One of the major drivers of the media relations industry in Africa is the pursuit of economic diversification, says Nicolas Pompigne-Mognard, founder of the African Press Organisation.
A former French journalist, Pompigne-Mognard started the APO press wire in 2007 targeting all of the continent’s 54 markets.
“In the last five years there has been a focus on creating a diverse economy moving away from the oil, gas and mining sectors which have been affected by the global economic downturn. This in turn has created a demand from other industries/suppliers to communicate in local markets,” he said.
Mitchell Prather, managing director of Djembe Communications, agrees. His firm, founded in 2012 with a specific focus on Africa, works with a number of Angolan government entities such as the country’s sovereign wealth fund and venture capital fund.
“Underpinning much of our work is the drive towards economic diversification in some of Africa’s biggest markets. The slump in oil prices makes this an even more pressing need. So, countries that have a historic reliance on extractive industries are hungry for communications services that help them to promote foreign investment, foster enterprise and reach out across the populace to promote innovation.”
A young media industry requires Africa-specific solutions
In some African countries the media remains underdeveloped, and a number of media relations firms find it a common practice to pay for journalists to attend events in these markets.
“This practice is quite problematic for the majority of multinationals as they deem it as ‘paid-for’ media. Yet in these countries its standard practice, based on the socioeconomic dynamics and how the media industry is structured,” says Molekoa.
On the other hand, digital technology has been growing rapidly on the continent. McGeachin of Hill+Knowlton Strategies notes that online and social media – such as blogs and Twitter – are now as important to a PR agency as traditional media.
And in Africa, with the high penetration of mobile phones, digital media has provided access to information on a “colossal scale”, adds Africapractice’s Courage.
“People are hungry for knowledge and want to engage actively with the political and economic forces that affect them. Clients require support in navigating this new environment, to cut through the noise and be heard.”
