Ever wonder how public relations is perceived in other countries, especially Nigeria, known as the most populous country in Africa? While you might be familiar with what is obtainable in the US and the UK regarding public relations and journalism practices, it is quite different from other countries.

Fundamentally, there are binding principles such regulatory bodies – Public Relations and Communications Association, (PRCA) and the Chartered Institute of Public Relations, (CIPR) in the UK and the Nigerian Institute of Public Relations, (NIPR) in Nigeria. These bodies regulate, train, and prevent unethical practices as well as provide their members with rules, regulations and a code of ethics that has given more weight to the industry’s credibility.

Some PR fundamentals can never be skipped, especially when pitching to any client. For example, include basic information like your company’s past work, your fees, measurable goals, and the strategy to achieve those goals. In addition, there is no side-stepping the most basic fact: your client needs to be newsworthy, whether it’s a new product, service, or company story.

In the UK, it is believed that PR professionals are valued most by the strength of their media network. The most sought-after professionals usually have years in the business and have developed the ability to pitch the right story at the right moment to the right person. This is also a standard practice in Nigeria as most private companies hire journalist as PR managers.

Regardless, there are some differences. For instance, in Nigeria, your brand does not secure a radio or TV news mention or interview for being newsworthy. They are rate-carded. Every news mention, radio and TV interview is paid for. You’re only likely to get free news coverage when your organisation has erred or is in a crisis. More so, when you’re a multinational corporation. Sizeable budgets are therefore required to pay for news mentions and interviews on these local radio stations. In the UK, money doesn’t have to be involved for your brand to be mentioned.

PR agencies and PR managers in Nigeria often set aside reasonable budgets to have their press releases published in mainstream media. This is often with new PR agencies and PR managers who want to impress their new clients and principals. When relationships have been established over time, it is no longer a standard. The UK publishes your press release based on interest, newsworthiness and established relationships that the PR manager or PR agency has with the media.

In Nigeria, media relations and press events are the primary function of public relations jobs. PR professionals are handed company messaging that they pass down to the media, but it is different in the UK where the PR role is more closely integrated into a company’s overall marketing strategy. This means that PR professionals are actively engaged in creating brand strategy and company messaging. PR pros don’t just act as mouthpieces for the company; they are responsible for crafting the story too.

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For any company wanting to secure effective PR in another country other than your own, you must understand the culture of that country and how PR works in that country!

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This blog was written by Kunle Kalejaye - an Accounts Executive for Shiloh PR. He's a trained broadcast journalist from Nigeria who carried out his apprenticeship in three major television stations. - Nigerian Television Authority, NTA, African Independent Television, AIT, Minaj Broadcasting International, MBI.

Kunle Kalejaye grew through the ranks as a public relations professional from Public Relations and Marketing Officer to Senior Public Relations and Marketing Officer to Acting Manager, Public Relations and Marketing. He later went ahead to obtain his Master’s degree in Public Relations and Strategic Communication in the UK from Leeds Becket University with merit.