Joyce Imiegha, a Public Relations and Communications expert, has had a career path that has been anything but linear.
Having started in the entertainment industry, passion for storytelling and a desire to make a more profound impact, however, led her to a fascinating career shift.
Joyce developed a keen interest in music from a young age. Adopting the stage name ‘Lidukush’ in secondary school, she channeled this passion into rapping and songwriting, and by her undergraduate days, she was already recording music and performing on stages at various school events.
Balancing academics and a budding music career proved too demanding, so in 2011, Joyce made the tough decision to step away from her artistry. Her love for music, however, did not fade as she decided to go into music blogging and promotion and launched ‘BBM Radio’, a weekly music blog with over 2,000 subscribers seeking music recommendations, reviews, and promotions with a friend of hers. This period marked the beginning of her development of communication skills, a talent that would later prove essential to her success.
For over four years, Joyce explored artiste and music promotion where she helped several musicians break out, reach new audiences, and build their online presence.
Recognising the growing importance of digital marketing in music promotion, Joyce’s thirst for knowledge led her to seek out marketing expert, Peace Itimi for guidance. This learning experience equipped her with a coveted skill: running social media and YouTube marketing campaigns for artistes – a niche expertise within the entertainment industry at the time.
Joyce thrived in the industry for 10 years, working with several artistes and record labels as a talent manager and A&R. The joy of successful campaigns and the satisfaction of seeing artistes grow were undeniable rewards for her. Yet, a nagging question lingered – was this all there was? While the entertainment industry offered its rewards, Joyce wanted more for herself as she was keen on making a deeper impact, where it mattered the most.
Leaving the entertainment world behind, Joyce, craving a more strategic use of her skills, ventured into corporate PR and Communications. Her communication and relationship-building skills proved invaluable as she managed several corporate events, and broadened her network by managing communications and storytelling for entrepreneurs and high-net-worth individuals. Although this helped nurture her professional development, she still felt something was missing.
She disclosed, “transitioning into corporate PR as a freelancer involved a lot of crisis management and working closely with entrepreneurs and high-networth individuals. While it was a lucrative business for me, I didn’t derive a lot of satisfaction from it.”
In 2021, Joyce saw an opportunity to amplify the stories of technology innovators in Africa; she noticed that many tech founders and startups struggled to tell their stories effectively. This resonated deeply and inspired a new passion in her, the storyteller yearning for a greater purpose.
Fate intervened during a business trip to Kenya, where Joyce had an encounter with a tech founder with a truly compelling story. As she describes it, this meeting proved to be a pivotal turning point as she resolved to leverage her unique skills and expertise to ensure their voices would be heard far and wide.
This new passion propelled her to launch Reneé PR, a public relations agency which specialises in brand storytelling for African innovators. The name Reneé was a deliberate choice, it means ‘reborn’ symbolising her transformation and the changing narrative she aimed to introduce to the African tech ecosystem.
Joyce’s early days in tech PR were not without their challenges. To her, navigating the fast-paced industry demands constant learning and adaptation. Yet, through her agency’s strategic media outreach and storytelling skills, Reneé PR quickly established itself as a trusted partner for founders and startups who recognised the importance of storytelling.
Today, the agency boasts of several clients, with their core values–people, excellence, and collaboration–guiding the excellent work being done. The team is reportedly adept at identifying and creating narratives that drive increased brand awareness for their clients, championing their vision, and building a strong reputation.
According to her, “the joy for me lies in helping clients discover and shape their narratives and seeing the effect it has on stakeholders. Whether it’s readers expressing their admiration for the stories our clients share or investors reaching out to the entrepreneurs we work with after engaging with their stories, the feedback we receive demonstrates the profound impact of our work.”
When discussing the challenges of running the business effectively, Joyce candidly acknowledges the constant self-doubt and fear of failure she has faced. She, however, emphasises that her resilience and unwavering belief in her team’s ability to make a meaningful impact in the industry serve as a driving force that propels her forward.
The entertainment industry may have lost a talented PR professional, however, the tech ecosystem welcomed a passionate storyteller and advocate who empowers African innovators through engaging storytelling.
