Abuja:Digital media strategist Bodex Hungbo has cautioned public relations practitioners about prioritizing influence over credibility. She emphasized that visibility and viral engagement do not automatically lead to public trust.
According to News Agency of Nigeria, Hungbo, who is also the founder of Bodex Media, shared her insights during an analysis of modern public relations practices. She warned that the digital age, while expanding the reach and influence of PR professionals, also presents the temptation to prioritize monetary gains over truth, posing a threat to reputation management.
She pointed out that digital tools enable organizations to directly engage audiences and collaborate with influential creators, increasing both the capacity to influence and the scrutiny from audiences. Hungbo stressed that while influence can capture attention, credibility is necessary to transform that attention into trust.
Highlighting the need for authenticity, Hungbo argued that the value of an influential voice should not be measured solely by follower counts or engagement metrics. She advised that selecting a brand communicator should involve assessing their authenticity, subject knowledge, and alignment with the brand’s values.
Citing the 2025 Edelman Trust Barometer, Hungbo noted that 80 percent of respondents globally trust the brands they use to act rightly, a trust level surpassing those for businesses, NGOs, media, and government. She emphasized that PR campaigns cannot compensate for credibility gaps caused by poor organizational behavior.
Hungbo concluded by urging PR practitioners to protect personal and corporate reputations in an era filled with digital noise, advocating for integrity over temporary viral success. She underscored the Yoruba proverb, “A good name is better than gold and silver,” to highlight the enduring value of credibility.