Share!
SABRE AWARDS 2024: Why Chain Reactions Impressive Overlooked Win Matters By Kabir Abdulsalam
The public relations (PR) industry has achieved more than effective and tailored communication; it has established itself as a field dedicated to celebrating excellence. It’s not simply about handing out trophies; it’s about setting a gold standard that others aspire to reach.
As the saying goes, “A rising tide lifts all boats,” hence, recognizing and showcasing outstanding PR campaigns helps to elevate the entire industry.
The ancient Greek philosopher and polymath, Aristotle once said, “We are what we repeatedly do. Excellence, then, is not an act, but a habit.” This rings especially true in PR, where the relentless pursuit of innovative and impactful communication strategies defines the industry’s leaders.
Award events serve as a beacon of excellence, illuminating the path for others to follow. Showcasing exceptional campaigns is crucial because it not only honors the hard work and creativity of the individuals and teams involved but also inspires others to push the envelope and think outside the box. It creates a ripple effect, encouraging a culture of continuous improvement and excellence.
PR awards are the bright threads that highlight the most intricate and beautiful patterns. They remind us that while good work may go unnoticed, great work deserves to be celebrated. Whether locally, nationally, continentally, or globally, awards recognize and amplify the achievements that shape the industry’s future.
The Africa continental body of PR, the African Public Relations Association (APRA), formerly known as Federation of African Public Relations Associations (FAPRA), was inaugurated in 1975 in Nairobi, Kenya, with the mission to foster unity through interaction and exchange of ideas among public relations practitioners across Africa.
As an association of professionals, it believed in the promotion of African Unity for the growth of the noble profession on the African continent and also the global frontier.
Seeks enterprise-driven and socially responsible investment in Africa, while establishing strategic global partnerships that deliver returns to enhance the continent’s economic and social well-being.
In its annual conference, which attracts professionals in advertising, brand management, broadcast journalism, publishing, film-making, print journalism, new media and practitioners from the integrated marketing communications industry aimed at showcasing a positive Africa through the instrumentality of public relations.
It hosted professionals from all works of life including Public Relations, Marketing, corporate chieftains and high ranking government officials and will enable discussions and conversations around critical issues facing the African continent as well as opportunities to boost the profession of PR in Africa.
Discussants are expected to enable conversations around issues which critically examine development in Africa, especially as it concerns the continent’s image, professionals from different sectors are expected from about 40 countries.
In a landmark development, APRA, in partnership with the Holmes Report, a publication by PRovoke Media, founder by Paul Holmes launched the SABRE Awards Africa at the 28th edition of it’s annual conference. This expansion brings the prestigious SABRE Awards competition to Africa, showcasing the best work from across the continent.
The bid was sealed at APRA’s annual conference in Calabar, Nigeria, in May 2016, the awards initiative allows African practitioners to tell their stories, showcase exceptional campaigns, earn the recognition of their peers, and be rewarded for professional excellence. For celebrating these achievements, the SABRE Awards Africa not only highlights individual successes but also elevates the entire PR industry across the continent.
The maiden edition was held in Casablanca, Morocco, in May 2017. The event saw many African PR firms win several awards. The Centre for Crisis Communication, along with Image Merchants Promotion Limited, represented Nigeria and walked away with two certificates in Public Affairs and Western Africa, while Red Media won the trophy in that category.
Subsequent conferences/awards were hosted in Botswana (2018), Rwanda (2019), virtually due to COVID-19 restrictions (2020 and 2021), Tanzania (2022), and Zambia (2023).
The organizer of the awards has not only hosted this prestigious award in Africa but also in South Asia, North America, Latin America, Asia Pacific, and EMEA.
Over the years, the organizer has proven to be credible and transparent in its judgment. PRovoke Global brings together some of the most influential people and most inspiring content from across the worldwide PR industry. For independent agency leaders, the Entrepreneurs’ Forum offers key insights on managing a communications consultancy globally.
What caught attention this year was the announcement of the 2024 award winners in April. Many Nigerian brands and public relations firms bagged multiple awards.
For Nigeria firm and campaigns, the Lagos Metropolitan Area Transport Authority (LAMATA) won three awards for its PR campaign on Lagos Blue Rail, including CEO of the Year, Public Affairs/Government Relations, and Public Sector/Government categories.
Meanwhile, 9mobile and Blanche Aigle Communication bagged two awards each. For its campaign titled “The Hack- Expand Your Hustle,” 9Mobile won in the Superior Achievement in Reputation Management and Special Event/Sponsorship categories.
Blanche Aigle, a PR firm, was honored for its campaign on Hilda Baci Cook-a-thon with awards in Superior Achievement in Brand-Building and Western Africa categories.
The campaigns by LAMATA, 9Mobile, and Pladis were championed by PR and communications consultancy firm, Chain Reaction Africa while Image Merchants Promotion Limited, the publisher of PRNigeria and Economic Confidential, and Integrated Indigo Limited, also from Nigeria, were declared finalists in two different award categories each.
On April 4, while celebrating the winners, PRovoke Media captioned its headline with “Razor/M&C Saatchi Wins Five African SABREs.”
The story partly read: “There will be multiple trophies for BCW, South African agency Clockwork, and Ogilvy (three each), and Newmark Group, Tribeca Public Relations, and WE (two each).”
The announcement was part of the usual strategic way of drawing the world’s attention to the awards after scrutiny of all the entries.
The story highlighted: “South African agency Razor / M&C Saatchi Group is the big winner in our 2024 African SABRE Awards and will take home five trophies at our annual awards ceremony in Abidjan, Côte d’Ivoire next month.
In addition to Razor, there will be multiple trophies for BCW (including Blast BCW in Mauritius and Engage BCW in Kenya), South African agency Clockwork, and Ogilvy (three each), and Newmark Group, Tribeca Public Relations, and WE Communications (two each). These firms and all of this year’s winners will be presented with their trophies during the African Public Relations Association’s annual conference on May 16.”
I observed that South African firms were celebrated for their work and winning five trophies, and two firms took the center stage of praise this year was the Kenyan firm, who earned two trophies
Among the award winners, a Nigerian PR firm impressively clinched seven trophies, while a South African firm followed closely with five, and a Kenyan firm earned two.
Surprisingly, Chain Reaction Africa, a Nigerian firm who impressively clinched seven trophies, was not mentioned in the news.
However, the organizer’s official announcement highlighted only the achievements of the South African and Kenyan firms, leaving the remarkable success of the Nigerian firm notably unmentioned.
It was from other Nigerian news platforms that the firm’s achievement was highlighted.
Until the day of the awards night, Chain Reaction Africa’s success remained under the radar, but eventually walked away with seven trophies.
Meanwhile, as the event stands to celebrate exemplary campaigns, this action has sparked an interesting conversation about the recognition and celebration of excellence within the industry. We urge the organizers who ommited to reflect Chain Reaction Africa’s achievements in their news publications. This selective celebration has several potential implications like perception of bias.
Choosing to highlight only specific winners, the organizer risks being perceived as biased. This can lead to questions about the fairness and impartiality of the awards process. When the achievements of a top performer like the Nigerian firm are overlooked, it casts a shadow on the credibility of the awards.
They should note that recognition is a powerful motivator. Celebrating the achievements of one firm over another can impact the morale of the overlooked parties. For the Nigerian firm and its stakeholders, the lack of acknowledgment might diminish the sense of accomplishment and the motivational boost that typically follows such recognition.
Similarly, awards and recognitions play a crucial role in shaping the dynamics of any industry. Highlighting certain winners over others can influence market perceptions, client decisions, and even future business opportunities. The Chain Reaction’s significant achievement deserved equal spotlight to accurately reflect the industry’s competitive landscape.
Importantly, the reputation of the awards organizer is at stake. Stakeholders expect transparency and fairness in such high-profile events. Ensuring that all winners receive appropriate recognition upholds the integrity of the awards and fosters trust within the industry.
However, it is essential for award organizers to adopt a more inclusive approach to celebrating success. Recognizing all deserving winners not only honors their hard work but also reinforces the credibility of the awards themselves.
In the future, ensuring a balanced and comprehensive celebration will enhance the reputation of the awards and contribute positively to the PR industry’s growth and cohesion.
Kabir writes from Abuja, Nigeria can be reached via: kbabdulsalam03@gmail.com.
