Behind the Scenes of the 9th Lagos Digital PR Summit: Successes, Challenges, and Lessons Learned

by Segun McMedal

It’s nearly two weeks since we wrapped up the 9th Lagos Digital PR Summit, and I’m still buzzing from the feedback pouring in from all corners! Speakers, participants, sponsors, and partners have been showering us with praise. What makes this even sweeter is that this year’s edition was the smoothest we’ve planned so far. Yet, it was also the most ambitious – we tripled our usual budget. But as they say, when you aim for the stars, help finds you, and it did, from the most unexpected corners.

First off, I want to extend a massive thank you to the Senior Special Assistant to President Bola Ahmed Tinubu on New and Digital Media, Otega Ogra. His unwavering support was a game-changer. A big shout-out also goes to our amazing corporate sponsors who backed us all the way: GTCO PLC, Multichoice/DSTV Nigeria, TGI Group, Wema Bank, Polaris Bank, SKoT Communications, Reckitt/Dettol, EKEDC, Nigeria Customs Service, and Mediacraft Associates. They believed in our vision and backed us all the way!

Let’s not forget the unsung heroes of every successful event – the media, agencies, and professional communities. You all amplified the Summit and the Awards, ensuring that the right eyes were watching. A heartfelt thank you to Business Day, Techeconomy, Brand Communicator, TechCity, Marketing Edge, TVC, Channels TV, Brand Times, Brand Essence, Pulse Nigeria, Technext, MediaConsortium, Brand Times and the list goes on. Special gratitude to organizations like P+ Measurement, Cybertron Ads, Nitro 121, Rayvolution Media, and communities like The Comms Avenue, Nigerian Women in Public Relations, and CommsOfAfrica for your incredible support. Brands like Three Crowns Milk, Coca-Cola, Peak Milk, Checkers, and CWay also came through, providing the much-needed fuel to keep us going!

Now, about the maiden Digital PR Awards – what a triumph! We celebrated excellence in digital communications, and it was truly inspiring to see the deserving winners receive recognition for their hard work and innovation.

But as with any event, there were a few bumps along the way. For example, the SAGLEV electric vehicles, which we had hyped, didn’t make it due to a last-minute communication gap. We’ll be looking into what went wrong there. Additionally, a partner who was supposed to bring in robotics for exhibition pulled out just two days before the Summit, leaving a void we couldn’t fill in time. And several mobile phone companies we had hoped to collaborate with simply didn’t engage with us. The tech showcase we had planned as a highlight didn’t materialize.

Despite these challenges, the Summit was a major success. We sparked meaningful conversations, built stronger networks, and set a solid foundation for future editions.

It was Tony Robbins who said, “Any time you sincerely want to make a change, the first thing you must do is to raise your standards.” Having that at the back of my mind, we approached the Summit with some key strategies in mind, which turned out to be game changers. Here’s a glimpse at what we learned that can help you too:

Plan well in advance: We kicked off planning in May, allowing a six-month lead time to refine every detail, adapt strategies, and ensure a seamless experience.

Engage early and often: Reaching out to partners and speakers early—and keeping those conversations going—helped us form strong, reliable connections that made a significant impact.

Nothing is guaranteed until it’s delivered: Verbal promises are great, but without final confirmation, people can disappoint you. We experienced some disappointments, but our backup plans saved the day.

Don’t rely solely on online registrants: Non-paying registrants often lack commitment and 80% of online sign-ups will not show up. Make sure you have a strong backup plan to avoid having an empty hall.

Speakers can help generate publicity: Encourage facilitators to talk about the event on their social media handles to reach more people.

Constant communication with partners: Regular check-ins kept everyone aligned and prevented last-minute surprises.

Leverage government support: Aligning with government priorities not only boosted our credibility but also opened doors for vital partnerships.

Media partnerships: These relationships allowed us to gain widespread coverage without straining our ad budget.

Engage Students’ community: Their energy and fresh perspectives brought a dynamic, vibrant layer to the event.

Souvenirs and mementos: These little touches enhanced participants’ experiences, leaving them with lasting memories.

Build a cohesive team: A well-aligned team was instrumental in ensuring smooth planning and flawless execution.

Work with good suppliers: Reliable suppliers saved us costs and reduced potential issues like delays and quality concerns.

These strategic tweaks made all the difference, infusing the Summit with a fresh vibrancy that resonated with everyone involved.

Reflecting on the 9th Lagos Digital PR Summit, one thing stands clear: with perseverance, a great team, and a solid plan, even the most ambitious goals are achievable. We’re already setting the stage for next year’s event, and I’m confident it will be even bigger and better!