Remembering top PR triumphs that defined Rwanda in 2023
Remember, the 'TOP PR MOMENTS' can vary widely depending on the context. They can also be considered top because of their success or impending impact (positively or negatively). Below are my top 10 notable PR moments of 2023 reviewed through a Rwandan lens.
In 2023, Rwanda and the UK's immigration policies gained a lot of attention. The UK planned to send asylum seekers to Rwanda, but the Supreme Court of the UK ruled the plan unlawful due to some flaws. This policy could have significantly impacted public opinion, depending on how well it was explained and if any potential misunderstandings were addressed. The communication around this policy was transparent and effective, with clear responses to queries. It received substantial media attention, leading to a significant PR moment.
Another notable event was the release of Paul Rusesabagina, portrayed as a hero in the film ‘Hotel Rwanda’ about the 1994 genocide against the Tutsi. This generated international attention, and how the government handled the situation and communicated could have influenced Rwanda’s global perception. Effective PR was necessary to communicate the legal and diplomatic aspects behind the decision, turning what could have been a PR nightmare into a positive narrative for Rwanda.
Rwanda continued to attract global brands and initiatives. TRACE launched the #TRACEAwards, and MOVE Afrika, a creation of the international advocacy Global Citizen, held an event headlined by Grammy Award-winning artist Kendrick Lamar. These events strengthened Rwanda’s commitment as a hub for creative arts, entertainment, and cultural events.
Earlier, Boyz II Men, the American vocal harmony group from Philadelphia, performed in Kigali, highlighting Rwanda's appeal to international artists and events.
On the technology front, there were significant developments. Twitter announced its transformation into a new “everything” app, sparking local ponderings on its impact on regional brands, although the excitement was not as significant locally as it was internationally. Additionally, Reed Hastings, the Executive Chairman of Netflix, visited Rwanda to explore new partnerships, including an initiative with Airtel Rwanda, which positively contributed to Rwanda's global image.
Airtel and MTN acquired their own 4G terminals in the telecom industry, generating some PR impact. However, their campaigns were perceived as weak due to the announcement of 4G as if it were a new technology despite its existing presence.
A significant change in leadership occurred as Clare Akamanzi, the former CEO of Rwanda Development Board, was announced as the new CEO of NBA Africa. Her transition sparked a primary response, attracting significant attention on social media platforms, underscoring her influence and the disruption caused by her departure.
On the healthcare front, IRCAD Africa, the African Center of Excellence for advancing minimally invasive surgery, opened, attracting global stakeholders’ attention and indicating significant advancements in healthcare services.
Significant milestones were also celebrated in the hospitality sector as Hotel Mille Collines, immortalised in the movie ‘Hotel Rwanda,’ celebrated its 50th anniversary. This milestone allowed tourism custodians to leverage and create disruptive PR campaigns.
Additionally, there were mentions of famous personalities, like the founder of the Moshion brand, who is back in court for negative reasons, and elections in neighbouring DRC taking centre stage in our conversations. Considering these events, what do you think was the top PR moment of the year 2023?
The author is a communications specialist and can be reached at keziomusoke@inspire.co.rw
DISCLAIMER: This article is slightly edited from its original form, first published by the author in January 2024 on his blog www.keziomusoke.co.rw
