TECHNOLOGY IS ACCELERATING PR GROWTH IN AFRICA
by Peter Mutie
Technology and Public Relations in Africa are intertwined in the continent's development narrative. Over the past few decades, Africa has witnessed a remarkable surge in technological advancements, coupled with a growing need for effective communication strategies to amplify its progress, address challenges, and shape perceptions. Let us sample some of the progressive developments witnessed in the continent in this sphere.
Rapid tech innovation: African countries have seen a proliferation of tech startups and innovations, leveraging technology to solve local challenges across various sectors such as healthcare, agriculture, finance, and education. These innovations have garnered attention globally, portraying Africa as a hub for creativity and problem-solving.
Digital connectivity has sprouted well in the continent. This has been largely fueled by rapid adoption of mobile phones and the internet, which has transformed communication dynamics in Africa. With a significant portion of the population accessing the internet through smartphones, digital platforms have become essential for Public Relations efforts. Social media, in particular, plays a crucial role in disseminating information, engaging with stakeholders, and managing public perceptions.
A direct result of the technology penetration in the continent is of course enhanced economic growth of the African countries: Technology-driven sectors contribute to economic growth and job creation in Africa. Public Relations efforts often focus on highlighting success stories, attracting investment, and fostering partnerships to sustain this growth momentum. Effective communication is essential in building trust among investors, governments, and local communities.
While technology has been positively embraced, it also has challenges and opportunities that have come with it. Besides immense opportunities, technology also poses challenges such as the digital divide, cybersecurity threats, and misinformation. Public Relations professionals play a vital role in addressing these challenges by promoting digital literacy, advocating for policy reforms, and debunking false narratives.
Technology has also presented some cultural context issues: Public Relations strategies in Africa must consider the continent's diverse cultural landscape and linguistic diversity. Tailoring messages to resonate with local cultures and languages is crucial for effective communication. Moreover, understanding societal norms and values helps in navigating sensitive issues and building authentic relationships with stakeholders.
From the governance point of view, governments across Africa are increasingly recognizing the importance of technology in driving socio-economic development. Public Relations initiatives often involve collaborating with government agencies to promote digital infrastructure, innovation ecosystems, and regulatory frameworks conducive to tech entrepreneurship.
Finally, technology has a space in the continent’s global partnerships. African tech ecosystems benefit from partnerships with international organizations, tech giants, and investors. Public Relations efforts facilitate collaboration by showcasing Africa's potential, fostering cross-border exchange, and advocating for equitable partnerships that benefit local communities.
In conclusion, technology and Public Relations intersect in Africa to drive innovation, economic development, and social progress. Effective communication strategies are essential for harnessing the transformative power of technology while addressing challenges and shaping positive narratives about Africa's journey towards a digital future.
PETER MUTIE, FPRSK, FAPRA
Chair, Global Alliance Africa Regional Council.
Article published as part of Global Alliance Technology and PR Month 2024.
Any thoughts or opinions expressed are that of the authors and not of Global Alliance.