Redefine Communications

Based in Nairobi, Kenya, Redefine Communications operates at the intersection of strategic public relations and authentic storytelling. The agency was founded in 2014 by Sharon and Amunga Eshuchi, a husband-and-wife team who sought to reshape how the African continent is portrayed through communications. While the agency is rooted in Nairobi, its reach extends across the continent and beyond, serving clients who need nuanced, dignified narratives that move beyond stereotypes. The Nairobi market is a competitive hub for PR agencies, but Redefine Communications has carved a distinct niche by focusing on production-driven storytelling that respects and elevates its subjects.

Core Services and Storytelling Approach

Redefine Communications positions itself as a production house that uses effective communications to serve its clients. The agency’s core offering revolves around crafting and disseminating stories that add value to the subjects they cover, particularly in contexts where Africa has often been defined by singular, reductive narratives. Their approach is creative and strategic, blending public relations with high-quality production to ensure that messages resonate authentically. While the agency does not list specific services in its directory profile, based on its focus on storytelling and production for non-profits, consulting firms, and international organizations, typical capabilities likely include:

• Strategic communications planning and execution
• Content creation and multimedia production (video, photography, writing)
• Media relations and press outreach
• Crisis communications and reputation management
• Brand storytelling and narrative development
• Digital and social media strategy
• Event management and public engagement
• Advocacy and campaign communications

These services are delivered with a production-first mindset, meaning that Redefine Communications often handles the entire creative process—from concept to final output—ensuring consistency and quality in how stories are told.

Client Base and Sector Expertise

Redefine Communications serves a diverse range of clients, including non-profit organizations, pan-African consulting firms, international organizations, conservation groups, government bodies, and continental institutions. This client mix reflects the agency’s deep understanding of the development, policy, and advocacy sectors. For non-profits and international organizations, the agency helps translate complex missions into compelling stories that can attract funding, influence policy, or shift public opinion. For pan-African consulting firms and government bodies, Redefine Communications offers the strategic communications needed to build trust, manage stakeholder relationships, and communicate impact. The agency’s work in conservation also highlights its ability to handle sensitive, mission-driven topics with care and creativity.

Founding Vision and Market Position

The founding of Redefine Communications in 2014 by Sharon and Amunga Eshuchi was driven by a clear vision: to redefine the image of Africa through relevant, effective, and creative communication. This vision is not just marketing rhetoric; it is embedded in the agency’s storytelling philosophy, which emphasizes dignity and value for the subjects of their work. In a market like Nairobi, where many agencies focus on corporate PR or media buying, Redefine Communications stands out for its production-heavy approach and its commitment to shifting narratives about the continent. The agency’s growth from a small operation to one that serves clients across Africa and beyond is a testament to the demand for communications that are both strategic and human-centered.

Who Redefine Communications Is a Good Fit For

Redefine Communications is best suited for organizations that need more than just press releases or media placements. Non-profits, international development agencies, conservation groups, and pan-African institutions that want to tell nuanced, respectful stories about their work will find a strong partner here. Government bodies and continental organizations looking to shape public discourse or manage complex communications challenges will also benefit from the agency’s strategic and production capabilities. For any client that values authentic, dignified storytelling over flashy or generic PR, Redefine Communications offers a tailored, thoughtful approach grounded in the realities of the African context.