Jade Communications CEO Paul Achar/HANDOUTA new publication aimed at promoting practical and research-based communication strategies in Africa has been launched.
The publication, titled The Applied Communicator, seeks to bridge the gap between communication theory and practice by providing insights, case studies and analysis tailored to the African context.
The publication was launched by Jade Communications Ltd through its Centre for Applied Human Communication.
According to the organisers, the publication will focus on strategic communication, media, public relations and human communication issues affecting institutions, professionals and communities across the continent.
The publication is a response to the critical foundational role that communication plays in determining the success or failure of initiatives across organisations, institutions, and society. Despite this critical role, communication is often viewed merely as supportive rather than strategic, limiting its impact and effectiveness.
Since 2004, Jade Communications has worked alongside communication professionals, scholars, and technical experts across multiple sectors and identified the need for a dedicated platform to share insights, research, experiences, and best practices in Applied Human Communication.
The Applied Communicator seeks to fill this gap by creating a space for robust engagement and knowledge exchange on the practical application of communication theories in diverse African settings.
Speaking during the launch, Jade Communications CEO, Paul Achar, noted that the publication represents a new approach to communication scholarship and practice.
“Unlike the traditional academic journal, The Applied Communicator is a hybrid publication that bridges the divide between academia and practice. It provides a platform for academics to test models against the realities of the African context, while also giving practitioners an opportunity to share the innovative strategies they employ daily to create impact,” he said.
Achar added that the journal explores innovative research, case studies, policy analysis, storytelling, and lived experiences that demonstrate how communication, when applied strategically and grounded in inclusivity, research, and responsiveness, can rebuild public trust, shape behaviour, strengthen institutions, and inspire transformation.
The inaugural issue highlighted the importance of communication in organisational performance, policy implementation, leadership, governance, and societal transformation. It also cautions that neglecting communication can contribute to flawed policies, misinformation, mistrust, and institutional failure.
Through The Applied Communicator, Jade Communications hopes to foster a professional ecosystem where theoretical knowledge informs practice and communication expertise contributes meaningfully to institutional effectiveness and societal progress across Africa.
