It is the week of the 30th edition of the Nigerian Economic Summit in Abuja, Nigeria—an event organized by the nation’s foremost private sector think tank, dedicated to fostering sustainable economic development through private sector-driven initiatives. The summit’s advocacy efforts have made it a flagship event, and the 30th edition is a notable milestone in its history of progress and impact.

The Summit will gather participants from government, business, civil society, academia, and the social sector, including both regional and global leaders. These stakeholders will address the current trajectory of the global and regional economy, emphasizing the need for collaborative action to tackle pressing challenges.

Organized by the Nigerian Economic Summit Group (NESG), a non-profit, non-partisan organization, NES continues to drive reforms aimed at transforming the Nigerian economy into one that is globally competitive, inclusive, sustainable, and modern.

As a member of the first cohort of the NESG Bridge Fellowship, I gained deep insights into the Group’s activities. NESG operates under the slogan “…in National Interest.” However, today’s discussion focuses on another important phrase — “…in Your Best Interest.”

Clients often assume that advisory roles in communication aren’t critical. The adage “he who pays the piper calls the tune” would lead some to believe their opinions outweigh the counsel of communication experts simply because their financial power rests with them. This, however, is a flawed assumption.

The advisory function provided by both internal and external communications consultants is crucial to a brand’s success. Many nuances that C-suite executives may overlook are fully grasped and interpreted by a communication expert. This foresight can prevent missteps and potential crises.

Communicators possess a unique skill set — they read between the lines, analyze sentiment and tonality, and assess the appropriateness of messages. The belief that PR professionals are only needed for press release drafting, dissemination, and monitoring opens the door to issues that could have been avoided with proper communication strategies.

The same principle should apply to communication consultants as you would trust a doctor or lawyer’s professional advice. As one expert said, “Ideally, public relations counsellors and lawyers should work hand in hand to achieve a client’s desired outcomes.”

Fraser P. Seitel asserted, “Smart Corporate Leaders still need to seek out the counsel of trained public relations professionals in dealing with their key constituent publics.”

In the end, it is in your best interest to heed the advice of PR consultants. Their counsel helps you cut through the noise, build trust, win hearts, and improve your organisation’s fortunes.

PR consultants should also persist in providing quality advice, even when past recommendations were not followed. Becoming a trusted advisor is key to sustaining client relationships. To achieve this, PR consultants should:

• Conduct regular assessments, surveys, and feedback sessions to understand clients’ needs and goals, both short—and long-term. Align your understanding with their vision, mission, and strategy and offer support to meet their objectives.
• Provide value and expertise by delivering high-quality services that meet or exceed expectations, and sharing knowledge that can enhance performance or innovation.
• Communicate effectively and proactively by maintaining clear, consistent, and timely communication channels. Keep clients informed about progress, updates, and results, while regularly soliciting their input.
• Build rapport and trust through positive relationships based on mutual respect and understanding. Show empathy and appreciation for their challenges and accomplishments, and be consistent and ethical in all interactions.
• Challenge and inspire clients by offering new perspectives, ideas, and opportunities. Encourage creativity and innovation, helping them exceed their expectations and achieve their goals.
• Adapt and evolve with your clients by staying attuned to their changing needs and expectations. Continuously seek improvement, monitor impact, and implement enhancements that benefit both the client and the relationship.

It is in the best interest of both the client and the public relations consultant to work together to achieve our business goals and objectives.

Always remember to act in the best interest of one another!

Yours in Public Relations,

Olutayo IRANTIOLA