Public relations (PR) has always been about telling stories that matter and shaping how people perceive and connect with brands or individuals. In Africa’s tech ecosystem, PR has evolved from simply managing reputations to amplifying the voices of tech innovators. As a PR professional, I’ve seen first-hand how this transformation has changed how we communicate. To stay relevant, PR must continue to evolve, helping innovators reach their audiences and build meaningful connections with them.
The past: traditional storytelling
Looking back at how PR operated in Africa before the tech boom, the approach was quite different from what we see today. PR was largely traditional, focused on media placements, press releases, and managing a company’s public image through conventional media channels like newspapers, TV, and radio. Back then, PR was often reactive and driven by corporate agendas. It was about controlling the message, ensuring the brand was perceived in a certain light, and only engaging with the public when necessary.
Yes, storytelling was important, but it was corporate storytelling — straightforward and focused on maintaining the right image. It wasn’t so much about connecting with people on an emotional level or sharing the personal stories behind the brands and innovations.
The present: shifting to a digital-first strategy
With the rise of technology, the industry is now digital-first, with new tools and platforms reshaping how we communicate. Social media has allowed founders to build personal brands, with platforms like LinkedIn and X providing spaces for them to engage directly with their audience and potential investors and get feedback in ways that were impossible before.
Today, authentic storytelling is key, particularly for African tech founders who are stepping onto the global stage. Audiences want transparency. They want to know who is behind the innovations and how these technologies are making a difference in their communities. This is where founders can shine — by telling their stories, sharing their challenges, and showcasing the solutions they are building to address the continent’s problems.
The future: driving African innovation through PR
Looking ahead, the role of PR in Africa’s tech ecosystem will continue to evolve and become more important than ever. As the industry grows, so will the need for PR professionals who can translate complex tech innovations into compelling narratives. PR professionals will need to blend traditional methods with modern tools, such as data analysis and AI-driven campaigns, to create resonant content.
In the near future, I see PR evolving beyond focusing on media coverage to include thought leadership and positioning African founders as global innovators. Founders who embrace storytelling can increase their potential to connect with international investors, expand their reach, and gain credibility in the global market.
Conclusion
I’m optimistic about the future of PR in Africa’s tech ecosystem; however, it requires PR professionals to embrace change, adopt new tools, and lean into authentic storytelling. By doing so, we amplify the voices of the innovators driving this industry forward. I’m excited to be part of this journey, helping to craft the stories that will define the future of African tech, and I hope more people will be inspired to pursue opportunities within the PR industry.
Joyce Imiegha is a PR expert and founder of Reneé, a PR agency committed to amplifying the voices of Africa’s tech innovators, transforming their visions into impactful stories that inspire and engage.
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