South Africa is one of the leaders in information and communication technologies (ICT) in Africa, with a rich array of software and deep-tech companies. The IT industry is thriving, boasting successful startups in hardware, software, fintech, data management, cybersecurity, distributed ledger technology, and autonomous IT systems. With high internet and smartphone penetration, South Africa is also a viable destination for investors looking to diversify their funds into emerging markets.
South African cities like Cape Town and Johannesburg have been ranked as major tech hubs in the world due to competitive tax rates, relatively high levels of security and safety in Africa, and a thriving financial sector.
For local startups and international companies interested in the South African market, it is crucial to choose a tech PR firm that understands your technology, business, and the local media landscape.
Understanding the South African Tech Industry
The right PR firm for you should be plugged into the country’s innovation ecosystem, know the key players, and understand the ecosystem and the factors that drive it. This means that from Cape Town to Johannesburg to Durban, they should be able to connect you with the right people and resources to further your expansion into the country. They should have experience working with startups, events, IT companies, VCs, and accelerators in the South African market.
Must-Have Qualities for a Tech PR Firm
Industry Expertise: It is valuable to work with a PR firm that has proven results for tech brands in your sector, be it fintech, SaaS, AI, or mobility. Alternatively, a firm with experience working with a wide range of tech companies and showcasing a deep understanding of your industry can also be beneficial. Having an extra eye on the trends and factors shaping your industry can help reduce pitfalls and bring in media expertise to craft your story, effectively managing your public perception.
Media Relationships: Your story is crucial, as it shapes how your brand is perceived and can affect business outcomes. It is important to work with PR firms that understand the media and journalists in crafting these stories. While a good relationship with the appropriate media is not a silver bullet (as your story must still be exciting and timely for the journalist), it can help get your foot in the door. Firms with strong relationships with key tech publications in South Africa, such as TechCabal, BusinessTech, and Ventureburn, are particularly valuable.
Partnership Opportunities: Strategic partnerships are particularly crucial for new businesses in South Africa. The right PR firm can assist in securing partnerships that will influence your company’s success. Good PR can boost credibility, and a PR firm with a solid reputation can help you secure important meeting invitations and privileged access to sandboxes due to early exposure. This is a lesson that one of the biggest African payment companies, Paystack, learned when it expanded to South Africa in 2021.
Regulatory Expertise: Apart from stakeholder relationships, it is important to put regulatory compliance at the forefront of your expansion plans. A PR firm can assist by sharing information about your company to boost credibility and ensure you navigate the regulatory landscape effectively.
Flexibility and Scale: Consider whether the PR firm works well with startups and corporates, and whether they are adaptable across funding stages or product pivots. Ensure they can scale with your business as it grows.
Closing Notes
Carefully evaluate potential PR firms to find the one that best aligns with your technology, business, and growth objectives in the South African market. The right PR partner can be a valuable asset in navigating the dynamic and evolving tech landscape in the country.
