Ayobami Eruobami, Chairman of Erumedia Group, founder of Pressford and an Associate of the Nigerian Institute of Public Relations (ANIPR), has called for a fundamental shift in the way public relations is practised across Nigeria and Africa.
Eruobami said the profession must move beyond securing media coverage and generating online visibility to become a strategic discipline that shapes reputation, influences policy, builds public trust and creates long-term value for organisations and nations.
He made the call while speaking on the future of public relations in Africa, stressing that media relations, publicity and crisis communication, although important, represent only a fraction of what modern PR should offer.
According to him, African businesses, governments and institutions need communication professionals who are involved in strategic decision-making from the beginning, rather than being brought in only when organisations require publicity or face a crisis.
“The future of public relations in Africa depends on our ability to move beyond publicity and demonstrate the strategic value of communication,” Eruobami said.
He noted that the communications landscape has changed significantly with the rise of artificial intelligence, digital reputation management, search visibility, data-driven storytelling and stakeholder engagement.
Drawing from his experience leading Erumedia Group and building Pressford, a technology-driven media distribution platform, Eruobami said PR practitioners must embrace emerging technologies and new communication strategies to remain relevant.
He explained that trust is increasingly shaped online before it is formed offline, making it essential for communication professionals to understand how digital platforms influence public perception.
Eruobami also expressed concern that many organisations across Africa continue to underestimate the strategic value of public relations.
He said communication budgets are often treated as promotional expenses rather than investments in institutional credibility, arguing that PR professionals should instead serve as trusted advisers to executive leadership.
According to him, communication experts should contribute to corporate strategy, public policy engagement, investor confidence and organisational resilience.
He also stressed the importance of professionalism and ethics in strengthening the credibility of the industry.
Eruobami said ethical communication, continuous learning, research-backed campaigns, measurable outcomes and responsible storytelling must become defining standards for African PR practitioners.
He warned that excessive reliance on superficial publicity and transactional media engagement could undermine a profession whose primary responsibility is to build and sustain trust.
Speaking on the next generation of PR practitioners, Eruobami urged young professionals to develop expertise beyond traditional media relations.
He said future PR leaders must understand technology, business strategy, behavioural science, digital communication and global affairs.
“The communications professional of the future cannot be merely a publicist. They must become reputation strategists and architects of influence,” he said.
Eruobami further argued that Nigeria is well positioned to lead the evolution of public relations across Africa, citing its large media ecosystem, growing digital economy and vibrant community of communication professionals.
He, however, said achieving this would require stronger collaboration among PR agencies, corporate organisations, educational institutions and professional bodies to promote innovation, research and the adoption of global best practices.
Eruobami said Africa’s greatest competitive advantage lies in the authenticity of its stories, adding that the continent needs narratives that are credible, strategic and capable of earning global respect.
He maintained that communication professionals have a responsibility that goes beyond promoting brands, as they also help shape national identities, strengthen institutions, attract investment and influence how Africa is perceived internationally.
According to him, the future of public relations in Africa will not be determined by who generates the most headlines, but by practitioners who consistently build trust, influence meaningful conversations and elevate the reputation of African brands and institutions on the global stage.
