A new global report has found that 72 per cent of brands now consistently rely on digital channels to shape their public perception, thereby underscoring a major shift in how businesses build trust and reputation.
The finding was revealed during the 2025 World PR Day event held in Lagos, where the Public Relations Global Network (PRGN), in partnership with Newmark Group Limited, launched the African edition of its Influence Insights Report. The report offers a revealing snapshot of how corporate leaders around the world are rethinking strategic communication in an increasingly polarised world.
The survey, which polled 546 business, sales, and marketing executives across more than 40 countries, digital tools, particularly social media and online platforms, have emerged as the most powerful levers for influence today. A 78 per cent of respondents identified digital presence as having the highest impact on brand influence, followed closely by social media at 76 per cent.
In his response, the president and CEO of Southard Communications, Bill Southard, said in a world where reputations are built and broken online, brands are waking up to the reality that digital engagement is no longer optional, it is essential who presented the report on behalf of PRGN.
“What we are seeing is a global alignment: whether you’re in Lagos, London, or Los Angeles, brands are placing digital at the centre of their influence strategies,” Southard added.
The data also reflects a broader shift in corporate priorities. Beyond digital platforms, the study found that trust and reputation remain the most vital drivers of brand value. In a world marked by rising polarisation and mistrust, 89 percent of business leaders globally now see brand influence as a critical factor in organisational success. Furthermore, 67 per cent expect its importance to grow even further over the next five years.
Notably, the study highlighted that employees, not executives or political figures, are now the most trusted advocates for a brand, a finding that underlines the rising importance of internal communications and authentic storytelling.
For Newmark, the event was more than just a data presentation. It also marked the firm’s 15th anniversary and served as a platform for a broader conversation on the role of communication in bridging societal divides.
Founder and CEO of Newmark Group, Gilbert Manirakiza, addressed the gathering, emphasizing the importance of strategic communication in today’s fragmented world.
“We gather today at a defining moment in our industry and in our world at large. It is a moment shaped by shifting power, eroding trust, and the pressing need for unity in an increasingly fragmented global landscape.”
Manirakiza highlighted the role of influence in bridging divides across sectors, generations, and society as a whole. “Influence is the ability of an individual or an organization to guide or persuade people to agree with it or shape the perceptions of other people, particularly at a large scale,” he defined.
The Newmark Group CEO emphasized that strategic communication is no longer just a support function, but a survival function. “It is not just about spin, it is about service to truth, to people, and to purpose,” he said.
Manirakiza also stressed the importance of redefining influence in the African context, taking into account the unique realities of the continent’s people. “Influence in Africa must not be borrowed; it must be defined by us, for us,” he said.
The event saw the launch of the PRGN Influence Insights report, which aims to build strategy on evidence rather than assumptions. Manirakiza called for a new standard for PR and ethics that are grounded in strategy, ethics, inclusivity, and courage.
Country lead, Nigeria, Newmark Group Limited, Lovelyn Okafor, emphasized the significance of the occasion, saying, “Today, we are not just celebrating how far we’ve come. We are celebrating everyone who’s worked this journey with us. Our clients, our collaborators, media partners, and peers in the history of our country.”
Newmark Group has established itself as a leading player in the communications industry, working with clients across various sectors, including business, government, and non-profit organizations.
The firm’s approach to communication is built on the belief that it is a force that can be wielded responsibly to shape values and build trust. Over the years, Newmark Group has partnered with prominent brands, including BigLine, Canvas, the BBC, African Airlines Association, and UNESCO, among others.
The celebration marked a significant milestone for Newmark Group, which has established itself as a leading player in the African communications industry. The firm’s 15-year journey is a testament to its commitment to empowering organisations with influence and shaping the narrative of African communication.
