Carpe Diem Solutions Ltd., a strategic communications and reputation management firm, says growing financial pressure on the media industry is undermining journalism and weakening collaboration between journalists and public relations professionals.
The firm stated this in a Practitioner Intelligence Report on the Future of Media and PR Collaboration in Nigeria, released on Saturday in Lagos to mark the 2026 World Press Freedom Day.
The report, which drew responses from journalists across 17 media organisations, identified poor funding, ethical concerns around Artificial Intelligence (AI), declining trust and transactional media relations as major challenges confronting the industry.
Founder and Chief Executive Officer of Carpe Diem Solutions, Mr Edward Israel-Ayide, said the publication was aimed at encouraging honest conversations between journalists and communications practitioners.
“We publish this report not as a critique of either industry, but as an honest reflection of where both stand and what each owes the other.
“The journalists represented here are talented, committed and clear-eyed about the conditions in which they work. They deserve communications partners who meet that standard,” he said.
According to the report, financial pressure remains the biggest challenge facing Nigerian journalism, affecting editorial independence and newsroom sustainability.
It noted that Reporters Without Borders ranked Nigeria 112th out of 180 countries in its 2026 World Press Freedom Index, placing the country in the “difficult” category.
The report also said AI tools were increasingly being adopted in Nigerian newsrooms for research, editing and transcription, although ethical safeguards had yet to match the pace of adoption.
It added that while social media had expanded news distribution, it had not solved the economic challenges facing media organisations.
The report stressed that journalism remained distinct from influencing because of its emphasis on verification, objectivity and editorial accountability.
It urged public relations professionals to move beyond transactional engagement and build long-term relationships with journalists through transparency, tailored pitches and early collaboration.
It encouraged media professionals, communications practitioners and brand leaders to engage with the report through its website
