Author: prtimesafrica

The Battle for Hearts and Ballots: Election Campaigns in Cameroon

By  Kassie Biya:

Cameroon’s election campaigns are as complex as the country’s multicultural identity. With over 250 ethnic groups, two official languages (French and English), and a long history of political centralization, crafting and executing an effective election campaign in Cameroon is both an art and a high-stakes strategic endeavor. In a landscape where communication, perception, and public sentiment can make or break political futures, public relations (PR) and communications professionals play a pivotal role.

This article explores the evolution of election campaign strategies in Cameroon, the unique challenges faced by political communicators, and how digital media is reshaping the electoral narrative.

A Legacy of Controlled Messaging

Since independence in 1960, Cameroon’s political sphere has been dominated by the Cameroon People’s Democratic Movement (CPDM), led by President Paul Biya since 1982. For decades, election campaigns were largely symbolic, with limited space for opposition or dissenting voices. Communication was heavily centralized, state-controlled media reigned supreme, and grassroots mobilization followed a top-down model.

In this environment, PR was less about persuasion and more about visibility and reinforcement of loyalty. The party’s presence was emphasized through posters, rallies, and nationalistic rhetoric, with little room for policy-based debate or transparent discourse.

However, the introduction of multiparty politics in the 1990s slowly opened up space for competitive campaigning, albeit within a still tightly controlled system.

Messaging in a Multilingual, Multicultural Society

Campaigning in Cameroon means speaking to a deeply diverse population, not just linguistically, but culturally and politically. Francophone regions dominate in numbers, but the Anglophone crisis in the Northwest and Southwest regions has highlighted the consequences of neglecting regional grievances in national messaging.

To resonate with voters, political campaigns must localize their communication strategies. Language, symbolism, and even candidate selection are adapted to specific constituencies. For PR professionals, this means conducting in-depth cultural research and crafting messages that respect and reflect regional identities.

For example, slogans in the Littoral region might emphasize economic opportunity, while those in the Far North might focus on security and agricultural support. In Anglophone regions, any campaign that fails to address marginalization risks alienating entire communities.

Digital Awakening: The Rise of Social Media Campaigning

Over the past decade, Cameroon has witnessed a slow but steady digital transformation. With internet penetration increasing (despite periodic government shutdowns), social media platforms like Facebook, WhatsApp, and TikTok have become critical tools for both ruling and opposition parties.

For younger, urban voters especially, these platforms offer a counter-narrative to state media and allow political actors to bypass traditional gatekeepers. Opposition figures such as Maurice Kamto of the Cameroon Renaissance Movement (CRM) have used digital campaigns to galvanize support, especially among youth and the diaspora.

PR consultants now work closely with digital strategists, content creators, and influencers to shape online discourse. Hashtag campaigns, viral videos, and livestreamed rallies are becoming standard fare. Yet, the digital shift also raises concerns about misinformation, hate speech, and cybersecurity.

Challenges in Ethical Communications

Despite advances, election campaigns in Cameroon are still marred by misinformation, political intimidation, and a lack of transparency. Fake news spreads quickly, sometimes orchestrated by political actors themselves, and fact-checking remains underdeveloped.

Moreover, the lines between government communication and campaign messaging are often blurred, raising ethical concerns about the misuse of state resources for partisan purposes.

For PR professionals committed to ethical practice, this environment poses dilemmas: How can you advocate for your client while maintaining integrity? How do you navigate censorship, surveillance, or politically motivated violence?

The Road Ahead: What Next for Political PR in Cameroon?

As Cameroon approaches the 2025 presidential election, the stakes are high. With growing discontent over unemployment, governance issues, and the unresolved Anglophone crisis, voters are more skeptical than ever.

To win hearts and ballots, future campaigns must go beyond slogans. Voters demand substance, policies that address their daily realities, and candidates who listen. This is where strategic communications will be decisive.

Campaigns that invest in research-driven messaging, community engagement, and transparent digital strategies will have a competitive edge. The days of one-size-fits-all campaigning are over. Political communications in Cameroon is entering an era where authenticity, adaptability, and accountability will be the ultimate currency.

PR at the Heart of Democracy

In Cameroon, as elsewhere, elections are not just about votes, they are about voices. And it is the role of PR and communications professionals to amplify, shape, and sometimes challenge those voices. Whether in Yaoundé or Bamenda, Douala or Maroua, the future of democratic engagement will depend not just on who speaks, but on how, and to whom, they are speaking.

For communicators, the message is clear: in the race for political legitimacy, strategy matters. But trust matters more.

African Youth and Political Messaging: A New Era of Influence and Engagement

By  Kassie Biya:

In the age of digital activism and hashtag revolutions, Africa’s youth are not just consuming political messaging, they’re reshaping it.

From #EndSARS in Nigeria to #FeesMustFall in South Africa, political engagement across Africa has taken on a new, dynamic form. Central to this evolution are young Africans, who now make up over 60% of the continent’s population. This demographic shift is rewriting the rules of political communication, forcing governments, political parties, and advocacy groups to rethink how, and where, they craft their messages.

A Generational Awakening

Historically sidelined in policy-making, African youth are no longer willing to be passive spectators. Increased access to education, mobile connectivity, and social media has elevated their awareness of civic rights and political accountability.

Political messaging that once relied heavily on traditional media, radio jingles, party rallies, and newspaper spreads, now competes with sharp, socially-driven content on TikTok, X (formerly Twitter), Instagram, and WhatsApp. Young people are not just the audience; they are creators, influencers, and amplifiers of political discourse.

Messaging That Misses the Mark

Many political campaigns still underestimate this shift. When youth-focused messages are crafted without their input or understanding of digital culture, they often come across as tone-deaf or manipulative. Attempts to use slang, memes, or influencers without authenticity can backfire, creating ridicule instead of resonance.

Worse still, messaging that ignores the real economic and social struggles of young people, unemployment, poor infrastructure, repression, alienates this powerful bloc. The continent’s youth want more than flashy slogans. They want substance, accountability, and platforms for participation.

The Rise of Issue-Based Advocacy

Rather than aligning with party politics, many young Africans are rallying around issues: police brutality, climate justice, education, gender rights, and unemployment. Political messaging that connects with these real-life concerns, and offers viable solutions, gains far more traction than party loyalty ever could.

This is creating a golden opportunity for NGOs, independent candidates, and grassroots movements. Messaging that is community-rooted, inclusive, and delivered in local languages is gaining trust. Influencers, musicians, and comedians are also playing a pivotal role in shaping narratives, often becoming accidental opinion leaders through viral content.

Lessons for PR and Communications Professionals

Communicators working in political or civic spaces across Africa must rethink how they approach young audiences. Here are a few takeaways:

1. Co-create, don’t dictate

Collaborate with youth-led groups and digital creators. Involve them in the strategy, not just the rollout.

2. Embrace digital-first storytelling

Use visuals, short-form video, and authentic voices. Long speeches and outdated slogans don’t stick.

3. Center lived experiences

Frame messages around issues that young people care about, and present real, actionable pathways for change.

4. Track sentiment, not just likes

Engagement is more than views. Monitor online conversations, listen actively, and adapt to changing sentiments.

5. Be real

Authenticity wins. Young Africans can detect insincerity faster than ever. If it’s fake, they’ll call it out, publicly.

The Road Ahead

Africa’s youth are not just the future, they are the present. Political messaging that fails to reflect this reality risks irrelevance. But for those who listen, engage, and communicate with intention, the opportunity is immense.

In this era, the messenger matters as much as the message, and increasingly, that messenger is a 22-year-old with a smartphone, a cause, and a digital audience of millions.

By Musa Sunusi Ahmad:

Sudan, once a beacon of hope for political transition in Africa, has been plunged into relentless conflict since April 2023. The violent power struggle between the Sudanese Armed Forces (SAF) and the paramilitary Rapid Support Forces (RSF) has not only decimated lives and infrastructure but also shattered the country’s fragile governance and its ability to communicate openly and freely.

More than 40,000 people have died, over 12 million are displaced internally or as refugees, and nearly half of Sudan’s population faces food insecurity. Yet behind these staggering numbers lies a less visible but equally devastating crisis: the destruction of Sudan’s information ecosystem, the silencing of journalists, and a dangerous fog of misinformation that deepens the wounds of war.

The Political and Military Fault Lines

The current war is rooted in Sudan’s fragile political transition after the 2019 overthrow of Omar al-Bashir, who ruled for 30 years with an iron fist. The power vacuum that followed created tensions between military factions vying for control over Sudan’s future.

The SAF, loyal to the former military establishment, and the RSF, a powerful paramilitary force with roots in the notorious Janjaweed militias responsible for atrocities in Darfur, were initially uneasy partners. But by April 2023, these tensions erupted into open warfare, with each side seeking to assert dominance.

The country has since fractured into zones controlled alternately by SAF and RSF forces. Governance structures have disintegrated, lawlessness prevails, and civilians are trapped in a deadly crossfire. Reports of ethnic cleansing, rape as a weapon of war, and indiscriminate attacks have surged, particularly in Darfur and Khartoum.

In a landmark ruling, the International Criminal Court (ICC) convicted Ali Kushayb, a former Janjaweed leader linked to the RSF, for war crimes in Darfur, underscoring the conflict’s ongoing humanitarian dimension. Yet despite international condemnation, impunity remains widespread.

Communication Breakdown: Media Infrastructure Under Siege

War’s destruction extends beyond the battlefield. The conflict has systematically targeted Sudan’s media infrastructure, a critical pillar of democracy and civil society. According to the Sudanese Journalists Syndicate, 90% of media outlets, printing presses, and broadcasting infrastructure have been damaged, destroyed, or rendered inoperable.

Thousands of journalists have been forced to flee or operate underground amid escalating threats, harassment, and direct violence. Since April 2023, at least nine journalists have been killed, several others abducted, and many more imprisoned without due process.

The destruction of media outlets and the forced exile of journalists have left millions without reliable sources of news. Propaganda and disinformation now fill the void, with both SAF and RSF controlling local narratives to justify their actions and delegitimize opponents.

The Human Cost: Information as a Lifeline

Communication is more than just information; it is a lifeline in crises. Humanitarian agencies rely on accurate, timely data to deliver aid, coordinate evacuations, and monitor human rights abuses. In Sudan, the collapse of independent media has severely hampered these efforts.

Communities isolated by conflict and disrupted communication networks face increased vulnerability. Rumors spread rapidly in the absence of trusted news sources, leading to fear, confusion, and at times, violence between ethnic groups and communities.

Moreover, communication plays a critical role in fostering dialogue and reconciliation, essential components in any peace building process. Without channels for dialogue and information exchange, mistrust deepens, and the prospects for peace diminish.

The Resilience of Sudanese Journalists

Amid the destruction and intimidation, Sudanese journalists have shown remarkable courage and resilience. Many operate covertly, using encrypted platforms, social media, and mobile technology to report stories from the frontlines.

Supported by international organizations like UNESCO and Reporters Without Borders, these journalists defy censorship and repression. Their reporting provides a crucial window into the realities on the ground, countering propaganda and bearing witness to atrocities.

As Khartoum-based reporter explains, “We risk everything because the world needs to know what is happening here. Without information, people lose hope.”

The Role of the International Community

The international community has a vital role in safeguarding freedom of the press and restoring communication networks in Sudan. Key measures include:

– Providing safe zones and secure corridors for journalists.

– Funding emergency media operations and mobile journalism units.

– Supporting digital tools that enable secure, uncensored reporting.

– Offering mental health services and trauma counseling for journalists.

– Pressuring all parties to respect media freedoms and cease attacks on the press.

These steps not only protect journalists but also ensure that humanitarian efforts can be coordinated and that peace initiatives are informed by accurate information.

Communication as a Foundation for Peace

Sudan’s future depends on more than ceasefires and political deals. It requires rebuilding trust between the government and citizens, between communities, and between Sudan and the world. Free, independent communication is foundational to this process.

Without a functioning media and open channels for dialogue, reconciliation efforts risk failure. Information empowers citizens, holds leaders accountable, and enables societies to heal.

Beyond Guns and Governance

Sudan’s unending war is a stark reminder of the intertwined nature of conflict, governance, and communication. As bullets fly, so do stories, some truthful, many distorted. Amid the devastation, the struggle for control over Sudan’s narrative is as crucial as control over its land.

The international community, humanitarian agencies, and media organizations must act decisively to protect Sudanese journalists, rebuild communication infrastructure, and ensure the flow of reliable information.

Because in Sudan’s fight for its future, communication is more than a tool, it is a lifeline for peace.

The Power of Storytelling in African Nation Branding: More Than a Narrative

By Musa Sunusi Ahmad:In an age dominated by global perception, how Africa tells its stories is as important as the stories themselves. From economic policy and social reform to sports and cultural renaissance, the continent’s most strategic asset is no longer just its resources or youth population, it is its narrative.

Today, storytelling has moved beyond fiction or folklore. It is now a core strategy in public relations, diplomacy, governance, and investment attraction. The question is no longer whether African nations need to brand themselves, but how well they are doing it.

From Aid to Agency: Shifting Africa’s Global Image

For decades, the dominant narrative around Africa in global media has often been reductive, famine, conflict, disease, and corruption. But a quiet revolution is underway. African PR professionals, communications strategists, and digital storytellers are rewriting the continent’s reputation from the inside out.

Governments and institutions across the continent are beginning to understand that public perception is power. The rise of the African Continental Free Trade Area (AfCFTA), the emergence of African unicorn startups, and cultural phenomena like Afrobeats and Nollywood are offering new angles to promote a dynamic, youthful, and entrepreneurial Africa.

In this context, storytelling becomes not just a tool of communication, but a tool of transformation.

Strategic Storytelling in Practice: Case Studies from the Continent

Ghana’s “Beyond the Return” Campaign

Building on the success of the “Year of Return” in 2019, Ghana launched a multi-year initiative to position itself as the cultural and tourism capital of the Black diaspora. With powerful visuals, high-profile celebrity endorsements, and social media activations, Ghana told a story of reconnection, pride, and prosperity, and saw an increase in both tourism and Diaspora investments.

Rwanda’s Soft Power Playbook

Rwanda has invested heavily in nation branding, including the partnership with Arsenal FC (“Visit Rwanda” sleeve sponsorship), showcasing its commitment to tourism, innovation, and environmental sustainability. Through careful messaging, Rwanda has shifted its global image from post-genocide recovery to a model of African progress.

Kenya’s Digital Diplomacy

With over 75% of Kenyans using mobile internet, Kenya’s government and private sector use social platforms not only for citizen engagement but for international investment pitching. Brands like Safaricom and initiatives like Konza Technopolis are front and center in a narrative of “Silicon Savannah”, Kenya as Africa’s tech leader.

The PR Professional’s Role in Nation Branding

In this evolving landscape, the role of the PR professional is expanding:

– From Spokesperson to Strategist: Communications professionals now sit at the table where policy, trade, and culture intersect.

– From Press Releases to Transmedia Campaigns: Stories need to live across platforms, from TikTok and Instagram to international newsrooms.

– From Reactive to Proactive Narratives: African countries must learn to set the narrative, not just defend it.

There is a growing need for communications capacity-building at institutional levels, ministries, embassies, public-private partnerships, to train professionals in narrative design, crisis communication, and digital engagement.

Challenges: The War on Disinformation

While the potential is high, so are the risks. Fake news, digital misinformation, and foreign-controlled narratives still pose a threat to African image-making. Countries need to invest in media literacy, fact-checking alliances, and sovereign digital storytelling platforms.

In this regard, collaboration between governments, independent media, civil society, and academia is essential.

Africa’s Communication Goldmine

As Africa’s middle class grows and its youth population continues to dominate, new opportunities in communications and PR are emerging:

Diaspora PR Campaigns: To engage Africans abroad as brand ambassadors and investors.

Development Communication: Telling success stories from health, education, and gender sectors to global partners.

Sports and Cultural Diplomacy: Using international events to amplify visibility and reshape perceptions.

Pan-African Content Collaboration: From media houses to influencers, building shared narratives of success across borders.

Telling Africa’s Story: Authentically and Strategically

The world is watching Africa. But the world will believe what Africa chooses to show, and say.

Whether it’s Cape Verde’s near World Cup breakthrough, Ethiopia’s digital economy transformation, or South Africa’s push for green energy leadership, every country has a story. The task for PR professionals and communicators across the continent is to shape that story with intention, innovation, and authenticity.

Africa’s future will not only be written in policy, but in narrative.

SPEECHWRITERS FOR AFRICAN LEADERS AT THE 80TH UNGA: BUSINESS AS USUAL OR A SHIFT IN STRATEGY?

By Musa Sunusi Ahmad:

When African presidents took the podium at the 80th United Nations General Assembly (UNGA) this September, their words made global headlines. They spoke of climate injustice, unsustainable debt, peace and security, and the perennial call for reform of global institutions. But as the cameras zoomed in on the leaders, those who helped shape these messages remained, as usual, behind the curtain.

These quiet professionals, speechwriters, crafted not just speeches, but narratives that sought to project national interest, shape global perceptions, and elevate Africa’s collective voice.

But the question remains: at this historic UNGA, where conflicts raged and multilateralism was visibly strained—was it business as usual for African speechwriters, or is something changing?

Still the Power Behind the Podium

Speechwriting for African heads of state has always been an art of balancing diplomacy with urgency, legacy with immediacy. But the UNGA, the most high-profile diplomatic stage, raises the stakes.

Unlike domestic speeches or campaign rallies, UNGA speeches are designed for multiple audiences, the international community, domestic constituents, development partners, and increasingly, social media-savvy citizens across the continent.

And yet, until recently, many African presidential communications teams were under-resourced, overly reliant on bureaucratic drafts, or overly deferential to political language that lacked global resonance.

But this year felt different.

“We’re seeing a new class of African speechwriters who understand that a UN speech isn’t just about policy, it’s about presence,” says a political communications lecturer at the University of Ghana. “They’re strategic, younger, globally literate, and unafraid to be bold.”

Notable Shifts at UNGA 80

Several African leaders arrived in New York with more polished, more pointed, and more purposeful speeches than in previous years. These weren’t just updates on national progress, they were calls to action, rebuttals, and in some cases, reframes of Africa’s role in global systems.

Examples include:

Kenya’s President firmly positioning the Global South as a partner, not a petitioner, in climate finance discussions.

Namibia’s delegation invoking historical injustice in calls for intellectual property reform and equitable access to green tech.

Nigeria’s presidency delivering an uncharacteristically concise and business-minded speech, clearly targeting foreign investors and Diaspora engagement.

These speeches, observers noted, were tighter, less burdened by protocol, and more aligned with global media cycles. They sounded less like reports, and more like statements of intent.

“We’re finally seeing African leaders speak to the world, not at it,” says a Somali speech consultant who has worked with AU delegates.

Is It Still Business As Usual?

In some places, yes.

Some speeches still bore the signs of recycled rhetoric, broad clichés, or awkward phrasing, likely the result of rushed drafting, lack of coordination, or political micromanagement. In these cases, it was business as usual: bland delivery, missed media moments, and lost opportunities for narrative control.

But increasingly, especially in countries with strong presidential communication offices, there’s a shift happening.

Three indicators suggest we may be witnessing the beginning of a new era in African political speechwriting:

1. Professionalization of the Craft

More African countries are now recruiting communication strategists, not just bureaucrats, into leadership messaging teams. Many of these professionals have backgrounds in journalism, international affairs, or even storytelling and film.

2. Strategic Messaging for Global Forums

Instead of simply showcasing achievements, speechwriters are aligning speeches with global narratives: climate change, AI governance, debt restructuring. It’s a pivot from positioning to participation.

3. Collaborative Drafting Processes

Some presidential teams now hold internal “speech labs” ahead of global events, involving ministries, think tanks, and even diaspora advisers. This helps ensure technical accuracy and thematic coherence.

Messaging as Soft Power

In a multilateral environment increasingly shaped by perception, words matter more than ever. For Africa, the stakes are especially high: a youthful population, a changing climate, a contested economic future. The speech at the UN is no longer ceremonial, it’s strategic.

The shift we saw at UNGA 80 suggests that African leaders and their speechwriters are beginning to recognize this. And while not every delegation has made the leap from “business as usual” to communications as diplomacy, the momentum is building.

In the words of a senior speechwriter from East Africa:

“We’re not just writing speeches anymore. We’re writing Africa’s voice into the future.”

For PR and communications professionals across Africa, the lessons are clear: storytelling, positioning, and authenticity are no longer optional. They are central to diplomacy, policy, and global influence.

As we look ahead to COP30, the African Union Summit, and future UNGAs, one thing is certain: behind every great speech will be someone, somewhere, choosing the right words, not just for the moment, but for the movement.

The Democratic Republic of Congo, the world’s top cobalt producer is lifting its export ban starting October 16th. Congo will now control global supply through strict annual export quotas, the country’s strategic minerals regulator announced Sunday.

What Should We Expect from African Leaders at the 2025 UN General Assembly?

By Musa Sunusi Ahmad:

“Africa’s story is changing. The question is, how well are our leaders telling it?”

As African leaders line up to speak at the 2025 United Nations General Assembly (UNGA), the world is watching, closer than ever. Global tensions are peaking, trust in international systems is fracturing, and the fight for narrative dominance is now as critical as boots on the ground.

The UNGA podium is no longer just a place for ceremonial rhetoric, it’s a global megaphone. For African heads of state, this year’s assembly is more than a diplomatic obligation. It is an urgent opportunity to reshape Africa’s image, assert its geopolitical agency, and push forward collective African interests in a world that too often speaks about Africa, rather than with it.

The Global Conflicts: Africa Cannot Be Silent

Gaza: Ripple Effects Without Borders

The ongoing war in Gaza is not a distant issue for Africa, it is igniting political, religious, and humanitarian reverberations across the continent. From North Africa to the Horn, protests, economic disruptions, and diplomatic divisions are escalating.

What we expect: African leaders must rise above polarization and call for an intentional, inclusive negotiation process, one that prioritizes peace and human dignity over partisanship. Africa must stand for mediation, not militarization.

Sudan: The Forgotten War

Amid global headlines, the devastating conflict in Sudan is slipping through the cracks. Tens of thousands dead. Millions displaced. And yet, silence.

This year’s UNGA must be a moment of renewed appeal to end the war in Sudan. African leaders should reignite continental focus, using the UN stage to galvanize support for peace talks led by African institutions, not foreign interests.

Congo: No to External Puppeteers

The conflict in eastern DRC is often framed through humanitarian lenses, but it’s fundamentally about control of resources. Gold, coltan, cobalt, Africa bleeds while outsiders profit.

Insight: African leaders must use UNGA to reject the cycle of dependency on third-party mediators whose goals may not align with Africa’s. Mediation must be African-led, African-owned, and driven by peace, not profit.

Sahel Crisis, ECOWAS & Sahel Alliance

With the rise of military juntas, the collapse of ECOWAS’ credibility, and the formation of a new Sahel Alliance, the region is in flux. The UNGA is the place to clarify Africa’s position: what kind of governance does Africa want, and how do we restore trust in regional institutions?

Nigeria, Mali, Algeria: Terror Redux

The return of Boko Haram attacks, increased kidnappings in northern Nigeria, and extremist activities in Mali and Algeria raise serious questions about Africa’s counterterrorism architecture.

Expectation: African leaders must demand renewed global cooperation without conditionalities and use the moment to advocate for homegrown security strategies, not recycled templates from abroad.

Africa’s Internal Fault Lines: Airing Our Own Truths

Morocco & Western Sahara: A Colonial Hangover

The Western Sahara dispute remains one of Africa’s longest unresolved issues. African leaders must break the diplomatic silence, advocating for a peaceful resolution in line with African Union principles, self-determination, territorial integrity, and non-interference.

Zimbabwe: Freedom Under Siege

In Zimbabwe, the political capture of institutions and increasing restrictions on freedom of speech and association pose risks to democracy. The UNGA stage must not sanitize these issues.

Leaders must hold each other accountable, behind closed doors if necessary, but with clarity of purpose: democracy must not die in silence.

South Africa: Foreign Fingers in Domestic Politics

Rising foreign interference in South African domestic affairs, often under the guise of partnerships or philanthropy, is becoming a concern. Whether it’s funding civil unrest or influencing electoral narratives, the lines are blurring.

The UNGA should serve as a warning bell, that Africa will not be a playground for geopolitical experiments.

Ethiopia, Eritrea & the GERD

The Nile remains a source of tension. The Grand Ethiopian Renaissance Dam (GERD) continues to cause friction between Ethiopia, Egypt, and Sudan. Meanwhile, unresolved tensions between Ethiopia and Eritrea risk reigniting old flames.

What’s needed: A continental summit on water diplomacy, led by Africans, not external powers, must be initiated. UNGA is the time to announce it.

The Economic Landscape: A Time Bomb or a Tipping Point?

Youth Unemployment: Africa’s Quiet Emergency

With over 70% of Africa’s population under 30, the youth unemployment crisis is the continent’s most pressing long-term threat. Speeches must go beyond acknowledging this; they must present concrete collective strategies for:

– Job creation through industrialization

– Digital skills development and tech entrepreneurship

– Cross-border youth mobility and employment

Aid Cuts & Tariff Shocks: The West’s Retraction

The US aid reductions, increasing tariff regimes, and the weaponization of trade are sending economic shockwaves across Africa. The Ukraine war continues to disrupt African exports and imports, exposing fragile supply chains.

Communication opportunity: Africa must reject being collateral damage in global power struggles. Leaders must speak with one voice in demanding fair trade, inclusive reforms, and shared accountability.

Migration: A Symptom, Not a Sickness

From the Mediterranean to the Atlantic, African migration continues to make headlines, often framed negatively. The real issue? Lack of opportunity at home.

Africa’s message at UNGA must be clear: The world should invest in making Africa a viable home for its youth. Not walls. Not warships. Opportunity.

Global Order Rewritten: Africa in the Crossfire

Ukraine War: An African Economic Casualty

Though distant in geography, the Russia-Ukraine war continues to impact African economies, rising food prices, fuel shortages, disrupted exports. Yet Africa is rarely invited to the decision-making table.

This year, African leaders must say: “Nothing about us, without us.”

BRICS, the U.S. & the Global Power Contest

With BRICS+ expanding and the U.S. struggling to retain influence, the world is witnessing a geopolitical realignment. But Africa should not be forced to pick sides.

Key message: Africa is a bloc of 1.4 billion people. We are not chess pieces. The U.S. must abandon the “global police” posture, and BRICS must prove its credibility. Africa will partner, but on its own terms.

Diplomacy Is the New Power

This UNGA is not about taking turns at the microphone. It’s about seizing the moment to:

– Reframe Africa’s image on the global stage

– Advocate for Africa’s peace and prosperity

– Demand respect in a world that often sidelines our voice

This is not about aid. It’s about agency.

This is not about spotlight. It’s about strategy.

And it’s time Africa speaks like the future it is.

Chad Lawmakers Approve Unlimited Presidential Terms, Extend Tenure to Seven Years

Libya’s Rebuilding and Communication Strategy: A Nation Reconnecting with Itself

By Musa Sunusi Ahmad:

More than a decade after the fall of Muammar Gaddafi’s regime, Libya finds itself in a critical stage of transformation. From shattered infrastructure to fragmented political institutions, the road to national recovery is complex and fragile. Yet, amid the noise of political negotiations and international diplomacy, something significant is taking root: Libya is learning how to rebuild not just its cities, but its voice.

Reconstruction in Libya is not only about bricks, roads, and electricity grids, it is also a communication project. Winning public trust, managing narratives, re-establishing national identity, and fostering inclusive dialogue are central to this effort. For PR professionals, policymakers, and communication strategists, Libya offers a compelling case study on how strategic communication can be harnessed in post-conflict state-building.

Rebuilding on Two Fronts: Infrastructure and Trust

Since 2011, Libya’s reconstruction has been marked by two parallel tracks: physical reconstruction and institutional renewal. On one hand, international organisations and domestic institutions are working to rebuild essential infrastructure, hospitals, telecommunications, water systems, and local government services. On the other, there’s an equally vital mission: to reconstruct public confidence, strengthen local governance, and restore civic engagement.

The REBUILD programme, supported by the European Union under the Nicosia Initiative, is a leading example. With a focus on decentralisation, municipal governance, and citizen participation, it has made communication central to every rebuilding effort. As the programme’s strategy puts it, “Building infrastructure without building trust is building on sand.”

Strategic Communication as a Rebuilding Tool

Libya’s post-conflict communication strategy is not an optional add-on. It’s embedded in policy, programming, and local governance reforms. Here are some of the key principles and practices shaping Libya’s communication-led recovery:

1. Institutionalising Communication at the Local Level

One of the most significant innovations has been the development of communication manuals and policy guides for municipalities. These are not abstract documents, they include citizen engagement models, press office templates, crisis communication protocols, and outreach calendars. They aim to professionalise municipal communications and ensure local governments communicate consistently, transparently, and inclusively.

2. Empowering Local Storytelling

Rebuilding isn’t just about announcements and press releases, it’s about narrative. Municipalities are training local media officers and content creators to tell the stories of change in their communities. From documentaries to social media campaigns, storytelling is being used to highlight progress, foster hope, and humanise governance.

This is a radical shift from top-down state broadcasting to bottom-up, community-focused content. In post-conflict societies where propaganda and misinformation have often dominated the media landscape, this transition is vital.

3. Building Media Literacy and Ethical Journalism

UNESCO and international media development organisations have launched initiatives to rebuild Libya’s media landscape, including support for professional standards, ethical journalism training, and press freedom protections. A more informed media ecosystem allows for more credible communication from government and civil society, which in turn enhances public trust.

4. Leveraging Technology for Dialogue

With expanding 4G services and improved telecommunications, digital platforms are becoming essential tools in public outreach. Municipalities and ministries are increasingly active on Facebook, Twitter (X), and WhatsApp, hosting Q&A sessions, publishing citizen budget reports, and conducting online polls. These platforms not only disseminate information but also create spaces for feedback and dialogue.

Challenges on the Communication Frontline

Despite progress, the communication environment in Libya remains fragile. Some key challenges include:

• Fragmented political authority: Competing governments and power centres in the east, west, and south make national messaging difficult and often conflicting.
• Distrust in institutions: Years of misinformation, unkept promises, and political instability have eroded public faith in official narratives.
• Limited access to rural populations: Infrastructure gaps and digital divides prevent full national reach, particularly in underserved regions.
• Media polarisation: Many media outlets are aligned with political factions, undermining neutrality and credibility.

These challenges underline why strategic, transparent, and participatory communication is not just important, it is essential to national cohesion.

Opportunities for PR and Communications Professionals

As Libya stabilises, the need for skilled communication experts is growing. Whether advising government ministries, supporting NGOs, managing crisis communication, or producing content for community engagement, PR professionals have a central role to play in:

• Narrative management: Shaping a unified national identity post-conflict.
• Public education: Explaining reforms, services, and rights in accessible ways.
• Reputation building: Reframing Libya’s image on the international stage to attract investment and partnerships.
• Feedback loops: Building mechanisms for citizen input and public accountability.

There is also an opportunity for Libya to lead, to develop a uniquely Libyan model of post-conflict communication that blends traditional practices (oral storytelling, community leadership) with modern tools (social media, digital campaigns).

The Road Ahead

Libya’s rebuilding is far from complete. But what is becoming clear is that recovery is not just a material effort, it is a communicative one. Strategic communication is helping Libyan institutions rebuild legitimacy, helping citizens rediscover civic agency, and helping international partners understand the story behind the headlines.

For the communications world, Libya is a live case study, a reminder that in times of rebuilding, it is not just infrastructure that must be reconstructed. It is also the conversations between state and society, between history and future, and between citizen and nation.