Ogra, Adeyinka, Ayetutu Share Insights on Influencer Management at PR Summit
Mr Otega Ogra, the Senior Special Assistant on Digital and New Media to President Bola Tinubu, has urged communications professionals in Nigeria to focus on a balanced mix of credibility, value, and trust-building, rather than merely chasing virality and trends when engaging influencers for public campaigns.
He noted that while the global influence economy is valued at $21.1 billion, and statistics show that 71% of consumers trust influencers more than traditional advertising, Nigeria is unfortunately underperforming due to a lack of structure.
Ogra shared these insights while speaking on Wednesday at the second quarterly webinar of the Nigeria Digital Public Relations Summit, organised by Upticomm Marketing in conjunction with the Lagos chapter of the Nigerian Institute of Public Relations (NIPR).
Addressing a gathering of public relations and marketing communications professionals, the digital media expert shared various insights while exploring the theme of selecting the right influencers for campaigns.
He stated: “Influence is capital, but many are either faking or wasting it. Brands must learn to stop chasing virality and instead focus on building trust and velocity. Don’t just trend; be trusted.”
Ogra further remarked, “Influence that is not managed correctly becomes manipulation, and we must address this strategically, ethically, and professionally. Influence is power, but in the wrong hands, or with the wrong strategy, it can become a threat. If we are to rebuild trust in our institutions, brands, and causes, we must professionalise our approach to influence.”
On influencers suitability for campaigns, he pointed out, “Not everyone who trends should speak for you. Not every follower count is credible, and not every voice can effectively convey your message.”
“A good blend of values, emotion, and authentic faces drives long-term impact. However, influence without cultural insight is a liability and micro-influencers with genuine community trust can outperform celebrities, ” he quipped.
Also speaking on the theme, Similolu Adeyinka, Deputy General Manager of Corporate Services at First Exploration & Petroleum Development (First E&P), emphasised that a sound criterion for influencer selection should not be based solely on large followings but should include alignment of values with the organisation, audience fit, knowledge, credibility, authenticity, and relevance.
She added that peer influence can be strategically important for organisational alignment. Adeyinka explained that while her company was transitioning to more digital processes, younger employees were chosen to lead the change, which proved to be an effective strategy.
According to her, company executives can also serve as influencers. Through thought leadership, they can shape internal culture and enhance external credibility.
She noted that thought leadership involves positioning individuals—often executives or subject-matter experts—as authoritative voices in their industry or field. It encompasses sharing original insights, showcasing expertise, and influencing others’ thinking.
In his opening remarks, while declaring the summit open, NIPR Lagos Chairman Dr Samuel Ayetutu stated that the institute’s Lagos chapter, where over 60% of public relations professionals are based, would continue to pursue more collaborations, such as the current one with Upticomm, to build the capacity of its members, foster connections with other stakeholders, and ultimately energise the public relations profession.
He added that influencers have become strategic to the practice of public relations, making it imperative for professionals to understand how best to manage the complexities involved in order to maximise value for clients and brands.
