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Unleashing AfCFTA’s Economic Promise: The Strategic Role of Public Relations

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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.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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CCPT Dismisses Class Action Suit against MultiChoice over Tariff Hikes

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Competition and Consumer Protection Tribunal (CCPT) in Abuja has dismissed a class action suit filed by one Uche Diala and 961 other DStv and GOtv subscribers against MultiChoice Nigeria and the Federal Competition and Consumer Protection Commission (FCCPC), citing lack of jurisdiction.

CCPT Dismisses Class Action Suit against MultiChoice over Tariff Hikes

The suit challenged MultiChoice’s subscription price increases in November 2023 and May 2024, which the claimants described as arbitrary, exploitative, and unfair.

Diala and others sought to reverse the hikes and compel the company to adopt a more flexible billing model, such as a pay-as-you-view system used in other countries like South Africa.

They also accused MultiChoice of price discrimination against Nigerian consumers.

MultiChoice, through its counsel, raised a preliminary objection, arguing that pricing decisions do not fall within the tribunal’s remit and that the suit was improperly filed as a class action without first seeking the tribunal’s leave.

In its ruling on Thursday, the tribunal’s three-member panel led by Justice Thomas Okosun held that the core issues raised, which were pricing and tariff regulation, fall under the exclusive purview of the executive branch, particularly the President, as stipulated under the Price Control Act.

“The issue of price regulation is a matter that falls within the exclusive purview of the President of the Federal Republic of Nigeria,” Okosun stated.

While the tribunal acknowledged it holds both original and appellate jurisdiction under the FCCPC Act, it emphasized that such authority does not cover general price control unless abuse of market dominance is established—a point the claimants failed to prove.

On the procedural matter of filing a class action without prior approval, the tribunal noted that although it is ideal to obtain leave, failure to do so was not fatal in this instance since the claimants demonstrated a shared grievance and common interest.

Nonetheless, the tribunal upheld MultiChoice’s objection, ruling that it lacked jurisdiction to adjudicate the matter.

“The preliminary objection of the first defendant succeeds,” the panel held. “This suit is accordingly struck out for want of jurisdiction.”

This ruling follows a similar outcome on May 8, when a Federal High Court in Abuja upheld MultiChoice’s price increases after the company sued the FCCPC.

In that judgment, Justice James Omotoso declared that the FCCPC lacked the authority to fix or suspend subscription rates.


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MultiChoice Nigeria Slashes Decoder Price by 50 Percent, Offers Free Upgrades

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MultiChoice Nigeria has slashed the price of its DStv decoder from N20,000 to N10,000, representing a 50 percent drop, in a aim at attracting attract more customers and curb declining subscriptions.

MultiChoice Nigeria Slashes Decoder Price by 50 Percent, Offers Free Upgrades

The campaign, titled “We’ve Got You,” was launched on June 16 and will continue until July 31.

Also, as part of its efforts to ease economic pressure on households and improve access to digital TV services, the campaign offers a free upgrade for both active and returning customers.

Speaking on the campaign, John Ugbe, chief executive officer (CEO) of MultiChoice Nigeria, said the initiative reflects the company’s commitment to rewarding loyalty and enhancing daily viewing experiences.

“We want to ensure our customers feel appreciated and have access to the best entertainment every day,” Ugbe said.

“The ‘We’veGot You’ campaign is about making premium content more accessible and showing that DStv offers something for everyone, not just football fans.

“By repositioning itself as a platform for daily value, DStv aims to encourage content discovery across a wider array of genres, including movies, drama, kids’ programming, and news.

“This means more channels, more shows, and more reasons to tune in every day.”

The development comes amid MultiChoice Nigeria’s legal battle with the Federal Competition and Consumer Protection Commission (FCCPC) over price hike.

 


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Qatar Airways Top Brass Face Court Action in Nigeria Over FCCPC Charges

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Federal Competition and Consumer Protection Commission (FCCPC) will, on Oct. 7, arraigned the Chief Executive Officer (CEO) of Qatar Airways, Mr Temi Birdzell, alongside the company and its top officers, over allegations bordering on breach of FCCPC Act, 2018.

The defendants will be arraigned before Justice James Omotosho of the Federal High Court in Abuja.

Others to be arraigned with Birdzell are Stella Ihediwa, the Account Manager of the airline; Kennedy Chirchir, the Country Manager and Eva Ojeje, who is the Sales Manager of the company.

Although the arraignment was scheduled for Tuesday, the matter could not proceed.

Upon resumed hearing, none of the defendants was in court.

When the matter was called on Tuesday, none of the defendants was in court due to improper service of the court documents, including the hearing notice, on them.

FCCPC.’s lawyer, Chizenum Nsitem, told the court of their inability to serve four of the defendants, although the company was served.

Nsitem then sought an adjournment to enable them do the needful and the judge adjourned the matter until Oct. 7 for the defendants to take their plea.

The News Agency of Nigeria (NAN) reports that the commission, in the charge marked: FHC/ABJ/CR/200/2025, dragged Qatar Airways, Birdzell, Ihediwa, Chirchir and Ojeje to court as 1st to 5th defendants respectively.

FCCPC, in the application dated May 26 but filed May 27, had preferred a two-count charge against the defendants.

The defendants were alleged to have failed to appear before FCCPC in compliance with a lawful summons of the commission dated Sept. 6, 2024, and thereby committed an offence contrary to and punishable under Section 33 (3) of the Federal Competition and Consumer Protection (FCCPC) Act, 2018.

They were also accused to have on Sept. 18, 2024, intentionally withheld the production of documents in compliance wth a lawful summons of the commission, thereby committed an offence contrary to and punishable under Section 111 of FCCP Act, 2018.

In count three, they were alleged to have on Sept. 18, 2024, engaged in the contravention of the consumer rights, thereby committed an offence contrary to Section 124(1) and punishable under Section 155 of the same Act.


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