In Nairobi, Africa Global PR Week drew more than 1,000 senior delegates from 35+ countries, including representatives from the African Union, government officials, media houses and executives from major African and global organisations. The three‑day event highlighted the growing centrality of communications in building relevance, trust and influence across the continent and beyond.
Among the speakers was Emmanuel Lubanzadio, Africa Lead at OpenAI, who joined a fireside chat on AI and technology. His participation underscored how tech giants are now part of the PR conversation, signalling a shift from a supporting function to a strategic driver of reputation and influence.
Three themes emerged. First, the challenge of building brands that resonate across diverse markets. Rutendo Nyamuda, Director of Brand Communications at Yellow Card, stressed that a brand must ask why anyone should care, rather than simply repeating a corporate message. She drew on her journalism background to highlight the need for relevance in each locale, noting that a story that works in Kenya may not resonate in Nigeria or the UK.
Second, the rapid integration of generative AI into PR workflows. Meltwater and WE Communications research found that over 90% of PR teams globally are already using AI, though only 13% say it is highly integrated. Nyamuda warned that while AI can amplify intelligence and speed, it must not erode the human connection that lies at the heart of effective communication.
Third, the ongoing dialogue about Africa’s narrative. Nyamuda called for more African voices to tell bold, diverse stories that reflect the continent’s progress, innovation and ambition. She urged communicators to broaden reach and avoid a narrow set of narratives that dominate global perception.
The week’s discussions, including a memorable address by legendary marathoner Eliud Kipchoge, underscored the evolving role of PR in shaping Africa’s image worldwide. Communicators attending the event left with a clearer understanding of how technology and storytelling can elevate their influence on the global stage.
