• Uwera Lydia
• Dr. Charles Kiiza

This research assessed the public relations strategies used to attract foreign direct investment (FDI) in Africa, focusing on Rwanda as a case study. It evaluated the influence of media relations, corporate communication, and brand image management on FDI attraction. Grounded in Stakeholder Theory and Relationship Management Theory, the study employed descriptive and correlational designs within a qualitative framework. Key institutions involved in investment promotion, such as the Rwanda Development Board and the National Bank of Rwanda, were central to the research. A purposive sample of 15 knowledgeable individuals was selected to ensure accurate, in-depth insights. Key informant interviews were the primary data collection method, utilizing open-ended questions to capture rich information on Rwanda’s strategic positioning as an attractive FDI destination. Data analysis involved thematic coding to identify patterns in responses, which were presented through narrative descriptions and direct quotes. Findings showed that Rwanda’s strategic use of media—including press releases, campaigns like “Visit Rwanda,” and social media—promoted transparency and trust, engaging investors effectively. Corporate communication, especially through CSR initiatives and consistent regulatory updates, highlighted Rwanda’s ethical governance and social commitment. Brand management efforts, such as the “Remarkable Rwanda” campaign and global sponsorships, reinforced Rwanda’s image as stable and progressive. Public relations activities like trade shows and investment forums fostered direct investor engagement, boosting confidence in Rwanda’s growth sectors. The study concluded that Rwanda’s integrated PR strategies significantly enhance its attractiveness for FDI and recommended strengthening media and digital communication, unified messaging, and deeper investor engagement through collaborative platforms.

Attraction, Corporate Communication, Event Management, Foreign Direct Investment, Media Relations, Public Relations, Rwanda Development Board

"An Assessment of Public Relations Strategies in Attracting Foreign Direct Investments in Africa: A case study of Rwanda", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 9, page no.c482-c493, September-2025, Available :http://www.jetir.org/papers/JETIR2509258.pdf

"An Assessment of Public Relations Strategies in Attracting Foreign Direct Investments in Africa: A case study of Rwanda", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 9, page no. ppc482-c493, September-2025, Available at : http://www.jetir.org/papers/JETIR2509258.pdf