In Lagos, a room full of communicators, CEOs, and advocates gathered not just to mark a date, but to confront a new reality: in today’s fractured world, influence is everything.
It was a celebration with purpose. World PR Day 2025, hosted by The Newmark Group Limited in partnership with the Public Relations Global Network (PRGN), was more than a calendar event, it was a clarion call for brands, leaders, and professionals to embrace strategic communication as a tool for unity in an increasingly polarised world.
And at the heart of this event, a landmark revelation: 89% of business leaders worldwide now consider brand influence critical to their organization’s success.
This insight came from the PRGN Influence Insights Report, unveiled by Bill Southard, president and CEO of Southard Communications.
Drawn from responses by 546 marketing, sales, and business leaders across more than 40 countries, the report painted a powerful, global picture, from Africa to Asia, North America to Latin America, of just how rapidly the public relations landscape is evolving.
“This isn’t just a shift in strategy,” Southard told the audience. “It’s a transformation of purpose. In a time when noise drowns out nuance, and division grows louder than dialogue, brands must become beacons of trust.”
The Influence Revolution
The findings were both compelling and urgent:
- 67% of leaders expect brand influence to grow even more important in the next 3–5 years.
- 87% say their approach to influence has already changed significantly in recent years.
- Trust and reputation remain the core drivers of brand value.
- Digital presence (78%) and social media (76%) now hold the greatest sway in shaping brand influence.
- And perhaps most tellingly: employees are the most trusted voices, far more than politicians or influencers.
In an era driven by algorithms, the human voice still matters, especially when it comes from within.
A Brand is only as Strong as its Story
Brands like Apple (30%), Nike (13%), and Coca-Cola (9%) topped the global admiration list, not just for their products, but for their storytelling, consistency, and cultural resonance.
Yet, the real takeaway was this: the need for authenticity is non-negotiable. 57% of respondents want deeper insights on how to leverage digital tools effectively, not just to broadcast, but to build meaningful, measurable engagement.
Southard offered a word of caution:
“Don’t hand the reins of your brand story to someone who doesn’t understand the stakes. Influence lives at the top. If content drives reputation, then leadership must drive content.”
A Triple Celebration in Lagos
For Lovelyn Okafor, country lead for Newmark Nigeria, the event held triple meaning:
- World PR Day
- The African launch of the PRGN report
- Newmark’s 15th anniversary
She said, “Today is not just another date on the calendar; it’s a day of significant celebrations for us at Newmark.
She explained that the company is marking three important moments: World PR Day, the African launch of the PRGN Influence Insights Report, and Newmark’s 15th anniversary. “Together, they powerfully demonstrate the evolving strength of communication and the vital role we all play in shaping a more connected, trustworthy, and inclusive world.”
“This year’s World PR Day theme, “Building Bridges and Navigating Polarization,” resonated deeply with Newmark’s core philosophy. We live in an era where division often seems louder than dialogue, and mistrust can overshadow truth. At Newmark, we believe communication is not just a tool but a force. When wielded responsibly, it can open minds, align values, and ignite change”, she said
A Call to Action for African PR
When Gilbert Manirakiza, CEO of Newmark Group, stepped forward, the message turned personal — and political.
“Strategic communication is no longer something you apply after a decision,” he said. “It’s how decisions should be made.”
He urged African communicators to reclaim the narrative, define influence on their own terms, and anchor it in culture, data, empathy, and vision.
“If we don’t tell our stories, someone else will,” he warned. “And we can’t afford for them to get it wrong.”
Manirakiza concluded with three bold imperatives for the future of PR in Africa:
- Redefine influence as a unifying force.
- Demand more from leaders, in word and action.
- Raise the bar with strategy, ethics, inclusion, and courage.
As the world grows more divided, World PR Day 2025 reminded us that influence is not just about visibility, it’s about responsibility.
In the words of the day’s speakers, communication has the power to bridge divides, restore trust, and reshape the future.
*The message is clear: In a polarised world, the true leaders are those who communicate with clarity, courage, and conscience.
