Speaking on the sidelines of the fifth edition of the GLG Communications PR Power List Soirée, where he was recognised in the ‘Rising Voices’ category, Adejokun urged communications professionals to look beyond creative concepts and focus on the tangible impact their campaigns create.
He stressed that successful communication strategies should be backed by clear measurement and evidence of value rather than relying solely on visibility or emotional appeal.
“No matter how beautiful the ideas or the emotions, if we cannot measure our investment, that was never an effective campaign,” he said.
Adejokun also called for greater confidence among African communications practitioners in developing strategies and narratives that reflect the continent’s unique experiences, cultures and challenges.
According to him, campaigns designed for African audiences must be built around genuine local insights rather than approaches created primarily to satisfy external expectations.
“True influence comes from authenticity. If we want our stories to endure, they must be intentional and rooted in our own reality, rather than manufactured for external validation,” he said.
His comments come at a time when the public relations industry is expanding beyond traditional media coverage and publicity efforts into a broader role involving reputation management, stakeholder engagement and organisational value creation.
The GLG Communications PR Power List Soirée brought together industry professionals, corporate communications leaders and stakeholders to celebrate individuals contributing to the growth and transformation of public relations.
Adejokun’s recognition under the ‘Rising Voices’ category highlights his contribution to advancing communications practice and promoting new approaches to storytelling, strategy and brand reputation management.