Ehiguese who spoke to National Mirror recently, said however that that association would rise up to the task to address the issue “Lack of data is a serious problem.
We got to begin to gather data. I, as the president of professional association cannot tell you with any modicum of accuracy or even near accuracy give you estimate of what the billings are. Just recently I got a mail from a research professor in communications from Germany who wants me send him billings figures, data on public relation in Nigeria, and I told him I don’t have it.
He promised that part of what the association would do this year would be“to introduce industry research so that we can at least find out where we are; gather information and data so we can share them with the world and so that we ourselves can have a fair idea of the size and depth of the share in the market.
“My predecessor, Mr. Chido Nwakanma started something last year, which we need to build upon it and to get professional help. That is where I want to go and hopefully we will get some financing for it so that we can begin to publish in annual basis industry information on PRCAN.
We want to find out how big the industry is, what practice area are more prominent in terms of ranking, what case studies have we done and we will begin to share among ourselves. We have a challenge in that direction and we have to begin to address it”, he stressed. On PR agencies in Nigeria measuring up to global standard , he said in a general sense they are not quite, and this he is because PR is very dynamic and is changing very fast.
He said Nigeria PR agencies are not adapting and moving fast enough to keep pace with the global community in terms of adapting to new tools, new knowledge and new technology which is playing a major role in PR practice now. “But, I also think it is an individual thing for the individual agencies.
How fast are you as an individual agency and how prepared are you to adapt with changing global trends in technology and research tools? It is actually your call. If you want to remain where you are servicing client who are not complaining, it is ok, but if you want to compete globally, there is actually no choice to but to raise your game.
My job is to begin to challenge them on the need to actually look up to such global standard. The Managing Director of Mediacrafts Associate, also shed light on the knowledge gap within the industry, especially, at the entry level point.
“You know quite well that the kinds of training our children receive in the university now are hardly suitable for professional careers
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