If you are a journalist like me – you constantly have to deal with PR people. They can sometimes rub you the wrong way because of always demanding results, even without employing the best means of communication. But my friend Cedrick Lumiti was never like that, he was king at PR.
We first started communicating via email and phone around 2009. From the get-go, even before meeting Cedrick in person, I gravitated towards his passionate approach towards work. His humour and the sincerity of his laughter was a bonus. Soon, I would start to realize that his style in practicing PR was quite different from the norm – it was very personalized and custom-made, almost for anything he was up to.
In communication, Cedrick covered all loops. He left no room for doubt. He also brought fun to work. After sending an email, he would always quickly follow-up by calling. We would almost always start chatting about everything non-work related before getting to business.
When we finally first met, Cedrick was a little intimidated by my towering figure. I admit that I was a little shocked that a man only four feet, six inches tall had such a big voice, strong demeanor and colossal drive. Thankfully our friendship would emerge tallest.
For the show I host on KBC TV: Grapevine, I hardly missed to attend any event or function that Cedrick managed during his tenure in entertainment-related PR. Some of our great moments at work include covering the Safaricom Lewa Marathon, twice. In a crowded bus to Lewa, full of rowdy journalists, I remember Cedrick shutting down someone’s idea for us to all eat at a fancy hotel. He instead took us to a famous meat-eating kawaida place, and even offered to buy drinks. He knew when to work and when to play – even though sometimes the two wouldn’t be far apart.
When we traveled with him to Eldoret for the 2011 Niko Na Safaricom Live Tour, he helped me hustle for an interview with Redsan before his performance (even though it was against Safaricom tour rules for artists to be interviewed before show). In many ways, we were the same at work—never blinking or letting an opportunity slide. Our friendship was cemented on the mutual admiration for each other’s drive.
On our way back to Nairobi from Eldoret, I convinced Cedrick to allow the driver to take a detour into Molo so we could visit my mum and eat some of that yummy Molo lamb. The man I introduced to my mum as my friend and the media liason for the countrywide tour, loved his shoes clean, but was walking barefoot. It had been a rainy and muddy morning in Eldoret and at some point he threw his dirty shoes away, and then his slippers too because they didn’t look good on him – he thought 🙂
During one of his trips to his Kakamega shagz, he would later call me to ask for mum’s contact for her to organize some nyama. “Oh no! Your friend who came to visit me without shoes!? He was so happy and pleasant and had promised to send me credit,” mum remembers Cedrick.
In times when I needed footage at weird times like Sunday night to ensure that I had the news in time for Monday night show, many PR people promised to deliver but didn’t – Cedrick always personally delivered. Whether or not I covered his events and even after leaving entertainment-related PR, he constantly used to watch my show and pass a comment usually by calling. I appreciate that.
His departure from entertainment-related PR in pursuit of further education and growth into bigger PR firms was a very sad thing for me. Nobody else took PR in entertainment as seriously as he did. He also understood how much Arts and Culture meant to me. After his move, he would still send me invites– call–challenge and cajole me to broaden my view of a story angle. His thoroughness in PR has shaped my own career.
Your passing is a great loss to the PR and Communications industry in Kenya. It’s a greater, even immeasurable, loss for me. Cheers to the great times, lessons and memories!
BONUS: My condolences to Cedrick’s friends, colleagues and his young family. May his spirit forever guide us.