The Comms Spotlight: Bridget Gbesemete, Public Relations Manager (Central and West Africa), Publicis Groupe

This week’s Comms Spotlight started her career in Finance but after some years, she transitioned to a career in Public Relations and Communications. Bridget Gbesemete leads Public Relations (PR) efforts for the Central and West Africa region at Publicis Groupe. In her interview with us, she explores the benefits of building a career on the agency side as opposed to the client side.

 


How did you begin your career journey in Communications?

I kicked off my career with a strong grounding in finance, which sharpened my analytical skills and cultivated a strategic mindset. However, it did not take long for me to discover that my true passion was in storytelling and forging connections with people. 

This realisation prompted me to obtain certifications in Public Relations and later pursue a postgraduate qualification in Marketing. This varied background has given me a unique mix of financial insights and creative communication abilities, enabling me to approach PR with both a strategic and purposeful perspective.

What does a typical day look like for you as the Public Relations Manager (Central and West Africa) at Publicis Groupe?

My typical day is a dynamic blend of pursuing new business opportunities, collaborating with the HR team on internal comms, managing online reputation, offering PR advisory, and executing client projects. 

I usually kick off my mornings by catching up on media coverage and the latest industry news to stay informed. Throughout the day, I participate in meetings and put client strategies into action. No two days are alike, but everything revolves around accomplishing our goals and fostering important relationships.

In your experience, what are the benefits of building your career in Public Relations and Communications agencies as opposed to the client side?

Working in PR and communications agencies offers a distinct and varied experience. Agencies expose you to a diverse range of clients across various industries, enriching your expertise and keeping the work exciting. The fast-paced nature of the environment sharpens your ability to think on your feet and adapt swiftly to changes. 

You also get the chance to collaborate with creative professionals and draw from different viewpoints. In contrast, the client side typically allows for deeper involvement in a single brand’s long-term strategy. However, the breadth of experience and rapid skill development you gain in agencies is truly unparalleled.

How do you stay up to date with industry trends and developments?

Staying updated on industry trends is essential in communications. I make it a priority to read relevant publications, attend webinars, and engage with professional networks. Social media platforms, especially LinkedIn and Twitter, are great for real-time updates and insights from industry thought leaders. 

Additionally, attending conferences and workshops enables me to learn directly from experts and peers. Embracing continuous learning and adaptability is key to staying relevant in this rapidly evolving field.

What is one project or achievement you are particularly proud of?

I take pride in leading a CSR initiative for a major client in the extraction industry. Our primary goal was to empower SMEs and highlight the client’s commitment to fostering growth and sustainability within the extraction sector. 

To achieve this, we implemented a comprehensive strategy that combined traditional Public Relations with a robust digital approach. This dual strategy enabled us to engage extensively with audiences and secure significant media coverage, enhancing the public perception of the client’s brand. 

This initiative underscored the critical roles of strategic planning, creativity, and effective stakeholder management in driving successful outcomes.

What advice do you wish someone had given you at the beginning of your career?

I wish someone had given me this advice early in my career: seize every opportunity for growth, even when it pushes you outside of your comfort zone. The communications field is constantly evolving, and adaptability is a real asset. 

Do not overlook the importance of networking either; building strong professional connections can open new doors and offer support throughout your journey. Lastly, always keep your curiosity alive and continue learning. The knowledge you gain will empower you to innovate and excel in your role.

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