From a young boy inspired by the voices of Nigerian broadcasters to a leading communications strategist in the energy sector, Dan-Muhammadu Ismaila’s journey is nothing short of inspiring. Now serving as the Manager of Communications and Brands at Kano Electricity Distribution Company, his career spans journalism, telecoms, and crisis management.
In this interview, he shares how his early passion for storytelling evolved into expertise in data-driven strategies, creative brand stewardship, relationship-building and driving impactful change, alongside advice for aspiring professionals in the field.
How did you begin your career in Communications?
My communications journey was shaped by my father’s love for the transistor radio. At the age of four, I became captivated by the voices of popular broadcasters from the Nigerian Television Authority (NTA), Radio Nigeria Kaduna, and various foreign services. My dream was to become either an on‐air personality or a writer for the public.
From that moment, I honed my skills in reading news and crafting compelling stories. In secondary school, I joined the Press Club and later became president of the Writers’ Club of Minna in the early 1990s. This early exposure ignited my desire to study mass communication.
During my university years, I championed the creation of the Young Public Relations Association—an organisation for undergraduates wishing to specialise in marketing communications, public relations, and advertising.
After university, I began my career in communications at IT & Telecom Digest, a specialised IT magazine. I subsequently joined the communications teams of MTN Nigeria and Etisalat Nigeria, while also pursuing postgraduate studies in Advanced Communication and Journalism at the University of Lagos UNESCO Centre of Excellence in Journalism.
This combination of academic excellence in mass communication and hands-on experience in journalism, telecoms, academia, and the energy sector has built my reputation as a leading expert in strategic communications and branding.
What does your role as the Manager, Communications and Brands at the Kano Electricity Distribution Company entail?
At Kano DisCo, my role involves developing and executing communication strategies that align with KEDCO’s mission and business objectives.
As Communication Manager, I am responsible for planning and implementing overall PR activities, crisis management, media engagement, real-time awareness creation, managing KEDCO’s brands, stakeholder engagement, CSR, ESG, internal communications, digital and multimedia communications, and fostering relationships with key stakeholders.
I also evaluate opportunities for partnerships and sponsorships, and coordinate the planning and execution of stakeholder forums, anniversaries, community engagement, conferences, trade shows, and press interviews.
Since we deal with a scarce commodity (electricity), we frequently encounter customer rejection, frustration, and apathy, which often result in serious crises with our stakeholders, causing huge image/reputational damage. This can be due to tariff increases, low-quality supply, estimated billing, electricity accidents, or delays in resolving customer complaints, etc.
On a daily basis, my major job function is dealing with and managing crises that may otherwise destroy the corporate image of my company. As a communication team member, I always put on my thinking cap to provide timely resolutions to the unending crises of the Nigerian power sector.
Internally, my job is to support the successful implementation of internal communication, employee advocacy, and corporate engagement.
For me, communication is more than messaging – it’s about strategy, research, and impact.
What do you love the most about working in Communications?
What I love most about working in communications is the ability to set the agenda, shape narratives, and drive meaningful engagement, whether at an internal or external level. Every day presents a unique opportunity to bridge the gap between my organisation and its numerous stakeholders.
Whether it’s crisis management, strategic communication, employee engagement, storytelling, brand management, or stakeholder engagement, I enjoy crafting messages that not only inform but also inspire action. A unique and most important aspect I love about working in communications is its profound impact on every facet of my company’s operations.
The dynamic nature of communication in this digital and AI age presents a unique landscape that keeps me constantly learning, adapting, and finding new ways to enhance brand perception, change negative narratives about the power sector, and build a desired corporate reputation.
Can you share some major highlights from your career journey so far?
My career has spanned journalism, telecoms, academia, and the energy sector. I began my communications journey at IT & Telecoms Digest, a specialised magazine in Lagos, as a reporter before joining the communications teams of MTN Nigeria and Etisalat Nigeria, where I contributed to enhancing brand visibility and effective stakeholder communication.
I later joined the Public Affairs team at the prestigious Ahmadu Bello University as a Research and Strategic Communications specialist.
When the defunct Power Holding Company of Nigeria was unbundled and privatised in 2013, I joined Kano Electricity Distribution Company as one of its pioneering communications experts.
At Kano DisCo, I have held various positions including Internal Communications Officer, Newsletter Editor, Corporate Communications Officer, Brands and Communications Lead, Manager of External Communications, and now Lead Manager of Corporate Engagement & Communications. Over the years, I have built my reputation as a leading expert in strategic communications.
Drawing on my extensive experience, I recently founded PR City, Nigeria—a leading PR firm in Kano State—and now provide public relations and communications consultancy for state governments, corporate entities, and international organisations.
My professional journey has also led me to the Institute for Public Relations (IPR) in the USA, where I was recently nominated as an ELEVATE member in recognition of my contributions to the science underpinning the art of public relations.
If you could change something about your career journey, what would it be?
I have no regrets about specialising in communications; if given the chance to choose a career again, I would undoubtedly choose communications. The overall experience has been outstanding, and while I celebrate my successes as significant milestones, I view the challenges as key factors that have shaped me into the communications expert I am today.
However, if I had to change something, I would have embraced data-driven communication strategies much earlier, where I would leverage the power of analytics in measuring communication impacts and results, real-time behavioural changes in communication and issue management, which are critical in today’s communication world. I would also embrace research for the effective design of communication strategies and workable models for evidence-based decision-making.
What advice can you give someone who is just starting their career in Communications?
My advice to someone who wants to start a career in communication is, first of all, to master the art of writing, storytelling, graphic design, and persuasive communication. These will form the basis for becoming a better communicator.
Beyond these skills, success in communications requires patience, resilience, and a commitment to continuous learning. The communication landscape is constantly evolving, with new trends in social media, crisis communications, stakeholder engagement, and, more recently, sustainability communications.
My second piece of advice is to build your brand. Your online presence matters. Share your insights, write articles, and position yourself as a thought leader in your desired communication field. Be a good storyteller that grabs attention with your creative writing.
Another key piece of advice for success in this age of AI is to build a strong network, gain hands-on experience (learning from mentors), and have a data-driven communication mindset for analysing audience insights, communication channels, noise management, tactical and strategic communication, and measuring communication impact through periodic communication audits.
Ultimately, aspiring communications professionals must understand their audience and adhere strictly to the ethical standards of the profession.
Dan-Muhamamdu Ismaila is a data-driven blended communication expert and sustainability advocate, skilled in crisis communication, stakeholder management, energy-sector communication, perception and image management, as well as real-time reporting. He holds a PhD in Mass Communication.
