A new report by the Public Relations Global Network (PRGN) has revealed that social media and digital marketing have transformed how brands build influence globally.
Bill Southard, CEO of Southard Communication and PRGN Representative, disclosed this at an event hosted by Newmark Group Ltd. in Lagos on Wednesday.
The event marked Newmark Group Ltd.’s 15th anniversary and celebrated World PR Day 2025 under the theme: ‘Bridging the Divide With Influence.’
Southard said the report showed 76 per cent of respondents identified social media as highly significant in shaping brand perceptions and influence.
He noted that 78 per cent of participants considered digital presence vital for brand influence, underlining the need for strong online visibility.
According to him, 72 per cent consistently use digital platforms to share messages, highlighting their strategic role in brand management today.
The report also revealed that earned media ranked second in impact, with 70 per cent recognising its role in building trust and credibility.
“Respondents viewed mainstream media as crucial, aligning with earned media’s ongoing relevance in influencing brand reputation,” he said.
Southard added that employee advocacy and owned media are also key, with 57 per cent valuing clear internal communication.
In her welcome remarks, Country Lead, Lovelyn Okafor, said the event marked three milestones: World PR Day, the African report launch, and Newmark’s 15th anniversary.
She emphasised that the celebrations spotlighted communication’s evolving power to connect people and promote inclusivity and trust.
Okafor noted the theme reflected Newmark’s values, affirming communication’s role in uniting minds, values, and sparking positive change.
Gilbert Manirakiza, CEO of Newmark Group Ltd., said strategic communication is essential in navigating today’s complex world.
He stated that public relations should evolve from amplifying noise to building trust and forging real connections.
Manirakiza said PR must bridge divides across sectors, generations, truth, and trust.
Highlighting honest communication, he said: “In an age where reputations shift instantly, communication must be fast, fair, human, and truthful.
“PR should focus on building genuine relationships, not manipulating audiences.” He added that this approach is vital in restoring trust in a fragmented and polarised world.
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