President of Africa Development Bank, Akinwunmi Adesina on Tuesday delivered the keynote address at the African Public Relations Association conference 2021, he called on all to embrace the initiative to promote the best of the continent to the world.
According to him, “we need to be the megaphone of good news in Africa.”
Commenting on the general challenges confronting the continent during the virtual conference, he noted that “Africa will finish its race for development well, against all odds.” He added that we must be impatient when it comes to development, “let’s always be conscious that we can always be better”.
Addressing Public Relations practitioners attending the conference, he called for collaborations to help propagate the good news about Africa.
“Your role is critical, let us create the platforms that will inspire and propel Africa forward.”
“Focus on the positive things that can motivate. Get good stories from the ground up, let us be deliberate to talk about the positive developments around us even from the grassroots.”
He explained that Africans must make conscious efforts to be true brand ambassadors for the continent, bearing in mind that all nations of the world have their own peculiar challenges. “You need to brand yourself and not de-brand yourself to the world. Always learn to put things in perspective. Branding is done on the positives and not the negatives” he said.
The President, Africa Public Relations Association (APRA), Mr Yomi Badejo- Okusanya in his remark, commended the contributions of Mr Akinwunmi Adesina and used the occasion to confer the honorary fellowship of Public Relations on the Africa Development Bank boss.