Broadcasting
Unleashing AfCFTA’s Economic Promise: The Strategic Role of Public Relations
The recent Public Relations Society of Kenya Annual Summit which was held from November 27th to December 1st, 2023 at the Diamonds Leisure Beach & Golf Resort in Diani, Kenya, held a spotlight on Leveraging Public Relations to unlock the potential of the African Continental Free Trade Area (AfCFTA), shedding light on how strategic communication can shape perceptions and foster cross-border collaborations.
On the panel were Njideka Akabogu, Regional Manager and Lead Adviser at ID Africa, 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.
A critical aspect highlighted during the discussions was the role of storytelling across PR channels in humanising the impact of AfCFTA. 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. By sharing success stories and adopting a pro-Africa approach, the aim is to break down borders and create a more unified continent.
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.” 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. Stakeholders now report significant resolutions to these challenges, reflecting the industry’s resilience. This positive transformation resonates with the summit’s focus on proactive engagement and strategic communication, underlining the industry’s global acclaim. Nigeria’s entertainment achievements underscore the potency of collaboration and strategic communication, symbolising Africa’s unity and growth prospects.
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 recognize 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.
The PRSK Summit gathered over 500 PR and communication professionals from over five African countries including Kenya, Nigeria, South Africa and Uganda. It aimed to address emerging trends and challenges while exchanging best practices in the field. Under the theme “Retrospect, Reimagine, Reposition – Adopting Agile PR Practices in a Disrupted World,” this year’s summit underscored PRSK’s commitment to fostering professional development and ethical standards within the PR and Communication Management industry.
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 over eight years of experience in media and communications, Njideka has contributed significantly to various international brands, demonstrating her expertise and commitment to the field.
National Identity Management Commission (NIMC) has launched the NIMC Pre-Enrolment Portal to revolutionise the National Identification Number (NIN) enrolment process, enabling applicants within Nigeria and in the Diaspora to capture biodata online prior to biometric verification at enrolment centres.
NIMC
Accessible via penrol.nimc.gov.ng, the platform allows users to fill enrolment forms, schedule appointments, upload supporting documents securely, and manage personal details directly, thereby slashing congestion, minimising wait times, boosting data accuracy and enhancing overall service efficiency at centres nationwide.
NIMC Director-General and CEO, Engr. (Dr) Abisoye Coker-Odusote, spearheaded the initiative as part of the Commission’s technology-driven strategy to fortify institutional performance, aligning with President Bola Ahmed Tinubu’s Renewed Hope Agenda that emphasises digital transformation, efficient public service delivery and inclusive national development.
Dr Kayode Adegoke, Head of Corporate Communications, highlighted key benefits including simplified biodata handling, confidential data protection through robust security measures, reduced physical centre visits and heightened operational effectiveness, urging all prospective enrollees to adopt the portal for a faster, citizen-friendly experience.[conversation_history]
The move underscores NIMC’s mandate under the NIMC Act No. 23 of 2007 to manage the National Identity Database, issue NINs and foster a reliable digital identity ecosystem vital for national planning, with users advised to complete pre-enrolment online before heading to selected centres for biometrics.
MultiChoice Talent Factory (MTF), a Pan-African film and television training institution, has announced the opening of applications for its 2026 intake.
MultiChoice
The fully funded programme is open to African graduates aspiring to become directors, filmmakers, scriptwriters, producers and storytellers.
According to MultiChoice, the nine-month accredited curriculum combines online learning with intensive in-person training, and is designed to balance theoretical knowledge with practical immersion.
MTF academies are located in Kenya, Nigeria and Zambia, and serve aspiring filmmakers from 14 African countries. Since its inception in 2018, the initiative has trained 296 filmmakers, with graduates producing more than 42 movies aired on DStv, GOtv and Showmax platforms.
Organisers said alumni of the programme have gone on to establish over 50 production companies, while many continue to work within the MultiChoice ecosystem.
Graduates have also won accolades at the Africa Magic Viewers’ Choice Awards, Kalasha Awards, Uganda Film Festival and Women in Film Awards.
Applications for the 2026 intake close on Feb. 27, 2026. Interested candidates can visit https://apo-opa.co/3XW53oE for programme requirements.
Broadcasting
Davido, Babajide Sanwo-Olu, Karl Toriola, Others To Be Honoured At The Most Influential People of African Descent Awards In Lagos
Most Influential People of African Descent (MIPAD) is excited to announce the Lagos Diaspora Experience 2025, a week-long celebration of African art, culture, innovation, and connection, culminating in the End of the Year Awards & Celebration on Sunday, December 21st, 2025, in Lagos, Nigeria.
The Most Influential People of African Descent Awards
This historic occasion marks the first time the world-famous Most Influential 100 Recognition & Awards Ceremony—traditionally held in New York on the sidelines of the United Nations General Assembly (UNGA)—will be hosted in Lagos, Nigeria.
The week will feature events such as Diaspora Day at the Fela Exhibition (Afrobeat Meets Diaspora), Cultural Heritage Day, and Business Leadership Luncheons, all culminating in the awards celebration.
The evening will honor the Best & Brightest of the Year, recognizing exceptional individuals and institutions whose work has advanced Global African Achievement and Black Excellence across business, government, media, culture, and technology.
Key Recognitions for 2025
– Governor of the Year & City of the Year: His Excellency Babajide Sanwo-Olu, Governor of Lagos State, honored alongside Lagos as City of the Year for its global leadership in culture, innovation, tourism, and diaspora engagement.
– Her Excellency Hannatu Musa Musawa, Minister of Art, Culture, Tourism and Creative Economy, will be honoured as Minister of the Year for her contribution to the creative economy’s role in nation branding and cultural diplomacy.
– Most Influential Woman of the Year: Olorì Atúwàtse III, Queen Consort of the Warri Kingdom
– Most Influential Man of the Year: Adewale Tinubu, Group Chief Executive, OANDO
– CEO of the Year: Karl Toriola, Chief Executive Officer of MTN Nigeria; who will deliver a keynote address, recognized for his transformative leadership and impact on Nigeria’s telecommunications and digital economy.
Others include; Karl Toriola of MTN as CEO of the year, Uche Pedro of Bella Naija as Lifestyle Personality Of The Year, Ojy Okpe of Artise News as Most Influential News Anchor Of The Year, Stephanie Busari as Media Executive of the Year, Kayode Okikiolu as Pressman of the year, Davido as Artist of the year and several others.
In celebrating this year’s honorees, Michael Ehindero, Managing Director, Pernod Ricard Nigeria, owners of Martell Cognac, who emerged as Brand Of The Year expressed deep appreciation for the brand’s continued global recognition, saying: “It’s a great reward for the team who’s delivered Martell excellently in Nigeria over the years.
“We say thank you to the teams, we say thank you to our consumers and we say thank you to MIPAD.
“Martell has a lot of promising experiences in the years to come in Nigeria and with this we invite you over to Nigeria to experience Detty December”.
The ceremony will also celebrate the achievements of the Class of 2025 Honorees, alongside past Nigerian honorees who were unable to attend their year of recognition in New York.
“For the first time, we’re bringing our world-famous recognition platform home to celebrate excellence within the Global Africa Family — right here in Lagos,” said Kamil Olufowobi, Founder & Chairman of MIPAD. “This is more than an event; it’s a movement uniting the best of us — connecting, collaborating, and working together to change the world.”
Event Details
📍 Lagos, Nigeria
– Friday, Dec 19 – #DettyDec Diaspora Day at Fela Exhibition FREE
– Sunday, Dec 21 – End of Year Recognition & Award Ceremony STRICTLY BY INVITATION
🎟️ RSVP: https://rsvp.oakenevents.com/mipad
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