Participants of the PRNigeria Young Communication Fellowship have expressed excitement and pride after the project was shortlisted as a finalist for the prestigious SABRE African Public Relations Awards 2025. The recognition marks a significant milestone for the initiative, which was launched in 2024 to mentor and train young communicators in Nigeria.

The SABRE Awards, renowned for spotlighting excellence in branding, reputation, and engagement, will be presented on June 12, 2025, during the annual African Public Relations Association (APRA) Conference in Mombasa, Kenya.

The PRNigeria Young Communication Fellowship was established by Image Merchants Promotion Limited, publishers of PRNigeria and Spokespersons Digest, with endorsements from the Nigerian Union of Journalists (NUJ) and the Nigerian Institute of Public Relations (NIPR). In partnership with the Wole Soyinka Centre for Investigative Journalism (WSCIJ) and supported by the MacArthur Foundation, the program emphasizes development journalism, fact-checking, public relations, social media strategy, and AI applications in media.

Other IMPR campaigns also shortlisted for the SABRE Awards include “Impact Public Relations in Customs Service” under the Corporate Image category, and “State of Emergency on Education” by the Kano State Government under the Crisis Management category.

Reacting to the recognition, Hadiza Yusuf Ahmad, Team Lead of the Kano Cohort, said: “I am truly proud to be a PRNigeria Fellow. This achievement is a big moment for all of us. The fellowship has changed my life, deepened my knowledge, and opened my eyes to the power of communication. Being celebrated on a continental stage is overwhelming and humbling.”

Basheer Luqman Olarewaju, Team Lead of the Ilorin Cohort, also lauded the achievement, describing the SABRE nomination as a validation of PRNigeria’s commitment to excellence: “The initiative continues to be a transformative force in the media space. Congratulations to the entire team and especially to the young Fellows — pioneers of this remarkable dream. Keep soaring!”

From Abuja, Cohort Leader Salim Yunusa remarked: “This nomination is a powerful testament to PRNigeria’s relentless efforts in shaping the future of strategic communication in Nigeria and beyond. The creativity, integrity, and innovation that define our work are now being recognized on the continental stage.”

Also speaking, Abubakar Musa Idris, one of the Fellowship’s award-winning alumni, praised the program’s founder, Alhaji Yushau Shuaib, for his vision: “This recognition reflects the tireless commitment of our mentor and the entire PRNigeria team. As the best fellow of our cohort, I am proud of our journey and excited for what lies ahead. Together, we will continue to elevate the narrative of ethical, impactful communication.”

The PRNigeria Young Communication Fellowship has emerged as a beacon of opportunity for aspiring journalists and communicators, bridging the gap between classroom learning and practical application. The SABRE Award nomination reinforces its growing influence in nurturing the next generation of African media leaders.

By PRNigeria

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TECH DIGEST – Image Merchants Promotion Limited, the publisher of PRNigeria and Economic Confidential has been shortlisted as one of the five finalists for the African Public Relations Agency of the Year.

The four other finalists for the African Award include: BCW, BlackHouse Media, Clockwork and Edelman.

Large PR agencies are also in the running for other categories of the awards. They include H+K Strategies, Ogilvy, Weber Shandwick, FleishmanHillard, MSL Germany among others.

The PRovoke’s Agency of the Year honours are considered the ultimate benchmark of PR firm performance, and are celebrated at various SABRE Awards shows. Decisions are made by PRovoke editors, based on report card research process, which are undertaken throughout the year, reviewing the performance of more than 400 firms worldwide.

The Image Merchants which was declared the “Most Creative PR Agency worldwide in 2020” by Global Creativity Index (GCI), recently bagged three SABRE Africa PR Certficates of Excellence 2021 for its various campaigns in Nigeria. Apart its African Awards, the Nigeria’s PR firm has consistently won Golden World Awards (GWA) of the International Public Relations Association (IPRA) since 2016.

The Chief Executive Offcer of Image Merchants, Yushau Shuaib, said: “We are delighted to be recognised with other Finalists that are amongst the largest and the top PR firms in the world for this prestigious award. As an independent and indigenous PR firm in Africa, we recognise the concept of glocalisation from the perspective of observing the global best practices at the local environment.

“This latest recognition will spur us further in providing the very best for our team, clients and the audiences.”

The 2021 EMEA PR Consultancies of the Year are the result of an exhaustive research process involving more than 200 submissions and meetings with the best PR firms across the UK, Europe the Middle East and Africa. The winners would be unveiled at the 2021 EMEA SABRE Awards on 9 June, 2021.

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TECH DIGEST – The Department of State Security Service (DSS), the National Information Technology Agency (NITDA) and Kaduna Ministry of Internal Security have bagged Certificates of Excellence for 2021 African Public Relations Awards which recognized Superior Achievement in Branding Reputation and Engagement (SABRE).

The SABRE awards hosted by The Provoke Media in collaboration with the African Public Relations Association (APRA) celebrate PR campaigns that demonstrate the highest levels of creativity, integrity, and effectiveness.

The PR campaigns of the three Nigeria’s public organisations were undertaken in partnership with a multi-award-winning PR agency, Image Merchants Promotion Limited (IMPR), the Publishers of PRNigeria and Economic Confidential.

The NITDA’s campaign was recognised under West Africa region Category for hosting a successful innovation challenge which identified and showcased innovative technology, including MyClinic that provides mobile app health solution during the COVID-19 pandemic.

The DSS’ campaign was recognised under Issue/Crisis Management Category for tackling fake news during the EndSARS protest. Following the largest mass movement of youth protesters against alleged police harassment and brutality which led to violent attacks, DSS played pivotal intelligence roles in tackling the crisis through stakeholders’ engagements, and strategic communication among other intervention mechanisms in protecting national security.

The Kaduna State Ministry of Internal Security was also honoured with the SABRE award under Public Affairs Category for providing enabling environment for a Doka Peace Summit, a “community effort” at tackling ethno-religious conflicts fueled by the seemingly intractable farmers-pastoralists’ clashes in Doka Community. The Ministry deployed transparent crisis communication strategies in advocating for peaceful coexistence in the community.

Apart from Image Merchants Promotion Limited based in Abuja, other PR firms from Nigeria, mostly Lagos based also won various categories of the SABRE awards. They include LSF, Modion Communications, Gong Communications, Chain Reactions, Media Panache and Integrated Indigo.

Leading PR firms from South-Africa also bagged multiple awards including FleishmanHillard, Instinctif Partners, M&C Saatchi Group, Tribeca Media, Clockwork PR.

PR firms from Kenya made positive outing among SABRE big winners they include Engage BCW, Oxygène Marketing Communication and Hill+Knowlton Strategies.

Other award winners across the African Continent are Burson Cohn & Wolfe of Uganda, Edelman Africa, BCW Africa and African Media Agency.

The winning organisations and brands whose campaigns were promoted by PR firms in Africa include Dulux Colour, Kenya Airway, Nigerian Breweries Plc, Sarova Hotels, The Shoprite Group, Toyota and Unilever.

Major players in entertainment media and communication technology are among the award recipients. They include Microsoft, MultiChoice, Netflix, Nokia, Siemens, Vodacom and WarnerMedia. Financial institutions awardees include African Development Bank, AfrAsia Bank, Centenary Bank, Hollard Insurance, Leadway Assurance,

By PRNigeria

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TECH DIGEST – The Image Merchants Promotions (IMPR) Limited, publisher of both PRNigeria and Economic Confidential is ranked number one and identified as the most creative PR agency worldwide in 2020 Global Creativity Index (GCI).

The ranking is confirmed by Statista, the leading provider of market and consumer data and the best statistics portal in the world.

The annual index, produced by PRovoke, formerly Holmes Report ranks the most awarded PR campaigns and firms in the world, weighting their impacts, while taking cognisance of their staff size.

In ranking agencies against their peers, the weighted table is segmented along regional lines, producing the top five rankings for North America, EMEA and Asia-Pacific.

Image Merchants, which is not affiliated to any larger PR firm, is also ranked number one in the list of top-weighted PR agencies in Europe, Middle-East and Africa (EMEA).

Founded by award-winning Crisis Communicator, Yushau A. Shuaib, Image Merchants provides PR advisories to the financial sector and critical institutions including military, security, intelligence and response agencies in Nigeria.

Since 2016, IMPR, has consistently won African PR Awards, SABRE Awards and Golden World Awards hosted by African Public Relations Association (APRA) and International Public Relations Association (IPRA) respectively.

The Global Creativity Index reports that “in 2020, the first position title on top weighted PR agencies is taken by a Nigerian firm Image Merchants Promotions Limited, thanks to campaigns for the Nigerian Air Force, Nigeria Communication Commission and Nigerian Customs Service. Finland’s Kurio ranks second, moving up from third in 2019, with Brazil’s Sherlock Communications dropping from second last year to fourth.”

In the third spot is US firm Joy Collective, thanks to its Crown Act campaign for Dove, while Romania’s Rogalski Damaschin moves up from ninth to fifth.

The geographic diversity of the weighted table again stands out. In addition to Image Merchants of Nigeria, Finland, Brazil and Romania in the top five, there are also firms from Australia (CampaignLab), South Africa (Tribeca), Slovakia (Seesame), Singapore (AKA Asia and IN.FOM), Norway (Trigger) and Peru (Orange 360). Three firms from the UK also make the top 15, led by The Romans, up to eighth from 15th last year.

Meanwhile the top of the overall agency table is dominated by global PR networks for their volume of awards.

BCW has taken top spot in the 2020 edition of the Global Creative Index, marking the first time that the WPP PR firm has ranked first in PRovoke’s annual benchmark of creativity in the public relations world.

The ninth edition of the Global Creative Index analyses entries and winners from more than 25 PR, digital and marketing awards programmes from around the world over a 12-month period, up to the 2020 Global SABRE Awards.

The formula takes into account the expansion of ‘public relations’ work across multiple categories at advertising-oriented shows such as the Cannes Lions, although several of these competitions did not take place this year.

BCW’s performance was powered by a range of work from across its global network, including award-winning campaigns for Boehringer Ingelheim, Coca-Cola, Huawei, Lenzing, the NBA and Tencel, with much of the work originating from its Asia-Pacific, EMEA and LatAm markets.

BCW moves up from second in 2019, ahead of Edelman and Ketchum, with just four points separating the top three this year. Edelman jumps from fourth, benefiting from campaigns for Causes for Animals Singapore, Coop, Gerber and Unilever, among others. Ketchum, meanwhile, stays third, supported by campaigns for Gillette, Mastercard and Wendy’s.

Weber Shandwick, which ranked first in 2019 for the fourth time in five years, drops to fourth in 2020, ahead of Ogilvy and Dentsu — neither of which change positions. There is a major leap for Golin, up from 21st last year to seventh in 2020, while FleishmanHillard, H+K Strategies and ICF Next round out the top ten.

Sources
Statista: Most creative PR agenciesworldwide weighted by staff size in 2020, according to Global Creative Index

Provoke: Global Creativity Index

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