Jade Communications Launches The Applied Communicator Publication to Advance Strategic Communication in Africa

Jade Communications today launched The Applied Communicator, a publication designed to bridge the gap between communication theory and practice in the African context.

Speaking at the event, held at their Nairobi office, the CEO, Paul Achar, said that communication plays a critical, foundational role in determining the success or failure of initiatives and policies across governments, organisations, institutions, and society.

However, more often, communication is viewed merely as supportive rather than strategic, limiting its impact and effectiveness.

There is a need to position it appropriately while also highlighting ongoing efforts. He explained that over the past 20 years, while working with communication professionals, scholars, and technical experts across multiple sectors, they identified the need for a dedicated platform to share insights, research, experiences, and best practices in Applied Human Communication.

Thus, 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.”

Caters to academia and practice

It 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 highlights 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, a biannual publication, 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.

Commending the launch of the publication, Constitutional Advisor at the Executive Office of the President, Professor Makau Mutua, noted that Jade, as a think tank, is timely.

“ This institution that you have started is important and sits at the soul of the society…what you are curating here is a school of thought about communication,” he said.

He further added that communication professionals had an obligation not only to fact-check the political elite but also to report the truth about events, guided by ethical and moral principles.

A copy of the publication can be downloaded using this link.