Florence Dzame: Amplifying Voices that Matter

Some stories refuse to stay in the shadows. They press against the edges of silence, demanding space in conversations that shape societies, policies, and perceptions. These are the stories that expose injustice, challenge assumptions, and hold power accountable. But they don’t spread on their own. They need voices—sharp, fearless, and relentless—to push them into the light.

Behind every powerful narrative that sparks change, there is a storyteller who understands that words are not just tools but catalysts. Not someone who merely reports events but someone who sees the bigger picture.

Florence Dzame has spent her life ensuring that the right stories are told—the ones that shift perspectives, spark conversations, and, most importantly, lead to action. From the moment she first stepped into the world of journalism, she understood that communication was not just about relaying facts but also about making people care.

Writing Her Own Story

Florence, Associate Director of Global Communications at Innovations for Poverty Action, has always been naturally curious and ambitious. As a child, she was captivated by the effortless delivery of news anchors on television—unaware at the time of the teleprompters and extensive preparation involved behind the scenes.

At just 12 years old, Florence took a bold step that would change her life. She wrote letters to every TV station she could think of, expressing her dream of becoming a TV presenter. Each day, she eagerly awaited the arrival of mail, hoping for a response. Then, one day, a national TV station wrote back, inviting her to audition for a new children’s show. That opportunity became her first real experience in journalism, and she was instantly hooked. The show opened doors to new opportunities, including hosting a radio program and writing for the children’s section of a local newspaper. These early experiences nurtured her passion for storytelling, but it was her work on hard-hitting stories that truly cemented her purpose.

Giving Voice to the Voiceless

One particularly impactful story she covered was about child abuse in Nairobi’s slums, where children were forced into the sex industry due to poverty. Working with a community radio station, she helped shed light on the issue, sparking conversations and action. The story went on to win the CNN African Journalist of the Year award for Best Radio Story—an honor that underscored the power of storytelling to drive change. For Florence, communication is more

than just reporting; it is about making an impact. She believes that, as communicators, there is an opportunity to amplify voices, highlight critical issues, and influence conversations among donors, communities, and stakeholders. That mission continues to drive her every day.

The Architect of Influence

Florence defines leadership in communications as more than just crafting messages—it is about shaping strategy, influencing decisions, and driving real business impact.

According to Florence, great communications leaders do not merely translate executive priorities; they actively shape them. By bringing insights, data, and a deep understanding of stakeholders to the table, they ensure that communications is recognized as a strategic function rather than just a support role.

She believes that a communications leader’s superpower is curiosity. Effective leaders ask the right questions, anticipate challenges before they arise, and use storytelling to shift perceptions and drive action. Rather than simply responding to events, they shape the narrative, build trust, and create alignment across teams.

For Florence, true leadership in communications is ultimately measured by outcomes. She emphasizes the importance of demonstrating the return on investment in communications efforts, influencing the executive agenda, and proactively advising on risks and opportunities. A strong communicator is defined not only by what they say but also by when, how, and why they say it—factors that distinguish exceptional leaders in the field.

Embracing Innovation for Meaningful Engagement

Florence highlights how the rise of AI, social media, and digital platforms has fundamentally reshaped communication in 2025. These tools have not only made the work of communicators more efficient but have completely transformed the way messages are created, delivered, and received.

She reflects on how, not long ago, communications professionals relied almost entirely on traditional media. Press releases had to be meticulously crafted and physically filed, with coverage dependent on journalists picking up the story. Today, organizations can bypass traditional gatekeepers and engage directly with their audiences in real time through social media, allowing them to shape their own narratives.

Florence emphasizes that AI is no longer a distant concept but an integral part of daily work. From automating content creation to analyzing audience sentiment and predicting trends, AI enables communicators to be more strategic, data-driven, and efficient. By eliminating time-

consuming tasks, it allows professionals to focus on creativity, storytelling, and meaningful engagement.

She believes that success in this evolving landscape comes from embracing innovation. Being an early adopter of AI and digital tools is not just an advantage—it is a necessity. According to Florence, the organizations that thrive are those that experiment, adapt, and use technology to enhance, rather than replace, human connection. While the fundamentals of great communication remain unchanged, the ways in which messages are delivered, stakeholder engagement is fostered, and impact is measured have evolved dramatically.

Steering the Storm

Florence emphasizes that in times of crisis, while many factors remain uncontrollable, organizations can control how they prepare for, communicate during, and respond after a crisis.

She highlights the added complexity—and opportunity—that social media brings to crisis communication. One of the key principles she stresses is alignment among executives and key stakeholders. Drawing from her studies in crisis management, she references the Social Mediated Crisis Communication Theory (SMCCT), which underscores the importance of ensuring that crisis responses are adapted to the platforms where conversations are unfolding. If a crisis is escalating on social media but an organization only responds through traditional press statements, it risks missing the point entirely.

Florence also underscores the critical role of empathy. People remember how a crisis response made them feel. Acknowledging concerns, taking responsibility where necessary, and demonstrating a genuine commitment to resolution are essential elements of effective crisis communication.

Finally, she views every crisis as a learning opportunity. Once the immediate situation has been addressed, she advises organizations to reflect on their response—analyzing what worked, what didn’t, and how future strategies can be improved. According to Florence, the most effective crisis responses are not just reactive; they are proactive, strategic, and focused on maintaining trust long after the crisis has passed.

Crafting Stories That Stick

Florence approaches storytelling by first asking a fundamental question: So what? She believes that every compelling narrative must highlight what is new, interesting, or meaningful about the message. A great story is not just informative—it should spark curiosity, evoke emotion, or drive action. If a message does not clearly connect to what matters to the audience, it risks falling flat.

She also emphasizes the importance of understanding the audience, always asking: Who are you speaking to? And why should they care? For Florence, storytelling is not just about words—it is about influence. Strong narratives should align with business goals, reinforce brand values, and position organizations as thought leaders.

Above all, she believes the most powerful stories are often the simplest. Rooted in authenticity, backed by data, and told with a clear, human voice, they have the ability to build trust and create lasting impact.

Building Trust Through Ethical Communication

Florence emphasizes that maintaining ethical integrity in communications requires a proactive, multi-layered approach. She believes that trust is not given but built through transparency, consistency, and an unwavering commitment to truth.

For Florence, fact-checking is non-negotiable. In a digital landscape where misinformation spreads faster than facts, she stresses the importance of relentless verification. However, she also acknowledges that fact-checking alone is not enough. She advocates for collaboration with subject matter experts, journalists, and trusted third parties to reinforce credibility and ensure the accuracy of the information being shared.

She also recognizes the broader context in which communicators operate today, referencing the Edelman Trust Barometer’s concept of an “age of grievance,” where trust in institutions, media, and leadership is at an all-time low. In this environment, she asserts that how messages are communicated is just as critical as what is being communicated.

Measuring the Success of a Communication Strategy

Florence believes that measuring the success of a communication strategy must go beyond surface-level engagement metrics. She notes that for too long, the industry has been caught in the numbers game—focusing on likes, shares, and reach as the ultimate indicators of success. However, she argues that these figures only tell part of the story.

One of the key lessons she has learned is to move beyond a reflexive reliance on statistics alone. While numbers matter, Florence emphasizes that the true measure of success lies in the qualitative impact behind them. Instead of merely stating, We reached 10,000 children with our school feeding program, she encourages communicators to ask, How did their lives change?

For Florence, this shift requires a more holistic approach to impact reporting. A strong communication strategy blends quantitative data with compelling storytelling—because

people remember narratives, not just numbers. She stresses that real success is measured by whether communications efforts are changing perceptions, influencing decision-making, and driving action.

Making Your Work Speak—And Be Heard

Florence advises emerging professionals to focus on understanding and articulating their value. She compares career growth to a business proposition—just as companies evaluate the benefits of an investment, professionals must demonstrate why their growth matters to the organization. She encourages communicators to ask themselves: Am I influencing decisions? Driving results? Solving problems that matter?

She also stresses that work doesn’t speak for itself—professionals must advocate for their contributions. This involves being intentional about visibility, ensuring that key stakeholders recognize their impact. For Florence, building relationships within an organization is not about office politics; it is about ensuring that valuable contributions are acknowledged where they matter most. Too many communications professionals, she argues, remain in the background when they should be leading conversations.

The New Era of Communication Metrics

Looking ahead, Florence predicts that AI will continue to be one of the biggest forces shaping the communications industry. However, she points out that AI is already deeply embedded in daily workflows, and its influence will only grow.

She also highlights a shift toward measuring impact in more meaningful ways. Traditional metrics such as impressions and reach are no longer sufficient, and the industry is increasingly debating how to quantify the direct influence of communications on business outcomes. Florence believes that communicators must evolve their measurement frameworks to reflect the true value of their work, ensuring that strategic impact takes precedence over vanity metrics.

Balancing Transparency, Trust, and Transformation

Florence believes that the real question surrounding AI-driven communication tools is not just how they are transforming messaging but when and how transparency about AI use serves the audience. She emphasizes that there are clear cases where disclosure is critical—such as when AI influences public safety decisions, hiring processes, student grading, or generates images that could be mistaken for reality. In such instances, transparency is not just ethical but essential for maintaining trust.

However, she argues that not every AI-assisted task requires a disclaimer. If AI is merely

drafting an internal memo or optimizing social media scheduling, excessive disclosure could create unnecessary friction. Communicators, she suggests, must strike a balance—ensuring transparency where it matters most while allowing AI to enhance efficiency behind the scenes.

Beyond transparency, Florence highlights how AI is reshaping corporate messaging. With the ability to analyze vast amounts of data, companies can now tailor their messages with greater precision, making communications feel more relevant and engaging. AI-powered chatbots and virtual assistants provide instant responses, freeing up human teams to focus on deeper, more strategic engagement. For Florence, the future of corporate communication lies in integrating AI thoughtfully—leveraging its strengths while preserving the authenticity and trust that human connection brings.

Owning the Room and the Narrative

Reflecting on her career, Florence acknowledges that mistakes have been some of her greatest teachers. Each challenge, she notes, has shaped her into a stronger, more thoughtful leader. She considers reflection to be a superpower, emphasizing that the best leaders—those who earn trust, make sound decisions, and adapt to change—are those who create space to analyze their actions and learn from them.

One of the greatest challenges in communications, according to Florence, is securing a seat at the decision-making table. Many communications professionals struggle with feeling undervalued at the executive level—a frustration she has personally experienced. However, she asserts that the solution does not lie in waiting for external validation but in how individuals choose to assert their value, show up with confidence, and own their space.

Florence acknowledges that communicators often battle limiting stereotypes about their roles and capabilities. Many face leadership figures who may try to dull their shine or restrict their growth. However, she believes that true leadership is not about waiting for permission—it is about stepping into one’s own power and recognizing the immense value that communications professionals bring to the table.