By Deborah Emmanual (Nigeria)
Intern, BlackHouse Media (BHM)
According to UN estimates, 70% of sub-Saharan Africa’s population is under 30 years old, making it the continent with the youngest population in the world. Young people in such large numbers present a chance for the continent to develop. However, statistics reveal that as shown by the population’s demographic, the next generation of leaders in different sectors of business and government do not read. This poses a challenge for PR and communication professionals to profile the type of content or stories for this demographic, and communication channels for reaching them as well.
The communications industry is significantly impacted by our story-centric view of the world. The power of storytelling in effective communication, especially Public Relations, is well recognised (PR) (Health, 2006). The history of information creation and exchange that makes up the body of knowledge of many African cultures is storytelling. Storytelling is a long-standing component of human activity, having the ability to enlighten, persuade, evoke emotional reactions, strengthen alliances and efforts, and foster civil society (Kent, 2015). The art of storytelling is one thing that people from the African continent are renowned for. By sharing stories, the African people’s history, culture, and lineages are preserved. In the world of PR, professionals have long-favoured and advocated the use of storytelling.
Visualisation as a tool for extending and strengthening human cognitive ability has been used to create and convey information, or tell stories from the beginning of human communication. The development and consumption of visualisations have become simpler and more accessible, thanks to technological advancements. Visual storytelling is a potent and effective way to convey concepts, information, cultural context, and historical events. However, there has not been much research done on the relationship between storytelling and the visualisation of African culture, especially not from the standpoint of guidelines and standards.
It is no secret that many African nations struggle with an absence of reliable information. While “big data” provides a fascinating window into modern culture, Africa is conspicuously absent from these analyses, and traditional large datasets like social media do a poor job of capturing the local perspectives and happenings of African nations. However, by placing a particular emphasis on Africa and incorporating tools like data visualisation, PR and communications practitioners are able to make Africa once again be considered in “big data” insights. Data visualisations make knowledge more engaging. Infographics and data visualisations in PR communications stand out and surpass text-only postings and articles.
Today, people experience the worst information overload due to the widespread use of social media and the growing amount of information absorbed on mobile devices. Every media organisation is in a battle with one another for readers’ time and attention. Infographics should be used more frequently in news reporting by Public Relations professionals in order to communicate more quickly and effectively. However, the bulk of established media outlets across Africa is still unaware of the value of infographics as a cutting-edge form of communication.
With the use of visual data, charts, and statistics, infographics are a potent tool for helping people quickly understand information. Information may be made into images that are memorable, catchy, and even compelling by using the right colours, ratios, and negative space. Infographics can be used in a variety of ways to promote a campaign, including presenting statistics, exhibiting a trend, creating comparisons, increasing awareness of a problem, clarifying a concept or procedure, or presenting research findings. According to reports, infographics can be a successful communication tool by enhancing the interest, comprehension, and recall of information when utilised as visual aids.
In conclusion, it is safe to predict that infographics will continue to be used in content marketing strategies for many years to come. PR experts across Africa need to do a better job of accurately and effectively representing data. Infographics in PR will continue to change in terms of style, tone, and methods of delivery as a result of changing communication needs. Additionally, as technology develops, we may anticipate seeing more interactive infographics and other kinds of visual information online, adding another level of interaction to the content that would reshape the representation of the African continent.