Years ago, I sat across from a young Nigerian entrepreneur named Bimbo in a small café in Surulere. She had just launched her skincare brand and was visibly excited about her first batch of products. As we sipped zobo and spoke about branding, she proudly told me, “I don’t think I need all this PR stuff. If my product is good, it’ll sell.”
I smiled and nodded. But in my head, I knew Why Every Brand Needs a PR Budget.
Fast forward six months, Bimbo had one of the best organic skincare lines I’d seen in a while. Her customers loved her. But she wasn’t growing. No one outside her small customer circle knew about her brand. She had no press mentions, no media buzz, and no story in the public space. She had built a house, but forgot to put up the address.
That’s when she learned what many business owners in Nigeria and across Africa still don’t realize: Public relations isn’t luxury. It’s survival.
PR Is More Than Just Shouting Loudly. It’s Saying the Right Thing at the Right Time
In this ever evolving the world , where attention spans are shorter than ever, PR (Public Relations) helps brands stand out, not just through paid ads or influencer gimmicks, but through storytelling and credibility.
Every company, no matter how big or small, needs a PR budget. Whether you’re a fashion designer in Aba, a tech startup in Nairobi, or a food processing company in Accra, your voice needs to be heard, and not just by your customers, but by the industry, potential partners, investors, and the media.
Your PR budget isn’t just about press releases. It covers things like:
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Media relations (getting journalists to care about your story)
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Crisis management (so your reputation isn’t ruined by one bad tweet)
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Event publicity (because that new store you opened in Ikeja deserves to trend)
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Brand image building (so people know what you stand for)
But let’s bring it closer to home.
Imagine This…
You just launched a new product. It took you months of planning, investment, and testing. Shouldn’t people know about it?
Or maybe your business just marked 5 years in operation. Do you realize how many Nigerian startups don’t survive beyond the third year? That’s not just a celebration. It’s a headline.
Or you’re expanding into Ghana from Lagos. That’s not just growth. It’s news.
Each of these is a golden opportunity to be seen, to be heard, and to be taken seriously. And that’s exactly what a well-written press release does — it tells your story to the world, through credible media channels.
PR Gives You Roots, Not Just Wings
Advertising can get you attention, but PR gives you depth. When your business gets featured in national dailies or reputable online platforms, it builds trust. It becomes easier for a bank to listen to you, for a partner to reach out, or for a customer to choose you over the next brand.
Take Dangote, for example. Everyone knows the brand. But even Dangote still issues press releases, about new plants, partnerships, or achievements. Why? Because staying visible is staying relevant.
Now think about Nigerian music artists like Burna Boy or Tems. Beyond talent, their rise involved smart PR moves — global media coverage, international features, strategic announcements. Visibility backed by credibility.
Don’t Wait Till You’re Big. Grow Through PR
One of the myths we need to let go of is this idea that PR is for “when we blow.” That’s like saying you’ll start watering your plant after it grows tall. PR is the watering. The sunlight. The attention that fuels growth. This is Why Every Brand Needs a PR Budget
So if you’re building a brand any kind of brand carve out a portion of your budget for public relations. Even if it’s modest. Work with PR professionals who understand your market. Tell your story. Celebrate your wins. And yes, announce your milestones with pride.
Because in a world full of noise, your story matters. And if you don’t tell it, who will?
