In Nigeria’s business space, being “loud” is often seen as a sign of success. Many brands focus on trending hashtags, viral influencers, and short-lived publicity campaigns rather than the consistent storytelling that builds trust and influence over time. This approach is creating a public relations crisis that many companies have yet to acknowledge.
Jennifer Ezeokoli, PR strategist and founder of The PR Sage, says the obsession with appearances is replacing genuine engagement. “Too many Nigerian brands are obsessed with looking good online while doing the bare minimum behind the scenes. They want praise, but not accountability, so hype is replacing strategy, and hostility is replacing communication.”
She explains that this trend cuts across industries and is affecting even smaller businesses. “This is a silent but growing crisis amongst Nigeria’s businesses today, even small ones. We’ve glamorised looking successful so much that brands are now terrified of criticism,” she says. “Rather than owning their flaws and fixing them, some are resorting to bullying, silencing, and even threatening the very people they’re meant to serve.”
Ezeokoli notes that many brands now avoid admitting mistakes, seeing it as a weakness. “Brands are afraid to look ‘weak,’ so they never apologise. They’d rather fake it than fix it. But what they don’t realise is that credibility isn’t built in press releases; it’s built in how you handle pressure. We’re entering an era where brands would rather suppress a narrative than fix the root of the problem,” she says. “PR has been reduced to a cover-up tool instead of a bridge for transparency and trust.”
With over 50 clients in real estate, hospitality, tech, and lifestyle, Ezeokoli says this focus on controlling perception over building influence is not sustainable. “Let’s be honest: some brands are now using lawyers and influencers to silence clients instead of listening to them,” she adds.
“You deliver poor service, you get called out, and your response is intimidation? That’s not PR. That’s ego. We’ve glamorised PR as just media buzz and influencer endorsements, but real PR is actually reputation engineering. It’s being intentional about what you stand for, who you serve, and how you’re perceived over time, not just for the month.”
She concludes by stressing that companies need to reflect values in their communications. “Your PR should reflect your values, not just your packaging. You can’t keep silencing unhappy clients and calling it brand management. Eventually, the market will catch on, and when that happens, even the finest packaging won’t save you.”
