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A Kenyan Mikaela Mwangura, has taken the global communication industry by storm with her groundbreaking communications formula: a fusion of AI-driven analytics, digital intelligence, big data methodologies, and timeless (Public Relations) PR principles.
The communications guru who drives Eminence Global, an award-winning PR firm finds happiness in putting a smile on clients’ faces by helping them connect with their consumers and create an impactful brand and consumer experience.
She spoke to The Star about her new formula that is receiving global accolades.
Who is Mikaela and what has been her contribution to strategic communications in Kenya?
I am the founder and director of Eminence Global PR Firm, an award-winning Public relations powerhouse that has redefined strategic communications across Africa and beyond.
My career has been driven by a singular vision: to push the boundaries of traditional public relations by integrating data-driven strategies, technology, and innovative methodologies to optimize PR impact, ensuring that communication is not only an art but also a science.
I have also been at the forefront of fostering Kenya’s presence in international markets, leading high-level business delegations, and promoting Kenyan industries across Africa, America and Europe.
My expertise lies in transformative PR campaigns, reputation management, crisis communications, stakeholder engagement, high-level corporate diplomacy and crafting disruptive PR models that position brands as global leaders—areas where I continue to elevate industry standards.
You are bringing big data, tech, and mathematics into strategic communications, always perceived as an art. Why this shift?
The communications landscape has evolved dramatically. PR is no longer just about crafting compelling narratives; it is about engineering influence through precision, predictability, and performance metrics.
The sheer volume of data available today—from social media analytics to audience sentiment tracking—demands a more scientific approach to communication strategies. This shift is necessary because decision-makers need empirical evidence to justify investments in PR.
The ability to quantify the impact, forecast reputational risks, and optimize messaging in real time gives brands a competitive edge.
By integrating big data, AI-driven analytics, and mathematical modeling, we are moving PR from a reactive, intuition-based practice to a proactive, results-driven discipline— one that is as accountable and measurable as finance or marketing.
Strategic communications must evolve from being a perceived cost center to a demonstrable revenue enabler.
Kindly talk about the PR Impact Optimization Formula
The PR Impact Optimisation Formula (PIOF) is a groundbreaking proprietary mathematical model designed to quantify, predict, and enhance the effectiveness of PR campaigns, particularly within rapid-response frameworks like the 72-hour PR Blitz that’s applicable within the ACT-72 Model.
It provides a structured, data-driven approach to measuring impact across key variables. By applying these variables within the PIOF Index, we can score, compare, and optimize PR strategies with mathematical precision.
This shifts PR from relying on retrospective reports to real-time impact analysis and predictive modeling. PIOF is particularly groundbreaking for crisis communications, corporate reputation management, and PR campaign optimization, where time and influence are of the essence.
It is a model that transforms PR into a quantifiable science.
PR largely relies on media monitoring reports to measure impact. What is the problem with this mode of evaluating impact?
Traditional media monitoring reports focus primarily on coverage volume, share of voice, and media sentiment. While these are valuable indicators, they fail to measure true influence and behavioral change.
The limitations include: lack of real-time responsiveness. Media monitoring provides post-campaign analysis but offers little predictive insight into how a crisis or campaign will evolve, limiting agility.
Sentiment analysis tells us whether coverage is positive or negative, but it does not measure how much influence it holds over consumer behavior, investor confidence, or policy shifts.
PIOF addresses this by allowing for dynamic recalibration of messaging and response strategies based on live data making it possible to forecast PR crisis escalation or campaign success.
The industry needs to move beyond monitoring outputs to measuring impact. PR must align itself with marketing and business analytics, ensuring that every strategy is data-informed and outcome-driven.

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