After 30 years, CMC transmute to limited by partnership organisation

CMC Connect (Perception Managers) has transmuted from a limited liability company to a limited by partnership organisation. The Group Managing Director, CMC Connect Limited, Yomi Badejo- Okusanya, disclosed this during the unveiling of activities to mark the firm’s 30th anniversary in Lagos last recently.

Okusanya said the move means that the business will grow along the line of key practice areas headed by partners. He revealed that each practice area would operate as a profit and loss centre under the direction of a board and managing partner coordinating the practice areas.

He stressed that it would make room for consulting partners, who are not necessarily employees of the firm, and that the arrangement will see a significant portion of the firm’s shareholding being conceded to the partnership, which in turn brings about shared earnings

“In the last 30 years, we have had the privilege of serving clients across diverse sectors of the economy. They have continuously challenged us, thus bringing out the best in us. They have trusted us to understand and deliver on their reputation and communication strategies. To these clients, we are deeply grateful for the implicit confidence because we are only because they are,” he said.

Speaking on CMC contributions since inception, he said: “CMC will continue to serve as a responsible corporate citizen contributing its own quota to its community through taxes, employment, capacity building, professional development, and community relations. To this end, the firm will continue to provide placements for undergraduates as a way of mentoring them.

“We have contributed significantly to the progress of the industry and the profession, thereby, playing leading roles in the growth and development of the Nigerian Institute of Public Relations (NIPR), the Public Relations Consultants Association of Nigeria (PRCAN), the African Public Relations Association (APRA) and even the Global Alliance for Public Relations.

“In support of the environment, we also embarked on an initiative known as Plastic Responsibly, which seeks responsible action in the manufacture, usage, disposal, and recycling of plastic products.

On the challenges, he said: “As a sector, we have faced several challenges and would continue to do so. The service we offer is intangible, and many of our stakeholders, especially, clients and the government are still not very clear about the value public relations brings to the table. Many still mix it up with media relations, protocols, and even extremely annoying, bribe giving. Let me make this clear: That is not public relations. Rather, public relations is a management tool in both the science and art that analyses trends, predict their outcomes, and counsels organisational leaders both in the public and private sectors about their consequences.

“Public Relations continues to suffer from the belief by those in charge that it is an all-comers affair. This is very far from the truth and it is therefore not surprising that many publics suffer huge reputation damage that refrains them from attaining their full potential. A case in point is that of the Federal Government and the image of Nigeria. Going forward, I strongly believe we must put the right peg, in the right hole if we ever hope to progress. A professionally NIPR-certified public relations practitioner is the right person for the job of special adviser on communications.

“PR itself needs PR. It is a case of ‘physician heal thy self. While we are out there protecting the reputation of our clients and principals, that of our profession is taking a significant bashing. This is why CMC has placed itself at the forefront of an initiative called Affirmative Public Relations. We must borrow a leaf from the gender advocates who have succeeded in globally drawing attention, shaping the narrative, and actioning the concept of gender equality.

Speaking on the future, he said: “In line with our belief in building an institution rather than a company, CMC is poised to take on the future boldly. While our competitive edge remains strong consumer insight coupled with creative but impactful solutions, we are reviewing our offerings to be fully in line with contemporary challenges with engaging technology as an enabler to deliver our objectives. We are radically interrogating and innovating our processes to deliver much better results through our bouquet of services viz: Corporate Communications, Reputation and Brand Management, Crisis Management, Media Strategy & Relations, Corporate Social Responsibility (CSR), Political Communications, Government Relations, Issues Management & Advocacy.
“It is believed that the new entity to be known as CMC Connect LLP will boost ownership, continuity, and definitely succession planning.