Unlocking The Strategic Power Of Communication ML59/24 | Page 36

Marketing

By Kehinde Ruth Onasoga

Psychology plays a major role in public relations and its success . And the psychology around building notable campaigns goes beyond having a perfectly perfect PR pitch and great green rooms . Creating successful campaigns drills deep into the human mind and how the brand looking to leverage this tool can conjoin its values with those of the audience it seeks to attract .

The present generation is of a different breed ; this assuredly goes without saying , I mean , the evidence is glaring ; they are less talk and more action ; the proof should always be in the pudding ; otherwise , one ’ s breath may just be wasted in communicating with them at all . Influential or celebrity marketing or not .

In this case , the psychological approach to connecting with them breaks the ice .

The most successful PR campaigns I have seen speak to a need that is obvious yet unspoken . Connecting a brand ’ s initiative around such pressing conversations does the trick , as it becomes relatable and relevant to its audience . Note that I did not say trendy , as this fades fast !

Realignment

Over two decades ago , print media , specifically newspapers , commanded ten times their share of media earnings relative to their share of attention , and digital platforms needed help to make headway into the terrain . What has encouraged the flip with the numbers ? The ability to measure the conversation . The determinant of a successful PR campaign is the ability to measure its impact .

Reflections

Some notable campaigns have stood out over time in various sectors , two will be

34 MAL59 / 24 ISSUE highlighted in the course of this write-up . These campaigns cut across Eastern and Western Africa , respectively .

# AfricansBuildingAfrica

An entrepreneurial-focused campaign by Flutterwave showcased the innovative genius of African entrepreneurs and positioned Flutterwave as a champion of homegrown talent . At a time when Africans sought greener pastures thousands of miles away from the motherland , the focus of the campaign was timely and , dare I say , genius .

The payout to Flutterwave was quantitative and not only strengthened its brand reputation but also attracted interest from investors and partners keen on supporting Africa ' s economic growth .

Brand positioning remains an excellent PR tactic to cement authority within a niche . Through educational learning , Branch International approached a new generation of users of their services by demystifying financial concepts to promote responsible borrowing . With a continent that has an ever-growing population of young adults under the age of 18 , this PR campaign was succinct in paving the way for a generation of new users of the brand

The payout ? I ' m sure you guessed it . Branch International gained status - brand positioning as a trusted source of financial education , contributing to its market leadership in Kenya and Tanzania .

# AuthenticityInStorytelling

Babban Gona ' s showcase of PR excellence was in its use of an audio form of marketing ; " Voices from the Farm ," a podcast series that had , you guessed it right , voices from the farm discuss the challenges and opportunities facing agriculture in West Africa . Through compelling storytelling and authentic interviews with rural farmers , Babban Gona not only raised awareness about its mission but also collaboration and knowledge-sharing among stakeholders . And this caught the attention of those in a position to help these farmers and their communities .

I will end this writeup with one last example , while functional ( now defunct ) Farmcrowdy ’ s awareness-building strategies in eastern Africa leveraged education . By providing valuable training and resources , empowering them by adopting digital farming practices , and improving their yields . This holistic approach not only drove the adoption of Farmcrowdy ' s platform but also contributed to sustainable agricultural development in the eastern African region .

Applying the psychological framework of a good PR strategy , it is important to ensure it fits into happenings within the society it speaks to . Being honest , real , and willing to show vulnerability makes a brand strong , not the contrary , as most will allude to . As Brene Brown aptly put , vulnerability is not weakness ; it ' s our greatest measure of courage . When a brand does not just follow the crowd but changes the industry , it stands out in a great way .

Kehinde Ruth Onasoga is the Principal Consultant , Pandora Agency Limited . You can commune with her on this or related matters via email at : Kro @ pandoraagency . co .