The Journal of Impactful Communication (TJIC)

  By Ishola N. Ayodele (fimc-CMC) “The eagle does not blink. Neither should your brand” Ishola N. Ayodele Source: Gemini AI        In the vast savannah of digital Nigeria, where trends rise like dust storms and vanish by dawn, only the eagle survives. Perched high, its keen eye scans every movement not reacting after the lion strikes, but spotting the shadow long before the pounce. Long before chaos breaks out, the eagle has already calculated its response. Brands today must cultivate this eagle-eye vigilance. Social media is no longer a marketing channel; it is a battlefield where external attacks deliberate disinformation campaigns can wound reputations fatally in hours. The recent Hypo Bleach viral video saga offers a stark, local case study. It reveals how delayed response turns a spark into a wildfire, endangering lives and inviting regulatory fire.   The Hypo Bleach “External Attack”: Disinformation, Not Mere Misinformation On a Saturday evening on t...

By Ishola N. Ayodele (fimc-CMC) "AI can generate content, but it can never manufacture integrity. Only relationships earn trust." Ishola Ayodele According to the Global Alliance for Public Relations and Communication Management , an astonishing 91 per cent of organisations worldwide now permit the use of AI in communication activities. Yet beneath this impressive adoption lies an uncomfortable truth: fewer than 40 per cent have established any responsible governance framework. Innovation has sprinted ahead; ethics is still catching its breath. For a profession built on trust, this gap is dangerous. Because public relations does not merely trade in content, it trades in credibility. And credibility, once fractured, is almost impossible to restore. The real question, therefore, is no longer whether we should use AI. It is whether we can use it without losing our moral compass. A defining shift came in 2023 when the International Public Relations Association introduced ...

  By Ishola N. Ayodele “We are not here to indict the giants who cleared the bush. We are here to build the city on the land they prepared” Ishola Ayodele Recently, I read an article titled “Our Predecessors Did Not Lay The Right Foundation’ ‘Tolucomms’ Indicts Generation Of Communications Practice,” an insightful interview with Tolulope ‘Tolucomms’ Olorundero, founder of the Public Relations Women Foundation and Lead Consultant at Mosron Communications, published by Brand Communicator on February 17, 2026 The interview which highlights the evolving challenges in Nigeria's public relations (PR) landscape. Tolulope ‘Tolucomms’ Olorundero makes several compelling points: the urgent need to reposition PR from mere implementation (like media placements and press releases) to a strategic advisory role, the risks of devaluation in an era of decentralized media where anyone with a smartphone can amplify content, and the generational imperative to build a sustainable profession. Her compa...

By Ishola N. Ayodele “Trust is earned in drops and lost in buckets.” Swedish proverb In Nigeria’s electoral landscape, this old saying is not a cliché it is an urgent diagnosi s . Decades of electoral manipulation, opaque collation processes, and repeated public disappointment have created a legitimacy deficit that now threatens the very idea of democratic governance. The rancorous debate over electronic transmission of election results whether it should be mandatory or optional is not merely a technical argument about devices and signals. It is a crisis of trust . Political theorist John Locke warned that “ wherever law ends, tyranny begins ” (Locke, 1689). In contemporary democracies, tyranny does not always wear uniforms; sometimes it lurks in behaviours that strip citizens of confidence in institutions. When voters begin to believe that their votes do not count, democracy ceases to be a system of self-government and begins to resemble performance art. Afrobarometer data sh...