Industry operators have underlined the role of storytelling across PR channels in humanising the impact of the African Continental Free Trade Area (AfCFTA).
This was made known during the public Relations Society of Kenya Annual Summit which was held recently in Kenya. Speakers emphasised the necessity 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,” highlighted Njideka Akabogu, Regional Manager and Lead Adviser at ID Africa – a BHM Holdings company.
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By sharing success stories and adopting a pro-Africa approach, the aim is to break down borders and create a more unified continent, she said.
Akabogu, who was on a panel session with Nelson Karanja, Director of Strategic Communications and Engagement, FSD Africa, Maureen Mambo, Ag Director, Kenya Export Promotion and Branding Agency and Veronica Abuede, Coordinator, African Public Relations Association also emphasised the 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.”
There’s a call for PR professionals to be regarded as subject matter experts, offering insights that governments and businesses can rely on. 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 the African music industry and films, speakers highlighted the power of collaboration and creativity in changing global perceptions of the continent. “Our talent and creativity are our greatest assets. Collaborating to showcase these can transform not just individual countries but our entire continent.”
The success of contemporary Nigerian pop musicians and the global recognition of the country’s film industry 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.
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“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.
