General News
Africa’s Public Relations Industry Must Move Beyond Publicity to Earn Global Respect – Ayobami Eruobami
As Chairman of Erumedia Group, Founder of Pressford, and an Associate of the Nigerian Institute of Public Relations (ANIPR), Ayobami Eruobami believes the future of public relations in Nigeria and across Africa depends on a fundamental shift in how the profession is understood and practiced.
According to him, public relations can no longer be viewed merely as a tool for securing media coverage or generating online visibility; it must be recognized as a strategic discipline that shapes reputation, influences policy, builds public trust, and creates long-term value for organizations and nations alike.
Eruobami argues that while media relations, publicity, and crisis communication remain important components of the profession, they represent only a fraction of what modern public relations should deliver.
In an increasingly competitive global economy, African businesses, governments, and institutions require communication professionals who are involved in strategic decision-making from the outset, rather than being invited in only when a crisis emerges or when publicity is required.
Drawing from his experience leading Erumedia Group and building Pressford, a technology-driven media distribution platform, Eruobami notes that the communications landscape has evolved significantly. Artificial intelligence, digital reputation management, search visibility, data-driven storytelling, and stakeholder engagement are redefining how trust is built.
He believes African public relations practitioners must embrace these changes if they are to remain relevant in an era where perception is increasingly shaped online before it is formed offline.
Eruobami also expresses concern that many organizations across Africa still underestimate the strategic value of public relations. Too often, communications budgets are viewed as promotional expenses rather than investments in institutional credibility.
He maintains that public relations professionals should be trusted advisors within executive leadership, contributing to corporate strategy, public policy engagement, investor confidence, and organizational resilience.
According to Eruobami, professionalism must remain at the heart of the industry’s future. Ethical communication, continuous learning, research-backed campaigns, measurable outcomes, and responsible storytelling should become the defining standards of African public relations.
He warns that an overreliance on superficial publicity or transactional media engagement risks undermining the credibility of a profession that exists to build trust.
Speaking on the next generation of practitioners, Eruobami encourages young professionals to broaden their expertise beyond traditional media relations. He believes tomorrow’s public relations leaders must possess a deep understanding of technology, business strategy, behavioural science, digital communications, and global affairs. For him, the communications professional of the future is not simply a publicist but a reputation strategist and an architect of influence.
Eruobami further argues that Nigeria is uniquely positioned to lead the evolution of public relations across Africa. With one of the continent’s largest media ecosystems, a rapidly expanding digital economy, and a vibrant community of communication professionals, he believes the country has the capacity to establish new benchmarks for excellence. Achieving this, however, will require stronger collaboration among agencies, corporate organizations, educational institutions, and professional bodies to promote innovation, research, and global best practices.
Ultimately, Eruobami insists that Africa’s greatest competitive advantage lies in the authenticity of its stories. The continent deserves narratives that are credible, strategic, and globally respected.
He believes communication professionals carry a responsibility that extends far beyond promoting brands—they shape national identities, strengthen institutions, attract investment, and influence how Africa is perceived by the rest of the world.
For Ayobami Eruobami, the future of public relations in Africa will not be determined by who generates the most headlines, but by those who consistently build trust, influence meaningful conversations, and elevate the reputation of African brands and institutions on the global stage.