Sahara Group, a leading international energy and infrastructure conglomerate, has partnered with The Comms Avenue, a Pan-African capacity-building platform for communications professionals, to host young professionals in the industry to celebrate World PR Day.

A statement said the celebration took place at a private event in Lagos, with the theme, ‘Harnessing the power of public relations and the unique selling proposition of Sahara Group’ with focus on ‘Making a difference’.

It said the focus of the event was to show young professionals the road less travelled in becoming impact-driven professionals who were strategically positioned to make a difference with communications and public relations.

The Head of Corporate Communications, Sahara Group, Mr Bethel Obioma, said, “The Sahara Group mindset seeks to disrupt norms and the usual in our quest to explore how we can do things differently. Creating value should be the focus.

“The moment you create and provide value, of course, that is when you make a difference. At Sahara, we always set out to explore what has not been done before and how we can do it better and sustainably. This is why the road less travelled requires disruptive thinking that leads to impact.”

Also speaking, the Head of Marketing Communications, Accion Microfinance Bank, Ms Adefisayo Akinsanya, said, “It was important for communications professionals first to understand their value and remain passionate about it.

“Communications professionals are the organisation’s soul, and we are the centre of every strategy, tactic, and goal. We, therefore, need to support key stakeholders to see the value we are bringing for them.”

The Communications Consultant, Omotoyosi Ajayi, said, “This event has helped to boost my professional confidence. Partnerships like these are very important for communications professionals because it helps to make us more competitive.”

The Co-Founder of The Comms Avenue, Sharon-Ann Adaigbe, said, “Our partnership with Sahara Group to celebrate this year’s World PR Day is in alignment with our vision to upskill Comms talent across Africa.”

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