JBDC CEO highlights PR as an innovative tool

‘People must innovate for success.’ 

This was the central premise of the keynote presentation by Harold Davis, acting chief executive officer of the Jamaica Business Development Corporation (JBDC). Speaking at the Breakthrough Communications new services reveal event Reimagined, Davis has spent over 30 years in small business development.

Davis was recently handed the reins of the JBDC — the leading business development support organisation in the Caribbean region serving over 4000 micro, small, and medium-sized enterprises annually.

“Some of the most creative people I know are the least innovative. True innovation in any creative industry, or any industry, comes when ideas are transformed into value — when creativity is applied strategically to solve real challenges or meet real needs,” said Davis. “The creative industries, by nature, rely on originality, imagination, and new perspectives. Yet even in fields like PR, where creativity is central, we can’t assume that creativity alone equals innovation.”

The address was pointed at the unveiling at the AC Hotel by Marriott in Kingston on Monday, November 11, 2024.

Breakthrough Communications announced an expanded suite of services for corporate clientele in addition to its repertoire of innovative public relations strategies and advanced crisis management solutions. The new services are Corporate Media Production; Corporate Social Media Management; and Corporate Event Management.

Leveraging Technology for Business

In the first quarter of 2025 neuromarketing research and brand science capabilities will be offered by the corporate communications agency, utilising cutting-edge technology, including electroencephalogram (EEG) headsets and AI-powered interfaces, to measure real-time audience responses, offering unparalleled consumer behaviour insights enabled by a grant received from the Development Bank of Jamaica. The service will be offered to clients as Orbital Brand Science.

Davis posited that public relations innovations, such as neuromarketing research and brand science, brings a new level of insight into the Jamaican PR [public relations] industry.

“This kind of innovation, inspired by neuroscience, represents a powerful advancement in how we connect with audiences. Breakthrough Communications is setting themselves apart as not only a service provider but a true partner and inspiration for their clients. They’re providing a toolkit designed for today’s PR landscape, where rapid response, relevance, and authentic connection are key,” Davis explained.

“Public relations is more than just a communication tool; it’s a dynamic, strategic part of the creative industries, telling stories, driving conversations and shaping perceptions…,”  Davis said. “I’m keenly aware of the critical role that industries like public relations play in fostering connection and influencing culture. And in today’s ever-evolving world, that approach is essential for organisations that want to stay ahead. Innovation isn’t an endpoint; it’s an ongoing journey. And it’s a journey that, when undertaken intentionally, can lead to tremendous growth and transformation.”