Mellow Creme

Friday night was for networking – My time with (The Comms Avenue) TCA Rwanda

Unpacking Communication Insights and Shaping the Future of Commuications in Rwanda

I had the honor of moderating The Comms Avenue Rwanda’s 2024 hangout at the amazing constructed innovation hub Norrsken East Africa Kigali. This was a warm evening that had an insightful session that unfortunately only scratched the surface due to time constraints, delving into two key questions and steering into a dynamic Q&A with audience input.

Value of Communication and Why It Matters

The discussion explored the fundamental value of communication, touching on the pivotal role it plays in brand growth, societal impact, and customer engagement.

Insights from Our Panelists:

Fiona Kamikazi Rutagengwa Head of Marketing and Communications at I&M Bank Rwanda:

Fiona shared her transformative role in steering I&M Bank through a significant transition. The bank has elderly customers that would still refer to it as its former name ‘Banque Commerciale du Rwanda Limited (BCR)’ including the brand and culture they expected. She had to be part of the communications strategy both internal and external, a change-maker and crisis management educator for colleagues during challenging times. Her experience highlighted the essence of communication in navigating change

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Linda Karungi Communications Manager, WaterAid East Africa:

Linda emphasized the importance of showing relevance and telling compelling stories. She shared heartening instances of being thanked by people in remote areas for the impactful representation of their stories, highlighting the profound impact communication can have on lives. Sometimes you think you are telling the story of one person but you are actually telling the story of a community unheard and unrepresented

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Nicolas EMANE Partner, Program Communications, Mastercard Foundation:

Nicolas delved into the attractiveness of communication, stressing the importance of feedback. He introduced the concept of “Attraction, Interest, and Desire,” underscoring the two-way nature of communication. There is always an ‘Echo’ when you communicate. It’s a two way so dont expect to speak without listening for feedback.

Challenges and Overcoming Them:

Fiona spoke about keeping up with trends, adopting new tools like Canva and TikTok, and introducing a crisis communications policy. Learning these tools and strategies was a game-changer, emphasizing the need for adaptability in the ever-evolving field especially during the COVID pandemic. Nicolas cut to the chase on workspace, tools, and audience focus, cautioning against replicating strategies just because competitors are doing so. A billboard or Instagram page might not be ideal for your audience. The major challenge here is being firm as a comms pro and standing your ground about using data driven strategies.

Linda went last on this topic. She shared how she navigated the challenges of cultural adaptation and budget constraints. Personally I relate to this as I struggled coming from Southern Africa (Zimbabwe) and having to adapt how I operate and communicate brands in East Africa especially Rwanda. Her perseverance in fighting for budget acknowledgment highlighted the necessity of recognizing the vital role of communication in strategic planning.

Audience Insights:

The audience brought in valuable perspectives, emphasizing inclusivity in communications. Linda passionately advocated for more women in the field, emphasizing the importance of diverse voices. Nicolas echoed the sentiment, noting the need for more women in technical roles, bringing a holistic understanding to film crews.

Strategic Recommendations:

Data-Driven Strategy:

The hangout underscored the importance of data-driven strategies, emphasizing the need for measurable results and informed decision-making.

Role Clarity in Communications:

Participants highlighted the need for clear, focused job descriptions instead of lumping various roles into a single Communications Officer position.

Gratitude fills me as I had the pleasure of spending time with Sharon-Ann Adaigbe, ACIM the Co-founder and Chief Operations Officer of The Comms Avenue—a dynamic personality with an unwavering passion for nurturing African talent. Special thanks also go to Damilola Orenisile the Communications Officer, for orchestrating the event and extending the warm invitation. In the company of Sharon-Ann, I witnessed a genuine commitment to cultivating talent across Africa. Her vision and passion are inspiring, reflecting The Comms Avenue’s dedication to empowering communication professionals.

These interactions reaffirm the incredible impact The Comms Avenue is making in shaping the future of communication professionals across Africa. It’s an honor to be part of this community, and I look forward to the continued journey of learning and growth.

What a weekend well spent with like minded professionals.

Photos courtesy of dereck dube of The B.Shop Africa