Rwanda’s top 10 PR moments that disrupted the landscape in 2022 and what we could learn from them
If he was down to his last dollar, he would spend it on PR, Bill Gates is once quoted as saying, his sentiment exhibited by the growth of Microsoft. PR unfortunately in this part of the world, though well consumed and better practiced in government spaces, is one of the most despised trades.
We have missed out on great PR opportunities simply because of the latter. As we wind down the year this writer has gathered 10 news headlines that dominated conversations in 2022 (in Rwanda) , arguing that some could have probably presented opportune moment(s) for great PR activations.
Gatuna border opens
In March the borders opened, ending a three-year impasse on the Northern Corridor, East Africa’s key transport arteries that funnels goods from the Indian Ocean seaport of Mombasa to Uganda, Rwanda, Burundi and Democratic Republic of Congo.
The continued closure was sending mixed signals in contradiction to our PR efforts to position ourselves as a believer of the East African spirit. That was bad PR! Shouldnt we have cared? Probably yes considering in just months we were to host CHOGM.
A rare presidential visit
President Paul Kagame visited Uganda (in April). On this rare visit he continued to warm up ties, attending the 48th birthday party of Uganda’s leader’s son, Muhoozi Kainerugaba. This was a great gesture as Muhoozi Kainerugaba was whispered to be instrumental in the rapprochement between the two neighbours creating a positively disruptive conversation amongst those with interests across both Rwanda and the Uganda’s border.
Suspension of a beauty pageant
In May the Miss Rwanda brand got into problems after media highlighted claims of sexual abuse in the pageantry. This has seriously dented the PR of this event. Negative digital activism (not in favor) followed by the suspension of the beauty pageant until further notice, continued to taint a dark cloud over the future of this brand.
#MissRwanda might remain buried longer than thought and we won’t see much of it in 2023. Despite not having any brand mentions, the corporates associated with the brand should have been seen condemn and disassociating themselves away from the shenanigans of the organizers. Unfortunately, all the sponsors are still quite to date.
Kigali Arena renamed BK Arena
Rwandans woke to news that their iconic gem, the pride of the city recently christened ‘Kigali Arena’ had been renamed ‘BK Arena’. A naming rights deal had been signed with Bank of Kigali.
Great PR and branding opportunity for BK. The conversation trended, lasting days with some suggesting the idea was opportunistic provoking anger. PR-wise BK had a great opportunity to present its strategic positioning, it didn’t. The city eventually lost something.
The city’s association with something that magnificent is still priceless. The New Times reported an agreed amount of Rwf7 billion for six years which presents more disruptive PR opportunities for BK.
The Prince of Wales visits Rwanda for CHOGM
Charles III (now) the King of the UK, carrying his other 14 Commonwealth realms, visited Rwanda to preside over CHOGM (the acronym used in reference to Commonwealth heads of government summit).
Rwanda was presented with an opportunity to prove its might. A tiny African country, with a gruesome history proved once again that one can always rise above the ashes. What a beauty June was for Kigali City.
There was an underlining sense of pride. The city was usually clean, this time neater and more picturesque. The naysayers threw punches here and there, called for CHOGM to be cancelled. Hosting CHOGM presented a more legitimate case for Rwanda, selling the country as a destination for MICE tourism.
Rwandair s’envole pour Paris’
In July a Nigerian newspaper described ‘Rwandair’ as an emerging bride for African aviation. Same month the national carrier announced new colors to its bouquet of growing international destinations. Paris!.
There could be a little bit of skepticism that Rwandair is biting more than it can chew. There is a lot of PR airliner’s custodians are yet to tap into, most especially PR targeting the francophones.
Justice for Mugabekazi Liliane
In August a little-known young beauty donning a black, ‘see through’ dress, her cleavage exposed and under garments visible, attended a public event. She would later be trending in days to come.
Why? Her dressing according to authorities who would later prosecute her, “was shameful”. The conservatives were provoked, the ‘woke’ and women activists condemned the act referring to it as social injustice.
This story attracted foreign media coverage and lengthy conversations on Twitter. Some Rwandans felt the arrest was unwarranted, a bad expose to Rwanda’s PR, positioning herself globally as a society of diverse creative ideas, with citizens of open minds.
DRC and Rwanda diplomatic efforts dominate the headlines
Earlier in the year U.S. Secretary of State visited the country. Just weeks ago the same Antony Blinken called upon both Rwanda and DRC to “use their influence” on the insurgencies in troubled congo.
Rwanda on her side denies such influence even exists. France joined in to condemn Rwanda about the same. A US State Department spokesperson was thereafter quoted as saying the US would mediate talks between the two countries. DRC bickering Rwanda was an all-year conversation that has failed to wither and is likely to continue in 2023.
Brand movements in 2023
PR, brands and the personalities behind them are all synonymous with trending news. Mapula Bodipe joined MTN Rwanda as the new CEO, just after the brand had globally rebranded. UAP changed colors to those of Old Mutual. BPR despite a KCB buyout maintained the BPR acronym with KCB colors, probably to remain relevant to its historic Rwandan mass market.
Rubis bought Kobil and now partners with Brioche to add first food services to its outlets. It’s been a busy year for some brands and a quite one for others. ‘TheBal’ offered a rare opportunity to market Rwanda as a destination for sports tourism.
Moses Twahirwa the founding patron of Moshions resigned his role as a designer at the apparel ‘MADE IN RWANDA brand just after his nude photo disrupted twitter.
Never to miss out on FIFA’s biggest fete
In a historic moment for international football, Rwanda’s Salima Mukansanga was picked by FIFA as one of the first three women referees to officiate at a men’s World Cup in Qatar 2022 – the first time the tournament has woman in the role in its 92 years.
Mukansanga according to this writer vies for Rwanda’s Person of the Year 2022’ and brand mascot Rwandan brands could tap into for their PR efforts in 2023.
The writer is a Communications Specialist based in Kigali Rwanda
keziomusoke@inspire.co.rw0 PR moments that shaped 2020 in Uganda
