Aspiring public relations practitioners with the objective of becoming entrepreneurs have been advised to adopt a gradual transition strategy in order to minimise financial and operational risks.
At this month’s meeting/PR Clinic of the Lagos State chapter of the Nigerian Institute of Public Relations (NIPR), held virtually last Thursday, the Lead Consultant/CEO of Drawbridge CM Limited, Mr. Hassan Abdul shared practical lessons from his entrepreneurial journey, particularly his decision to establish his consulting firm in 2008 while still in paid employment.
Expanding on the theme, “Starting and Running a PR Firm from Ground Zero”, Abdul, who is also the General Secretary of the Public Relations Consultants Association of Nigeria (PRCAN), brought over two decades of practical experience in communication management and PR consultancy to the engagement.
According to a statement on Monday by the Public Relations Officer of the chapter, Dr. Oguchukwu Okeke, the facilitator said that building a successful PR consultancy should be viewed as ‘a marathon, not a sprint’, adding that anyone going into business ownership must minimise financial and operational risks.
A major highlight of the session, which was powered PRCAN, was Abdul’s emphasis on the distinction between succeeding as a PR practitioner and succeeding as a business owner.
He noted that many communication professionals possess strong technical skills but often struggle with the broader responsibilities of running an organisation.
He therefore stressed the importance of developing an entrepreneurial mindset centred on building systems, managing people, driving growth and making strategic decisions.
The speaker further encouraged participants to intentionally shift their focus from day-to-day technical tasks to CEO-level responsibilities such as business development, financial management, client acquisition and organisational leadership.
He advised practitioners to carefully audit how they spend their time and progressively reposition themselves from ‘service providers’ to ‘business leaders’.
On business positioning, Abdul highlighted the importance of defining a clear niche and understanding market realities.
He urged PR professionals to identify specific client needs and strategically position their firms to solve business problems for CEOs and corporate organisations within a highly competitive B2B environment.
The session also addressed the operational foundations necessary for building a sustainable PR business. Participants were advised to:
•Engage competent finance personnel;
•Define organisational culture early;
•Ensure regulatory and legal compliance;
•Use proper contracts and agreements;
•Invest in technology tools and systems;
•Maintain professional indemnity insurance; and
•Build a financial runway capable of sustaining operations for at least six months.
Abdul strongly discouraged practitioners from depending excessively on friendship-based discounts, emphasising that sustainable businesses are built on value creation and paying clients rather than informal relationships.
Another major aspect of the presentation was the introduction of a practical 90-day roadmap for launching and stabilising a PR consultancy. The roadmap covered:
•Business registration and legal structuring;
•Financial and operational setup;
•Building systems and infrastructure;
•Team development;
•Brand positioning;
•Networking and business development strategies; and
•Securing long-term retainer clients.
During the interactive question-and-answer session, discussions also touched on PRCAN membership structure and opportunities for practitioners within the consultancy ecosystem.
Abdul clarified the distinction between individual and corporate membership categories, while encouraging professionals to actively participate in industry associations for growth and visibility.
The session provided participants with practical, experience-driven insights into the realities of establishing and managing a PR consultancy in Nigeria’s evolving communication industry.
The clinic reinforced the importance of strategic thinking, professionalism, financial discipline, systems development and continuous learning in building a successful and sustainable PR business.
