Adedayo Ojo is the Group Managing Director & Chief Executive Officer of Caritas, Nigeria’s leading reputation management agency. In this interview, he speaks on a wide range of issues affecting the PR industry and why Caritas is unique.
Q: Kindly assess the state of PR practice in Nigeria
A: The PR industry has recorded tremendous improvement over the last decade. Today, if you look across the entire world of integrated marketing communication practice, you will no – tice specialization in several areas. We now have creative ‘hot shops’, special – ized public relations agencies, market research agencies, and agencies focused on digital media. There is a noticeable improvement in the level of professionalism and qual – ity of work in the industry. Nigerian PR companies are forming partner – ships with renowned global agencies while some of them are extending their presence to other countries in Africa. Clearly, the industry is becoming more exciting and diverse
Q: What is the impact of new technology on PR consultancy?
A: When compared with folks in the developed economies of the world, we are not doing badly. Don’t forget that ours is still a growing industry. I’m happy that technology has helped us to bridge the gap with the developed economies. The PR tools used in the UK, US and other Western coun – tries are now readily available and accessible in Nigeria. The growing trend of affilia – tions and partnerships between indigenous PR firms and the more established foreign counterparts has helped improve the practice in Nigeria. The affiliations and partnerships have helped indig – enous companies improve the skills of their personnel and made these companies more competitive in terms of the quality of service they offer.
Q: What are the challenges facing PR consultants in Nigeria?
A: There are a number of challenges faced by PR consultants in Nigeria. The first one is
Q: How is Caritas different from the pack?
A: Throughout our history, our core competence has been flawless execution in the delivery of our work. The principal reason why clients retain us is because of our focus on results. Our unique selling point is that our customers come first; we focus on being an integral part of the customers’ business and keep them satisfied. The business of our customer is our business. Whatever we do for clients is done with passion. Regardless of the scope of our deliverables, we are sure to beat deadlines. In addition to this, we work as business consultants who address issues through the lens of reputation. This is why Caritas is different from the pack and why we have continued to enjoy our clients’ trust to help them protect, manage and
Q: Who were the clients of Caritas in the past?
A: And who are your clients now? We’ve had 100% client reten – tion in the last 7 (seven) years.
A: Our clientele spans several sectors. We work for two of the major international oil and gas companies (IOCs); a leading provider of innovative telecom services and network solutions in Nigeria & West Africa and one of the major energy companies in Nigeria. We also provide support to Nigeria’s leading conglomer – ate and the public sector, among others.
Q: How old is Caritas?
What is your take on agency affiliation? Caritas commenced
For us at Caritas, we have
Q: Compare the standard of PR practice in Nigeria with Europe, US and other parts of the world.
A: When compared with folks in the developed economies of the world, we are not doing badly. Don’t forget that ours is still a growing industry. I’m happy that technology has helped us to bridge the gap with the developed economies. The PR tools used in the