• “Audiences don’t just want stories; they want stories they can trust and relate to. Authenticity is non-negotiable
• “AI is a strategic partner. It doesn’t replace human creativity but enhances it.”
• “In an age of short attention spans, visual and interactive content rules”
• “There is a shift toward micro-influencers, with their smaller but highly engaging audiences, becoming more impactful than those with massive followings”
• “Experiment with AI and emerging technologies, but always remember—the human touch remains irreplaceable in PR”

Technology now drives nearly every aspect of human and business interactions, and the question is no longer if artificial intelligence will overhaul industries but how it will redefine them. Public Relations (PR) is no exception. 

At the second edition of The Newmark Nigerian Industry Webinar, titled ‘The Future of PR in a Digital Age: Content, Automation, and the Role of AI,’ PR professionals dissected how artificial intelligence, content, and automation are impacting public relations (PR).

Hosted by Kayode Bakare, a broadcaster with Rhythm 93.7 FM Lagos, the event was an enlightening discourse on leveraging technology in PR to facilitate stronger audience relationships and innovation.

The speakers included Maureen Mwendwa, senior manager of Social Influence at Newmark Digital; Oreoluwa Ettu, head of Digital Marketing and Graphics Design at Keystone Bank; Damilola Dawson, director of Digital Content at Pulse Nigeria; and Jill Chanley, associate director of Communications, Food and Nutrition Portfolio at Global Health Advocacy Incubator (GHAI).

Maureen Mwendwa on AI as a Strategic Partner

Delivering the keynote address, Maureen Mwendwa, senior manager of Social Influence at Newmark Digital, asked a relatable question: “How many of you have used spell check, asked a voice assistant to play a song, or relied on GPS to navigate? If you have, you’ve already interacted with AI.”

Mwendwa stressed how AI has quietly integrated into daily life and is now revolutionising PR by simplifying tasks and enhancing creativity.

She shared an example from a campaign for a hotel in Goma, DR Congo: “We used a mix of user-generated content and engaging video storytelling to completely shift brand perception and boost reputation. When content aligns with audience interest, the impact is incredible.”

However, she emphasised that AI is a tool, not a replacement for human creativity: “AI is a strategic partner. It doesn’t replace human creativity but enhances it, allowing us to craft better, more compelling narratives.”

Storytelling for Advocacy with Jill Chanley

Jill Chanley, associate director at GHAI, stressed the power of storytelling in digital advocacy, distinguishing it from digital marketing. She explained: “Unlike digital marketing, which focuses on awareness, digital advocacy drives specific policy actions.”

Chanley outlined a three-step approach to creating effective advocacy messages:

1. Highlight the problem – Identify the issue and its root cause.
2. Articulate the relevance – Connect the issue to the audience’s values and experiences.
3. Provide actionable solutions – Ensure the call to action is practical and contextually relevant.

She shared an example from Barbados, where data on the cost of non-communicable diseases was used to advocate for a tax on sugary beverages: “This approach combined data, narratives, and visuals to create a persuasive case that aligned with stakeholders.”

The Role of Collaboration and Continuous Learning

Speakers at the Newmark Webinar agreed that collaboration and continuous learning are essential for PR professionals in this phase of digitalisation.

Maureen Mwendwa advised: “Invest in training your teams, experiment with new content formats, and use analytics to refine your strategies. Collaboration with data analysts, designers, and content creators brings incredible potential.”

Kayode Bakare reiterated: “AI is not here to replace us; it’s here to assist. Let’s leverage these tools to enhance our work while staying true to the essence of PR – building relationships and telling impactful stories.”

Oreoluwa Ettu on AI’s Impact in Financial Services

Oreoluwa Ettu, head of Digital Marketing at Keystone Bank, explored how AI is changing PR strategies, particularly in financial services.

Ettu shared an example of how Keystone Bank used AI for sentiment analysis during a misinformation crisis: “We were able to track sentiment in real-time and measure the positive reception of our corrective messaging. This allowed us to address the negative narrative effectively and reassure our customers.”

However, he also acknowledged challenges in adopting AI, such as integrating legacy systems and complying with data privacy laws. “It’s essential to balance AI with ethical practices and ensure it doesn’t overshadow the human touch in PR,” he advised.

Damilola Dawson on Authenticity and Multimedia

Damilola Dawson, director of Digital Content at Pulse Nigeria, spoke on the importance of authenticity in digital PR: “Audiences don’t just want stories; they want stories they can trust and relate to. Authenticity is non-negotiable.”

Dawson also emphasised the rise of multimedia content like augmented reality (AR) and virtual reality (VR) in PR campaigns: “In an age of short attention spans, visual and interactive content rules. Imagine using AR and VR to recreate events that feel immersive and engaging.”

He discussed the evolving role of influencers, noting a shift toward micro-influencers: “Micro-influencers, with their smaller but highly engaging audiences, are becoming more impactful than those with massive followings. It’s about long-term collaborations, not one-off sponsorships.”

Balancing AI and Ethics in PR

The Newmark Webinar panel also delved into the ethical implications of AI in PR. Damilola Dawson addressed the use of AI to combat fake news: “Proper research remains irreplaceable because AI draws its answers from the internet, which can sometimes result in inaccuracies.”

He cautioned against over-reliance on AI for content creation: “Google heavily clamps down on AI-generated content, preferring original, human-generated material. Over-reliance on AI can impact visibility and engagement. Balance is key.”

Leveraging Technology without Losing the Human Touch

The Newmark webinar stressed the need for PR professionals to adapt to technological advancements while maintaining ethical and strategic integrity.

Maureen Mwendwa concluded: “Experiment with AI and emerging technologies, but always remember—the human touch remains irreplaceable in PR.”

This blend of cutting-edge tools and authentic storytelling is where the future of PR lies.

This pioneering initiative brings together top communications and marketing experts and leaders from across the world to arm tourism and destination management organisations with deep local insights and data from source countries.

It underscores the importance of understanding cultural nuances to significantly enhance the market presence and reimagine Africa’s tourism narrative globally.

Tourism and Travel in Africa has experienced impressive growth since the start of the millennium, as highlighted by a World Travel & Tourism Council report.

In 2022, the sector contributed nearly 6% to Africa’s GDP, playing a vital role in economic stability and supporting 22 million jobs across the continent.

Amid this backdrop, the establishment of PRGN’s Global Expert Panel in tandem with The Newmark Group is essential for leveraging Africa’s tourism potential for sustainable development and inclusive growth.

By addressing key challenges and tapping into the expertise of global communication and marketing professionals, the panel aims to push Africa’s tourism industry to new heights and boost its visibility as a top travel destination.

“To elevate Africa’s tourism sector, destination marketers must harness global capabilities and adopt a holistic approach to branding and marketing. PRGN provides unparalleled global resources and local expertise, delivering a unique insight to meet new needs and thus capture market shares,” said Natacha Clarac, PRGN president, at the formation of the Global Expert Panel for tourism and emphasised the competitive nature of global tourism.

“Data and analyses that our team has carried out indicate that many African destinations significantly suffer from negative perceptions among target audiences abroad, mainly due to historically negative headlines in global media,” said Gilbert Manirakiza, CEO of the Newmark Group and Co-Chair of PRGN’s Global Expert Panel. “We must equip destination marketers with the insights, tools, content, and campaigns that not only capture the attention of potential travellers but also credibly tell the vibrant and diverse stories of our attractions.”

“Africa’s tourism and travel sector is lively, but consumer trends, media consumption behaviour and travellers’ demographics are constantly shifting in source markets. This is the reason why we set out to bring together top experts who can design and help implement strategies that will position Africa’s destinations as preferred, relatable, and trusted attractions. This will help promote sustainable growth and enhance the cultural and economic fabric of local communities,” said Christina Rytter, Founder and Managing Director of Scandinavian Communications in Denmark, Co-Chair of the Global Expert Panel and PRGN’s Vice President for the EMEA (Europe, Middle East and Africa) region.

The Global Expert Panel for Tourism and Travel in Africa is committed to a long-term partnership aimed at driving positive change and improving this sector.

The members of the Global Expert Panel include:

• Christina Rytter – Founder, Scandinavian Communications (Copenhagen, Denmark)
• Gilbert Manirakiza – CEO, The Newmark Group (Nairobi, Kenya)
• Bill Southard – CEO, Southard Communications (New York, USA)
• Shawn Jiang Xiaofeng – Managing Director, China Advocate (Beijing, China)
• Bradly Howland – CEO, Alkemi Collective (Cape Town, South Africa)
• Sara Pearson – Founder and Chairman, Spider (London, United Kingdom)
• Uwe Schmidt – Managing Partner at Industrie-Contact AG (Hamburg, Germany)
• Stephane Billiet – Vice President, We Change (Paris, France)
• Valentina Giacaman Hazboun – Founder, RumboCierto Comunicaciones (Santiago, Chile)
• Dominique Biquard – Founder & Partner, Identia PR (Buenos Aires, Argentina)
• Loreley Maldonado – CEO & Founder, Eje Comunicación (Mexico City, Mexico)
• Susan McNair – Partner, Currie (Melbourne, Australia)
• Lovelyn Okafor – Newmark Country Lead (Nigeria )

Newmark Group Limited, a prominent Pan-African Public Relations and Communications agency, has officially been inducted as a member of The Public Relations Global Network (PRGN).

The event held on Thursday, October 19, 2023 at the Hilton’s San Francisco District in California, United States, during PRGN’s fall conference, marked a momentous step in the company’s journey towards global recognition and collaboration.

Newmark Group’s induction into PRGN is a testament to its growing influence and impact within the global communications industry.

Newmark in March 2023 became the fifth sub-Saharan African agency to join PRGN, bolstering the network’s overall membership to an impressive 54 agencies.

Speaking at the conference, Gilbert Manirakiza, the founder and CEO of the organization spoke on what the membership meant to Newmark Group;

“Our membership with PRGN signifies a vital connection that amplifies the  distinctive role we play  as a strategic communications agency, encompassing various dimensions of Public Relations, digital, experiential, insights, technology, and creativity. This unique fusion of expertise wields the extraordinary ability to mold identities, foster unity among diverse audiences, and propel growth for the organizations under our care.  At its core, our affiliation with PRGN encapsulates our unwavering mission to leave an indelible mark on the landscape of communications, making a tangible impact on the world.”

At the Awards dinner held later in the evening, Newmark Group secured a highly esteemed Gold Award in recognition of its exceptional thought leadership and expert positioning.

This remarkable accomplishment etched its place in history, signifying the first time that a newly introduced agency had triumphed at their inaugural PRGN conference.

Additionally, Gilbert Manirakiza, the Co-founder and CEO of Newmark, received an honorary appointment to the Marketing and Communications committee of PRGN.

This committee will play a pivotal role in steering the strategic positioning of the Network on the global scale.

President of PRGN, Andy See spoke of his excitement at having Newmark join the firm as a member organization.

He stated that;

“We’re absolutely thrilled to have Newmark on board because we truly appreciate the incredible thought leadership and expert positioning that they’ve carved out for themselves in Africa’s  vast landscape. With Newmark’s impressive reach spanning over 30 countries, we see this as a game-changing opportunity for PRGN, enabling us to unlock new horizons in our global and local partnerships within our affiliations.”

Established in 2010, Newmark Group has rapidly evolved into a Pan-African communications and brand positioning powerhouse.

The agency’s expertise spans a wide spectrum of strategic services, including strategy design and execution, stakeholder mapping, thought leadership, media training, and content production.

Joining PRGN is a strategic decision for the agency to expand their reach and capabilities, ultimately serving their customers on a global scale.

The agency’s exceptional capabilities and contributions are poised to drive positive change and growth for clients around the world.