Edelman's Jordan Rittenberry unpacks partnership with Chain Reactions Nigeria

By Darren Gilbert

Can you tell us how this deal between Edelman and Chain Reactions Nigeria came about?

As Edelman, we knew that in order to expand and meet our clients’ needs, we had to have a presence in Africa’s largest market.

So we began the vetting process a little more than a year ago, speaking to a number of local firms based in Nigeria, including Chain Reactions.

Due to the overall quality of work that Chain Reactions produces, as well as the relationship that we were able to build with their team, we naturally gravitated towards them as our official affiliate.

Why choose Chain Reactions Nigeria? What makes this the perfect partnership?

I think we really align well across three key areas.

First and foremost, is the focus on client service. Like Edelman, Chain Reactions put clients at the centre of everything they do. We have full confidence in [Chain Reactions] when we put them in front of our clients because [our clients] will be treated the right way.

Second is the key factors in which they service. They are very strong on more of the reputation and corporate side with telecommunications and financial services, just like our business here in South Africa, and then also on the consumer side with FMCG.

We know that they have deep expertise in many of the same core areas as us, having the right contacts and relationships in Nigeria and west Africa.

Finally, it’s the way in which they are thinking about their business and the type of work that they do.

We at Edelman believe that we are expanding the definition of traditional PR and Chain Reactions can execute the kind of work we are aspiring to do as well.

How does this partnership fit into Edelman’s broader business vision?

Chain Reactions plays a key role in helping Edelman provide seamless, strategic communication and marketing support across the continent.

Presently, Chain Reactions has touchpoints over more than 10 Edelman clients, so we are excited about that. We have very high aspirations for Africa and this deal helps us as Edelman to solidify our Pan-African footprint, given some of our other existing affiliate relationships.

What is your take on the state of the South African PR industry? Where are we getting things right and where can we improve?

I’ve been with Edelman for almost 10 years, first in Chicago leading a practice before coming to Johannesburg and South Africa.

I really didn’t have a good idea as to what to expect when it comes to PR [in Africa]. However, very quickly, I was impressed by the level of work being done here in Africa. I really believe it to be on par with the work being done in cities like London, Hong Kong, New York, and Chicago.

The work we are doing here is absolutely fantastic. It’s not basic block-and-tackle media relations. It’s really meaty assignments on behalf of clients that have material impact for their businesses.

The area where I think we have some work to do is measurement. I don’t think measurement has advanced at the same rate as the rest of the industry. Many markets have ditched AVE’s when it comes to using data as a PR metric. However, we still have clients who use it as a metric, so I think that has been a little slower in evolving and I hope we can make some strides there.

But I think the industry as a whole is strong. The economy in South Africa is resilient and while many economists are predicting a very low GDP growth, I think the PR industry is strong.

What are your expectations for the South African PR industry in 2017 and beyond?

2016 was a shocking year for communications. Not just here, but globally. There was the rise of fake news and a general lack of trust in the media, which makes it hard for the PR industry to bounce back and maintain that trust.

As a result, PR really must become a full partner with marketing beyond building credibility to becoming a change agent.

We are in a new environment where classic, image-driven marketing is giving way to a new focus on long-term relationships. So while communications must operate with the rigour and analytics of marketing, marketing must operate with the storytelling mindset and marketplace realities of communications. I think these two are inextricably linked.

PR is really getting a seat at the executive table. We are seeing the rise of the chief communications officer and Edelman is one of the firms championing this communications marketing model where communications is playing a lead role. Programmes are grounded in research, executed with beautiful creative and artwork, are earned-centric at their core, and then amplified via digital channels.

In a market such as South Africa, we have this as an advantage and an opportunity. I came from an office where there were 700 people, so to move the ship and change direction takes time. Whereas in the Johannesburg office, while I don’t want to say we can do it quite quickly, we are able to be nimbler and agile.  

In my opinion, this is non-negotiable.

For more information, visit www.edelman.com. Alternatively, connect with them on Facebook, Twitter or on LinkedIn.