Worktainment Limited is a public relations (PR) agency founded in 2017 by Obinna Inogbo, a seasoned professional with a unique background. Prior to venturing into PR, Mr. Inogbo spent eight years honing his skills as a TV producer and screenwriter. This experience proved invaluable, fostering strong relationships with public figures across various industries.
The seed of Worktainment was planted when Mr. Inogbo recognized the potential to leverage his existing skills for independent ventures. Initially, the company encompassed TV production, screenwriting, and talent management. However, after two years, a strategic shift was made. Research led Obinna Inogbo to discover the world of PR, a field that mirrored the services they were already unknowingly providing. This revelation led to formal training and certification as a PR professional from the Nigerian Institute of Public Relations.
Worktainment’s success hinges on the transformative power of PR. A prime example is their work with Kawai Technologies, a first-time retainer client that secured a coveted spot on the Financial Times’ list of Africa’s Fastest Growing Companies for two consecutive years (2022 and 2023). This accomplishment has been instrumental in attracting new clients seeking similar global recognition.
The future of Worktainment is ambitious. The short-term goal is to secure three solid retainer clients by the end of 2024. Long-term aspirations include a six-person team by 2027, the company’s tenth year. Beyond financial success, Worktainment seeks industry respect and influence. Their back-to-back nominations (2022 and 2023) for Best Innovation in PR at the prestigious Lagos PR Industry and Gala Awards stand as a testament to their achievements. The ultimate vision lies in a future where Worktainment graces the Nigerian Stock Exchange sometime between the company’s eleventh and twentieth year.
The Nigerian PR industry can be broadly categorized into “agency-side” and “client-side” entities. The agency side comprises PR agencies, consultancies, and individual practitioners offering reputation management, communication strategies, relationship building, and business forecasting services to clients for a fee. Client-side PR professionals are employed by non-PR organizations to manage these aspects internally. The industry is regulated by the Nigerian Institute of Public Relations (NIPR), where Mr. Inogbo holds an Associate Membership. Lagos, the company’s base, houses the largest chapter of the NIPR, boasting nearly 60% of the nation’s PR practitioners. Worktainment’s client roster includes names like Kawai Technologies, Reddington Hospital, Coral Pay, Banke Kuku Textiles, and Caverton Offshore Support Group.
Growth for Worktainment, and the industry at large, faces several challenges. Some clients struggle to grasp the value of PR, viewing it as an unnecessary expense. Others lack patience, expecting immediate returns on their PR investments. Perhaps the most significant hurdle is overcoming the misconception that PR is a cost center rather than a strategic investment.
The industry is undergoing a shift towards smaller, more nimble PR firms with less than ten staff members. This trend aligns with the dominance of Small and Medium Enterprises (SMEs) within the Nigerian business landscape. Larger PR agencies typically cater to conglomerates, a smaller market segment compared to SMEs.
The future of the PR industry holds promise. Immediate trends suggest a growing comfort level with smaller PR firms, driven by budget constraints. In the medium term, clients are expected to exhibit greater patience as they recognize the long-term benefits of PR investments. The long-term vision is an educational system that integrates PR principles into primary and secondary education, reflecting the growing importance of personal branding in the social media age.
Competition within the Nigerian PR industry is fierce. Lagos alone boasts an estimated 6,000 registered PR professionals vying for clients across the nation. Fees range from N300,000 to over N5 million per month, with experienced professionals commanding higher rates.
Worktainment tackles competition with confidence. Having survived the critical first five years, they are poised for success in the crucial years that follow. This longevity serves as a powerful testament to their effectiveness and strategic direction.
On a personal note, Mr. Obinna Inogbo holds a degree in Politics and International Relations from the University of Reading in England. He possesses a keen interest in both Nigerian and Western pop culture.
