By Hawwah Abdurofiu
Digital media strategist, Bodex Hungbo, has cautioned public relations practitioners against sacrificing credibility on the altar of influence, warning that visibility and viral engagement do not automatically equate to public trust.
Hungbo, also the Founder of Bodex Media, made the assertion on Friday, in an analysis on modern public relations practice.
She noted that while the digital age had expanded the reach and influence available to PR professionals, the temptation to chase monetary gains over truth poses a severe threat to reputation management.
“When money becomes more important than credibility, it becomes increasingly difficult for the public to differentiate between truth, lies and paid narratives,” Hungbo stated.
She explained that while digital tools allowed organisations to speak directly to audiences and work with creators who commanded highly engaged communities, the expanded capacity to influence has equally heightened audience expectations and scrutiny.
“No more stories of ‘what I ordered versus what I got.’
“ People can now check, compare and draw their own conclusions.
“Influence can secure attention. Credibility determines whether that attention becomes trust,’’ she noted.
Hungbo emphasised that the value of an influential voice or social media influencer should not be measured solely by follower counts or engagement metrics, noting that choosing a brand communicator must involve evaluating authenticity, subject knowledge, and alignment.
“This means that the value of an influential voice is not determined solely by the size of its following.
“A million followers do not automatically translate into a million people who believe what is being said,” she observed.
Highlighting global trends, Hungbo cited the 2025 Edelman Trust Barometer, which revealed that 80 per cent of respondents globally trust the brands they use to do what is right.
This, outpacing trust levels recorded for business at 65 per cent, NGOs at 60 per cent, media at 55 per cent, and government at 54 per cent.
She maintained that PR campaigns could not indefinitely compensate for a credibility gap created by poor organisational behavior, advising companies to address core operational issues rather than relying solely on polished statements.
“Sometimes, the correct PR response is not a better statement but a better organizational decision,” Hungbo stated.
She stressed that “the strongest PR strategies recognise that reputation is not built by communication alone. It is built when communication, conduct and stakeholder experience tell the same story.”
Urging practitioners to protect both personal and corporate reputations in an era of digital noise, Hungbo called for the need to uphold integrity above temporary viral metrics.
“Influence may make people notice you, but credibility is what makes them believe you.
“Influence may open the door, but credibility determines whether people will still welcome you when you return.
“As our Yoruba people would say, ‘Orúkọ rere sàn ju wúrà àti fàdákà lọ’ — a good name is better than gold and silver.,’’ she said (NAN)www.nannews.ng
Edited by Vivian Ihechu
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