Expanding a startup in Africa’s emerging markets comes with immense opportunities, but it also presents unique challenges. One of the most critical yet often overlooked aspects of scaling in these markets is public relations (PR). In a continent with diverse languages, cultures, and media landscapes, PR is not just about press releases; it’s about navigating local narratives, building credibility, and positioning your brand for long-term success.

Unlike more mature markets where digital advertising dominates, credibility and trust are central to business success in Africa. Consumers, investors, and regulators pay close attention to earned media coverage, thought leadership, and industry reputation. PR helps startups:

•Establish credibility in new markets where brand awareness is low.

•Attract investors by demonstrating legitimacy and thought leadership.

•Build relationships with key stakeholders, including media, regulators, and customers.

•Mitigate risks by managing crises, negative press, or misinformation.

•Enhance visibility in an increasingly competitive startup ecosystem.

Africa’s media ecosystem is highly diverse and localized. While tech hubs like Lagos, Nairobi, and Johannesburg have established business media, startups expanding into new markets must tailor their PR strategies to regional outlets. For example, a PR campaign in Nigeria might focus on TechCabal or BusinessDay, while a campaign in Kenya may target The Standard or Nation Media.

Despite Africa’s growing digital ecosystem, traditional media (TV, radio, and newspapers) still dominate public influence, especially outside major urban centers. Startups must balance digital PR with traditional media outreach to maximize visibility across different audience segments.

Governments across Africa have become increasingly strict about digital communication and media regulation. Messaging that works in one country may not be received the same way in another. For example, fintech startups expanding to Francophone West Africa must understand local financial regulations and consumer protection laws when crafting PR messages.

Many African consumers rely heavily on word-of-mouth recommendations and community influence. Negative press or poor crisis communication can significantly damage a brand’s reputation. Startups must be proactive in shaping their public perception through strategic storytelling, influencer partnerships, and media engagement.

1. Partner with Local PR Experts

A one-size-fits-all PR approach does not work in Africa. Working with a tech PR firm that understands the local market ensures your startup communicates effectively with the right audiences. PR firms in Nigeria, Kenya, South Africa, and other key markets have media relationships and cultural insights that can make or break your strategy.

Journalists in Africa value relationships and meaningful stories. Instead of just pushing press releases, startups should focus on:

•Providing exclusive insights to journalists.

•Engaging in thought leadership through op-eds and expert interviews.

•Leveraging founder storytelling to create a human connection.

Many startups fail to amplify their announcements beyond social media. A structured press release distribution strategy ensures major news platforms pick up your stories. News wires in Africa, such as those in Nigeria, South Africa, and Kenya, can increase your reach across borders.

Digital PR—including social media, podcasts, and influencer marketing—can be a cost-effective way to build credibility. Engaging with local tech influencers, startup communities, and LinkedIn thought leaders helps startups reach decision-makers in their industry.

Startups must be proactive in monitoring their media presence and responding to public perception. This includes:

•Using media monitoring tools to track press coverage.

•Preparing a crisis communication plan for handling negative PR.

•Engaging with customers and stakeholders to maintain a positive brand image.

PR is not just an add-on to a startup’s marketing strategy—it is a critical component of building trust, credibility, and long-term success in Africa’s emerging markets. By understanding the media landscape, regulatory challenges, and the importance of local partnerships, startups can create effective PR strategies that drive growth and impact.

Whether launching in Nigeria, Kenya, South Africa, or Egypt, startups must prioritize strategic storytelling, media engagement, and reputation management to thrive in Africa’s dynamic business environment.

Image©:Adetona Omokanye/Bloomberg