Africans are obsessed with stories. It is no wonder that in many cultures, age-old wisdom is preserved in narratives that traverse generations. Storytelling is an essential part of your PR efforts—everything your customers and stakeholders encounter when they look you up tells a story. Still, the question is whether it’s haphazard or curated. Storytelling is what separates good companies from great companies and determines which ones linger long in the memory.
Storied American entrepreneur Steve Jobs said the most powerful person is a storyteller. This is even more true in Africa, where you will operate with fewer resources, more infrastructural and socio-economic hurdles, and investors will need more convincing to part with their money.
Why Does Authentic Storytelling Go Hand in Hand with PR in Africa?
Authentic storytelling means telling your own story in a way that resonates as you intend, one that connects with your audience and draws them closer to you. It is responsible for long-term patronage that some of the biggest brands, such as Nike, Apple, Amazon, and Coca-Cola, enjoy. These brands elicit specific emotions through their stories that attract consumers, investors, and donors. In Africa, too, a good narrative elevates you to the top of the pecking order. Flutterwave became the poster child for startup success in Africa, raising about $509 million and becoming the most valued African tech startup at $3 billion for providing digital payments for African businesses, considered the lifeblood of the continent’s economy. It effectively solved a significant problem: Flutterwave addressed inefficient, slow, and expensive intra-African payment systems for businesses. Founded at a time when the global financial landscape was evolving, Flutterwave benefited from technology that lowered operational costs, enhanced speed, and reached more people affordably. Flutterwave wasn’t the only startup addressing payment issues; there were 74 fintech companies in 2017 when Flutterwave’s co-founder, Iyin Aboyeji, was featured in a CNN article titled “26-year-old founder wants to change payments in Africa.” At that time, the company had just over $10 million in funding. This can also exemplify the merits of founder-led PR in Africa, but the key takeaway is the authentic storytelling behind Flutterwave’s journey that positioned it for future success.
How Do You Do Storytelling For Successful PR in Africa?
Authentic storytelling positions you for success in a saturated market and gives you leverage over competitors because:
Tell Your Story, Do Not Leave It to Chance – It is important to hone your storytelling skills or at least document your story on your media channels. This facilitates storytelling by PR companies and makes it easier for journalists to discover your narrative. This could be a founder sharing insights about the industry, research conducted by the team, or a company blog or social media sharing an intriguing new feature. At TechPR Africa, our first engagement with every client interested in PR in Africa is to audit their communication efforts and help them articulate their stories in ways that enhance visibility.
Occupy a Niche – Companies engage in various activities, but having a central message that aligns with your business goals is crucial.
Speak About Your Challenges – Authentic storytelling entails honesty about the challenges you face and a willingness to accept help from well-meaning audience members. This doesn’t expose you to ridicule as many fear; instead, it brings you closer to finding the right tools, talent, investors, and operators.
Be Abreast of Your Industry – Many companies lead their peers but struggle to occupy that market leader niche. A way to achieve this is by following industry trends and sharing your insights and experiences.
Don’t Hide Your Tough Issues – This is similar to the previous point. Many companies want to sweep controversial matters under the rug because of how they were handled from the outset. These issues may include layoffs or regulatory challenges, but good storytelling also serves as effective crisis management.
Closing Notes
The importance of storytelling is why brands are increasingly focusing on narrating their stories. In Africa, we see firms like Piggyvest, Paystack, and Kaizer Chiefs developing owned media that serve as curated content engines. This positions them as leaders, drives business growth, and keeps audience members engaged.
