As Nigerian entrepreneurs, we know that the business landscape is constantly evolving, and staying ahead of trends can be the difference between thriving or merely surviving. In a dynamic economy like ours, leveraging the latest public relations (PR) strategies is key to boosting visibility, trust, and growth.

Whether you’re running a startup in Lagos or a small business in Aba, effective PR can make all the difference in reaching the right audience and building a lasting presence.

In this New Year 2025, it’s essential to align with the following PR trends to position your business for success:

1. The Rise of Personal Branding for Entrepreneurs

In today’s business world, your personal brand is as important as your company. Consumers want to connect with people, not just businesses. Building a personal brand enables them to relate to your journey, struggles, values, and successes. This personal connection fosters loyalty and trust. Nigerian entrepreneurs like Tony Elumelu, Uche Pedro, and Stephen Akintayo understand the power of personal branding. They don’t just run businesses; they are brands themselves.

In 2025, being transparent and showing your unique personality can draw customers in. Share your story, challenges, successes, and the why behind your business—it’s how you stand out in a saturated market.

2. Purpose-Driven PR Campaigns

Purpose is powerful. Consumers today align with brands that stand for something meaningful, beyond just making a profit.

More and more businesses are tapping into campaigns that reflect a social cause or community initiative. Take for instance, the #HerMoney, #HerPower campaign by Bellanaija and SheTank in 2024. This campaign focused on empowering women to take control of their finances, breaking societal barriers and shining a light on financial independence for women.

Purpose-driven campaigns help connect brands with their audience on a deeper level. As entrepreneurs, you need to find a cause that aligns with your business values and run with it. Not only will it boost visibility, but it will position your brand as one that cares about more than just the bottom line.

3. Short-Form Video Content

With social media trends changing rapidly, short-form videos have become a game-changer in how we communicate and market products. Platforms like TikTok, Instagram Reels, and YouTube Shorts have brought rapid success for entrepreneurs looking to tell compelling brand stories quickly. In Nigeria, content creators like Ife Agoro (creator of Diary of a Naija Woman) have capitalized on this trend, reaching a wide audience through engaging short clips that are fun, insightful, and relatable—especially to Nigerian women.

Business coach Olushola also uses short videos to share strategic tips and experiences, positioning himself as a trusted guide in Nigeria’s entrepreneurial space. The power of short-form video content can’t be overstated—it’s an incredible tool to boost engagement, drive brand awareness, and spark curiosity among your target audience. In 2025, it’s time for you to start thinking creatively and incorporating videos into your marketing strategies. This worked for me in 2024.

4. Thought Leadership Through Media Collaborations

If you want to solidify your position as an expert in your industry, thought leadership is the way forward. In 2025, media collaborations such as publishing articles, granting interviews, or participating in panel discussions are powerful ways to showcase your knowledge and insights. Dr. Kingsley Okonkwo and Dr. Olumide Emmanuel have made significant strides in this area. Their teachings on relationships, marriage, and financial intelligence have positioned them as respected authorities in their respective industries.

Becoming a thought leader takes time and consistency, but it can significantly elevate your brand’s credibility. Engage in educational marketing by sharing your expertise on platforms like podcasts, blogs, and mainstream media to position yourself as a trusted industry voice.

5. Leveraging Artificial Intelligence (AI)

AI is rapidly transforming the PR landscape, enabling entrepreneurs to engage their audiences like never before. With AI, you can gain deeper audience insights, create personalized content, and run data-driven PR campaigns.

For instance, AI tools can help you track customer sentiment, generate reports, and create customized messages tailored to each segment of your audience. It enables entrepreneurs to focus on the right message for the right people. Nigerian businesses should look into using AI tools to optimize their campaigns, from improving content creation to refining audience targeting. As AI evolves, entrepreneurs who adopt and integrate these smart technologies into their PR strategy will have an edge over competitors.

Kehinde Ajose is a renowned visibility strategist and media expert, founder of Visibility Solutions Media. He helps individuals and organizations amplify their brand visibility through compelling storytelling. With a degree in English, Kehinde excels in crafting impactful narratives that drive results.

He’s authored Donjazzyfied and 5 Costly Mistakes Entertainers Make, further cementing his authority in branding and media. In 2022, he won the Africa Visibility Strategist of the Year Award, and in 2024, was named among Yessiey Africa’s “100 Most Influential People.” Kehinde’s innovative approach continues to shape the visibility landscape and empower his clients.