Thinking on communications, clean energy and the UK-Africa corridor.
Practical insights from 20+ years of senior communications work across Africa and the UK. Written by Erhumu Bayagbon, founder of Story in Motion.
Why Public Relations Will Outshine Advertising in the Age of AI
Many fear that PR risks becoming a relic in the age of AI. Far from it — AI may herald PR's renaissance, positioning it above advertising in the hierarchy of influence.
Read article → Culture TheCable, June 2025 · 6 min readWizkid: The Lagos Anthem and the Power of Authentic Storytelling
Wizkid's pride in Lagos offers a masterclass in how creators can harness their unique identities to shape perceptions and inspire the world.
Read article → Africa TheCable, June 2025 · 6 min readAfrica's Tourism: A Continent Awaiting Its Spotlight
Africa's share of global tourism is strikingly small. But shifting global tides offer the continent a real opportunity to rewrite its narrative.
Read article → Philanthropy TheCable, May 2025 · 5 min readA New Era of Giving: Bill Gates' Blueprint for Africa and Beyond
Bill Gates has redefined the power of purposeful giving. What can African nations, businesses and individuals learn from his example?
Read article → Reputation TheCable, May 2025 · 5 min readThe Perils of Corporate Silence in Nigeria's Digital Age
In an age where lies can ossify into perceived truth, staying quiet during a crisis is not caution. It is a communications strategy — and a dangerous one.
Read article → Fintech Africa Interviews, Dec 2024 · 7 min readCan Blockchain Fix Nigeria's Payment Challenges?
For every ten transactions in Nigeria, one fails. A blockchain-powered startup called Zone is trying to change that — with implications far beyond payments.
Read article → Clean energy Story in Motion, March 2026 · 6 min readWhat Clean Energy Founders Get Wrong About Communications
Most clean energy founders are brilliant at solving technical problems. Communications is a different kind of problem — and the cost of getting it wrong is high.
Read article → UK and Africa Story in Motion, March 2026 · 6 min readThe UK-Africa Communications Gap Nobody Talks About
African businesses expanding into the UK, and UK businesses entering African markets, consistently underestimate how different the communications environment really is.
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