As the Lagos Digital PR Summit, enters its 9th edition, with a focus on innovation, collaboration and authenticity, in this exclusive interview with the Convener and President of Upticomm Marketing Company, Segun McMedal, discusses the event’s legacy, industry impact, and transformative experiences with Odume Festus, Editorial / Project Director of Financial Edge, and the game-changing experiences awaiting attendees in this enlightening conversation.
Financial Edge: Congratulation as you set for the 9th edition of Lagos Digital PR Summit, can you share the inspiration behind this year’s theme, “Nurturing Authentic Connections in Digital Ecosystems,” and what attendees can expect from the summit?
Segun McMedal: Thank you for your kind words! As we embark on the 9th edition of the Lagos Digital PR Summit, this year’s theme, “Nurturing Authentic Connections in Digital Ecosystems,” is inspired by the evolving nature of communication in our digital world.
With the rise of artificial intelligence, social media algorithms, and various digital platforms, maintaining genuine, authentic connections has become more challenging yet more critical than ever.
We chose this theme to highlight the importance of building real relationships in an age where digital interactions are often fleeting and superficial.
The Summit will explore how professionals can leverage digital tools to foster meaningful, long-lasting connections with their audiences, stakeholders, and communities.
We believe authenticity is the cornerstone of trust, and in a hyper-connected world, it’s vital for brands and PR professionals to nurture this at the core of their strategies.
Attendees can expect insightful keynotes, interactive sessions, and practical workshops that dive deep into the latest trends and innovations in digital PR.
They’ll also learn from top industry leaders and case studies that demonstrate how digital technologies, including AI and content marketing, can drive engagement while staying true to authentic brand values.
We aim to equip professionals with the skills and strategies they need to thrive in today’s digital ecosystems and build relationships that stand the test of time.
Financial Edge: How do you see the latest PR trends impacting the industry, and what skills or knowledge do professionals need to stay ahead?
Segun McMedal: The latest PR trends, especially the rise of AI, data-driven strategies, and influencer marketing, are reshaping the industry by making it more dynamic and fast-paced.
AI is helping with media monitoring, sentiment analysis, and personalized content creation, while data is driving more targeted and measurable campaigns. Influencer marketing is also evolving with AI tools, making it easier to identify the right influencers and predict campaign outcomes.
To stay ahead, PR professionals need to develop strong digital literacy, including the ability to leverage AI and data analytics. They also need to focus on content creation, storytelling, and relationship management across digital platforms.
Keeping up with trends like real-time crisis communication and mastering digital tools will be key to thriving in today’s PR landscape.
Financial Edge: The Summit aims to reskill attendees for the evolving digital landscape. What specific areas of focus will the summit cover, and how will this benefit professionals?
Segun McMedal: The Summit will focus on several key areas to reskill attendees for the evolving digital landscape, including how AI is transforming media monitoring, content creation, and audience engagement, strategies for managing online reputational risks in real-time, and creating compelling content that drives engagement across digital platforms.
It will also cover leveraging AI to identify the right influencers and measure campaign success. These areas will equip professionals with practical skills and insights to enhance their digital strategies, stay competitive, and drive impactful results in their organizations.
Financial Edge: The event promises to bring together industry leaders. What opportunities can attendees expect for networking, and how can they make the most of these connections?
Segun McMedal: Attendees can look forward to numerous networking opportunities with industry leaders through interactive sessions, panel discussions, and informal meet-and-greet events.
To make the most of these connections, professionals should actively participate in discussions, share their insights, and engage with speakers and fellow attendees.
This is a chance to build valuable relationships, exchange ideas, and explore potential collaborations that can drive their careers and businesses forward in the digital PR space.
Financial Edge: The tech showcase and Lagos Digital PR Summit Awards are exciting features; can you share more about what attendees can expect from these events and how they enhance the overall summit experience?
Segun McMedal: The tech showcase and Digital PR Awards are designed to enhance the overall Summit experience by highlighting innovation and excellence in the industry.
The tech showcase will feature the latest digital tools and platforms, giving attendees hands-on experience with cutting-edge technologies that are transforming PR and communications. It’s an opportunity to explore new solutions that can enhance their strategies.
The Awards will celebrate outstanding digital PR campaigns across various categories, recognizing brands and organizations making a significant impact in the industry.
These events not only inspire attendees but also provide a platform to learn from the best and apply those insights to their own work. Both the tech showcase and awards add excitement and practical takeaways to the Summit, making it a comprehensive and engaging experience.
Financial Edge: The Summit has support from the Office of the Senior Special Assistant to President Bola Ahmed Tinubu on Digital and New Media and the Office of the Senior Special Assistant to the Governor of Lagos State on New Media. How does this support impact the Summit’s goals and outcomes?
Segun McMedal: Their support significantly strengthens the Summit’s goals and reinforces the importance of digital communication at the highest levels of government, emphasizing the role of PR in driving transparency, engagement, and innovation across public and private sectors.
Their backing enhances the credibility and reach of the Summit, helping to attract key industry players, policy influencers, and decision-makers. It also underscores the relevance of the discussions and outcomes in shaping policies that foster digital growth in Nigeria.
With this support, the Summit is positioned to not only reskill professionals but also contribute to the national conversation on the future of digital PR and communications.
Financial Edge: As a leading figure in digital PR, what are your thoughts on the future of the industry, and how will this Summit contribute to shaping its direction?
Segun McMedal: I believe the future of the industry lies in adaptability and innovation. With rapid technological advancements and changing consumer behaviours, PR professionals must embrace digital tools, data analytics, and authentic storytelling to stay relevant.
The integration of AI will continue to reshape our strategies, making real-time engagement and personalized communication paramount.
This Summit contributes to shaping the industry’s direction by providing a platform for learning, sharing insights, and networking with thought leaders and innovators.
By focusing on emerging trends and practical skills, we aim to equip attendees with the knowledge necessary to navigate the evolving landscape.
Ultimately, the Summit serves as a catalyst for collaboration and inspiration, driving the digital PR industry forward in Nigeria and beyond.
Financial Edge: The Lagos State Chapter of the Nigerian Institute of Public Relations (NIPR) called for volunteers to join the planning team, can you share more about this initiative and its benefits for volunteers?
Segun McMedal: The call for volunteers is an exciting initiative that encourages collaboration and community involvement which are parts of our values.
This opportunity allows volunteers to gain hands-on experience in event planning, networking with industry professionals, and contributing to a significant event in the PR landscape.
Volunteering provides numerous benefits, including the chance to develop essential skills in organization, communication, and teamwork while expanding their professional network.
It’s also a valuable opportunity to learn from experienced practitioners and gain insights into the latest trends in digital PR.
By participating in the planning team, volunteers not only contribute to the success of the Summit but also enhance their own professional growth and visibility in the industry.
Financial Edge: What’s the expected turnout for the Summit, and how can interested professionals register to secure their spot?
Segun McMedal: We anticipate a robust turnout for the Summit, with industry professionals, students, and stakeholders from various sectors eager to engage in discussions about digital PR.
To secure a spot, interested professionals can register through the Summit website at www.lagosdigitalprsummit.register, where they will find detailed information about the event, including the speaker lineup the agenda is being fine-tuned presently.
Early registration is encouraged, as spaces are limited, and we want to ensure that everyone interested can participate in this transformative experience.
Financial Edge: What legacy or impact do you envision the 9th Lagos Digital PR Summit leaving on the industry, and how will attendees be able to apply their newfound knowledge and connections?
Segun McMedal: I envision the Summit leaving a legacy of innovation, collaboration, and authenticity within the industry.
By fostering an environment where professionals can share insights and best practices, we aim to create a ripple effect that encourages ongoing learning and adaptation in the face of rapid technological changes.
Attendees will be able to apply their newfound knowledge by integrating the strategies and tools discussed during the Summit into their daily practices, enhancing their effectiveness in digital PR.
Their new connections will also facilitate future collaborations, allowing professionals to work together on projects that push the boundaries of creativity and effectiveness in the field.
Ultimately, we hope this Summit inspires a commitment to continuous improvement and authentic engagement in digital communications, shaping a more connected and impactful PR landscape in Nigeria.
