‘I’m redefining PR in Africa to empower, create lasting impact’

Prudence Zoe Glorious is a Tanzanian thought leader and strategist, redefining public relations and strategic communications across Africa. As CEO of PZG PR and Strategic Advisor at The Foundation for Civil Society, she leverages over 11 years of experience to drive social change through impactful communications. Prudence is also an accomplished author, known for her children’s book series Jua na Ua, and is passionate about youth empowerment and philanthropy. She serves on the board of New Life Foundation, advocating for marginalized communities and promoting initiatives for youth employment and economic empowerment. A visionary leader, Prudence continues to set the standard for women leaders across Africa, using her platform to inspire and drive positive change. In this interview with Esther Ijewere, she shares her story.

Prudence’s Decade of Transforming African Public Relations
I did my first internship at the BBC Nairobi Bureau, where I explored media broadcasting through radio. However, I did not particularly enjoy the reporting aspect, especially conducting interviews during press conferences. In my final year at Daystar University in Nairobi, I concentrated on two areas of communication: Electronic Media and Public Relations. Public Relations came to me like second nature; my practice of PR stems from a very intuitive place within me that has been honed by years of experience and insights. PR is a unique practice. When the rubber meets the road, it truly involves touching the hearts of your public in a way that furthers both your interests. It is more than communication and media; it involves creating different formats and touchpoints to communicate—both verbally and non-verbally—so that the public develops positive sentiments towards your market offer.

PR encompasses cerebral communications and emotional storytelling; it is about imagining possibilities and deploying them elegantly. I love PR for the myriad of opportunities it offers to paint the communication canvas through imagination and empathy, ultimately driving impactful public engagement. My approach is now more digital-heavy than ever. The questions I frequently ask myself include: How do you convene effectively in digital spaces? What do impactful collaborations look like in a heavily digitized world? How does an entity communicate when anyone with a smartphone acts as a media house? The answers to these questions are becoming solutions. Everyone is media now, which means that companies cannot afford to neglect digital PR; it is now our foremost avenue for communication.

Approach as CEO of PZG PR in Supporting Marginalized Communities
At PZG PR, we cultivate a culture of excellence characterized by attention to detail, world-class aesthetics, kindness, gratitude, and quality assurance. When working with marginalized communities—broadly defined within the PR scope—our core values emphasize community as the source of true wisdom. I value the insights garnered from this cell of societal organizing immensely. To work effectively with anyone, you must first listen to their community; this requires empathy and the ability to see beauty in their journey. Our values remain: Community, Curiosity, Beauty, Imagination, Enlightenment, and Empathy.

Integrating Youth Empowerment, Philanthropy, and Sustainable Development into PR and Strategic Communications
Coming from a philanthropic family—my parents founded the New Life Foundation in Tanzania 22 years ago—I integrate philanthropy through merit and heritage. I envision Public Relations as a professional tool for connecting with stakeholders and audiences. Given that Africa’s population is predominantly youth, supporting them in maximizing opportunities that improve their livelihoods is crucial for everyone practicing within the region—whether in PR, oil and mining, banking, development, FMCG, or construction. As an organization committed to impactful Public Relations within Africa, we partner with entities that empower youth during their formative years to ensure a prosperous future for all. My experience with the United Nations System deepened my appreciation for their systematic work in sustainable development. I believe that through multi-sectoral partnerships and targeted initiatives aimed at significant results by 2030, we can collectively advance sustainable development goals.

Showcasing a Proudest Project at The Foundation for Civil Society
As a strategic advisor at The Foundation for Civil Society (FCS), I have learned how civil society can achieve greater good through initiatives that activate and educate stakeholders. Collaborating with civil society leaders has shown me the value of unity in driving social change. One of my proudest projects was developing a core knowledge and engagement structure for Civil Society Week 2024, themed “Voice. Vision. Value.” This initiative exemplified our mission by fostering dialogue among civil society organizations (CSOs). Facilitating meaningful conversations among diverse stakeholders is essential for preventing dysfunction within the sector.

Bridging Divides Across African Nations
Working across various African countries presents unique challenges and opportunities in bridging divides through strategic communications:

Challenges: Unconscious Bias: Cultural differences can lead to misinterpretations that hinder effective communication. Sibling Rivalries: Historical tensions between neighbouring countries complicate collaborative efforts. Bureaucratic Red Tape: Complex governmental processes often slow down initiatives. Language Commodification: The predominance of English marginalizes local languages.

Opportunities: Cultural Embrace: There is growing global appreciation for African culture in music, film, and fashion. Pan-African Identity: Promoting a unified identity empowers citizens to engage as productive pan-African individuals. Emerging Markets: The rise of digital technologies offers innovative platforms for outreach.  African Continental Free Trade Area (AfCFTA): This initiative presents significant opportunities for highlighting trade and investment. By addressing these challenges while leveraging opportunities, strategic communications can significantly shape positive narratives about Africa.

Leveraging Your Platform for Positive Change
I leverage my platform by writing primarily for my future children—creating books that I would enjoy reading with them. My first book, Jua na Ua, targets children aged 0-10. Currently, I am writing the next instalment for ages 10-15. As a thought leader, I aim to empower women like myself while raising awareness about elevating the PR profession. Crucial issues to address in Africa today include understanding the practical implications of the African Union for youth; promoting celibacy and abstinence as disciplined practices; and exploring the convergence of AfCFTA with digital commerce.

The Role of Public Relations in Driving Sustainable Development in Africa
The most impactful ways public relations can contribute to sustainable development in Africa include enhancing Africans’ esteem and identity while empowering them as productive pan-African citizens. We must view PR as a strategic tool for influence and governance—improving coordination, transparency, and public engagement. Modern PR requires African leaders to adopt popular styles of leadership through partnerships across public, private, and philanthropic sectors—what I term Public Private Philanthropy Partnerships (PPPPs). Effective PR accrues soft power and goodwill while providing organizations with a social license to operate on the continent.

Advice for Young Professionals Seeking Impact in PR and Communications in Africa
For young professionals aspiring to make an impact in public relations: Keep creating, inventing, and practicing; mastery requires dedication. Read extensively; knowledge informs writing. Build strong relationships; effective relationship management often trumps technical talent. Focus on storytelling; authentic narratives resonate with audiences. Engage in Public Private Philanthropy Partnerships (PPPPs) to enhance collaboration across sectors.

Being a Woman of Rubies
My noble character far exceeds any material worth, but I also aspire to adorn ruby accessories on one special occasion as I strive to embody the qualities of a Proverbs 31 wife.

Three Women Who Inspire Prudence
My mother Josephine Glorious; my sister Charity Glorious; my younger sister Camilla Shoo; and Mary, the mother of Jesus—all embody strength and resilience.

The Current Landscape of PR in Africa: Trends and Future Outlook
The current landscape of public relations (PR) in Africa is evolving rapidly as Gen-Z and millennials become major media consumers. This shift demands strategic communication tailored to younger audiences despite existing challenges due to insufficient resources. There is growing recognition of PR’s power—evidenced by media moguls assuming leadership roles globally—yet many still underestimate its potential impact on shaping narratives through digital platforms. Looking ahead, PR in Africa is expected to grow significantly as emerging markets develop robustly.

Initiatives like East Africa Public Relations Week (EAPRW) highlight collaboration among PR professionals aimed at enhancing regional integration while addressing socio-economic challenges.