Nigeria is one of the largest technology markets in Africa. Data shows that it houses more than half of Africa’s tech unicorns and the most developers on the continent. The country is the most populous in Africa and has one of the youngest populations; about 70% are under 30 years of age. Coupled with being an economic powerhouse and strategically important nation in Sub-Saharan Africa, Nigeria remains an attractive destination for technology companies and investors.
For new market entrants, Nigeria can be daunting, with 200 million citizens, 36 states, and over 500 languages. However a good public relations partner can make the journey easier, bringing in-country expertise and an understanding of the media landscape. So, we collate some factors to look out for when choosing a tech PR company in Nigeria.
Understanding of Nigerian media
Nigerian media lives for stories. It is important to have the right names and numbers to depict the scope of your project and where your product or service stands in the country’s local context. For example, telling an impact-focused story—highlighting how your business is going to create jobs, contribute to economic growth, and solve local problems—gets you a long way.
For international companies, which might have enjoyed great success in their home nations, it is useful to note that you are new to Nigeria. It is important to depict your achievements and plans in the simplest way possible, with enough details, to the right platforms. This will not only get your emails buzzing with job requests for capable local talent (they also help with navigating the market) but will also bring intentional partnerships that might be crucial to your journey in the country.
From the headline to the lead to the body, it is important to make it one long story. This makes it easy for tech media to pick your story up, add more context, and possibly land you an editorial feature in a popular technology newspaper or website. The country is hungry for stories, especially in its two-decade-old tech industry, so stale, run-of-the-mill stories won’t fly here.
A good story not only makes you visible but positions you as you build your foothold in the country.
Relationship with the media
Relationships are very important in Nigeria’s media scene. It is important to work with an agency that has a relationship with general interest and tech reporters. Having such a network to tap into is very important while building inroads in Nigeria; they help you get published in key publications, secure organic features when possible, and make it easier to manage crises should any unfortunately occur. Having a PR team that puts your name out there to the media is also important, as it makes your company top of mind when a publication wants to write a story on your operations or industry. Building such a relationship could mean getting a mention in a major publication to speak about an important trend or story, which boosts discoverability and credibility.
Industry expertise
Having experts that understand your niche—tech, in this case—is important to your brand’s success. This involves knowing the right publications, the tech reporters that need to get your story, and having the ability to take your technical product and break it down for a mass audience. Technical expertise by working as a tech reporter, editor, analyst, or comms person in the tech industry could be the difference in their network, their understanding of your business, and the quality of work they deliver.
Regulatory expertise
A choice PR agency would understand the country’s regulatory history and help you align your messaging. This is particularly important in a period where regulators are strengthening regulations in key industries like tech.
Crisis communication
The African business landscape can sometimes be unstable, so having a PR partner who is well-versed in crisis communication is important. This means they have a well-oiled plan to handle reputational issues before and after they arise. This can also mean highlighting key dos and don’ts and reputation hazards. Their expertise could go a long way in keeping your reputation intact and keeping the consumer believing in and supporting your company’s goals.
Expertise in digital media but do not forget traditional media expertise
Digital media is king in Africa, but a chunk of the continent still relies on traditional media to get its news. It is important to get covered by 100 blogs, but it is also important to land a feature in a legacy or popular newspaper, and it would do you a lot of good to get covered by a TV channel. This ensures you are covering all bases. Digital media allows you to meet the audience where they are—online—while traditional media helps you meet the users whom they trust.
Closing notes
Tapping into Africa’s largest market requires tact. It is important to partner with a PR agency that brings that to the table; this can be the difference between a bumpy ride and smooth sailing, and if all goes wrong, the right partner should be able to get you right back on track.
