EEAS Strategic Communication Seminar in Pretoria
The European External Action Service (EEAS) Strategic Communications hosted its second regional StratCom Seminar for Sub-Saharan Africa in 2025, held in Pretoria from 7–9 October.
The seminar brought together 49 colleagues - including Press and Information Officers and Heads of Political Sections - from 27 EU Delegations across Sub-Saharan Africa. The event provided a platform to exchange experiences, share best practices, and discuss the evolving challenges and opportunities in strategic communication within diverse regional contexts.
Organised by the EEAS Sub-Saharan Africa StratCom Task Force, with the invaluable support of the EU Delegation to South Africa, the seminar took place during an important year for EU–Africa relations - marked by the upcoming EU–South Africa Summit and the G20 Summit. Hosting the event in Pretoria underscored the close cooperation between the EU and South Africa and reflected the strong and enduring partnership between Africa and the EU.
Deputy Head of Delegation to South Africa, Pencho Garrido Ruiz, warmly welcomed participants to Pretoria. Mathieu Briens, Deputy Managing Director for Africa at EEAS, joined remotely to frame the political context of the seminar and highlight the EU’s strategic engagement in the region.
A Platform for Learning, Networking, and Innovation
The seminar’s objectives were to inspire, broaden skillsets, and strengthen regional networks. Participants took part in a series of training sessions and workshops delivered by external experts on topics such as:
- AI Unplugged: Risks, Rewards & Realities with the future of communications in the age of AI
- Mastering the Social Media Language and Engagement
- Effective crisis communication.
Discussions also focused on the latest Foreign Information Manipulation and Interference (FIMI) trends and threats in the region. Together, participants explored shared challenges in communicating the EU’s work and values, while developing creative approaches to enhance impact and resilience.
In the spirit of a “One EU” approach, representatives from INTPA, ECHO, and the EIB were invited to present their communication priorities, showcasing the breadth of EU action across Sub-Saharan Africa.
Celebrating Achievements and Looking Ahead
The seminar offered a valuable opportunity to strengthen ties between delegations and headquarters, enhance communication capacity, and spark new ideas for the EU’s StratCom work in the region. The discussions and exercises inspired greater creativity and ambition for future communication initiatives in 2026 and beyond.
The event concluded with the Regional Public Diplomacy Competition, highlighting outstanding initiatives from across Sub-Saharan Africa. The EU Delegation to Ghana was voted the winner for its innovative and widely celebrated event, Diplo Rumble — a friendly boxing match between the EU Ambassador to Ghana in 2024, Irchad Razaaly, and the Ghanaian boxing legend Azumah Nelson. The event drew thousands of spectators and successfully raised local awareness of EU engagement in Ghana.