Partnering with an agency gives the access to specialist skills and expertise and also the industry experience to ensure that their communications efforts are aligned with business objectives.

Balancing cost with expertise: The DIY conundrum

While it is common for smaller businesses to manage their PR, marketing and social media internally in order to save on costs, they need to recognise that there are numerous elements to delivering effective PR and digital marketing.

This includes various types of content, media relations, SEO, organic and paid social media, and lead generation – which often require specialised skills.

This usually means that having a holistic strategy, with support from experienced strategists and specialists, tends to yield the best results.

For DIY efforts, advice includes:

• Define goals, messaging and audiences before tactics.
• Align your conversations with trending topics (newsjacking)
• Tailor your approach if aiming at media beyond South Africa
• Establish clear measurement criteria for spending and set realistic ROI expectations
• Allocate budget for testing to inform future strategy.
• Focus on the 1-2 most impactful activities for your specific objectives.
• Measure everything – clear metrics tied to business goals are essential to determine if your DIY efforts yield a real return

Remember, experience is built, not just purchased, and building media relationships and gaining broad exposure takes considerable time and persistence. This learning curve and relationship building are the substitutes for hiring existing expertise.

PR as an extension of business strategy

PR and digital marketing are closely intertwined with a businesses’ strategy, and cannot be carried out in isolation – especially when the intention is to strengthen brand awareness and credibility, build loyalty, and drive leads and eventually sales.

Strategy itself is a core communication service, with experienced strategists providing direction and guidance.

For tech companies, this means translating complex technical concepts into clear business and commercial value. A holistic, integrated strategy, amplifying PR with Digital marketing, is vital for best results and ROI, demanding full accountability to demonstrate real value.

PR non-negotiables for small business

Starting off, it is vital that small businesses have a brand story and consistent messaging for their key audiences.

This not only helps the brand stand out from the competition, but acts as the foundation on which to build trust and credibility.

Editorial coverage is crucial to building credibility, and brands need to ensure that they build relationships with local media and journalists, and provide high quality content – including visuals such as photos, infographics and video – that provides value for readers.

Having an online presence is also non-negotiable, especially if a brand is considering lead generation as a final step.

Being active on relevant social media platforms and forums not only extends visibility, but helps brands reach right audiences, and engage them through authentic, human stories and visuals that leave a lasting impression.

Proving value: Measurement and accountability

Ensuring value from PR means linking efforts directly to tangible business results, with consistent monitoring and measurement.

To get value:

• Know exactly what “Value” Means: Align this definition with the CEO’s view to avoid failure. Value is delivering concrete results matching business objectives, not just online activity or mentions.
• Establish measurement criteria before starting: Track contributions to lead generation, revenue growth, or brand visibility. Success depends on statistics and data.
• Focus on few things that deliver value: Value is proven when tracking shows real ROI by moving the needle on core business objectives – driving leads, revenue, and brand loyalty.

For small businesses – and even businesses in general –  a strategic, measurable, and accountable approach to PR and digital marketing is vital to ensuring success.

Aligning efforts with business goals, continuous learning, and rigorous measurement transforms PR into an engine for growth, trust, and competitive advantage.

On the occasion of Newmark’s 15th anniversary, I sat down with Lovelyn, as the Editor of Techeconomy, to reflect on the agency’s remarkable journey, the power of storytelling in shaping Africa’s future, and the shifting dynamics of trust, technology, and transformation in the world of PR.

With wisdom grounded in purpose and a passion for inclusive leadership, she shares insights on what it takes to build impact-driven brands in a poly-crisis world, and why the future of influence belongs to those who lead with clarity, courage, and heart.

TE: Congratulations on Newmark Group’s 15th anniversary! What does this milestone mean to you personally and professionally?

Lovelyn Okafor: Thank you for the kind words. This milestone is both humbling and deeply inspiring.

Personally, it’s a moment of reflection and immense gratitude to God for His mercy and Grace through the journey.

It is also a chance to honour the bold vision that was ignited fifteen years ago and brought to life through the unwavering dedication of our founders, Gilbert Manirakiza and Raissa Ahishakiye. Their commitment laid the foundation for what has become a powerful force in Africa’s strategic communications landscape.

Professionally, Newmark Group’s 15th anniversary stands as a testament to the transformative power of communications. It validates our belief that when purpose, people, and process converge, communications can do more than shape brands, it can shift mindsets, influence policy, and drive societal change.

This isn’t just a corporate milestone; it’s a moment that challenges us to dream bigger, lead bolder, and tell stories that reflect Africa’s complexity, resilience, and brilliance. For me, it’s a renewed call to amplify impact, deepen partnerships, and keep building narratives that shape a more inclusive and empowered future for the continent.

TE: Looking back, what would you say has been the biggest transformation in Newmark’s journey over the past 15 years?

Lovelyn Okafor: The most defining transformation has been our evolution from a homegrown communications consultancy in Kenya  into a Pan-African powerhouse with the capacity to shape industries and inform public discourse across over 30 countries. We have moved beyond executing campaigns to architecting influence by crafting strategies that align public sentiment with institutional ambition, sector-specific goals with societal progress. What started as a local firm has evolved into an integrated communications and brand positioning company that can confidently compete on the global stage. That kind of transformation requires not just scale, but depth, an ability to understand cultural nuances, economic shifts, regulatory complexities, and digital behaviours across vastly different markets. This growth has redefined not just what we do, but who we are.

TE: What were some of the toughest challenges the agency faced in its growth journey, and how did you overcome them?

Lovelyn Okafor: Building across Africa demands more than operational agility; it requires cultural fluency, political wisdom, and an unwavering commitment to integrity. One of our most significant challenges as a team has been navigating the unpredictability of various regulatory and political climates while maintaining consistent value for clients.

Another has been the need to remain adaptable in the face of economic fluctuations, technological disruptions, and shifting consumer expectations. But we overcame these hurdles by anchoring ourselves in relationships and relevance.

We continually invest in local talent who bring context-rich insights. We built coalitions with government bodies, NGOs, and the private sector.

And most importantly, we never lost sight of why we exist: to help organisations earn trust, inspire action, and lead with purpose. That clarity has carried us through the storms.

TE: You unveiled The Influence Report at World PR Day 2025. Can you walk us through what this report is about and why it’s important now?

Lovelyn Okafor:  The Influence Report is both a strategic blueprint and a cultural audit; it distils how influence is shaped, sustained, and weaponised in today’s multi-polar and poly-crisis world.

The Public Relations Global Network (PRGN) launched it in partnership with the Newmark Group Limited to provide clarity in a time when narratives are contested, attention spans are fragmented, and trust is under siege.

Based on insights from 546 senior business leaders across 40 countries, the report distils how trust, authenticity, and digital intelligence have become the new cornerstones of influence in the 21st century.

What makes this report timely is the clear consensus from global leaders: 89% say brand influence is critical to organisational success, and 67% believe its importance will only grow over the next 3–5 years. We’re witnessing not just a redefinition of influence, but a recalibration of how it is earned, moving from visibility to value, from messaging to meaning.

In an era of misinformation, cultural flux, and heightened stakeholder expectations, this report serves as a strategic compass for communicators who must now shape perceptions with precision, responsibility, and relevance.

TE: What were the most surprising or significant findings in this year’s Influence Report?

Lovelyn Okafor: Perhaps the most eye-opening insight was the sheer pace of change: 87% of respondents say their approach to building influence has evolved significantly in the past 2–3 years. We’re witnessing a profound transformation in mindsets, where influence is no longer defined by reach, but by resonance, relationship and trust.

What stood out most was the rise of trust and reputation as dominant drivers of brand value, with 65% and 61% respectively, ranking them as extremely important.

Surprisingly, traditional metrics such as media buzz and revenue were surpassed by customer loyalty (81%) and brand equity (53%).

This signals a deep shift in how influence is measured, not by how loud you are, but by how deeply you are trusted.

Equally compelling was the data showing that employees and customers are now the most trusted brand stakeholders, while political leaders ranked lowest at just 15%. Influence has moved into the hands of peer communities and internal advocates. For brands, this is a call to look inward as much as outward when cultivating influence.

TE: How do the insights from the report inform how communicators should shape strategy in today’s media and digital ecosystem?

Lovelyn Okafor: The data tells a compelling story: to be influential, brands must be digital-first, values-led, and emotionally intelligent.

Social media (76%) and digital platforms (78%) emerged as the most impactful channels, with 72% of leaders reporting that they are actively leveraging these tools to drive influence.

However, what’s equally important is how these platforms are used to build emotional connections, align with values, and sustain authenticity.

The findings underscore that communicators must evolve from content creators to trust architects. Influence strategy today must be integrated, agile, and insight-driven. It’s not enough to post; you must engage. It’s not enough to be seen; you must be believed. The future belongs to those who can combine technological reach with human relevance, who can use data to listen, not just track, and who know that reputation is not built in campaigns, but in consistency.

TE: This report was created in collaboration with the Public Relations Global Network (PRGN). What does this partnership bring to the table for Newmark and for the Nigerian PR industry?

Lovelyn Okafor: Partnering with PRGN brought both scale and depth to the Influence Report. With over 70 member agencies worldwide, PRGN provided us with access to a rich and diverse pool of insights and real-world data from 40 countries, reflecting how influence is shaped not just globally, but also contextually. This strengthens our ability at Newmark to offer strategies that are globally informed but locally effective.

For the Nigerian PR industry, this collaboration is catalytic. It elevates the local conversation on influence to a global stage, providing our practitioners and clients with data-backed benchmarks that go beyond anecdotal trends.

It also enables cross-border learning, allowing us to bring home best practices in digital transformation, stakeholder trust, and purpose-driven influence while also contributing uniquely African narratives to the global canon of communications thought leadership.

We are helping to redefine what global influence looks like, whether it’s shaped in Lagos, Nairobi, Accra, Lusaka, or not just London or New York.

TE: What global trends identified by PRGN do you see gaining traction in Nigeria and Africa?

Lovelyn Okafor:  Several key global trends highlighted in the report are rapidly gaining traction across Nigeria and the broader African markets.

First is the increased focus on purpose-driven branding, where influence is not just about visibility, but about values.

The report shows 76% of leaders prioritise alignment on values, and this is resonating locally, as consumers increasingly expect brands to take meaningful stands on social, cultural, and environmental issues.

Another powerful trend is employee advocacy and internal brand alignment. With 63% of respondents citing employees as high-trust stakeholders, organisations in Nigeria are beginning to recognise that influence starts from within. Internal communications, culture-building, and leadership visibility are becoming strategic priorities.

And finally, digital fluency and emotional intelligence are becoming non-negotiable. From fintech to public policy, Nigerian communicators are realising that platforms alone don’t create influence; people do. As we continue to bridge data and storytelling, tech and trust, we’re seeing a new model of African influence emerge, which is bold, local, and globally relevant.

TE: In what ways is Newmark Group reshaping perceptions of public relations and communications in Nigeria?

Lovelyn Okafor: With our presence in over 30 countries, we are not just practitioners, we are architects of narratives that drive national progress, social cohesion, and economic inclusion. Our approach is rooted in the belief that communication is not a supporting function, but a central pillar of transformation.

From designing and implementing strategic campaigns across sectors, to leading financial literacy programs that empower underserved communities, to helping tech brands articulate and activate their ESG commitments, our work shows that PR is not just about visibility; it’s about value creation.

One of our most pioneering tools in this effort is our NeuroInfluence strategy, which leverages behavioural science to craft messages that not only inform but inspire action. This innovation reinforces our view that public relations is how the future is shaped, one message, one movement, and one mindset shift at a time.

In Nigeria, we’re proud to be leading a new era of communications, one that’s purposeful, data-informed, and powerfully African.

TE: How has Newmark’s approach to influence and brand reputation evolved in the era of AI, misinformation, and digital disruption?

Lovelyn Okafor: In this new era, we have adopted a layered, evidence-based, and anticipatory approach to influence. We are building digital resilience into every campaign and leveraging the principles of neuroscience to enhance our approach.

We continually train teams and clients to understand how narratives can be manipulated and how trust must be proactively built, not just defended.

We use technology to gather insights and enhance efficiency, but our most powerful asset remains our ability to create authentic human connections.

We have been able to understand how people think and identify the best ways to capture, connect, and convert loyal audiences for our clients. Our strategies are no longer linear; they are dynamic ecosystems designed to evolve in tandem with conversations.

TE: How is the agency helping clients align PR and communication strategies with social impact, ESG, and stakeholder trust?

Lovelyn Okafor: We don’t just align our work with ESG principles, we design campaigns that live and breathe them. Today, performance is no longer enough; clients are expected to prove their impact and earn their place in the hearts of communities and stakeholders alike.

Through stakeholder mapping, social storytelling, and purpose-driven engagement, we help brands articulate their values with clarity and credibility. We support clients in measuring impact, communicating transparently, and co-creating change with the people they serve.

A great example is our award-winning FinGreen campaign, which empowered over 1500 youth through financial literacy and inclusion. It shows how communication, when rooted in empathy and evidence, becomes more than a message, it becomes a movement for change.

TE: As a female leader in Nigeria’s PR space, what unique perspectives do you bring to the table?

Lovelyn Okafor: I lead from the understanding that influence is never neutral. It is shaped by identity, access, and lived experience. As a woman, I bring a perspective grounded in intersectionality, where gender, culture, and representation intersect to shape how stories are told and received.

I lead with intentionality, and empathy, always mindful that inclusive communication is not just a value, it’s a necessity. For me, leadership means creating space, sharing power, and lifting others as you rise. It’s about ensuring that the next generation of women sees not just the ceiling, but the sky.

TE: What advice would you give young communication professionals, especially women, looking to make a mark in the industry?

Lovelyn Okafor: Be unapologetically bold, and relentlessly purpose-driven. Learn the craft, understand the context, and refine your voice. Don’t just aim to be seen, build platforms that reflect your values and invite others in.

To young women especially:  Find your identity and be confident. In every room, at every table, in every conversation that matters, own your platform. Take up space, speak with clarity, and lead with courage. Influence begins with presence, but it’s sustained by consistency, strategy, and heart.

TE: What does the future hold for Newmark Group in the next 5 years? Any new frontiers you’re exploring?

Lovelyn Okafor: The future is bold, borderless, and deeply purposeful. Over the next five years, our focus is on expanding our influence across emerging markets, pioneering our NeuroInfluence methodology at scale, and developing digital-first strategies that champion inclusive innovation.

We’re exploring frontiers in public diplomacy, stakeholder capitalism, and reputation recovery, areas where trust and influence intersect with governance, policy, and impact.

Our ambition is clear: to be recognised not just as a communications firm, but as Africa’s leading influence and impact agency, rewriting the narrative from the inside out.

TE: Finally, in one word or sentence, how would you define influence in 2025?

Lovelyn Okafor: Influence in 2025 is the ability to shape reality through trust, clarity, consistency and collective action.

We are witnessing a stupendous growth of tech entrepreneurs across the continent, tackling challenges in finance, healthcare, education, infrastructure, etc. 

Amid the growing excitement surrounding funding and expansion in the region’s tech space, an often-overlooked force plays a vital role in the success of these ventures: public relations (PR). 

Think of PR as the bridge between brilliant innovations and meaningful human connections. Yet, many African tech innovators come to this realisation only after facing setbacks.

This leads to a critical question: in a time when African tech is finally claiming its place on the global stage, why do so many brilliant innovators overlook the power of strategic PR—until it’s too late?

The continent’s tech ecosystem is an exciting space where competition is intense, resources are stretched thin, and visibility is priceless. For many innovators, the focus is often on product development, and rightfully so. Funding comes next; after all, without capital, even the best ideas can wither before they take flight. 

Strategic communication is often overlooked in the pursuit of innovation and excellence. In a crowded market, even the most groundbreaking product needs more than just functionality—it needs a compelling story. 

This is where PR makes the difference. PR goes beyond press releases and media coverage; it’s about shaping a narrative that connects with stakeholders and builds credibility and trust.

“Without strategic PR, even the most groundbreaking innovation can struggle to earn user trust and scale,” says Joyce Imiegha, a PR expert and founder of Reneé Agency, a PR agency on a mission to amplify the voices of African tech innovators.

Imiegha, who has helped numerous African startups transform from unknown entities to industry leaders, understands this all too well. Her approach isn’t just about securing media coverage; it’s about creating a narrative that positions startups as credible, trustworthy, and relevant in the ecosystem.

Joyce Imiegha: Architect Behind Brand Storytelling

When you think of PR in the African tech scene, few names stand out as much as Joyce Imiegha. With a rich background in marketing, communications, product management, and psychology, Imiegha has built a reputation as a trusted architect of successful brand storytelling. 

What sets her apart is her ability to turn complex, technical ideas into clear, relatable narratives that resonate with media, investors, and everyday people alike.

One example of her approach in action is her work with an edtech startup using AI to make K–12 lessons more engaging and interactive. Despite its innovative approach to transforming education, the brand struggled to connect with potential users who found the idea of AI complex and difficult to grasp.

“We leveraged a lot of storytelling and strategic media engagement to support the founders in articulating their mission, vision, and real-world impact in a way that resonated with all stakeholders—schools, teachers, and students,” she explains. 

Imiegha also worked closely with the CEO, equipping him with the tools to effectively communicate the company’s value, ensuring their product was more accessible to key users, especially children and educators.

Reputation management is one of PR’s most important yet underappreciated roles in the tech industry. Too often, it only gets the attention it deserves when something goes wrong. In emerging markets like Africa, where trust is hard to earn and easily lost, credibility can make or break a startup. Imiegha knows this well and helps founders stay ahead by managing perception before it becomes problematic.

When a client startup was forced to shut down due to external challenges, its founder suddenly became the target of intense media scrutiny. 

The narrative quickly shifted from the broader industry challenges to personal attacks on his leadership and the company’s operations. Sensing the need for a thoughtful, strategic response, Imiegha recommended a temporary pause in media engagement to assess the impact of the media coverage and regroup. 

That careful, measured approach helped shift the narrative, allowing the founder to regain control of the narrative and shift the conversation in a more constructive direction.

“We took the time to assess the narrative and carefully document our responses to the attacks and accusations being made,”Imiegha explains. “Once we understood the full scope, we engaged a neutral media platform where the founder could share his side of the story in his own words, ensuring there would be no misinterpretation or sensationalism. It also allowed his audience to connect with him, empathise with the real reasons behind the shutdown, and reinforced his credibility within the ecosystem.”

Reputation management isn’t just about handling crises; it’s about building a foundation of trust that lasts. For Imiegha, the emotional weight of trust in the public eye can’t be underestimated. Her careful, measured approach helped shift the narrative, allowing the founder to regain control and steer the conversation in a more positive, constructive direction.

PR: The Force Behind Trusted Brands

As Africa’s tech industry grows, PR has moved from optional to absolutely essential. It is critical to how our innovation is communicated and received globally, transforming great ideas into trusted brands.

“I’ve seen brilliant ideas overlooked simply because they weren’t communicated the right way,” Imiegha explains. “For me, storytelling isn’t just about visibility—it’s about highlighting the purpose behind the technology and helping startups build genuine connections with their audience.”

With experts like Joyce Imiegha, it’s clear that the future of tech in Africa is shaped not only by innovators and investors but by the storytellers who ensure the world is listening.

Founders who invest in strategic public relations aren’t just setting their products up for success; they’re investing in their reputation, visibility, and long-term growth.

I have shared my thoughts on this topic across multiple LinkedIn posts, and I felt compelled to provide a structured education on the subject.

Measurement education is a core pillar of AMEC Measurement and Evaluation , and as a strong advocate for data-driven PR, I believe it is crucial to guide PR professionals through this recurring challenge.

The reality is simple: If sales are not part of your key performance indicators (KPIs), then Return on Objective (ROO) should be your holy grail, not ROI.

However, for PR campaigns where sales are indeed a primary goal, PR professionals cannot work in isolation — they need to engage with the “three wise men”: Sales, Finance, and Marketing.

A fundamental mistake many PR practitioners make is attempting to justify PR’s success using ROI without understanding the financial principles behind it.

ROI, in its true form, is a financial metric that calculates the profitability of an investment using the formula: ROI (%) = (Net Profit / Cost of Investment) x 100. For PR professionals aiming to showcase ROI, collaboration with the Finance team is essential to align media metrics with revenue generation.

However, in most cases, PR is not a direct sales function, which means using ROI as a blanket metric leads to misinterpretation and misplaced expectations.

This is why AMEC’s Barcelona Principles (which emphasize outcome-based measurement over outdated methods) encourage PR professionals to focus on measurable objectives rather than vanity metrics like Advertising Value Equivalency (AVE).

For those unfamiliar with these principles, I strongly recommend exploring them as a foundation for modern PR measurement.

One of the most misleading approaches in PR measurement is relying on AVE to demonstrate ROI. To put this into perspective, AVE in PR is like measuring the quality of a meal based solely on the price of its ingredients. Just because a dish contains expensive components does not mean it tastes good or satisfies the customer.

Similarly, AVE assigns a monetary value to media coverage based on ad rates but fails to measure the true impact, sentiment, or effectiveness of PR efforts.

If a PR professional presents AVE as ROI, they are essentially equating visibility with tangible business outcomes, which is a flawed and outdated perspective.

The goal should always be to measure what matters — impact, sentiment, engagement, and business outcomes — rather than placing a fictitious monetary value on earned media.

As a PR measurement specialist with over a decade of experience, I have consistently advocated for the prioritization of ROO over ROI for PR campaigns that do not have direct sales objectives. PR’s role is often about shaping perception, building credibility, and enhancing reputation — elements that do not always have an immediate or direct financial impact.

ROO provides a structured framework for evaluating PR performance based on predefined, measurable objectives.

By aligning PR efforts with specific business goals — whether it be increasing brand awareness, driving website traffic, improving customer sentiment, or strengthening stakeholder relationships — PR professionals can provide meaningful insights without force-fitting sales metrics where they do not belong.

For PR to demonstrate true ROI when necessary, it must integrate seamlessly with Sales, Finance, and Marketing. Without correlating PR metrics with their data, PR teams cannot accurately tell the story of their contribution to revenue generation.

Marketing provides valuable insights into lead generation, Sales tracks conversions, and Finance ensures financial accountability.

When these three functions work together, PR professionals can move beyond justifying their efforts with media impressions and start proving their impact in terms of business growth.

This is why aligning client or executive expectations from the onset is critical. By setting realistic measurement parameters, PR professionals can avoid the trap of being asked to prove ROI on campaigns that were never designed to drive direct sales in the first place.

The path to effective PR measurement is rooted in education, collaboration, and the right frameworks.

We must continue advocating for methodologies that reflect PR’s strategic value — beyond press clippings, beyond AVEs, and certainly beyond misaligned expectations.

Measurement is not about justifying PR’s existence; it is about demonstrating PR’s impact with the right metrics that align with business goals.

As PR professionals, our focus should always be on setting SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) objectives that align with organizational priorities. This way, measurement becomes a tool for strategy rather than just a reporting mechanism.

As we move forward, I encourage PR professionals to embrace continuous learning, engage in industry conversations, and challenge outdated measurement methods.

PR measurement is not static — it evolves with trends, technology, and business needs. Let us elevate our practice by ensuring that measurement is not an afterthought but an integral part of our communication strategy from the start.

Would love to hear others’ thoughts on this!

The award, tagged ‘2023 PR Power List Icon Award’, celebrates his exceptional contributions and accomplishments in the field of Public Relations.

This year’s PR Power List was themed “Global Insights: Harnessing the Power of Public Relations.” The award ceremony, which took place on 16^th July, was organized by a collaborative initiative of GLG Communications and The Guardian Nigeria in commemoration of World PR Day.

The PR Power List recognised and commended 50 outstanding PR and communications practitioners worldwide. Since its inception in 2022, the list has become a significant platform that honors and highlights the achievements of professionals who have significantly shaped the PR and communications industry.

Yomi Badejo-Okusanya, in his role as the Lead Partner of CMC Connect LLP, has consistently demonstrated remarkable leadership in the field of Public Relations. His innovative approach to PR, driven by his four-fold vision of creativity, curiosity, imagination, and storytelling, has significantly elevated his standing in the industry.

Speaking on the award, Mr. Okusanya expressed his heartfelt appreciation to the organisers and delivered words of encouragement to aspiring PR professionals.

“With great pleasure, I receive this warm recognition and I commend the organisers for this great opportunity. To anyone who aspires to be at the top, with vision, strong determination, focus, and hard work, you can be on this stage. Choose to be that person and refuse to settle for average results or mediocrity,” he said.

The organisers emphasized that YBO’s recognition is a proof of his remarkable contributions to the Public Relations industry, stating that he has not only contributed to the industry but has also established solid foundations for his peers, ultimately reshaping the PR landscape in Nigeria and Africa at large.

It was also noted that he is a PR icon with over 30 years of experience with an immense impact that can be seen through his pioneering efforts.

You will recall that his dedication to excellence was also recognised when he was honoured with the esteemed Global Icon Award at the 33rd Annual Conference of African Public Relations held in Tanzania, in 2022.

As a visionary leader, Yomi Badejo-Okusanya’s achievements not only inspire his peers but also motivate aspiring PR professionals to strive for greatness. He continues to be a driving force in the Public Relations landscape, innovating new ideas, and shaping the future of the industry.

Transiting from a Limited Liability Company to Limited Liability Partnership, CMC Connect LLP, under Yomi Badejo-Okusanya’s leadership over the years, has emerged as the biggest, most diversified, and most capacity-infused Public Relations and Strategic Communications firm.

As the world becomes increasingly interconnected, digital innovation and effective public relations (PR) play pivotal roles in shaping narratives and perceptions.

On World PR Day 2023, we celebrate the transformative power of PR in harnessing digital tools to reshape the African narrative and create a global appeal.

By leveraging technology, embracing digital platforms, and employing PR strategies, Africa can showcase its vibrant cultures, diverse perspectives, and remarkable achievements to the world.

The Digital Revolution: Empowering African Voices:

The advent of digital innovation has opened up unprecedented opportunities for Africans to share their stories and amplify their voices on a global scale. Through social media, blogging, podcasts, and other digital platforms, individuals can bypass traditional gatekeepers and directly engage with audiences worldwide.

This democratization of communication allows Africans to challenge stereotypes, dismantle misconceptions, and present a more authentic portrayal of the continent’s diverse cultures, innovations, and aspirations.

Digital Storytelling: Connecting Cultures, Inspiring Change:

Digital storytelling has emerged as a powerful tool in reshaping the African narrative. By combining compelling narratives, visuals, and interactive elements, digital campaigns can captivate global audiences and evoke empathy. PR professionals can collaborate with local communities, artists, and influencers to create engaging content that showcases Africa’s richness and promotes cross-cultural understanding. By harnessing the power of storytelling, Africa can inspire change, foster collaboration, and break down barriers.

Digital Diplomacy: Positioning Africa for Global Opportunities:

In an increasingly interconnected world, digital diplomacy is crucial for positioning Africa as an attractive destination for investment, trade, and tourism. Governments can leverage PR strategies and digital platforms to highlight economic growth, infrastructure development, and investment opportunities across the continent. By showcasing success stories and promoting Africa’s potential, governments can attract global partnerships and reshape international perceptions, paving the way for sustainable development and progress.

Brand Africa: Building Global Recognition and Trust:

Brands have a significant role to play in shaping the African narrative. Through strategic PR initiatives, brands can align their values with Africa’s diverse cultures, heritage, and aspirations.

By partnering with local communities, supporting social causes, and highlighting African talent and entrepreneurship, brands can foster trust and establish an emotional connection with global consumers.

Authenticity, cultural sensitivity, and inclusivity are key elements that brands should prioritize to create a positive impact and drive a global appeal.

The Future of African PR: Collaboration and Innovation:

On World PR Day 2023, it is imperative to recognize the importance of collaboration and innovation in shaping the African narrative. PR professionals, governments, brands, and citizens must work together to harness the full potential of digital innovation and PR strategies.

By embracing emerging technologies such as artificial intelligence, virtual reality, and data analytics, Africa can stay at the forefront of PR innovation, adapt to changing communication landscapes, and effectively engage global audiences.

World PR Day 2023 presents a unique opportunity to reflect on the transformative power of digital innovation and public relations in shaping the African narrative for global appeal. By harnessing the capabilities of digital tools, embracing storytelling, and fostering collaboration, Africa can challenge stereotypes, promote its cultural richness, and inspire positive change worldwide. Let us seize this moment to celebrate the progress made and commit to further leveraging digital innovation and PR strategies to empower African voices, connect diverse cultures, and build a more inclusive and interconnected global community.

Tofunmi Akinseye, CEO and Publisher of Savvy Media Africa, is a highly accomplished professional in the media and communications field