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A new report, unveiled yesterday in Lagos, revealed that 89% of corporate leaders worldwide consider brand influence extremely important to their organizational success.
The PRGN Influence Insights Report, presented by Bill Southard, President and CEO of Southard Communication and a representative of the Public Relations Global Network (PRGN), was a highlight of the World PR Day 2025 event, hosted by Newmark Group Limited in partnership with PRGN with theme, “Bridging the Divide With Influence: Strategic Communications in a Polarised World.”
Southard’s presentation underscored a significant global consensus on the evolving landscape of public relations. The comprehensive study, which surveyed 546 marketing, sales, and business leaders across more than 40 countries, found remarkable consistency in perceptions across diverse regions, from Africa to North America, Europe, Latin America, and Asia-Pacific. This uniformity suggested a universal shift in how businesses approach and value their public image and communication strategies.
Key findings from the report painted a clear picture of modern influence: A substantial 67% of leaders anticipate the importance of brand influence to increase further over the next three to five years, with 87% confirming their approach to building influence has already changed in the past two to three years.
The report also showed that the fundamental drivers of brand value remain unequivocally trust in the brand and its overall reputation.
Social media (76%) and digital presence (78%) now have the highest impact on brand influence, marking a dramatic shift from a decade ago. A significant 72% of organizations consistently leverage digital platforms to disseminate their messages. Employees emerged as the most trusted advocates for a brand, highlighting the critical role of internal communications in shaping external perception. In contrast, political leaders consistently ranked lowest in trustworthiness.
The study revealed a strong global appetite for authenticity in brand messaging. Furthermore, 57% of respondents expressed a desire for more insights into leveraging digital and social media strategies, particularly regarding effective measurement and analytics.
Apple (30%), Nike (13%), and Coca-Cola (9%) were cited as the most admired brands, reflecting their successful cultivation of influence.
Southard emphasized that the findings underscored a pivotal transformation in the industry. “If social media is critically important to building your reputation and trust with your external audiences, content is critically important, and it should be somebody at senior level that understands that messaging,” Southard stated, cautioning against delegating such vital functions to junior staff. “Customer expectations are the driving force behind these changes, compelling organizations to continuously re-evaluate their approaches to building influence.
Earlier in her opening remarks Lovelyn Okafor, Country Lead, Nigeria, Newmark Group Limited, emphasized the significance of the occasion. She said, “Today is not just another date on the calendar; it’s a day of significant celebrations for us at Newmark.
She explained that the company is marking three important moments: World PR Day, the African launch of the PRGN Influence Insights Report, and Newmark’s 15th anniversary. “Together, they powerfully demonstrate the evolving strength of communication and the vital role we all play in shaping a more connected, trustworthy, and inclusive world.”
“This year’s World PR Day theme, “Building Bridges and Navigating Polarization,” resonated deeply with Newmark’s core philosophy. We live in an era where division often seems louder than dialogue, and mistrust can overshadow truth. At Newmark, we believe communication is not just a tool but a force. When wielded responsibly, it can open minds, align values, and ignite change”, she said
Following her address, Gilbert Manirakiza, Chief Executive Director of Newmark Group Limited, took the stage, asserting that strategic communication has become a more survival function in the contemporary world. “It is not anymore a tool to be deployed after decisions are made. It is actually how decisions are shaped and shared,” Manirakiza stated emphatically.
He lamented the pervasive fragmentation and erosion of trust, even as global connectivity paradoxically increases. Defining influence as the ability of an individual or an organization to guide or to persuade people to agree with it or to shape the perceptions of other people, particularly at a large scale, he challenged the audience to critically consider the nature of influence they wish to cultivate.
Manirakiza stressed that for Africa, influence must be defined by us, for us, anchored firmly in data, culture, empathy, and vision. He concluded with three powerful calls to action: redefine influence as a force for unity, demand more from leadership in both their words and actions, and elevate the standard for PR in Africa through strategy, ethics, inclusivity, and courage. “If we do not tell our stories, someone else will,” he warned, underscoring the urgency of proactive and intentional communication.
