Five tips to choose the right PR partner for your expansion into Africa

Expanding your business to a new country can be a daunting task, often leading to anxiety and hesitation about making the right decisions. The right PR partner can make all the difference in achieving your business goals and navigating the challenges of international expansion. When choosing a PR team to assist with your expansion goals, consider the following tips based on our experience at TechPR Africa:

Experience working with businesses like you or deep industry understanding:
When selecting a PR agency, look for one that has experience working with other companies in your specific industry or sector, such as tech startups, consumer brands, or healthcare companies. Request case studies or references from similar clients to understand how the agency tailored its approach to their needs. Additionally, inquire about the team’s background and expertise. Ensure the agency has personnel who deeply understand the nuances of your business model, target audience, and competitive landscape.
Strong local market knowledge:
A successful PR partner should have a local presence and established connections in the markets you want to enter. They should be able to provide insights into the cultural norms, media consumption patterns, regulatory environments, and other factors that could influence your communications. Look for agencies with offices or affiliates located directly in your target markets, not just a centralized global team. Ask for examples of how they’ve leveraged local partnerships to amplify client campaigns. Understand their approach to market-specific research, stakeholder mapping, and relationship building.
Extensive media network:
Request the agency to provide examples of high-profile media placements they’ve secured for clients similar to you. Understand their approach to developing and sustaining relationships with key journalists and influencers. Inquire if they have dedicated media outreach specialists or a centralized media database that they can utilize.
A comprehensive suite of services:
You have to ensure that the agency offers a range of services beyond traditional media relations. These include content creation, social media management, event planning, and crisis communications. By working with a full-service partner, you can access end-to-end support, rather than a more limited, siloed approach. Evaluate how the different service lines can be integrated to achieve maximum impact.
Ability to measure success and provide data-driven insights:
Review the agency’s proposed KPIs and reporting processes for tracking campaign performance. Discuss how they interpret data to identify optimization opportunities and make informed recommendations. Ensure they have strong analytical capabilities to translate metrics into actionable insights.