Not long ago, Fathia Balogun dropped a teaser for her new film, a biopic on the iconic and polarizing Yoruba figure, Efunroye Tinubu. Almost instantly, the internet buzzed with debate, opinion, and intense reactions. Some hailed the project as a long-awaited tribute to an important historical figure, on the other hand, Journalists like Reno Omokri, joined the conversation, but contrary to early interpretations, he did not critique the project. Instead, Omokri responded thoughtfully to detractors, emphasizing why Efunroye Tinubu’s life deserves to be celebrated and discussed. He highlighted her significance as a complex yet influential figure in Yoruba history and her contributions as a leader, trader, and resistance figure.
But how did a simple announcement capture this level of attention? This PR moment shows how, sometimes, the story’s choice can generate its own organic momentum. By selecting a figure as culturally charged as Tinubu, Balogun created a platform for talkability, controversy, and curiosity before the cameras even started rolling.
The Influence of Strategic Storytelling in PR
Choosing a compelling subject is often the first spark in igniting public interest, whether for a film, a brand, or even a public figure. When a story’s subject holds historical, cultural, or ideological weight, it naturally invites conversation, often tapping into pre-existing public opinion and emotional investment. This becomes particularly powerful in regions with a rich cultural heritage, like Nigeria, where historical narratives and cultural figures bring their own complex associations and passionate followings. In Balogun’s case, the character of Efunroye Tinubu evokes strong emotions, she’s seen by some as a trailblazer and by others as a controversial figure. This duality offers the perfect foundation for what we can call “subject-driven PR,” where the story becomes the campaign and interest organically builds itself. Here, the PR strategy is embedded within the very subject matter, creating a unique angle for promoting the film.
How Controversy Can Drive Organic PR
Controversy can be a double-edged sword, but when used effectively, it fuels PR campaigns by keeping the subject in public discourse. Figures like Efunroye Tinubu elicit a mix of reverence and critique, and this polarity generates a “PR ripple effect.” This ripple effect drives curiosity as new viewers engage, ask questions, and add to the online narrative.
Using this approach, brands and content creators can tap into their audience’s inherent curiosity, making a subject-driven PR campaign inherently self-sustaining. This is particularly valuable in the entertainment sector, where visibility is everything. With Balogun’s film, the initial controversy became a publicity asset, drawing attention from people who might not have otherwise been interested.
Audience Engagement through Pre-Launch Talkability
While traditional marketing campaigns usually focus on building anticipation closer to a product or film’s release, subject-driven PR gets the audience talking from the onset. The emotional investment sparked by controversial or deeply relevant subjects fosters a sense of inclusion among audiences who feel part of the unfolding narrative.
Balogun’s pre-launch talkability around her film on Tinubu is an example of how brands can also approach PR strategies with an emphasis on early engagement. By focusing on culturally significant or debated subjects, brands can forge a strong emotional bond with audiences, sparking conversations that drive consistent engagement before the actual product is even available.
Lessons for PR Professionals: Tapping Into Subject-Driven PR
For PR professionals, Balogun’s project illustrates how strategic storytelling and well-chosen subjects offer substantial PR advantages. When approaching subject-driven PR, it’s essential to evaluate:
- Cultural Resonance: Does the subject tap into a shared narrative, cultural symbol, or historical figure that has a built-in audience?
- Controversy and Curiosity: Is the subject likely to create a buzz, and how can you manage or frame the ensuing conversation constructively?
- Emotional Engagement: How does the subject matter align with the emotions or interests of your target audience, and how can you build anticipation and connection
In conclusion, subject-driven PR allows brands and creators to ground their messages in stories that naturally captivate audiences. Balogun’s film about Efunroye Tinubu illustrates how selecting a compelling subject can not only shape the public conversation but also sustain it in a way that feels organic. For PR professionals, the takeaway is clear: by choosing narratives that resonate deeply, brands can craft campaigns that capture attention, inspire conversations, and foster lasting loyalty.
Are you planning to watch Fathia Balogun’s film on Efunroye Tinubu? What interests you most about this story? Let us know in the comments!
