Message from the IPRA President:  Empathy is key  May 2026

2 hours, 10 minutes ago

Whether it is in developing strategies for communicating internally in an organization, helping to integrate innovative technology within a cultural context, or delivering messages to market a product globally, empathy is key to effective communication. Putting yourself in the context of the target audience is vital in determining how best to deliver a message that resonates so as to obtain the results required.

How often, with the best of intentions, are resources deployed in development projects only to find that those who are supposed to be the beneficiaries are unconnected and unexcited?

A lesson for brands

Global brands seeking to capture new markets are appreciating that campaigns that propagate images from their home markets and take little account of the cultural context are simply a waste of resources. Without empathy, there is no consideration of the different contexts, much less a sensitivity to the feelings of the human beings intended to be customers.

Satya Nadella, chief executive of Microsoft, offers a relevant reflection in his mission statement: “We needed to build deeper empathy for our customers and their unarticulated and unmet needs.” This is from his book “Hit Refresh: The Quest to Rediscover Microsoft's Soul and Imagine a Better Future for Everyone”.

The role of empathy

Empathy, as a foundation for framing communication, provides a different way of thinking and indeed a different way of living. Organisations must do more in seeking local connection than simply slapping images of local heroes, such as young footballers, onto billboards. Tik Tok, Instagram and other social media are shaping ways to reach global audiences. They exercise empathy as the foundation for connection and conversation across generations. This is how one builds sustainable relationships.

For us in Africa, the importance of empathy for meaningful long-term connection with Africa and Africans, particularly the young who are the targets of global brands, cannot be overemphasized. The great African educationist, Dr. Kwegyir Aggrey, said “If you play only the white notes on a piano you get only sharps; if only the black keys you get flats; but if you play the two together you get harmony and beautiful music.” Just like the piano’s keyboard, it is in human diversity that we find harmony. Africa is taking its rightful place in the world through empathetic relationship-building.   

The role of IPRA

The emphasis of IPRA, over its seven decades of existence, has been on empathy, trust and ethics in communication practice. This thinking is reflected in our Thought Leadership essays that are available on the IPRA website. IPRA’s commitment to respect diversity across the globe, as well as within different national contexts, is also reflected in our relationship with the United Nations. It is why IPRA recently signed on to the 2026 Civil Society Declaration for the 64^th Session of the UN Commission for Social Development.

Empathy in communication holds the key to harmonious human co-existence. Humanity in harmony.

Kind regards,

Esther Cobbah

IPRA President 2026

• ← Invitation to an IPRA webinar “Trust in the Age of AI” 21 May