World PR Day: Five Questions With PR Expert, Jim Donnett

To commemorate World PR Day, we had the privilege of interviewing Jim Donnett, a distinguished PR Expert, who generously shared his insights on public relations, his journey in the industry, and much more.

Jim Donnett is an esteemed media and public relations expert. He has a deep understanding of the music industry and uses his knowledge to connect talented individuals with opportunities for positive impact. Despite having a degree in Civil Engineering, Jim’s true passion lies in music. He has been interested in critiquing music trends and talents since he was young, and has now earned himself a respected reputation in the field.

Jim’s insightful analysis and commentary have caught the attention of aspiring artists and established stars alike. He has built valuable connections within the music community and is committed to helping African voices reach new heights. Currently, Jim works as a Promotions Specialist at Sony, where he collaborates with artists such as Davido, Mayorkun, Oxlade, Dice Ailes, Gyakie, T-Classic and Oladapo. In this role, he creates effective publicity campaigns and ensures the artists receive optimal exposure and visibility. Jim’s expertise includes crafting compelling press releases, coordinating promotional activities, and devising successful publicity strategies.

With his media and music prowess, Jim Donnett is an authority in the industry. He is dedicated to uplifting African talents and excels at navigating the ever-changing entertainment landscape, making him highly sought-after in his field.

How did you enter the PR scene?

I started my journey in the media world through RED. Initially, I worked as a staff writer in the content department, where I had the opportunity to conduct interviews with numerous musicians. Given my genuine passion for music, I eventually joined a music blog company, where I continued to progress and eventually became a prominent figure in the organization. In this role, I engaged in diverse activities, including consulting with artists and their managers to strategize for upcoming music releases. I believe it was my ability to provide unique perspectives that made me a valuable asset in this field.

Which PR campaign stands out to you as the most memorable?

One campaign that truly stands out to me is the collaboration between Gyakie, the Ghanaian singer, and Omah Lay for the remix of her hit song “Forever.” Working on this campaign was an incredibly memorable experience. What made it so exciting was the fact that Gyakie, despite being Ghanaian, had gained massive popularity in Nigeria. This presented an opportunity to introduce her officially to the Nigerian audience. We employed a range of media strategies, including feature articles highlighting her background and origins that were syndicated across various press platforms. Additionally, we arranged radio and TV interviews for her and organized appearances at popular nightlife venues in Lagos and Abuja. Witnessing firsthand how the audience connected with this talented artist behind a viral song was truly remarkable. Another aspect that added to the campaign’s significance was the process of shooting the music video. It was Gyakie’s first time in Nigeria, and her first Nigerian music video became a beautiful moment to showcase the richness of Nigerian music culture. It was a refreshing departure from the usual routine we have with our domestic artists.

If you could change one aspect of PR in Nigeria or Africa, what would it be?

One thing I would like to see change is the level of recognition and appreciation given to PR for its crucial role in enhancing the visibility of brands and businesses. Particularly in Nigeria, PR often doesn’t receive the recognition it deserves from the general public. While individuals may strive to be influential in their respective fields, professionals can tell when reliance on social media engagement stems from a lack of proper PR planning. Engagement is a byproduct of reaction, whereas PR involves deliberate intent behind eliciting such reactions. It is important to understand the difference.

Additionally, we have grown accustomed to using controversial events as a quick-fix PR strategy. However, in this digital era where evidence cannot be easily buried, the long-term effects of such an approach tend to be predominantly negative. It is vital to prioritize good PR practices that steer clear of controversy. Achieving this requires investing in multiple skilled professionals who can collectively develop and implement effective strategies.

What advice would you give to a young individual aspiring to work in PR?

My advice would be to simply start where you are, with whatever resources you have. Don’t wait for certifications or formal qualifications; instead, focus on learning, acquiring new skills, and honing your existing ones. Seek out opportunities to put your skills into practice and gain real-world experience. In PR, you are essentially a problem-solver, meeting people’s needs and finding solutions. This practical approach is more valuable than relying solely on theoretical knowledge from textbooks. By actively applying your skills, you can assess your proficiency and gain a deeper understanding of the field. If you’re fortunate enough to find a mentor who can guide you, provide access to their expertise, and show you the ropes, it will be a tremendous advantage for your career development.

What do you enjoy most about working in the creative industry?

For me, the most exciting aspect of working in the creative space is the freedom it offers. Specifically, as someone involved in creative PR, I experience a stark contrast to the constraints of corporate PR. Creativity knows no bounds; it is a realm without limitations or predefined structures. Working in the creative industry feels liberating, akin to being a free-spirited bird. This sense of freedom is what I cherish the most—it allows me to explore and push my own boundaries without any restrictions.