AYENI ADEKUNLE SAMUEL CEO, BHM GROUP
Honoraria. Flava. Keske. T-fare. Brown Envelope.
These are just some of the code names by which cash exchange for editorial coverage is known in Nigeria.
In a country where there are over 50 newspapers and magazines on the newsstands, hundreds of radio and TV stations, and an ocean of blogs and websites, it is no surprise that the media environment is industrious.
Everyone wants to be in the media – politicians, motivational speakers, consumers, brands, entertainers, pastors, even bankers, fraudsters and climbers.
To be frank, only few deserve coverage, but in a country where a tabloid journalist earns less than $100 per month, where most newspapers owe up to six months’ salaries, and TV stations pay tokens for wages, it is no surprise that the numbers of reporters and editors patronizing their subjects have been increasing.
Some of the busiest journalists are freelance agents; securing advert placements, planting news and features in their journals, managing celebrities and consulting for banks and politicians. Many of their bosses are aware of these activities – if not equally guilty.
According to a May 2015 report by the Nigerian Union of Journalists, about 9 Nigerian newspapers owed salaries up to 18 months.
The media scene is a mess and the public relations industry in Nigeria is a beneficiary. Driven by a news conference and press release culture, PR pros in these parts have mastered how to speak the language of envelopes. For decades, they have connived with poorly remunerated reporters and struggling publishers to fill papers and magazines with promotional content that scarcely catches the interest of the readers.
There are now about 50 agencies registered with Public Relations Consultants’ Association of Nigeria (PRCAN), the body recognized by government to regulate PR consultancy in Nigeria. Yet, there are hundreds more, practicing in every sector, without certification by NIPR or PRCAN.
A 2015 BHM Survey estimates that around 1,900 press releases are issued per day in Nigeria. Most of these are from politicians, corporate organizations and celebrities.
Journalists on every beat are bombarded with emails and phone calls requesting priority. Usually, only those from ‘friendly’ sources make it into the pages in consequence of bank alerts, gifts and promises. Most of the time, the press releases are announcing a new product, countering a report, promoting a new artiste, or an event.
In 2013, three top 10 agencies paid out over $250,000. One year after, the figure could have quadrupled for each of these agencies.
Meanwhile, newspaper sales continue to drop at an alarming rate. At least, five print publications – The News, Entertainment Express, Sunday Express, PM News, Y!,- have gone under in the past year; many have reduced frequency of publication while others are shutting down presses and cutting staff. After publishing for five years, Nigerian Entertainment Today is shutting down its weekly print edition to focus fully on digital operations.
PR agencies are not doing any better. Many are unable to keep senior staff due to poor remuneration. Salaries are owed regularly – a sad reality for an industry that pays less than half what advertising pays. Just as it is in the media, some of the brightest talents in PR have fled, in search of better packages.
The verdict is clear – consumers don’t care about press releases. Consumers only care about themselves and what is important to them. When agencies and media began to bore audiences, they wasted no time in switching to an alternative: blogs and websites, which spoke their language.
Elsewhere, in the United States and England, agencies are embracing story-telling and big ideas. Agencies are news jacking, blogging and breaking the Internet. The press release has been murdered and buried. Elsewhere, bribery is a sin and if it does happen at all, it is clandestine with clear understanding of implications.
Moreover, PR is driven by clear strategy and clear measurement indices. Media is driven by circulation figures and ethics. Those who practice otherwise are the exception, not the norm as it is here in Nigeria.
Nigerian Institute of Public Relations (NIPR) and PRCAN are working hard to cleanse the practice and lead the industry into the future. The National Union of Journalists (NUJ) and other associations are working to ensure organizations treat their journalists better, and more than a few agencies are determined to execute campaigns that meet current global standards.
Great case studies are emerging from Nigeria. Little agencies are doing big things and interests in membership for NIPR and PRCAN is at an all time high.
But experts claim some things will need to happen before we experience this big transformation.
- Journalists will have to be better trained and remunerated.
- Media organizations will have to be better funded and run.
- PR professionals will need to embrace new thinking – we will need to think and behave like copywriters, filmmakers, storytellers, comedians, designers, editors and bloggers.
- Regulation will have to be stringent to make it more difficult for quacks to find and keep business.
- PR consultancies will have to be better funded and run. There will have to be mergers, acquisitions and partnerships.
- In-house PR staff will have to embrace technology, stay updated on trends and be at the forefront of helping management understand that #PRISDEAD.
- Training, according to all the experts surveyed, is at the centre of it all. We all -media, agencies, regulators – must invest in training and tools if we are to change our stories and change our lives. All three must work together to create the kinds of experience that will lure the audiences back.