Bizcommunity, July 28, 2025
In an interview with Bizcommunity, Sarah Gooding, Managing Director of We. Communications Africa, emphasizes that public relations is fundamentally about helping clients tell authentic stories with strategic clarity. She believes that honesty and purpose-driven narratives are essential in building brand reputation. Gooding also highlights the transformative role of AI in PR, noting how it enhances productivity, content development, and strategic precision.
In discussing the African communications landscape, Gooding describes a region undergoing a digital and cultural renaissance. With 84% of Africans relying on social media for news, she stresses the importance of clarity and authenticity in messaging. Despite budget constraints, African agencies are producing globally competitive work, and Gooding believes that the increasing complexity of communications presents a unique opportunity for brands to stand out with meaningful, well-crafted narratives.
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