How African Audiences Engage With Brand News: A Guide for PR Agencies
A press release picked up by a dozen outlets and a single story that a business desk chose to run on its own merit rarely produce the same result, even when the numbers on reach look identical. We’ve watched this play out across enough client campaigns to trust it as a pattern rather than a […]
How to Pitch African Journalists as an International PR Agency
You have the budget, the case studies, and a client who is genuinely doing something You have the budget, the case studies, and a client who is genuinely doing something interesting on the continent. The pitch still lands flat. This happens to international agencies more often than it should, and the reason is rarely the […]
Why Local PR Partnerships Outperform Going Direct in Africa
Africa’s PR and communications landscape has become too significant to ignore. Consumer markets are growing, digital adoption is accelerating, and international brands, investors, and institutions increasingly need to reach African audiences directly rather than treating the continent as an afterthought in a global campaign. For agencies watching this shift from the outside, the question is […]
What International Agencies Need to Know for Their Messaging to Land in African Markets
International agencies have spent years perfecting how they approach a new market. There’s a process for it: understand the audience, define the value proposition, test the message, ship the campaign. It’s a process built on decades of experience across mature, well-mapped markets, and for the most part, it works. So when an agency picks up […]
Running a Multi-Country PR Campaign in Africa for International Agencies
When we work with international agencies and the companies that hire them on multi-country campaigns across Africa, the first thing we try to communicate is how we actually work and the value we bring. Just as important is a genuine understanding of how nuanced the African business community and its media ecosystem really are. A […]
The Africa Media Playbook: What International PR Agencies Get Wrong, and How to Fix It
Africa is the final frontier for high-impact, high-growth companies and investment firms. Yet, those trying to gain a foothold are often flying blind, locked out of the critical conversations happening across closed-door meetings in Lagos, Nairobi, and Cairo. International PR agencies consistently struggle with the local media landscape, leaving them without real answers when clients […]
How Paystack Increased Productivity With AI Adoption
How Paystack scaled AI tools across 100+ employees to increase productivity gains across developer and non-technical roles.
Protecting PR Credibility in the Age of AI Workslop
The term “AI slop” has become a common fixture in technology and work newsletters and publications, with critics warning users against relying solely on artificial intelligence for purposeful work. One recent case of AI slop involves consulting giant Deloitte partly refunding the Australian government after a report it was commissioned to produce was found to […]
How PR Teams Can Target the Right Influencers in 2025
It is 2025, and influencers still play a significant role in PR campaigns by leveraging their large and engaged audiences to promote brands, enhance engagement, and build trust. Influencers act as an extension of the brand’s reach, using their platforms for various content formats, boosting brand engagement through interactive campaigns like giveaways, and even stepping […]
Using Data to Bolster Your PR Campaign in Africa
Only 45.3% of pitches are opened by journalists, which means the chances of getting attention are low from the start. This makes it one of the biggest dilemmas for founders, PR teams, and agencies: how to make their campaigns stand out in a journalist’s crowded inbox. One powerful way to achieve this is by including […]