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Local, Timely, Proven: How to make your story work for media across Africa

Many organisations have stories they believe are worth telling, but what makes it newsworthy to local media? You may be building new technologies, creating jobs, solving infrastructure challenges, improving access to essential services or bringing fresh thinking to long-standing social issues. Yet even strong stories can fail to land with your target broadcast, print or online local and regional media channels.

Why? Because media coverage is not secured by reaching a business milestone or having something to say. It depends on whether that story feels relevant to the publication’s readership and target audience, arrives at the right moment (why is it relevant at this particular time? What is the news hook?) and is supported by evidence journalists can trust.

For innovators, entrepreneurs and impact-led organisations working across African markets, effective media relations require more than a polished press release. It means understanding what journalists need, how newsrooms work and what makes a story useful to the readers they serve.

1. MAKE IT LOCAL, NOT JUST INTERESTING

A story may be important to your organisation, but that does not automatically make it important to an outlet’s audience. They are looking for stories that connect with the conversations and concerns shaping their local context.

As Fabrice, an experienced local media consultant we work with in Senegal, notes, “media is about now”. Reporters are looking for stories that feel timely and close to their readers, geographically and culturally. A regional announcement, for example, is much stronger when it is made relevant to a specific market: what it means for local businesses, communities, policymakers, consumers or investors.

The more clearly you can answer “why does this matter here?”, the more useful your story becomes.

2. LEAD WITH THE NEWS, NOT THE MARKETING MESSAGE

One of the most common reasons good stories fail to secure coverage is that they sound too much like a sales pitch. Journalists are not there to amplify a brand message. They are there to inform, explain, to educate their readers/listeners/viewers and, of course, scrutinise.

That does not mean organisations should avoid talking about their work. It means the story needs to be framed around a wider issue or shift in the market. What problem are you helping to solve? What trend does your work reveal? What new evidence, insight or perspective can you bring?

Fabrice puts it simply: if you want a story to be interesting, it should not look like marketing or sound too sales-led. The strongest media stories give journalists something their audience will find genuinely useful, not just something the organisation wants to promote.

3. BRING PROOF, NOT JUST HOPE OR AMBITION

Journalists need confidence that the information they are using is accurate. Claims about innovation, growth, impact or market leadership should be backed by clear evidence and credible sources.

This is especially important for organisations working in technical or fast-moving sectors, where complex ideas can easily be overstated or misunderstood. Good media pitching requires discipline: check the facts, simplify the message and make sure every claim can be supported.

Nike, a media expert in Nigeria, reminds us of the importance of originality and careful factchecking when speaking to journalists. In Nigerian media, reporters specialise in particular sectors, from finance and technology to energy, health, education or agriculture. These journalists understand the landscape and will quickly recognise whether a story has substance.

Strong evidence helps them do their job well. It also protects your organisation’s credibility.

4. CUT THE JARGON

Complex work does not need complex language. In fact, jargon is often what prevents a strong story from travelling beyond a specialist audience.

Journalists are sometimes generalists, not specialising in one specific sector, and the  public are not always experts in your field, nor should they need to be. Clear, concise language makes it easier for reporters to understand the significance of your work and explain it accurately to their readers.

This does not mean oversimplifying the substance. It means translating technical or organisational language into human terms and clear, plain English. Replace abstract claims with concrete examples. Explain what has changed, who is affected and why it matters now.

5. BUILD RELATIONSHIPS BEFORE YOU NEED COVERAGE

Working well with the media is about pitching stories and building trust over time.

Nike’s advice to innovators is to “make friends with journalists” over time, not in a transactional sense, but by being responsive and accurate. When journalists know you can provide timely information and reliable context, they are more likely to come to you for your own announcements and for expert perspective on a wider issue.

Arnold, a seasoned PR and local media consultant in Tanzania, makes a similar point. The media is hungry for accurate and informed content. Organisations that position themselves as authoritative sources can become valuable, trusted sounding boards for journalists, helping to improve the quality and accuracy of coverage.

And that strong relationship can make all the difference for successful reputation management in more challenging moments. If you have invested in trust before a crisis, you will be better placed to communicate quickly and clearly when scrutiny is higher.

6. SHOW WHAT IS NEW, AND WHY IT MATTERS NOW

Novelty is rarely enough on its own. A new product, service or initiative becomes media-worthy when there is context. it connects to an urgent need, a live debate or a visible shift in the market.

Before approaching the media, ask: what is genuinely new here? Why should a journalist cover it today? What wider conversation does it contribute to? What evidence shows that this is more than an internal milestone?

The stories that land are usually those that combine innovation with relevance. They help audiences understand a problem, a solution or a change that is already shaping their world.

MAKING MEDIA RELATIONS WORK

Good media relations in Africa, as in any market, is not about chasing coverage for its own sake. It is about helping journalists tell accurate, timely and relevant stories. Be local. Be current. Be useful. Bring proof. Build relationships. And above all, remember that the strongest stories are not always the ones that say the most about an organisation. They are the ones that connect human interest with impact, showing why its work matters in the wider world and giving audiences a reason to care.

Insight

Lagos: Notes from the “surprising, not simply rising” continent

 

Sarah Caddy

News broke that Nigeria has overtaken South Africa to become Africa’s largest economy as the 500+ delegates at the African Private Equity and Venture Capital Association’s 11th annual conference in Lagos returned home (in my case, to a Saharan sand-strewn London).

Africa’s most populous country’s government released revised figures that more or less doubled estimates for its GDP, testament to its increasingly diversified economy and growth of services that tap into the expanding consumer story. Most notably the telecommunications sector has increased from 0.8% of GDP to 8.6%.

Nigeria’s minister for economy and finance, Ngozi Okonjo-Iweala, is cited by the FT stating that the revision will “validate” the investment thesis to foreign investors increasingly searching for returns in the region.

They may not need reminding, however. AVCA/RisCura/SAVCA research released at the conference, downloadable here, noted that 24% of investors into private equity already find West Africa to be the most attractive region.

“What excites you about Nigeria?” asked William Wallis, Africa Affairs Editor at the FT in his interview with Michael Power, Investec, at the conference. “Its people are extraordinarily enterprising” came the reply. “Africa is not just the rising continent, it is the surprising continent.”

Though with Nigerian pension assets under management (currently NGN4 trillion/$25 billion) estimated (at the conference) to double in just three years, local – rather than foreign – capital may be the investment force to be reckoned with.

***

Read more insights from the AVCA conference in Lagos from the Financial Times here.

Watch AVCA’s Chief Executive, Michelle Essomé, on CNBC Africa, which filmed live from the event, here.

 

Insight

Africa Trivial pursuit: What sector is the second largest employer in Nigeria?

 

Isabelle Alenus-Crosby

Believe it or not, it is culture, with agriculture claiming the top spot. Nigeria produces almost as many films as Bollywood, at more than 50 per week, with each film employing more than a hundred people. It is not surprising therefore that the Nigerian film industry (Nollywood) is worth almost US$ 4 billion.

Africa is rich in talent and creativity, but we don’t get to see much of it (yet). The pool of talent cannot be commercialised due to the lack of crucial infrastructure. Africa’s world of Music, Art, Fashion, Literature, Design isn’t managing to go global, yet it could be a vast contributor to the continent’s economy.

The African Arts Institute, the European Union and UNESCO’s National Commission (among others) have found that culture “contributes substantially to development at national level, fostering economic growth”. A 5-year study, concluded in 2013, found that culture could be as important as a source of income as tourism. And so, as of this year, and thanks to UNESCO’s findings, governments in Africa can now be “officially” persuaded to start giving priority to the type of infrastructure that will facilitate artists to bring their work to the masses.

I expect that Africa’s big transformation in the upcoming years will therefore not just be economic but also cultural. And I for one can’t wait to see what’s going to hit the world when it does.

Insight

Powering Nigeria

 

Sarah Caddy

“By 2050, there will be more Nigerians than Americans”. The wake-up call to the country’s capacity for prominence came from the BBC’s Komla Dumor (@BBCkomladumor), chair of a morning panel at EMPEA and This Is Africa’s most recent African private equity conference in London.

Komla was speaking to a converted audience; his panel on ‘Realising Africa’s economic promise’ focused almost entirely on the opportunities for investment in that country. The sector of preference was also clear, with Jan Rielaender, Economist at The Organisation for Economic Co-operation and Development (OECD) citing access to power as the leading concern for small companies – and drivers of growth – in Nigeria. With investors vying for the opportunity to provide capital, infrastructure and expertise to rehabilitate the Nigerian power sector following its privatisation process, it awaits to be seen how long it will take for a steady power supply to run. Predictions in the coffee breaks centred around the 4-5 year mark.

Speaking in a keynote session, Arunma Oteh, Director General, at the Securities and Exchange Commission, Nigeria also highlighted technology as a particular focus for fundraising. Well she might: Nigeria’s internet subscriber base grew from 200,000 in 2000 to over 44 million by 2010, and the country’s internet business is estimated to be worth $250 million. The fact that the future of the technology sector’s success also depends upon power infrastructure investment merely highlights that for now, the focus must be on powering up Nigeria.

Insight

Running the Numbers: Chinese Social Media and Dangote Industries

 

Tom Griffiths

Last week, we at Gong were treated to a lunchtime talk by Jonathan Smith of Hot Pot Digital. Jonathan runs a bespoke service, representing a number of the UK’s brands on Chinese social media sites like Sina’s Weibo (China’s Twitter-equivalent in both micro-blog format and number of users). His talk raised a question in my mind: what share of voice does African business news have on Chinese social media channels, as compared with Twitter?

China-Africa trade receives a lot of attention, both positive and negative, in English and French social media. Simply search for the words “China” and “Nigeria” on Twitter and receive a stream of news, statistics and viewpoints. This is of little surprise given China’s perceived importance in many of Africa’s economies. I was interested if a similar ‘conversation’ exists on Weibo.

The story I decided to test my hypothesis on was this week’s news that Dangote Industries, a Nigerian Conglomerate, intends to invest US$9billion in building the country’s biggest oil refinery along with petrochemical and fertiliser plants. Dangote Industries’ founder, Aliko Dangote, announced that his company will be putting up US$3 billion and seeking US$6 billion in loan capital.

My admittedly less than rigorous method of investigation was to compare mentions of “Dangote” on Twitter with mentions of “Dān gē tè (丹格特)” on Weibo over the 5th of September. Before going into the findings I would like to note that I recognise Twitter is widely used in Nigeria when compared with Weibo. I have looked at geo-tagged tweets from users outside of Nigeria to try to negate this bias however I realise any findings were always going to be heavily weighted towards Twitter.

The results: Weibo had only two posts that mentioned the story. Both simply stated the facts without commentary and provided a link to a longer write up. Both posts were made by petroleum industry trade publication’s Twitter accounts. Twitter, on the other hand, held a huge number of tweets on the news. Many of these came from Nigeria, however there were also many hundreds from Kenya, the US, Britain and Indonesia. Most tweets simply restated the facts, however a number commented on the potential job creation of the new factories.

The results were striking, even with the obvious bias in the experiment: 2 Weibo posts compared with thousands of tweets. It seems that the new Nigerian refinery just wasn’t a talking point on Weibo, despite the resource trade between China and Africa being so well publicised. However, as many African countries’ economies rise, will we see an increase in discussions on African business on Weibo?

It would be interesting to repeat the test on a piece of news that directly involves both China and an African country: an experiment for a later day.

 

Insight

Africa invests in Africa

 

Isabelle Alenus-Crosby

A growing number of African countries are rapidly joining the ranks of prominent investors across the continent.

According to the International Finance Corporation (IFC), the rate of FDI projects from emerging markets has grown at a healthy compound rate of over 21% since 2008 (triple the amount from developed markets). The top investors were still India, the United Arab Emirates and China at the start of 2013, but intra-African investment has become very impressive since then. Nobody knows Africa better than Africans, and continued political stability across the continent is making them trust their own. The beauty is that increased economic stability and growth is allowing them to help accelerate the African success story through rapidly increasing cross-border investments.

SA has been at the forefront of the growth in intra-African trade but Kenya, Ghana and Nigeria are also investing heavily this year. From 2014, it is expected that countries like Angola and Mozambique will join their ranks.

The star performers, so far, in 2013, are Ghana, Nigeria, Cote d’Ivoire, Kenya, Tanzania, Zambia, Mozambique, Mauritius, Ethiopia, Namibia, Botswana, Angola and South Africa.

THE World Bank’s investment arm will increase lending to sub-Saharan Africa by up to a quarter in 2014 as private sector companies continue to flock to the region. The IFC is expected to make new investments of USD 5bn and Japan will provide USD 2bn worth of financial support over the next five years to back Japanese-owned development projects on the continent. Europe and the United States are also expected to increase their investments dramatically according to the World Bank, which sees Sub-Saharan Africa’s GDP accelerating to almost 6% over three years, driven by investment and commodity prices.

Roughly half the IFC’s annual lending in the region goes to financial markets and institutions to help improve the flow of credit to smaller businesses, which employ most of Africa’s workers. Another third goes to infrastructure projects and natural resources investments. The expanding sets of SMEs is bringing real economic diversification and are giving rise to internationally competitive companies, thereby providing access to global markets, and consequently higher wages and salaries. This, in turn,  leads to the rapid growth of the middle-class and further political stability.

Even the most cautious investors have to admit that all the excitement surrounding Africa is grounded on solid analytical soil. The evidence might be that within a decade Africa will be its own biggest investor. I honestly cannot wait.

Insight

More good news for Africa: Consumer spending and private investment is up

 

Sarah Caddy

Consumer spending, which accounts for more than 60 % of Africa’s GDP, remained strong last year according to a World Bank report.

The trend was driven by declining inflation across the continent and improved access to credit in Angola, Ghana, Mozambique, South Africa, Nigeria and Zambia.  In addition, interest rates were much lower in 2012 than in 2011 and we witnessed a spectacular rebound in agricultural income thanks to stable weather conditions. Especially Guinea, Mauritania and Niger experienced good rains compared to 2011, but less crops failed in general across the continent compared to the previous years.

We also have to add the steady remittance inflows to the good news coming from Africa, currently estimated at $31 billion.

Not to be sneezed at are the increased investments that are supporting the region’s growth performance. In 2012, for example, net private capital flows into the region increased by 3.3 % to a record $54.5 billion; and foreign direct investment inflows to the region increased by 5.5 % in 2012 to $37.7 billion.

The World Bank report also mentioned that exports are increasingly helping the continent’s growth and that the traditional destination of these goods over the last decade is also changing. Since 2000, the overall growth of sub-Saharan exports to emerging markets and other African countries has surpassed that to developed markets. Africans are increasingly selling to and buying from other Africans, which is the best news of all.

Insight

The “Where and Why” of investing in Africa

 

Isabelle Alenus-Crosby

Gong recently hosted a breakfast meeting chaired by The Economist’s Business Editor, Robert Guest.

One of the topics discussed was that too much “ignorant” money is going into Africa simply because there are not enough listed companies outside of Nigeria. The big question is therefore “where to invest?”  Where are the various opportunities that tomorrow’s Africa presents, and what makes one country more attractive than another?

With 54 diverse markets offering unique prospects and challenges, most delegates had different opinions.  What they didn’t have however, was conflicting opinions. Most agreed that there are still only a handful of  good entry point to expand into Africa today.

Here are the top 5.

1. With a population of 170 million people, a growing middle class, and a reputable stock exchange, Nigeria is a notable market for those looking to target a large consumer base in Africa. With reformed petroleum regulations, Nigeria has also become an appealing market for multinational companies.

2. Ghana is doing incredibly well and has proven to be politically stable. The fact that Ghana and Nigeria have space programmes is a measure of how much these two countries are ahead of the game. The difference between Ghana and other countries is that everything (power, institutions, infrastructure) works. With the discovery of offshore oil, the country now really has everything to soon be claiming the number 1 spot.

3. Kenya is more business friendly compared to other regions on the continent. In addition, there is access to good human capital, excellent IT infrastructure, and IT skills.

4. Tanzania has always been politically stable and is therefore emerging as the most effective gateway for trade into Eastern, Southern and Central Africa. It has lucrative investment opportunities in infrastructure, privatization and value-adding facilities, and oil has recently been discovered off-shore.

5. Mozambique is developing at a rapid pace, has much oil and is also politically stable.

I should add that Ethiopia received an honourable mention at the Gong breakfast meeting; It has become Africa’s fastest-growing non-energy economy and Diageo and Heineken recently paid nearly $400m combined to acquire state breweries in the country. Ethiopia is not for the faint-hearted, however. Its population of 85 million people still ranks among the world’s poorest.

The conclusion was to watch what the diaspora is doing – and  they are returning first and foremost to our top 3.

Insight

The market that had bankers at Davos excited this year was Africa

 

Isabelle Alenus-Crosby

This is what Peter Sands, CEO of Standard Chartered, told Reuters at the World Economic Forum last Friday.

Many African politicians attended the Forum, above all to present their nations in a positive light and thus attract more investors.

The heads of state and government from Guinea, Ethiopia, Nigeria, Rwanda, Tanzania, Kenya and Mauritius all debated the future of their continent over dinner. The event was called an “Interactive Dinner Session”, and journalists were not allowed in. Only entrepreneurs and investors were. South Africa and Nigeria, the biggest economic powers in Africa south of the Sahara, didn’t feel the need to attend the dinner, but instead focused on promoting agriculture in their respective countries. Feeding Africa seems high on their agenda, following the expected population explosion. Nigeria intends to modernize its agriculture via large-scale investment programmes, knowing that its Human Resources are more important to the country’s future than its oil. The aim is to become self-sufficient and eventually an exporter.

One point where everyone agreed was that if Africa were to invest heavily into infrastructure, it could uplift all people still living in poverty.

Some studies suggest that some $100 billion (74.2 billion euros) would have to be invested each year to achieve real improvement, and African representatives at the Davos forum hoped to raise awareness for the issue. They argued that whoever fails to invest in Africa today, will be sorry tomorrow. And almost all attendees seemed to agree with them.

Finally, the European Central Bank president Mario Draghi ended the Forum by stating that “positive contagion” on financial markets was not yet feeding into the economy at large, but that the eurozone should see recovery in the second half of the year.

Good news all round…

Insight

Sign of the times: Nigeria’s very own Monopoly board game.

 

Isabelle Alenus-Crosby

A new report published by the World Bank has declared that as many as 38 of sub-Saharan Africa’s 48 countries could be regarded as ‘middle income’ by 2025.

Currently, 21 countries have middle-income status, and at least an additional 10 are therefore poised to transition to middle-income status over the coming decade on the back of prevailing growth rates.

In fact, if sub-Saharan Africa were one country, it would already be considered middle-income.

No wonder therefore that the Monopoly board game now has its first customised African edition (Kenya’s Kumiliki is a Monopoly rip-off).

Set in Lagos, Banana Island is the new Mayfair, and instead of simply going to jail, players are sent to “Kirikiri jail”, Lagos’s maximum-security prison. A fair warning for anyone deciding to mess with the city’s precious real estate sector. The chance cards include “for attempting to bribe a law enforcement agent, pay a fine”, as well as “You’ve been caught driving against traffic. Report for psychiatric evaluation”. The airport, bus station, shipping port and stock exchange stand in for the railroads and utilities of the original games set in Atlantic City and London.

The Nigerian metropolis is one of the fast-growing cities in the world and a new edition may already be called for in just a few years. In fact, most of “Makoko” no longer exists, making this brand-new edition already out-of-date. A clear sign of the times.

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