After more than 15 years at a Kenyan media house, NTV, Mark Masai knew media inside out. But stepping into a PR agency as Director showed him something he hadn't anticipated: there was an entire dimension of communications he'd only scratched the surface of. Strategic Communications wasn't just another specialty. It was deeper than he'd realised. More rigorous and he wanted to understand it properly.
This realisation led him to the Graduate School of Media and Communications (GSMC) to pursue a Master of Arts in Strategic Communications.
"I joined GSMC out of need," Mark explains. "After my time at NTV and then working at the agency, I discovered this opportunity to grow in strategic communications specifically. I did some research, and AKU's offering stood out the most for me."
He'd heard about GSMC from former colleagues and friends who had been through the institution. They spoke highly of the coursework, interactions, and the growth they'd experienced. Mark did more research online, checking which other institutions offered strategic communications as a postgraduate degree. It became clear which one had won his heart.
His first impression? Thorough. "I really valued the thought process the entry assessment took me through," Mark recalls. "I was really clear on what I wanted to do and that I wanted it to be at GSMC. It wasn't just a question of previous grades and cut-off marks, but the value I truly saw that Strategic Communications would add to me as a communicator."
The hybrid format has proven ideal for his schedule. Mark admits to having caught some classes while en route somewhere, but the flexibility helps. "I'm able to go back to the recording and review during my long drives to catch up," he says.
What stands out most? The practical aspect. He has been able to actively implement what he has learnt with his corporate clients. The theories translate directly into his work, making each lesson immediately relevant.
However, what has truly inspired him is discovering the depth of the field itself. "As we learn of the theories, it is thrilling to see how much academic thought has gone into understanding strategic communications," he says. "My understanding of it informs how I apply it as a profession separate from what it would otherwise be confused for, PR."
Whereas he may have approached strategic communications as a "new" arm of communications, thousands of people around the world had already contributed to the field. It's such a diverse field, much broader than he thought.
Looking ahead, Mark sees tremendous value in the programme. "There is a wealth of experience and great resources from the teaching fraternity and even my classmates," he notes. "There are already opportunities to collaborate and work together that have come up."
His advice to anyone considering GSMC? "What are you waiting for? Come on, be strategic."
