By Nnasom David

In a sector often dominated by conversations around rigs, pipelines, and profit margins, Esther Ifueko, is calling attention to the overlooked glue that holds Africa’s oil and gas industry together.

In a statement signed by her, she said that  “When people talk about oil and gas, they focus on rigs, revenue, politics, and regulations,” says a leading Brand and Communications Strategist working across the African energy space.

“But rarely do they talk about the people — the engineers, the communities, the stakeholders — or professionals like me, working to make this massive industry relatable, visible, and understood.”

She noted that for years, the oil and gas sector has been viewed as too complex for public engagement.

However, Ifueko, who now leads brand and business strategy for Fairtex Group and trains professionals through platforms like ISDSkills and GISD, says that perception is outdated — and costly.

“In an industry driven by machines and numbers, we forget that communication is what keeps it all together,” she states. “I didn’t plan to work in oil and gas. My background is in branding and digital communications. But when I entered the energy space, I noticed something was missing — connection.”

That insight sparked her mission: to bridge the communication gap between energy companies and their diverse stakeholders — regulators, investors, communities, and citizens — through human-centered strategies built on clarity, empathy, and trust.

“Many firms are doing groundbreaking work, winning billion-naira contracts, launching digital drilling solutions, but they struggle to talk about it. The myth is that communication is just a ‘PR thing’ for after the work is done. The reality? How you communicate is just as important as what you do.”

Her approach rejects technical jargon and instead focuses on telling stories that resonate — without compromising on accuracy.

“We need to speak to regulators without being robotic. Engage investors without drowning them in data. Include communities without sounding condescending. And reach everyday people without losing relevance,” she explains.

She also highlights major pain points across the energy sector’s communications landscape:

 “There’s a fear of oversharing — companies stay silent because they worry visibility will attract scrutiny. But silence creates a gap. Communities hear about projects, but never from the people behind them. That breeds mistrust.”

 “Many local content successes remain hidden, even from regulators, because there’s no intentional effort to communicate them. And the playbook is outdated — still stuck in the pre-digital era.”

The solution, she argues, is to integrate communication from the strategy room to the site visit, not as an afterthought, but as a critical pillar of project success.

Now, she’s channeling this belief into her next venture: *The Brand and Comms Circle*, a professional community for young Africans in branding, PR, and digital communications.

“We’re not just learning — we’re applying. We’re building portfolios, solving real challenges, and equipping ourselves to work at the highest levels, even in closed industries like energy and infrastructure,” she said.

Her vision is clear: “The future of African energy isn’t just about exploration and exports. It’s about communication, visibility, and trust.”

As Africa’s energy landscape continues to evolve, voices like hers are proving that telling the story well isn’t a luxury — it’s a necessity.