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.
Broadcasting
NAFDAC Dismisses False Claims of Approving ‘Lung-Cleansing Tea’
National Agency for Food and Drug Administration and Control (NAFDAC) has refuted claims that it approved a herbal product marketed as “lung-cleansing tea” for smokers.
Mojisola Adeyeye, director-general of NAFDAC, in a statement on Saturday, December 14, clarified that the product, identified as Lungitox (Smokers Pride), was never approved and had its registration application rejected due to its unsubstantiated health claims.
“The attention of the National Agency for Food and Drug Administration and Control (NAFDAC) has been drawn to a misleading video circulating on social media, alleging that NAFDAC approved the registration of a herbal product claiming that ‘smoking is healthy’ when used with their product,” the statement read.
“NAFDAC wishes to categorically state that this claim is false and completely unfounded.
“The product in question—Lung Detox Tea or Lungitox (Smokers Pride) or any similar product—is NOT registered by NAFDAC.
The unscrupulous individual behind this product had applied for registration, but the application was outrightly rejected due to the unsubstantiated and dangerous claim that smoking could be made ‘healthy’ by consuming the product.”
NAFDAC reaffirmed its commitment to protecting public health and ensuring that only safe and scientifically validated products are approved.
“NAFDAC remains steadfast in its mandate to protect public health and ensure that only safe, effective, and scientifically substantiated products are approved.
“We condemn any attempt to mislead or endanger the public with false claims.
“The public is advised to disregard this video and report any suspicious claims or products to the Agency through our official channels.”
Adeyeye provided contact information for reporting such claims, urging Nigerians to remain vigilant.
“For further inquiries or reports, please contact NAFDAC via 0800-162-3322, email [email protected], or visit our website at www.nafdac.gov.ng.
NAFDAC will continue to take decisive action against any individual or entity attempting to violate public health standards.”
The agency reiterated its dedication to ensuring that all products in the Nigerian market meet the required safety and efficacy standards.
Broadcasting
Coalition Drags Reuben Abati, Arise TV to NBC over Anti-Igbo Remarks
A coalition of media organisations, comprising the League of Public Affairs Analysts and South East Media Professionals Network, has called for disciplinary action against Arise TV and Dr. Reuben Abati, show host, over alleged inciting remarks against the Igbos.
This was contained in a formal petition to the National Broadcasting Commission (NBC), signed by Ambrose Igboke.
According to the group, Arise TV and Dr. Reuben Abati allegedly made a divisive comment against the South East and Igbos during a TV Breakfast Show on November 21, 2024.
Recall that during the November 21 Breakfast Show, Abati had said on Arise TV, “It is a shame that the same Igbos who are so industrious that they’re all over and they do well in other parts of Nigeria.
“You go there as a non-Igbo man to go and buy land, you’ll be told that you don’t belong, even as an in-law. These are the issues in my view.”
The journalist and former Presidential aid referred to an incident reportedly involving the former Minister of Information, T.O.S Benson, who sought to purchase land in Igbo land for his wife.
The anti-Igbo comment has resulted in criticism and outburst from different groups.
They argued in the petition that there are “concerns about remarks made by Dr. Abati, which perpetuated harmful stereotypes against the Igbo community.
“These statements have been further amplified by extremist groups like Lagospidia, exacerbating ethnic tensions in an already delicate socio political climate.”
The media professionals said, “Dr. Abati’s reference to the Igbo people in a broad, negative context risks inflaming ethnic tensions and promoting dangerous generalizations. This kind of action was what ignited the Rwandan genocide where the Hutu and Tutsi engaged in a fratricidal war of extermination. It all started with a radio
“His comments were quickly weaponized by groups known for anti-Igbo sentiments, fueling divisive narratives that undermine national unity.
“Dr. Abati’s hostile response to a colleague, Ms. Ojy Okpe, on the following day’s broadcast, demonstrated a troubling disregard for professional journalistic standards.
” The remarks and behavior constitute a breach of the Nigerian Broadcasting Code, which prohibits content that incites division or promotes hate speech.”
The petitioners called for a thorough review of Abati’s remarks and the editorial lapses that allowed such conduct to air.
Broadcasting
NCAA Educates Passengers on Travel Challenges and Solutions
Nigeria Civil Aviation Authority (NCAA) has called on aviation passengers to become more informed about the challenges they may encounter while traveling through airports.
This appeal was made by the NCAA Head of Consumer Protection, Michael Achimugu, during a road walk in Port Harcourt, the Rivers State capital, on Saturday, December 7.
He highlighted the importance of passenger awareness, especially during the heavy travel season, and emphasized the need for proper sensitization regarding flight delays and possible solutions.
“We’re now in the high travel season in aviation and as you know there’s been a lot of flight disruptions as well as a lot of complaints,” Achimugu said.
“Our duty at NCAA is to sensitize our passengers because most of the time when complaints come about these disruptions, it comes from a place of poor knowledge about their rights and responsibilities as air passengers. We must protect both the passenger and the airline,” he added.
The NCAA continues to engage in efforts to educate passengers and address concerns during this busy travel period.
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