Reflections of a Seasoned Communications Officer
A few years ago, I was part of a strategic team tasked with developing a communication strategy to highlight the impact and sustainability practices of a client we worked for.
This experience gave me an opportunity to, explore, learn and be part of the members at the forefront of driving communication strategies, for the first time in my career.
It was both an exciting opportunity and a challenge, as we needed to clearly define activities, align these practices with the corporate brand, and cut through the noise in the communications space.
While communication around corporate social responsibility (CSR) efforts was already in place, their activities lacked visibility and a clear messaging framework to effectively engage stakeholders and the public. Many people, especially direct customers did not understand the role of the brand, its business operations or the importance of the brand’s initiatives towards improving their lives and livelihoods.
This experience with the brand gave me first hand lessons, that impactful communication is not just about sharing information but ensuring that messages disseminated resonate with the intended audience and leave a lasting impact in their lives. The brand (name I would withhold for now) had done so much for the community by developing and supporting community-based projects. From funding local education initiatives, cleaning the water streams, providing scholarships to girls and women in ICT, to implementing eco-friendly business practices as well as building schools and hospitals, its contribution to the local community was immense.
Despite these valuable efforts, these key achievements were not well documented, and their impact was not widely recognized nor appreciated by stakeholders.
A lesson I learned which I carry up to date is that impactful storytelling in Public Relations is important because if you miss it, even the best initiatives can lose value if they are not communicated effectively.
The Need to Identify the Right Communication Channels
To hone this, the best approach is to identify the right communication channels that align with the overall strategy and goals of your organization. This involves crafting compelling narratives, selecting appropriate platforms, and ensuring consistency in messaging.
Simplifying Your Messaging
Effective communication requires breaking down complex jargon, and presenting milestones with clarity, precision, and simplicity to inspire action.
Successful public relations is not just about creating meaningful conversations that drive engagement, it is also about building long-term relationships between brands, stakeholders, customers, and the public.
The Importance of Impactful Communication
Brands must never underestimate the power of clear, strategic communication.In its core business of investing, they must never fail to communicate their impact in ways that connect with their audience.
As I continue to practice communications and PR, I have understood that to truly make an impact, communication must be intentional, authentic, and aligned with an organization’s values , to make your most remarkable achievements noticed.
That is why, at Apex Porter Novelli, we are committed to driving impactful communications for our clients and helping them create meaningful engagement through their work. Our efforts extend beyond strategic communications to telling stories that leave a lasting impact across Kenya and Africa.
Mr. Kiptoo is a Senior Account Executive at Apex Porter Novelli Kenya.