The year 2024 was quite eventful, especially for the tech landscape in Africa. Within the previous 12 months, the emergence of two new unicorns, the expansion of 5G connectivity, and the integration of artificial intelligence into critical sectors like agriculture and education, have all helped to evolve the continent’s innovation ecosystem. For those of us passionate about advancing this growth, the focus must now shift to how these achievements are passed to the public so as to ensure sustained success.
The importance of strategically and effectively framing the perceptions of people, products and services can never be over emphasized. Public relations is far more than a visibility tool—it is a powerful driver of trust, awareness, and consumer loyalty. It ensures that people don’t just recognize a product or service but trust and choose it repeatedly.
In today’s competitive landscape, perception plays a crucial role in consumer decision-making. A strong brand identity and a differentiated narrative can be game-changers, particularly when products or services have similar functionalities.
A wonderful example is the ongoing rivalry between Apple’s iPhone and Samsung’s Galaxy smartphones. Despite offering similar features, the iPhone is often perceived as a “premium” product. This perception stems from Apple’s deliberate storytelling about its ecosystem, software experience, and prestige.
African tech companies aiming to establish leadership in the global marketplace can learn valuable lessons from such strategies. Emphasizing strong brand identities, unique narratives, and consistent messaging will be critical for differentiation and sustained relevance in the ecosystem.
Traditionally, a problem-first approach is often employed to highlight gaps in the market. While this can be effective in contexts where the perception is that “everything is fine,” it resonates differently in Africa, where challenges are often at the forefront.
Focusing solely on problems poses the risk of overshadowing possibilities and diluting optimism. Instead, an opportunity-focused narrative, which emphasizes strengths and potential, can foster a proactive mindset. It also attracts aspirational stakeholders such as investors and partners who are inspired by what is possible rather than hindered by what is not.
By shifting the spotlight from problems to opportunities, African innovators can reshape perceptions, encourage optimism, and create a more balanced narrative for the continent’s innovation ecosystem.
As we step into 2025, the vision is for a more integrated role for public relations in African tech businesses. PR should no longer be seen as a box to tick during fundraising rounds or product launches. Instead, it must be viewed as a strategic asset that drives sustainable growth and strengthens global competitiveness.
Public relations and communications are about crafting narratives that inspire confidence, foster loyalty, and distinguish organizations in a crowded market. They shape how the world perceives Africa’s contributions to innovation and highlight the continent’s potential as a hub for transformative solutions.
In 2025, hopely African tech companies will leverage PR not just for visibility but as a driver of growth, trust, and global impact. The potential to redefine Africa’s innovation narrative is immense, and now is the time to embrace it boldly.
