Encomium
The recent Public Relations Society of Kenya (PRSK) Annual Summit, held from November 27th to December 1st, 2023, brought together over 1000 PR and communication professionals from across Africa at the Diamonds Leisure Beach & Golf Resort in Diani, Kenya. The summit had a spotlight on leveraging public relations to unlock the potential of the African Continental Free Trade Area (AfCFTA), with Njideka Akabogu, Regional Manager and Lead Adviser at ID Africa, taking centre stage as a panellist and advocate for strategic communication.
One of the critical themes of the summit was the role of storytelling in humanising the impact of AfCFTA. Akabogu, a seasoned expert with over eight years of experience in media and communications, emphasised the importance of reaching diverse audiences to educate them about AfCFTA’s benefits and opportunities. “The success of AfCFTA relies on accessibility. We must educate the public, media, corporations, governments, and policymakers about its potential,” she highlighted during the panel discussions.
Akabogu urged PR professionals to move beyond traditional roles, stating, “We’re more than just press releases and media coverage. To bring true value, we need to be embedded in decision-making processes.” She advocated for a proactive approach, positioning PR professionals as subject matter experts whose advice governments and businesses can rely on.
Addressing concerns about misconceptions and miscommunication surrounding AfCFTA. Akabogu went on to stress the need for a strategic repositioning of the PR profession. “We’re more than just press releases and media coverage. To bring true value, we need to be embedded in decision-making processes. Our continent is losing out by not understanding who we are and how to get the best value out of us,” she remarked. The emphasis was on proactive involvement rather than reactive engagement, highlighting the need for early integration into projects to offer holistic perspectives and pre-empt potential issues.
The dialogue also extended to utilising the creative economy to unlock AfCFTA’s potential. Drawing from the success of Africa’s music and film industries. Akabogu, who hails from Lagos, Nigeria — the home of Afrobeats and Nollywood — emphasised the transformative power of collaboration and creativity in changing global perceptions of the continent.
“Davido, Burna Boy, Wizkid, Rema and co are selling out major arenas globally and going toe to toe with the biggest acts in the world. Our movies are doing major numbers on global streamers. And I think it’s sort of a testament to what’s possible on the continent. We are blessed with a lot of talent and creativity, and collaborating to showcase these can transform not just individual countries but our entire continent,” she stated.
The success of contemporary Nigerian pop musicians and the global recognition of the country’s film industry thus stands as compelling evidence of Africa’s potential. Despite prior hurdles like piracy, funding constraints, and talent development issues, Nigeria’s entertainment sector has shown remarkable progress over the past decade. Stakeholders now report significant resolutions to these challenges, reflecting the industry’s resilience.
As discussions concluded at the PRSK Summit, emphasising unity and collective action for the benefit of Africa’s current and future generations, it’s crucial to recognise Africa’s demographic strength. With an estimated population of 1.4 billion as of 2023, accounting for 18.2% of the world population according to the International Monetary Fund, the continent’s potential becomes even more evident. Embracing the opportunities presented by initiatives like the African Continental Free Trade Area (AfCFTA) can not only impact individual countries but also contribute to the prosperity of the entire continent.
“Africa must work for us; it’s our only home. Brain drain is a challenge we face and according to findings from the Africa PR and Communications Report with over 3,000 respondents, the emigration intent of Africa’s communications professionals was as high as 90% who were willing to leave the country. But, collectively making AfCFTA work will benefit us all and can impact this,” Akabogu said, highlighting the importance of embracing the continent’s potential for the sake of current and future generations.
Njideka Akabogu’s recent induction into the Public Relations Society of Kenya aligns with ID Africa’s recent expansion into Kenya, a pivotal step in its Pan-African strategy. With a background in Information Science from Abia State University and years of experience in media and communications, Njideka has contributed significantly to various international brands, demonstrating her expertise and commitment to the field.
