Fidelity bank banner UBA banner
Join digitisation revolution or lose out, PR expert warns media players

By Amechi Obiakpu, Lagos on 21/10/2017

Share on facebook Yahoo mail icon Gmail icon Share on Google+

Views: 685

•Bolaji Okusaga speaking at the Lagos NIPR digital PR Summit
•Bolaji Okusaga speaking at the Lagos NIPR digital PR Summit

 Media practitioners and followers of the Information Technology trend have been warned to join the digitisation revolution or be ready to lose their place in the ever challenging Nigeria business climate.

Bolaji Okusaga, Managing Director, QuadrantMSL Group, who gave the warning on Wednesday in Lagos said “the digitisation trend is offering everybody opportunities of doing things differently and in a better way such that any brand that does not take advantage of it will die in the next five years.”

Okusaga stated this at the second digital PR Summit organised by the Lagos State chapter of the Nigeria Institute of Public Relations (NIPR).

He spoke on the theme, ‘Building and Managing Relationships with New Media’.

Reacting to the argument that traditional media will die as a result of the new media, the PR expert said: “The traditional media may not die but will transform to something new.

“Everything is about the law of metamorphosis which will mop into something devoid of news print, news gathering and the editorial method will change to something new in line with the digital reality that is before us,” he noted.

He observed that the traditional media advertising revenue sources have continue to shrink because of the depleting patronage by business owners who according to him have realised better means of advertising their brands to wider audience and at cheaper cost. This, he said is one of the throw-away of the new media.

“It’s a function of crossing from the physical to the data world and who else can do it than the media because of its capacity. And that is why traditional media outfits are crossing into online,” he affirmed.

He was of the view that despite the presence of the new media, traditional media will not die as it were but the players will if they refuse to adapt.

Olusegun McMedal, Chairman of the Lagos State chapter of NIPR, organisers of the summit said the idea was to expose practitioners to opportunities and the app they can use to increase their deliverables in their practice.

“There is a thin line between traditional media and the Internet and you see that whatever activity you have on the main stream media without planning for it on the Internet level, one is going nowhere. So the question in our mind was how many practitioners can use the medium for practice.

“So, we designed the summit to create an opportunity where people who are already using these applications can meet industry players who were not aware of some of these things for education purposes, so that the players can put what they learn to bear in the performance of their duties,” he said.

On how the PR industry is reacting to the challenges in the harsh economic climate he said: “PR does not work in isolation. If the economy is challenged every other sector will feel it and the PR industry is not immune against the challenges.”

“This is why we feel that the time to create niche and specialisation is now.

“Firms are becoming specialised in this period. And you must drive that specialisation in the mind of the people and be revolving. More money does not necessarily mean more value. It is about value addition and cost management. At the end it is a win-win for the industry and practitioners. Any organisation that wants to remain must have a digital arm.


Source News Express

Posted 21/10/2017 8:12:51 PM


Share on facebook Yahoo mail icon Gmail icon Share on Google+




You may also like...
Enugu lawmakers confirm Ugwuanyi’s commissioner nominees, ENSIEC commissioner-designate...

Okonjo-Iweala accuses Buhari govt of witch-hunt, denies spending...

Gov. Amosun goes ‘road crazy’

Breaking News: Buhari announces Prof. Yemi Osibajo as...

Agip pipeline eruption: Bayelsa seeks FG intervention

BREAKING: Bauchi Governor sacks Wikki Tourists Management, Coaching...

Bayelsa Governor probes election violence

NEMA delivers 13,400 bags of food for IDPs...

NO RETREAT, NO SURRENDER—Anti-Amaechi lawmakers •Soldiers seal off...

NCC, ICT stakeholders meet to empower women, youths...

Price hike: DStv shuns court injunction, retains new...

Delta NYSC State Coordinator cautions corps members to...


Latest News Toxicity of soccer racism 2023: No Igbo presidency, no Nigeria — South East activists Labour unfolds plans to disgrace debtor-governors Tension in South East as Police, IPOB engage in show of force Bandits kill 22 in fresh Zamfara attack Rivers Tragedy: Father kills four children, sets home ablaze, hangs self Ndigbo must return home during elections — MASSOB Nigerians open one million bank accounts monthly: NIBSS Déjà vu: I fear it will be unto Buhari as it was unto Jonathan in 2015, By Fredrick Nwabufo Heirs Holdings signs $600m facility deal with Afrexim Bank, poised to scale up energy investments Delta First Lady calls for lasting solution to challenges facing education sector Why Atiku was absent at signing of Peace Accord — PDP


Most Read NUDE PHOTO OF OMOTOLA JALADE-EKEINDE surfaces online (429,820 views) Nigerian female sex addict opens up, says ‘I like it with both men and women’ (394,759 views) Shameless Genevieve Nnaji exposes breasts in public (327,661 views) Finally named: The full list of friends of Nigerian female sex addict who prowled Facebook (280,981 views) OLUMBA OLUMBA OBU (the one who called himself God) IS DEAD (247,796 views) Igbo scholar disgraces Femi Fani-Kayode •Demolishes claims on Igbo/Yoruba history with facts and figures (229,235 views) Breaking News: POPULAR REVEREND CONVERTS TO ISLAM in Kaduna (Nigeria) (212,068 views) OBJ’s son reported dead in Lagos plane crash •Names of more victims emerge (193,279 views) My wasted years in Olumba Olumba Obu’s Evil Brotherhood (179,550 views) THE FINAL DISGRACE: Igbo scholar unleashes more facts about Igbo/Yoruba history, finishes off Femi Fani-Kayode with second article (170,409 views) Lagos plane crash: Journalist releases victims’ names (167,207 views) Gunmen kill ASP, 2 other police officers in vain bid to kidnap Rivers PDP chieftain (153,671 views)


Zenith Zero Balance First Bank chat banking


Categories Advertorials (3) African Press Organisation (81) Art & Literature (76) Business & Economy (3,874) Business Verdict (54) Columnists (973) Complaints & Requests (95) Enterprise & Opportunities (208) Entertainment (575) Features (679) Global Business Monitor (312) International (2,810) Interview (167) Live Commentary (28) Love Matters (146) Maggie's Blog (69) News (41,366) Opinion (1,150) Pidgin (13) Politics (8,132) Religion (911) Sports (1,817) Stock Watch (35) AMA & Al Jazeera Global Update





APO Group Partner




GOCOP Accredited Member

GOCOP Accredited member



Africa Media Agency and Al Jazeera