What comes to mind when you hear names like Uber, Safaricom, or Emirates? Perhaps innovation, resilience, or global relevance. All these qualities have one thing in common – strategic public relations.
Public relations has evolved far beyond media visibility. Today, it is a strategic pillar in brand development, positioning companies for regional and global influence. This August, Nairobi will host the inaugural Africa Global Public Relations Week (AGPRW), a timely opportunity to celebrate and elevate the role of PR in shaping Africa’s business narrative.
Telling Africa’s Story, Authentically
For too long, Africa’s story was told by others – through the lens of international media, Non-Governmental Organizations (NGOs), and multinationals. However, that narrative is shifting. African businesses are taking charge of how they are perceived, using public relations not just for marketing, but for crafting identity, voice, and purpose.
In Nigeria, fintech pioneer Flutterwave exemplifies this shift. Through strategic storytelling, the company positions itself not just as a service provider, but as a symbol of African innovation and inclusion. Its partnerships with global giants such as Uber and PayPal didn’t happen by chance—they were the result of a deliberate effort to project a modern, tech-savvy African brand to the world.
Closer home, Safaricom continues to set the pace. The telecommunications leader has used public relations to communicate more than just services. It has built a reputation for innovation and social impact. From the global success of M-Pesa to ongoing community engagement and thought leadership, Safaricom is positioning Kenya as a leader in Africa’s digital transformation.
PR Moves to the Boardroom
Public relations is no longer an afterthought or limited to event publicity and crisis response. It is now central to corporate strategy, informing product development, stakeholder engagement, and investor relations.
Consider RwandAir. More than a national airline, it is a brand that embodies Rwanda’s national identity and aspirations. Every new route, media engagement, and brand update reinforces a narrative of renewal, pride, and world-class service.
In the consumer space, brands like Shea Moisture Africa are using purpose-driven storytelling, influencer marketing, and diaspora engagement to build emotional connections with their audiences. This marks a new era in which cultural authenticity and social relevance are just as important as traditional advertising.
Why Nairobi, Why Now?
Kenya has emerged as one of Africa’s most dynamic communications hubs. Nairobi boasts a rich ecosystem of homegrown and global PR firms, digital creatives, and media platforms, making it a natural choice to host AGPRW.
Leading agencies such as Glass House PR, Ogilvy Africa, and Newmark Group have established Nairobi as a regional nerve centre. The city’s thriving innovation scene and entrepreneurial spirit make it an ideal venue for examining the future of storytelling, branding, and reputation management in Africa.
AGPRW is expected to draw participants from across the continent and beyond – from corporate leaders and policymakers to media experts and creative agencies. Topics on the agenda include reputation management in turbulent times, AI and automation in PR, influencer marketing, and cross-cultural brand communication.
Challenges on the Path
Despite its growth, Africa’s public relations industry still faces challenges. Many firms underinvest in communications or narrowly define PR as media relations. A lack of local industry data and a fragmented media landscape further complicate campaign planning and measurement.
Yet the potential is immense. Africa is becoming more urbanized, digitally connected, and demographically youthful. This shift demands thoughtful, credible, and culturally relevant storytelling that resonates both locally and globally.
Public relations professionals across the continent are rising to the occasion, not just as communicators, but as strategic advisors shaping policy, guiding investor narratives, and managing corporate reputation. Platforms like Africa No Filter and Business Insider Africa are amplifying authentic African voices. Universities across the continent are expanding public relations and communications training, preparing a new generation to lead the industry forward.
Africa’s Voice on the Global Stage
Perception is powerful, and it is never left to chance. It is shaped deliberately, with skill and vision. Today, African companies are no longer content to be spoken for. They are taking control of their narrative, using strategic public relations to define their position in the global marketplace.With strong storytelling and proactive engagement, African firms are transforming products into movements and businesses into cultural ambassadors.
As Nairobi gears up to host Africa Global Public Relations Week, one thing is clear – the storytellers are ready. The stage is set. Now, it is Africa’s time to speak, and to be heard.
