Joyce Imiegha, founder of Reneé PR, brings over a decade of PR expertise combined with a master’s degree in psychology to help African tech innovators craft impactful campaigns. By tapping into her deep understanding of human decision-making and perception, she creates PR strategies that resonate with diverse audiences and build meaningful connections.
In this interview, Joyce shares how her understanding of human behaviour enhances PR strategies, helping brands connect with diverse audiences.
If your career journey were a movie, what would the title be and why?
If my career journey were a movie, it would probably be The Imitation Game. The film tells the story of Alan Turing, who used his expertise in mathematics, computer science, and cryptography to achieve something revolutionary.
In a similar way, I’m blending public relations, communications, and psychology to build a meaningful career. The movie also emphasises the importance of understanding and breaking down complex ideas in a way that resonates with others—something that’s at the heart of what I do. It’s a great reminder to keep pushing for innovation and impact in my work.
Can you tell us a bit about your background in PR?
My career in PR has been an interesting journey. It all started with music blogging, where I spent over four years promoting artists, helping them reach new audiences, and building their online presence. Along the way, I also worked as an A&R and Talent Manager.
After seven years in the entertainment industry, I transitioned into corporate PR and communications. During this time, I managed corporate events, communications, and PR activities for corporate organisations, entrepreneurs, and high-net-worth individuals.
After three years in corporate PR, I discovered a passion for tech PR. I realised many African tech founders and startups struggled to tell their stories effectively, so I saw an opportunity to help. Now, through my agency, I focus on brand storytelling and communications management for African innovators, amplifying their impact across the continent and beyond.
What inspired you to pursue psychology after a decade in the PR industry?
In 2022, I decided to pursue a master’s degree in Psychology at Aston University in England. This choice might seem surprising given my background in PR and communications, but studying psychology is a natural extension of my interest in understanding human behaviour and a way to enhance my skills in understanding and communicating with people.
Studying psychology has allowed me to deepen my understanding of the psychological aspects of communication, decision-making, and behaviour, which can greatly improve how we shape and tell stories for our clients. Additionally, this degree opens up possibilities for me to potentially contribute to mental health initiatives in the future.
How does understanding human behaviour make PR campaigns more effective?
PR is about influencing perceptions and behaviours. The more we understand about how and why people think and act the way they do, the more effective we can be in creating impactful, authentic, and resonant campaigns. My decision to study psychology has only reinforced this belief.
For instance, in my work with tech innovators, understanding human behaviour helps me identify what aspects of a startup’s story will be most compelling to different stakeholders – be it potential investors, customers, or the media. Also, understanding cognitive biases and decision-making processes helps in strategising how and when to release information for maximum impact. For example, knowing about the primacy effect (where people tend to remember the first piece of information presented more than those that follow) can influence how we structure press releases or media pitches.
In crisis management, which I’ve handled both in corporate PR and for high-net-worth individuals, psychological insights are invaluable. Understanding how people typically react to threats or negative information allows us to craft responses that address not just the facts but also the underlying emotions and concerns of the public.
Can you share a moment where your psychological expertise turned a PR campaign into a success story?
One of our most successful campaigns was for a cryptocurrency platform aimed at improving financial inclusion across Africa. The main challenge was building trust and understanding around a new and complex technology.
Drawing on psychological principles and our understanding of the market, we used ‘social proof’ which is particularly powerful in building trust. We partnered with trusted thought leaders and influencers to show how they were using the product and this helped us connect with our audience.
Understanding the importance of helping people overcome the ‘fear of the unknown,’ we also focused heavily on education, creating simple, relatable content using local analogies to make cryptocurrency easier to understand. Familiarity also helped build trust.
Finally, we shared real stories of people using the platform to solve financial challenges, like cross-border transfers and local currency instability. These stories connected emotionally with the audience and made the benefits of the platform simple and clear.
The results we got from this campaign were impressive, and their adoption rates grew significantly. The campaign showed us how putting psychological motivations into perspective gives you a better opportunity to be more strategic.
How can psychology help PR professionals do better in their jobs?
The knowledge of psychology can help PR professionals do their jobs better in several ways. It helps them understand their audience–how people think and feel, which is important for creating engaging content and messages that build trust with the public.
Using emotional branding can help PR & Comms professionals build stronger relationships with people by appealing to their feelings. Understanding what motivates different audiences allows them to tailor their messages more effectively.
Also, knowing how people form opinions and make decisions helps us tell stories that influence public perception. This can lead to more positive attitudes toward people, brands or ideas. And lastly, it’s helpful for professionals to be open about their limitations. Admitting when they don’t have all the answers makes them more relatable and trustworthy.
How can PR professionals use psychological principles to manage a crisis or handle negative publicity?
You don’t need psychological principles to manage a crisis or handle negative publicity effectively. What you need to do is focus on clear communication, empathy, and transparency. First, you must endeavour to communicate openly and honestly to build trust. Showing empathy also helps to connect with the public and show that you understand their concerns, and lastly, being transparent about what happened and how it will be addressed reassures people and helps rebuild confidence.
On the other hand, psychological principles that prove particularly effective during crises include framing effect, social proof, primary effect, cognitive dissonance, and confirmation bias. Ultimately, the ability to apply these principles effectively comes from studying and deeply understanding them.
Any advice for PR professionals and enthusiasts?
Stay curious and committed to learning. Continuously expand your knowledge by exploring new skills, ideologies, tools, and strategies. My experience has shown me the immense value of having diverse expertise.
Develop strong storytelling skills. Whether you’re launching a product or managing a crisis, your ability to tell a compelling story that resonates with your audience often determines your success.
Focus on building and nurturing relationships. Public relations and communications are built on connections—with clients, media, stakeholders, and the public. Genuine relationships are invaluable, especially during moments when you need them.
Deepen your understanding of human behaviour. The better you understand how people think, feel, and make decisions, the more effectively you can create messages and strategies that truly connect with them.
Finally, maintain ethical standards. As PR professionals, we have a responsibility to communicate truthfully and with integrity. Trust is much easier to build—and maintain—when your reputation is rooted in honesty and ethical practices.
