Charles Igbinidu is a very savvy and award-winning Public Relations practitioner with a demonstrated history of achievements working in the communications industry in Nigeria.
For more than two decades, Charles has established a reputation for staying on the edge of change in the public relations industry, often pushing the industry itself forward.
In recognition of his contributions to the Public Relations industry in Nigeria, Charles was honoured with, the ‘Most Outstanding PR Personality of the Year 2016’award by the management of Blissful Affairs Magazine.
Skilled in different areas of the profession, Charles has worked with some of Nigeria’s best known and leading corporate organizations from Manufacturing to Fast Moving Consumer Goods to Public Sector Organizations.
He is the founder/CEO of CFO & Associates Limited, a results-oriented Public Relations firm based in Lagos, Nigeria. He is also the publisher of ionigeria.com, an online newspaper that provides credible, balanced and all-inclusive information and news about Nigeria, Africa and the world. On this interview with Dan Obi of BusinessDay, Igbinidu spoke on a wide range of issues. Excepts
He is a Member of the Nigerian Institute of Public Relations (MNIPR)
Question: Looking back, how would you say business of marketing communication faired in 2018?
Ans: You cannot talk about the performance of the marketing communication sector without taking a holistic look at the general business environment. There remains little doubt that the business environment in the country was hostile during the year 2018. The economy, which was dragged into and brought out of recession by the oil and gas sector was throughout 2018 still buffeted by varied problems. Although, the price of crude oil was higher in 2018 than the two preceding years but not high enough to make the desirable impact on the economy. Revenue mobilization by government was weak leading to increase in debt accumulation.
Domestically, there was continuation of heightened security tensions across the country, delayed fiscal policy response to issues such as subsidy payment and budgetary allocations and according to figures released by the Nigerian Bureau of Statistics (NBS), unemployment rate escalated thereby increasing the level of poverty.
In summary, the performance of the national economy was far less than desirable. If this was the environment in which Marketing Communication companies operated in 2018, you should be able to arrive at a conclusion on their performance.
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