Quadrant MSL, partners underscore importance of telling Africa’s story

Strategic communications and PR firm, Quadrant MSL, as well as partner members of the Africa Communications Week (ACW), recently hosted communications professionals across Lagos to a conversations-and-cocktails event to commemorate Africa Day and Africa Communications Week for2023.

The event and dialogue, spearheaded by Business Lead at Quadrant MSL, Oluwarantimi Olaniyan, and the ACW host, Corporate Communications Manager, Nestle Nigeria, Victoria Uwadoka, was designed to promote intentional and responsible communications practices for a stronger African narrative.

The event, themed ‘Telling the Africa Story: The Communicators’ Responsibility’, was hosted by Quadrant MSL on the grounds of the Insight Redefini Campus, the integrated marketing communications group housing Insight Publicis, All Seasons Zenith, Starcom Media Perspectives, Digitas, Quadrant MSL and Leo Burnett, Lagos, as members of Publicis Groupe.

Account Management Director, Insight publicis, Oluwaseyi Layade, in her opening remarks, highlighted the importance of strategic communications in garnering national support, using the example of late Mrs. Dora Akunyili’s ‘Great People, Great Nation’ campaign. She welcomed the dialogue, imploring communication professionals to proffer solutions on how Africa’s stories can be best told.

Speaking at the event, Olaniyan stressed the importance of getting Africa’s story right. She said Africa’s development is dependent on the perception of its activities by both dwellers and continental colleagues.

“This perception of Africa determines the volume and degree of trade and investment, patriotism, and hope. For this reason, the African story must be apt to deliver the positive outcomes Africans desire. We must look beyond ourselves to collaborate across sectoral and specialisation borders in order to enhance the true story of our diversity, bringing in content creators, media and non-communicators into the mix.” Olaniyan, who is quite keen about responsible communications reiterated that what communicators say and how they say it, have an impact on Africa’s reputation.

Panelists, Okiti and Osagie-Brown, agreed that the African story was about its diversity and uniqueness, stressing the roles that internal competence and history play in the collective narrative.

Sharing their excitement about the dialogue, attendees referred to the event as perhaps the most impactful dialogue on responsible communications, in recent years.

On why Africa Communications Week is important, ACW host in Lagos, Uwadoka disclosed that dialogues like ‘Telling the Africa Story’ are instrumental in shaping and amplifying the dynamic narratives of Africa. She said, “As African communicators, we have a responsibility to represent and reflect the realities, challenges, and opportunities of our continent. As we engage, it is my hope that we all embrace our responsibility as communicators and make a positive impact on Africa’s narrative.”

Other top public relations practitioners present at the event included CMC Connect Group’s CEO and President, African Public Relations Association (APRA), Yomi Badejo-Okusanya, as well as Assistant General Manager Operations of Channels Television, Kingsley D. Uranta, who encouraged partnerships and sponsorships of amazing African and Nigerian storytelling platforms.