Marking 50 years as a journalist, Jamaica Observer founding editor Desmond Allen teamed up recently with iconic communications czar Dr Grace Silvera for a public relations (PR) MasterClass organised by Red Stripe in Kingston.

Explaining why Red Stripe decided to stage the event, head of corporate affairs at Red Stripe, Diane Ashton-Smith told her captive audience of frontline staff and PR agencies serving the company:

“In an era where many companies choose to outsource their public relations (PR) needs, relying on external agencies to navigate the intricate world of communication, there often exists an assumption that these agencies bear the sole responsibility of upskilling their employees.

“However, at Red Stripe, we’ve chosen a different path. As thought leaders who believe in the power of collaboration, continuous improvement, and setting the gold standard, we recognised the importance of nurturing PR excellence, not only within our internal teams but also among our trusted external PR agencies.”

She said the PR MasterClass was an initiative designed to empower the company’s internal brand managers, communication managers, and its esteemed external PR partners who are regarded as an extension of the brand.

Ashton-Smith noted that Red Stripe had been contemplating such an exercise for some time, “but the stars aligned perfectly with the availability of Dr Grace Silvera, a distinguished authority in the craft of devising PR campaigns, and Desmond Allen, a veteran journalist with extensive experience in crafting newsworthy narratives”.

Silvera is back in the island after pursuing doctoral studies overseas, leading to a PhD in transformational leadership: culture change and communication expert. Allen is celebrating his 50th anniversary in the profession of journalism, having started as a cub reporter on October 1, 1973.

“By taking this proactive approach, we anticipate not just improved communication outcomes, but a new era of collaboration, innovation, and unparalleled excellence in our PR efforts,” added Ashton-Smith.

The PR agencies participating alongside Red Stripe were: Ortanique Consulting with head honcho Odette Dixon Neath; DRT Communication led by Managing Director Danielle Terrelonge who joined virtually, and PR Etc whose managing director is Tess-Maria Leon.