Integrated marketing communications (IMC) experts have said that public relations professionals must move beyond generating big ideas and demonstrate how creativity contributes to solving business problems and delivering measurable outcomes.
This position was stated during the recent virtual African Public Relations Association (APRA) x PR Fundi masterclass themed ‘Creative Thinking in PR and Comms: Strategic Campaigns.’
The discussions also examined how PR practitioners can demonstrate return on investment, navigate risk and build campaigns that create lasting value.
The masterclass brought together communications professionals from across Africa to explore how the profession can evolve beyond tactical execution into a strategic function that supports business growth, protects reputation and influences decision-making.
Njideka Akabogu Eke-Uche, regional manager, East Africa, ID Africa, stated that the real value of communications lies not in exciting ideas alone, but in understanding the problems businesses are trying to solve and developing campaigns that address specific business challenges.
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