- Calls for more authentic, impact-driven African PR
Adeola Adejokun, head of Communications at First City Monument Bank, has called for more emphasis on authenticity, local context, and measurable impact in African public relations.
Speaking on the sidelines at the fifth edition of the GLG Communications PR Power List Soirée, where he was recognised in the ‘Rising Voices’ category, Adejokun said communications professionals should focus not only on creative ideas but also on the value those ideas deliver.
“No matter how beautiful the ideas or the emotions, if we cannot measure our investment, that was never an effective campaign,” he said, stressing the importance of linking communications activity to measurable outcomes.
Adejokun also argued that African communications professionals should have greater confidence in developing strategies and narratives rooted in the continent’s own realities.
He said the industry would benefit from stronger emphasis on local insight and context, especially when developing campaigns for African audiences.
“True influence comes from authenticity. If we want our stories to endure, they must be intentional and rooted in our own reality, rather than manufactured for external validation,” he said.
His comments come as the public relations industry continues to evolve beyond its traditional focus on media visibility towards a broader role in shaping reputation, stakeholder trust and organisational value.
The GLG Communications PR Power List Soirée brought together communications professionals and industry leaders to recognise contributions to the growth of the public relations profession.
Adejokun’s recognition in the ‘Rising Voices’ category places him among communications professionals being recognised for their contribution to the industry’s continuing evolution.
