Real reason I embrace PR, digital marketing -Ibrahim Isah

As the year 2024 draws to a close, Ibrahim Ayyuba Isah reflects on his remarkable journey from journalism to public relations (PR) and digital marketing.

With over a decade of media and communication experience, his career shift was driven by a passion for helping businesses, starting in Northern Nigeria and expanding globally, to craft impactful narratives and achieve sustainable growth.

“Every brand, regardless of location, deserves access to the tools and expertise needed to thrive in today’s fast-paced world,” Ibrahim explains. “My goal has always been to bridge the gap in strategic communication, ensuring that no business is left behind.”

A Shift from Journalism to Strategic Communication
Ibrahim built a distinguished career in journalism, serving as a Senior Reporter at TVC News. Over ten years, he covered significant events, including reporting from the Kano State Government House across three administrations. His role involved breaking major news, producing multimedia content, and connecting with audiences through digital platforms.

“I’ve always been passionate about communication, but I realized I wanted to do more than report stories—I wanted to help brands craft their own,” he shares. “That’s what led me to pivot into PR and digital marketing.”

To prepare for this career transition, Ibrahim earned a Master’s degree in Communication Studies and another in Public Relations from Bayero University, Kano. He further enhanced his expertise with a Professional Certificate in Digital Marketing from the London School of Business Administration and a Master Diploma in Digital Marketing from the Digital Marketing Skills Institute.

Empowering Businesses Through Ayrah Media Concept
As the CEO of Ayrah Media Concept (AMC), Ibrahim spearheads a creative agency offering tailored services such as PR consulting, social media management, corporate campaigns, and digital marketing.

“My vision is to empower brands to connect with their audiences, tell compelling stories, and achieve global relevance,” he says. “Through AMC, we’re proving to businesses—whether in Northern Nigeria or beyond—that the right strategies can take them to new heights.”

In 2024, AMC played a pivotal role in several high-impact campaigns. Among these was Ibrahim’s role as Lead Consultant for the WOFAN-ICON2 project, executed in partnership with Mastercard Foundation. He developed and implemented PR and communication strategies that amplified the project’s reach and impact.

Breaking Barriers and Building Connections
Navigating the world of PR and digital marketing brought its own challenges, particularly in shifting mindsets about its value.

“Many businesses see PR and digital marketing as optional rather than essential,” Ibrahim notes. “But the results are transformative. Strategic communication is not just about visibility; it’s about building trust, credibility, and lasting connections with your audience.”

This guiding philosophy ensures that businesses of all sizes—whether small startups or large corporations—can access high-quality PR and marketing services.

Looking to the Future
While Ibrahim’s roots and passion remain in Northern Nigeria, his vision extends far beyond. He aims to create globally resonant strategies for brands in Kano, Lagos, Abuja, and even international markets like New York.

“Brands everywhere share a common goal: to connect with people and make an impact,” Ibrahim says. “My mission is to ensure that every business, regardless of size or location, has the tools and strategies to achieve that.”

In 2025, Ibrahim plans to author a book detailing his experiences as both a journalist and PR expert. The book will provide insights into the evolving role of communication in driving business success.

A Note of Gratitude
Reflecting on the year, Ibrahim expresses gratitude to those who have supported him along the way. “I’m incredibly thankful to my mentors, collaborators, and clients who have believed in my vision. Together, we’ve shown that impactful communication has the power to transform lives and businesses.”

With his dedication to excellence and a clear vision for the future, Ibrahim Ayyuba Isah is set to continue redefining PR and digital marketing on both local and global stages.