Director Corporate communications and CSR Airtel Nigeria here

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He regretted that many people outside of the industry have been stereotyped into viewing PR as merely an effort at inducing journalists to write positive reports about clients, adding that practitioners have not done enough to disabuse such faulty notion. He noted while growth has been slow in Nigeria’s PR sector, the global PR industry has flourished considerably.
“I think this is a great moment for PR in Nigeria. For those of us in Integrated Marketing Communications, we look in concern sometimes at how the PR discipline seems to have struggled,” Udeme said, while commending BHM CEO Ayeni Adekunle for launching the first PR report in Nigeria.
Speaking further he noted that one of the ways by which the industry can reposition and attract the best brains in the IMC was to embrace global trends like the internet and incorporate it into its trade, adding that it is quality talents that deliver quality output and quality output attracts clients’ respect.

John Ehiguese PRCAN President who was at the event alongside several of his executives agreed with some of the issues raised by Udeme and promised to continue working to address some of the failures that have undermined PR practice in Nigeria. He also committed to rallying his colleagues to ensure a more robust PR robust is produced for the industry.

Compiled, edited by: Jimmy Adesanya (Facebook.com/LinkedIn)

Additional Credits: Marketing edge, Emeka Oparah via Brandcrunch

Posted by: ©thebrandradio 2016

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