This year’s Africa PR Week was preceded by the African Universities PR Challenge, which brought together 11 universities from Kenya and South Africa at Aga Khan University in Nairobi. Hosted by AKU-GSMC in partnership with Africa PR Week, the Challenge gave students a platform to tackle real industry challenges and learn from leading PR professionals.
In her welcoming remarks, Prof. Nancy Booker underlined universities' role in helping students move beyond theory to engage with real industry challenges, noting that she was pleased AKU had provided that platform. She also called on communicators to change how Africa’s story has been told by thinking strategically about its identity, reputation and influence.
From Kenya’s film industry to the cultures and identities of countries across the continent, the stage became a colourful showcase of ideas as students brought their campaigns to life through their presentations and branded attire.
The Challenge set the tone for Africa PR Week, which began the next day at Mövenpick Hotel under the theme, “Redefining Africa: Africa as a Brand.” For three days, Africa’s communications community turned its attention to shaping narratives, rethinking nation brands and having conversations about how Africa is seen and represented.
Through the Student Affairs Experiential Learning Fund, some of our students joined the three-day forum, including MASC student Mercelline Maroma, who participated in the Media, Influence & Africa’s Global Narrative panel. Dr Caroline Kiarie, who served as a judge during the Challenge, also moderated and joined the Future Preparedness for Youth, Education & Academia panel.
By the end of the week, the message was clear: Africa’s story goes beyond crisis headlines, and it is important to have African voices at the forefront of how that story is told. For PR professionals, keeping pace with AI and data matters, but so will ethics and good judgement.
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