Oyindamola Bankole, an emerging leader in the African PR industry is the founder and CEO, TWA Africa, a full-service communications agency. With a team of true disruptors, Oyindamola and her agency specialise in providing unconventional data-driven PR strategies and services, positioning brands for success in today’s dynamic market. With a strong background in public relations, she brings a wealth of experience and cultural diversity to her work. Co-founder, AmadosiOdaibo is a seasoned software engineer with almost a decade experience. Understanding the importance of effective communication and brand management, he has also immersed himself in PR to help companies navigate the digital landscape and establish strong relationships with their target audience and by combining technical expertise with a deep understanding of business needs, he strives to bridge the gap between technology and real-world solutions. In this interview with TOBI AWODIPE, the dynamic duo talk about how good public relations can improve businesses’ fortune, how effective communications can shape industries and why AI can be a valuable work tool for professionals, among other issues.


This year’s global world PR Day had the theme of harnessing the power of public relations. How did this resonate with you?
The theme of harnessing the power of public relations for this year’s global world PR Day deeply resonated with us. It emphasises our strategic role in shaping perceptions, building relationships, and driving positive outcomes. It’s a call to action for continuous learning, innovation, and ethical excellence in our field. By embracing this power, we can create meaningful impacts and contribute to a more informed and engaged society.
As emerging industry leaders, how do you create stories that go beyond the basics?
As emerging industry leaders, our approach to creating stories that go beyond the basics involves several key strategies. First and foremost, we focus on finding the human element in every narrative, showcasing personal journeys and authentic emotions to create relatable and empathetic stories. Additionally, we uncover unique angles and perspectives, aiming to deliver fresh and thought-provoking content that hasn’t been extensively explored before. Emphasizing emotions and incorporating visuals and multimedia enriches the storytelling experience, making it more engaging and memorable for the audience.
Moreover, we balance the use of data and insights to add credibility and context to the narrative, while ensuring the stories remain concise, impactful, and relevant to the fast-paced world we live in. Lastly, we remain open to experimentation, constantly testing and iterating our storytelling techniques to find the most effective approaches that resonate with the target audience and contribute to the success of the brands and organisations we represent.

How would you say effective communication and public relations shape industries and brands in today’s Nigeria?
Effective communication and public relations play a pivotal role in shaping industries and brands in today’s Nigeria. We will touch base on some ways they have a significant impact later on.
Building trust and credibility: In Nigeria’s competitive business landscape, trust is a crucial currency. Effective communication and PR strategies help build trust and credibility for brands by ensuring transparent and authentic messaging.
Managing reputational risks: With the rapid spread of information through social media and digital platforms, a company’s reputation can be affected in an instant. Skilled communication and PR professionals are essential in managing crises and handling negative publicity. By promptly addressing issues and being transparent in communication, brands can mitigate reputational risks and maintain a positive public perception.
Driving business growth: Strategic communication and PR efforts can drive business growth by increasing brand awareness and attracting new customers. Engaging storytelling, media coverage, and influencer partnerships help reach a broader audience and create brand advocates, leading to enhanced market presence and increased sales.
Promoting thought leadership: Establishing thought leadership in respective industries can set brands apart from their competitors. Through thoughtfully crafted content, thought leadership platforms, and participation in industry events, effective communication and PR can position company executives as authoritative voices in their fields, gaining respect and recognition.
Effective communication and public relations are essential components of brand and industry development in Nigeria. They build trust, manage reputational risks, influence perceptions, drive growth, foster stakeholder engagement, and promote thought leadership. Companies that prioritise strategic communication and PR are better equipped to navigate challenges, seize opportunities, and succeed in the dynamic Nigerian market.
These days, so many people say they are into public relations and communications. Does this plethora of players water down the industry’s effectiveness?
Unfortunately, the public relations and communications industry is witnessing a growing number of individuals falsely claiming to be experts. As a result, the true value and role of PR practitioners may be misunderstood by some. This is why it’s crucial for authentic PR practitioners to step forward and take a stand against the presence of charlatans who pose as public relations and communications experts.
By speaking up and being visible rather than remaining behind the scenes, we can differentiate ourselves and highlight the value of genuine expertise in the field. We need to collectively promote the significance of Public Relations, work towards elevating the industry’s reputation and ensuring that clients understand the difference between genuine expertise and superficial claims. Emphasising our commitment to professionalism and excellence will help us build stronger relationships with clients and stakeholders, further reinforcing the effectiveness of public relations in achieving meaningful outcomes.

The industry is changing rapidly every day. How are you managing to innovate and keep in touch with things?
In this rapidly evolving industry, we remain committed to innovation and staying abreast of the latest developments by actively engaging in continuous learning and professional development. We regularly attend industry conferences, webinars, and workshops to gain insights from thought leaders and experts. Additionally, we are part of professional PR networks and online communities that foster knowledge exchange and idea sharing. Embracing new technologies and tools is also a must; we adapt our strategies to leverage the power of data analytics and AI-driven insights. By maintaining a curious and proactive approach, we ensure that we are well-equipped to navigate the dynamic landscape, offer cutting-edge solutions, and deliver exceptional results for clients and organisations.

What would you say are some things you do/did that have set you apart?
Several things have helped us stand out in the industry, with a significant factor being strong commitment to a data-driven approach. While many PR practitioners rely on intuition and traditional methods, we have made it a priority to incorporate data analytics and insights into our strategies. By leveraging data, we gain a deeper understanding of audience behaviour, preferences, and trends, which allows us to craft targeted and highly effective campaigns that yield tangible results.

There has been talk of AI taking over this industry in the not-too-distant future. Is this feasible and is it also something that concerns you?
AI has been a hot topic lately, with many discussions about its potential to shake up different industries, including public relations. While AI can undoubtedly enhance and optimise certain aspects of PR, such as data analysis, media monitoring, and social media management, it is unlikely to completely replace human PR professionals.
The PR industry heavily relies on human creativity, critical thinking, relationship-building, and understanding nuanced human emotions, which are challenging areas for AI to fully emulate. AI can be a valuable tool that complements the work of PR professionals by offering data-driven insights and supporting strategic decision-making.
However, human expertise in crafting compelling narratives, managing crises, and understanding diverse audiences will continue to be crucial for successful PR campaigns. As for whether this concerns us, as a PR company, we view AI as an opportunity rather than a threat. Embracing AI technology can lead to increased efficiency, better data analysis, and more targeted communications. However, it is essential to strike a balance between utilising AI and preserving the human touch that is fundamental to effective PR.
Lastly, while AI’s integration into the PR industry is inevitable and will certainly bring changes, it is not something that should cause undue concern. Instead, it presents an opportunity for PR professionals to evolve their skills, leverage AI to their advantage, and continue providing strategic, creative, and human-centric services to clients.

Where does technology intersect with public relations and communications and how can the former improve the latter?
The integration of technology into public relations has revolutionised the field, offering new tools and data-driven insights that enhance communication and streamline processes. Social media platforms have expanded our reach and enabled real-time, global engagement with audiences. Data analytics provides a deeper understanding of target audiences, allowing for tailored messaging and impactful campaigns. Crisis management is made more effective with monitoring tools and sentiment analysis to address issues promptly. Content creation is more accessible with diverse multimedia formats, and technology facilitates efficient distribution. Influencer marketing leverages influencers to amplify brand messages to specific demographics. Lastly, automation boosts productivity, freeing up time for strategic thinking and relationship-building. Embracing these advancements is crucial for PR professionals to stay competitive and deliver results in the digital age.

As businesses try to cut cost more, PR is usually affected. How damaging can this be for any business or/and business owner?
When businesses remove PR activities from their strategy to cut costs, it can have significant repercussions. Public relations play a crucial role in shaping a company’s image, building brand reputation, and maintaining positive relationships with stakeholders. When PR efforts are reduced or neglected, several damaging effects can arise, such as Reputation Damage, Missed Opportunities, Crisis Mismanagement, Limited Stakeholder, Lost Competitive Advantage and so much more. Investing in effective PR strategies is crucial for long-term success and should not be overlooked, even in cost-cutting measures.

You are celebrating your anniversary; what do you wish you knew a year ago and what would you do differently?
As we celebrate our anniversary, we reflect on the past year and realise there are a few things we wish we had known earlier. Firstly, we would have liked to have known the significance of self-care and balance. In the pursuit of our ambitions, we might have neglected our well-being at times, leading to burnout and reduced productivity. Understanding the importance of taking breaks, managing stress, and nurturing our physical and mental health would have helped us maintain better overall well-being.
In terms of what we would do differently, we would focus on being more present and mindful in our daily activities. Mindfulness would have allowed us to fully appreciate the journey and cherish the small moments along the way. Looking back, we recognise that growth often comes with challenges and setbacks. We would be kinder to ourselves and embrace mistakes as opportunities for learning and improvement.