Strategic Communications in the Development Sector: Ep 3: Spotlight on SA&A Courses Alumni

In this LinkedIn Live Session, SA&A Course Alumni, Hanifa BabaSadiq shares her learning journey and experience with Sola Abulu as a Communications professional in the Development Sector. It is a must-watch. Key Moments & Timestamps [00:12] – Introduction & Profile of Hanifa BabaSadiq: Sola introduces Hanifa, highlighting her extensive profile in the development sector, her role at the Policy Innovation Centre (PIC), and her educational milestones with SA&A. [04:18] – Hanifa’s Pathway into Communications: Hanifa discusses her early career, identifying first as a creative with a fashion background, and how she transitioned into digital marketing in 2018. [09:12] – The Importance of Upskilling and Continuous Learning: A discussion on why professional training is vital, being self-led in your development, and why professionals cannot just "wing" communication. [14:47] – Diving into the Technical End of Development Comms: Hanifa shares her experience from 2022 when she was thrown into data-heavy social and economic research, reading dozens of technical articles to build professional credibility. [19:19] – Development Comms vs. Corporate Coms: Breaking down the fundamental differences between profit-oriented corporate PR and development communications, which focuses on shifting systems, mindsets, and human behavior. [28:21] – The Blind Spot of Brand Positioning: Exploring why public institutions and NGOs often neglect long-term brand positioning and how being intentional changes external perception. [33:32] – Key Takeaways from the SA&A Frameworks: Hanifa explains how formal training and strategic frameworks "strengthened her voice" when handling high-stakes messaging and crisis communication. [36:38] – The Role of AI in Modern Communications: A quick reflection on how a strong strategic foundation allows professionals to effectively critique and guide AI tools rather than experiencing "brain rot." [44:04] – The Budget Dilemma in the Development Sector: Facing the reality of securing communication budgets when leadership views results as intangible or demands immediate, unrealistic return on investment. [50:15] – Shaking Tables: Purpose-Driven Institutions vs. Funding Chasers: Hanifa addresses the challenges of rapid mandate shifts and the critical importance of aligning yourself with mission-driven, valued-led organizations. [58:04] – Advice for Future and Transitioning Comms Professionals: Practical advice for those entering the space, addressing the myth of communications as a "low-effort, low-barrier" entry point. [01:03:41] – Hardcore Comms vs. Traditional PR: Sola contrasts the difference between core strategic communications and event/media-driven PR roles.