Why PR Is Still Misunderstood in Nigeria’s Event Industry

PR Is Not the Tools—It’s the Thinking

PR is one of the most misunderstood concepts in Nigeria’s creative and business ecosystem—especially in events.

For many organizers, PR means:

• Influencer shoutouts
• Media mentions
• Press releases

These are tools.
They are not PR.

What PR Really Means

PR is the long-term discipline of shaping perception.

It determines:

• What people associate with your event
• How much trust exists before any transaction
• Whether audiences return—or disappear—after one experience

In markets with strong PR culture, brands don’t constantly reintroduce themselves. Their reputation travels ahead of them.

The Nigerian Event Industry Challenge

In Nigeria, PR thinking often starts too late—sometimes days before the event.

As a result, many events rely on:

• Short-lived hype
• Emergency promotions
• Last-minute influencer pushes

The Consequences of Weak PR Culture

When PR is misunderstood or ignored, the pattern is predictable:

• Short-lived attention
• Poor audience loyalty
• No continuity between events
• Constant dependence on promotion

Every event feels like starting from zero.

The Shift the Industry Needs

PR must move from:

• Emergency promotion → Strategic positioning
• One-off attention → Long-term trust
• Hype → Meaning

At LuminEvent, PR is built into the event lifecycle—before, during, and after—because sustainable visibility requires consistency, not noise.