Strategic Communications Africa Limited on November 30, organised at its Accra office, a full-day capacity-building session for 30 Small and Medium Enterprises (SMEs) drawn from across the country.

This marked the commencement of activities in respect of the maiden Stratcomm Africa Brand Reputation Week and Awards, under the theme: “Skill up in Communication to scale up your business”.

As part of the celebration of this year’s Global Entrepreneurship Week (14th -20th November), Stratcomm Africa established Brand Reputation Week as an event to highlight to individuals and organisations the value of communication to the realisation of their goals.

Stratcomm Africa will also, among other things, work with individuals and organisations to enhance their ability to employ communication as a tool for building a strong, enduring positive brand reputation for their success.

An award scheme has also been established that will recognise and showcase individuals and organisations that use excellent communication approaches in their endeavours.

Through this initiative this year, Stratcomm Africa provided the thirty Small and Medium Enterprises (SMEs) a rare opportunity to deepen their appreciation of effective communication approaches for business/ organisational growth and survival.

Head of Department and Senior Lecturer at the Department of Communication Studies at the University of Ghana Legon, Dr Abena A. Yeboah-Banin, in her keynote address, commended Stratcomm Africa for instituting an annual Brand Reputation Week with the potential of changing the face of business in Ghana.

She added that brands cannot afford to not care about their reputation.

“A bad reputation will cost you. It will cost you customers, good employees and your very survival. In contrast, a good reputation means people feel they can trust you and so become loyal to your products,” he said.

Dr Yeboah–Banin also explained that “a good reputation builds trust among your stakeholders; in their minds, you offer value for money.

"That is an opportunity to charge premium prices! With a good reputation, you will also attract good talent as people see you as a place that has a future they can contribute to and benefit from.”

Mawuena Trebarh, Chief Business Strategist of Inspire Africa Consult and facilitator of the Business Planning session, walked participants through the importance of business planning in reputation building and steps to create business plans that yield outstanding results.

She said it is necessary for SMEs to continuously assess their market and competition, affirm strategies for delivering on their business goals, plans and objectives to ensure consistency in service delivery, profitability and sustainability.  

Then followed a panel discussion with Stratcomm Africa Consultants in Reputation Management, Digital Communication, Strategy Development, Research and Media Relations.

There were also 1-on-1 Business Clinics to review and tailor communication solutions for each of the participating enterprises. Consultants who were featured in the panel discussion and clinics included Sharon Anim, Marketing Communications Manager, Kafui Dake, Head of Digital Communication, and Emmanuella Yamoah, Principal Consultant-Marketing Communications.

The Founder and CEO of Stratcomm Africa, Ms Esther A N Cobbah, spoke on strategy and its importance in achieving effective communication. 

She said, “Effective communication involves, among other things, carefully analyzing stakeholders and contexts and creatively crafting and delivering messages that impact them and facilitate the realisation of your goal.”

She indicated that “in Stratcomm Africa’s almost thirty years of existence, communication excellence has been the passion and driver of the company and its staff”.

Students of the Department of Communication Studies, University of Ghana, Legon and the Ghana Institute of Journalism participated in the forum and were also attached to Stratcomm Africa consultants during the clinics with SMEs for firsthand knowledge-sharing and practical training in communications. 

Stratcomm Africa has always been committed to promoting communication as a tool for business growth, social development and personal improvement.

The introduction of Brand Reputation Week is intended to draw increased attention to the value of communication to businesses, individuals and society in general.

This year, the Brand Reputation Week Forum and clinics focused on SMEs as their success is critical for national development. 

Stratcomm Africa looks forward to extending this exciting opportunity to more businesses and individuals in the coming years.