At 70, Dr. Nkechi Ali-Balogun shows no signs of slowing down. The PR doyenne who pioneered corporate communications at NEXIM Bank, built the NECCI PR Roundtable into Nigeria’s premier thought-leadership platform, and mentored a generation of practitioners is still waking up at 3am to work.
In this wide-ranging interview with The Industry’s Goddie Ofose, she speaks candidly about stumbling into PR “by accident,” battling gender bias and the “errand boy” tag, and fighting for a seat at the boardroom. She also reflects on legacy, restructuring PRCAN, bagging a PhD at 70, and why Nigerian PR has finally earned global respect.
Let’s begin with your journey. How did you get into the PR industry?
It was an accident. I had planned to be a journalist. But growing up, journalism didn’t have the best reputation, especially for women. At the time, people saw journalists as “press agents” and didn’t consider it a serious profession for a woman.
The other option was law. I even wrote JAMB for law. Everyone called me “small lawyer” at home. Those were the two professions I wanted. But life happened, and I found myself teaching.
That took me away from my planned career path. I went ahead to get an NCE, which I really had no business doing, given the circumstances at the time. Later, I returned to school and earned my first degree in English. Luckily, I got a job at NTA, and that came on a silver platter.
Before that, I had taught in Lagos State for 13 years. After getting my degree, I expected to be recalled into the system. But with government bureaucracy, delays, and other issues — my study leave wasn’t approved — my 13 years felt lost.
While waiting, the NTA opportunity came. It was between teaching and working at NTA as a producer. The choice was obvious. How I got the NTA job is another story. I met someone in Ikoyi and told him I wanted to work at NTA. He said, “If you make a 2:1, I’ll give you a job.” I told him my GPA was already at first class level and I’d make a 2:1. I did. I almost forgot about it until I ran into him again. He said, “Come and resume.”
That was how I entered the communications business. He became a mentor to me — a father and an employer. I couldn’t get into news because they said my voice wasn’t suitable. So I went into programs. I enjoyed it. I worked under the late Mr. Ate, who taught me production, documentaries, and scriptwriting. He was a huge mentor.
While at NTA, the opportunity came to join a bank. With the help of Mr. Victor Odunsi, then Deputy Governor of the Central Bank of Nigeria, I was employed at the Nigerian Export-Import Bank, NEXIM. That’s how my career in public relations started.
I pioneered the Public Relations Department at NEXIM. Everything about their brand identity — even the logo they used until about 10 years ago — was developed by me.
I knew I needed to get professional. So I joined the Nigerian Institute of Public Relations in 1995. The late Bode Sanda endorsed my form, and the late Dr. Thiotem, who later became NIPR Registrar, also encouraged me. I went further to attend the Corporate Affairs Management program at Lagos Business School and studied PR at the Frank Jefkins School of Public Relations in the UK. That’s how my life in PR truly began.
Before NEXIM, did you ever consider PR as a profession?
Did I even know about it? I knew I loved people and communication, but “public relations” wasn’t on my radar. It was at NTA that I started hearing about PR. I thought it was related to journalism — my first love. I figured, if I couldn’t do journalism, I could do PR.
Later, I realized there was a clear distinction. But I grew to love PR because I’m a people person. I enjoy relating with people, at home and outside. That’s what cemented me in PR.
Let’s talk about the industry. From when you started to now, how has PR in Nigeria progressed compared to places like Kenya or South Africa?
I could write a book on that. There’s been tremendous progress. In 1995/1996, there was no social media. To send out a press release, I’d travel from Broad Street to Guardian, to Vanguard in Kirikiri. It was a whole day’s journey.
We also didn’t have many mentors then. You learned on the job. I was lucky. People like the late Bade Sanda took interest in me and guided me.
The biggest challenge then was being a woman. Most CEOs preferred male PROs. There was the perception that men were better at handling certain things — like post-AGM events. I was a strict professional. My job was my job. I remember having an issue with a CBN director who wanted me to do things outside my job description. Thankfully, someone bailed me out.
READ ALSO: At 70, she’s still waking up at 3 am, the woman who built PR in Nigeria speaks
Another challenge was that CEOs didn’t really understand PR. For them, PR was media relations — getting the boss on the front page. They didn’t understand branding, reputation management, or strategic counsel. Convincing management was a herculean task.
Back then, PR practitioners were tagged “errand boys.”
What’s your advice to organizations that still treat PR professionals that way?
The problem started because CEOs weren’t informed, and many PROs also saw themselves as press agents. Two months ago, a governor’s aide said his job was to “protect the governor.” That’s not PR.
Many of those officers weren’t “errand boys.” That was their job description. HR didn’t understand PR either. It was all about media.
Today, PR has evolved. It’s strategic, multi-faceted, and global. For the first time, Nigeria will host the World Public Relations Congress. We won the bid against South Africa and others. That tells you how far we’ve come.
You’ve worked in media, corporate, and consultancy. Which has been most exciting?
All of them. Corporate exposed me to structure, which helps my business today. It also gave me opportunities to upskill and travel. I was lucky to have a certain Dr. Chris as a boss. He understood PR and gave me room to practice. The work we did at NEXIM even contributed to him becoming President of Afreximbank.
On the “boardroom” issue: PR people are in the boardroom. The problem is that some haven’t proven their value. PR is a management function. In many multinationals today, no decision is made without the PR lead. Look at Soromidayo in Unilever or Victoria in Nestlé. They’re making an impact.
NECCI Roundtable is your baby. Over 20 years, you’ve set the standard. What’s the succession plan?
Let me correct something. Turning 70 doesn’t mean winding down. Retirement means changing how you do things. I’m not slowing down.
On succession: I’m grooming people to take over the PR Roundtable. I won’t announce names yet.
The Roundtable has made a huge impact. It put PR on a pedestal. We brought in PLO Lumumba for our 9th edition — the first time he was coming to Nigeria. People asked, “How did you get him?” We’ve raised the bar.
We’ve also brought issues to the front burner. After we did “Blue Economy,” everyone started talking about it. We hosted the ADB President on social media and agriculture. During COVID, Peter Obi spoke.
This year we’re focusing on AI, algorithms, propaganda, misinformation, and disinformation ahead of elections. It’s early warning and education.
PR Roundtable will not die. Many summits today copied the model. It’s not profit-driven. I thank sponsors like First Bank, Zenith, Stanbic IBTC, and NIMASA who have supported us over the years.
PRCAN has been quiet. What’s happening?
PRCAN is alive and well. We’re restructuring. Past presidents like Jaiye Opayemi did a marvelous job. PRCAN represents the elite consultants. But it’s time for a new, improved PRCAN.
We’ve reviewed the bylaws and produced an operating manual. Elections will hold before the end of the year. There was no “systemic problem.” It’s just that new developments in consultancy needed to be incorporated.
You recently got a PhD. What drove that?
It was always a personal goal. I got distracted by work. I finally did my master’s in 2011. I started my PhD in 2016. COVID and ASUU strikes delayed it.
Part of it was also professional. At presentations, people with PhDs get prioritized. I wanted to self-actualize.
The government says honorary doctorates shouldn’t be used as “Dr.” What’s your take?
They should enforce it. I welcome it. Growing up, we were taught you don’t use honorary titles. Today people pay for them just for the title. It’s not fair to those who earned it.
If you want it, go and read for it. There’s no way to tell who suffered for it and who paid. Let’s follow protocol.
You’ll be 70 this month. How do you feel?
People are the ones making me feel 70. I don’t feel it. I thank God for long life. He gave me my youth and strength.
Like a Lamborghini, you have to service it. I do my bit. My bones may complain, but I’m good.
My family has been supportive. I have a wonderful husband who lets me be who I want to be. My daughter is my anchor. My home is important to me.
What’s next after 70? Any foundation or new project?
I already run an NGO. I have two projects I’ll unveil later. I’m not changing. I’ll work until God calls me home.
Age brings maturity. You learn to choose your battles. I can decide to come to work at 12 pm now because I own my business. I don’t have to impress anyone anymore.
Any plans for your 70th?
You journalists should plan it for me. At 70, you expect a surprise. My birthday is on Tuesday. By God’s grace, we’ll celebrate.
Last one. Do you still aspire to be NIPR President?
No. At 70, why? There are capable young professionals. I’m past that. We should be kingmakers and mentors now.
The current NIPR President, Dr. Ike Neliaku, has been impressive. He’s a catalyst. He’s disrupted the industry. His vision to establish a University of Public Relations — I doubted it at first. I was wrong.
He’s passionate, strategic, and has aligned with the right people. My prayer is that someone will sustain what he’s started.
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