In this interview with ANNA OKON, the Chief Executive Officer of RED media Africa, Mr Adebola Williams, talk about strategic public relations, digital technology and youth advocacy initiatives among others.
What is your assessment of the Nigerian public relations industry when compared to other climes in the area of global best practices?
Just as it is currently being witnessed globally, public relations in Nigeria is also going through a revolution. What we are lacking is how we can quickly and easily adapt to these changes in strategy, innovation and consumer engagement.
What do the trends in PR suggest for the new decade?
The digital revolution will continue, especially in emphasising how PR professionals can adopt digital technology in improving their services.
We are yet to fully explore the opportunities in several social media apps such as Snapchat, Tiktok, even Facebook.
There are immense opportunities in artificial intelligence and augmented reality. But in the decade, you should also expect to see new apps or often-forgotten ones come back to life.
What would you say has helped RED media stay ahead of the game?
RED media has the potent and evolving mix of media-based brands, platforms and content that constitute its full power.
We have been working for 15 years with communities, corporations, politicians, activists, diplomats, retailers, policymakers, content creators, change-makers, gatekeepers and culture champions across East, West, Southern and Central Africa.
The new decade will bring many post-millennials or Generation Z into focus. As a public relations/communications agency that targets youths, how are you positioned to appeal to their new ideas and experience?
We curate and accelerate youth issues and young people making change happen using culture through media as a primary tool. We know, based on our track record, that the media can do almost anything – win elections, overturn establishment governments, obliterate industries, and actually transform countries by harnessing the energies of its young people.
Being on top of youth issues in a continent with a median age of 18 keeps us at the top, middle, and edge of the culture. What people see is the convergence and the convening power, which is the heavy lifting that we do that pulls in clients, partners, and attracts acclaim.
Tell us about your youth advocacy work, is it a passion or a business?
Youth advocacy has never been about the money. We do believe that you can manage a business while also pushing a positive and consistent message for youth empowerment, entrepreneurship, and community participation.
This is why we also have our consultancy, data, and content companies lending their expertise to supporting brands that need our services.
So far, what have you discovered about Nigerian youth in the course of your advocacy work?
It is easy to see that Nigerian youth are extremely talented, brilliant, enterprising, and innovative. For many among us, when the ideas are channeled in an appropriate direction, they can be highly productive. There are millions of Nigerian youth out there without opportunities to harness their talents, which is why we’re constantly at the forefront of advocating for responsive leadership at all levels so that as a collective, our story can change for the better.
Source: PUNCH
