By Adam Wakefield 

For foreign public relations firms, knowing the complexities of the local market is the difference between a nuanced and effective campaign strategy and wasting finite time and resources. 

Loretta Ahmed, CEO of global communications network Grayling Middle East, Turkey and Africa, told Forbes in a January 2015 interview that for foreign actors to succeed in African markets, a “talent acquisition and development strategy is as important as your cash flow management”.

Home-grown talent understands the local market and ensures campaigns are developed in line with cultural sensitivities, which are the two key elements for succeeding in any particular market, Ahmed explains.

With the importance of understanding local conditions paramount in running a successful operation, how do foreign PR firms go about acquiring local knowledge?

Local is lekker

Ahmed’s emphasis on local talent is reflected in Jill Hamilton’s thoughts on working in different African markets. The managing director of Weber Shandwick says they never claim to be experts in other markets in which they do not have a physical presence.

In most cases, they would insist on using local expertise, firms and/or consultants that have been working in that market for many years.

“Africa consists of such a diverse collection of differing cultural sensitivities including language, religion, traditional values, and expectations that unless you adhere and adapt to these your messaging will be misconstrued and not understood,” Hamilton says.

“The key is adapting and having the flexibility to keep on message/brand while adhering to local realities,” she says.
Trevor Chueu, Africa lead at FleishmanHillard, is of the same opinion that local success comes from investing in human resources that can go into a market and learn.

“I always say, ‘How do you begin to speak about a market if you haven’t been in it?’. It is also about creating strategic partnerships with organisations in that market that can impart knowledge,” he says.

Key movers are driving industry change

According to Marcus Courage, founder of Africa Practice, a communications consultancy, there are two key trends driving communications in Africa.

In an interview in January this year, Courage says the first is “rapid growth, diversification and increased sophistication of economies on the continent”.

He goes on to explain; “Economic growth has driven increased interest on the part of international investors, and the growth of indigenous businesses to become multinationals in their own right. This creates opportunity for a business such as ours.” 

The second major driver of change is the “explosive growth” of media in Africa over the last decade. 

“Digital technology has opened up access to information on a colossal scale. People are hungry for knowledge, and they want to engage actively with the political and economic forces that affect them,” says Courage.

Measuring success

Assessing success is an important function of any campaign, as it aims to inform future decision making. 

According to Hamilton, while the same rules generally apply when doing so in African markets, it is important to consider that many variables are different and can change rapidly compared to more developed markets.

“For example, sub-Saharan Africa has a vibrant and diverse media landscape that is constantly changing and evolving based on political realities, policy shifts, and the development of ICT,” Hamilton explains.

“Therefore, it is important to establish these expectations at the onset of a project and clearly communicate the potential challenges and shifts that may be expected throughout a project or campaign.”

According to Chueu, the same rules do apply when investigating whether a campaign worked or not. “What may vary are the measurement metrics that should be market specific,” he says.

Judging by what the likes of Hamilton and Chueu say, success in Africa’s communications industry relies on understanding local markets and trusting local knowledge where necessary, while taking the time to do. 

Given the continent’s emergence as a driver of future global economic growth, those that get it right stand to benefit in the long term. 

Has your PR firm done business on the continent? Let us know in the comments below.