By Seynabou Dia Sall (Senegal)
Founder, CEO Global Mind Consulting
With 70% of Sub-Saharan Africans aged under 30, Africa has the youngest population. Therefore, the continent’s various development opportunities lie in its youth and potential, making it clear for our governments and private sector what, where, and at whom to direct initiatives, investments and long-term efforts.
Global Mind Consulting was founded ten years ago because the world’s perception of Africa did not reflect the abundance of creativity, innovation and resilience throughout the continent. In general, the international media and public sphere tended to only depict Africa through famine, disease and coup, ignoring the economic, social and cultural transformation led by a new and inspiring generation.
As PR experts, our mission is to help in decision-making and organisational behaviour by proactively communicating with various stakeholder groups. By understanding the environment in which organisations evolve, we help implement strategic communication plans that are understandable to all internal and external targets. But more than that, we are convinced that PR and communications must act as a spotlight on African youth and help us identify and promote a generation that constantly contributes to changing the African narrative. In other words: allow young African people to act as the influential generation they already are by giving them the proper tools and platforms.
Before being of cultural or political relevance, Africa has always represented an economic interest. To fully benefit from it, Africa must assess, construct and drive win-win partnerships with international organisations and institutions. In the best interests of its inhabitants, territories and economies, these partnerships must be developed with Africa’s young people at the forefront.
Now the question is: what role for PR and communications in 2022 and the next 10 to 15 years?
Inspire: PR and communications have true inspirational power. By identifying key players and creating platforms and moments for them to share their stories and experience with a large audience, PR helps younger generations learn about and identify themselves with African role models. For a young African girl to see a Senegalese or Kenyan scientific woman awarded an international prize in the media, it brings the possibility for her to become one herself a little bit closer: “If she did, why not me?”. The same applies to youth around the continent, seeing more and more young people involved in projects they often initiated themselves, acting as true entrepreneurs.
Raise awareness: PR and communications are also one of the most strategic tools to raise awareness and educate on key issues such as education, employment, and health, depending on the environment the organisation evolves in. By naming the challenges we face and explaining to what extent a public or private organisation meets them via the implementation of a sectorial study or a digital awareness campaign, for instance, PR helps nourish a conscious and aware new generation able to make informed decisions.
Equip: PR and communications are an evolving sector, evolving in an evolving world. That’s a lot of evolutions to consider and anticipate while implementing PR campaigns and communications strategies, especially towards youth. More and more young people make their voices heard through social media campaigns and hashtags, viral videos, petitions and advocacy. They are not impressed nor scared to call out political and public leaders and make them face their responsibilities. Our role as PR experts is to create and give this generation the tools and platforms they will need to tell their stories and be heard.
Promote: This is when storytelling comes into action. Storytelling, telling a story, telling the story of a generation that is committed and determined to bring some change to their community, country, and continent. To change a narrative they don’t believe in and which does not reflect their reality. PR experts are responsible for promoting this young African expertise and its talents by highlighting our AfroChampions and showcasing to the world what is truly happening on the continent.
Invest: At the end of the day, this new generation needs African governments and organisations to believe in them and invest in their potential. And you may have noticed they are not waiting for anything or anyone to take action. As part of Public Relations, lobbying and advocacy campaigns must contribute to addressing a strong message to political and public leaders, as well as increasing the resonance and impact of our youth’s actions. At stake: make them understand the necessity to invest in our future and, therefore, in the generation that will build and support it.
Behind the idea of storytelling lies the broader notion of our shared narrative and how young people from all over Africa can be involved in shaping it.
PR and communications experts must prepare young people today for them to be able to act tomorrow. They need to master the ‘codes’ and know how to demonstrate their ambition, their actions and impact in the most relevant and efficient way, to be able to act as genuine change-makers in every strategic sector of our continent.
African youth have this invaluable capacity to embody every change and transformation happening worldwide while remaining true to our fundamental values, cultures and traditions, making them the best ambassadors Africa could ask for.
As PR and communications experts, we have here the opportunity to participate in building the foundations of a proud and independent African continent, open to the world and betting on its youth. Let’s change the narrative together.