From the growing importance of digital platforms to the rise of storytelling over traditional press releases, every aspect of how we engage with the media and audiences has shifted. We have moved away from one-size-fits-all approaches and embraced strategies that prioritize relationship-building, trust, and consistency. This evolution has been particularly pronounced in Africa, where dynamic industries like tech and entrepreneurship have redefined how we communicate success and innovation to the world.

During this time, I’ve had the privilege of working with several African founders and CEOs across industries—crafting media strategies, securing press coverage, elevating thought leadership and visibility, and helping them navigate complex communications challenges. Here are five of the most important ones I’ve learned along the way.

1)Press Releases are Dead. Long Live the Story!

The traditional press release has long been a staple of public relations. But in today’s fast-paced, digitally-driven media landscape, it’s clear that press releases are no longer the most effective way to capture attention. Journalists and audiences are bombarded with information, and a typical press release often gets lost in the shuffle, sounding formulaic and unengaging.

Additionally, over the last five years of working in PR, I’ve witnessed a noticeable shift. Press releases without major funding announcements or significant partnerships are increasingly being passed over by journalists and editors. Even during the recent funding slowdown, when fewer funding stories were coming through, press releases still struggled to gain traction unless they featured impressive figures or game-changing news.

But this shift presents a new opportunity. When you don’t have funding numbers to share, the answer lies in storytelling—crafting narratives that resonate beyond the basic facts. Businesses that focus on creating stories rooted in emotion, value, and global relevance are finding far greater success with the media and their audiences. In a world where content is king, it’s the power of storytelling that cuts through the noise and leaves a lasting impact.

2) Thought Leadership is a Long Game
I’ve worked with many founders and CEOs who, as part of their comms strategy goals, express a desire to be recognized as thought leaders in their industry. My response to them is always: "How long do you have?"

Becoming a recognized thought leader doesn’t happen overnight. It’s not a title you can simply claim for yourself, nor is it something that’s earned after one successful article or a high-profile interview.

It’s when people start seeking you out for your opinion—not just during major news moments, but for your take on ongoing industry trends and insights. Journalists begin reaching out to you for comments, even when you’re not directly tied to the story. Your peers start mentioning your name in discussions or panels, citing your perspective as authoritative. And perhaps the most telling sign is when your content doesn’t just get shared—it starts shaping the conversation.

Becoming a thought leader requires consistency. It’s about showing up repeatedly over time with valuable, insightful contributions—whether through op-eds, press interviews, LinkedIn posts, or speaking engagements. The goal isn’t just visibility; it’s about shaping conversations, offering perspectives that resonate deeply within your industry, and providing clarity in moments of complexity.

Thought leadership is earned through trust and authority. It’s an organic process, building slowly as your voice becomes synonymous with insight, foresight, and reliability. And the key takeaway? It’s a long-term commitment. True thought leaders are those who remain visible, active, and engaged, continuously offering value. There are no shortcuts—it’s a marathon, not a sprint.

3) Earned Media Over Paid Media
There’s always a debate in the comms world about earned media versus paid media. Paid media can give you instant visibility—sponsored content, ads, and promoted posts can place your brand directly in front of an audience, and you control the message. But earned media is a different beast altogether, and in my experience is far more valuable in the long run.

The advantage of earned media is that it’s built on trust and credibility. When a journalist covers your story, it’s because they find it newsworthy, not because you paid for the placement. This validation from a third party gives your message more weight. And here’s where relationships come into play: Earned media is about more than just getting coverage; it’s about establishing long-term relationships with journalists.

When you build solid relationships with journalists, you become a trusted resource. I’ve worked with one journalist over the years who helped me get my clients featured in Quartz, and eventually into AP and The Guardian. It didn’t happen overnight. It started with a few stories where we collaborated, built trust, and from there, a genuine friendship developed. Once you’re on a first-name basis with a journalist, you become a reliable source for them. They know they can count on you, and you know they’ll keep coming back for your insights.

One of the hidden benefits of earned media is that journalists don’t stay in one place for long. They move between publications, and as they rise, so does your access. The journalist I mentioned? His career evolved, and with it, my clients have been able to gain access to bigger platforms. That’s the kind of long-term value earned media brings—relationships that transcend individual outlets and create ongoing opportunities.

Of course, paid media has its place. It allows you to control the narrative when you need to, and sometimes, it’s the right move for a quick hit. But here’s the catch: going the paid wires route to get into global press like Bloomberg, Financial Times, or CNN can cost upwards of $20,000 per placement—an amount that exceeds most African startups’ marketing budgets or isn’t something they’re eager to part with for a one-time opportunity. And once the ad runs, the visibility ends. There’s no lasting relationship or credibility boost that comes from a trusted journalist or outlet choosing to tell your story.

Earned media, on the other hand, is an investment. It takes time, effort, and patience to build those relationships, but the return is far greater. You become more than just a one-time story—you become a go-to resource for journalists, an expert whose voice they seek out. And that’s where the real magic happens.

4) Timing Is Everything
Timing isn’t just about when to hit send; it’s about aligning your message with the right moment to maximize impact. The timing of when you release a story, post on social media, or reach out to a journalist can make or break your campaign. In my experience, nailing the right moment can be the difference between getting noticed or being completely overlooked.

Over the years, I’ve noticed distinct patterns in how timing affects a pitch’s success. For instance, Monday morning pitches tend to get more attention because journalists are fresh off the weekend and ready to engage. On the flip side, pitches sent on a Friday afternoon almost never get picked up—journalists are winding down for the weekend, and by Monday, your email is buried.

Timing is just as critical when it comes to social media. Take LinkedIn, for example. If you post during peak hours—, mid-morning on a Tuesday or Wednesday—you’re far more likely to get traction than if you post at odd hours or late in the evening. Social platforms operate on algorithms, and more engagement early on means your post is more likely to be seen by a wider audience. I’ve seen posts that go live during those prime windows spark far more conversation, reach more decision-makers, and even lead to business opportunities simply because they hit send at the right time.

There’s no perfect formula for timing, but understanding the dynamics at play—whether in media relations, social media, or events—can give you a significant edge.

5) The Power of the Engaged Founder

One of the most important lessons I have learned over the years is that an engaged founder makes all the difference. Many founders are excited and eager to kick off their comms journey, but as their time becomes stretched thin, balancing product development, team management, and fundraising, PR often gets delegated to the marketing team. While marketing can handle the logistics, this approach misses a critical element: journalists and audiences want to hear directly from the people driving the vision of the company.

Journalists are far more interested in speaking with the founders or C-suite executives who truly understand the business inside out and can share insights from the front lines.

In my experience, the founders who treat comms with the same level of importance as fundraising, integral to their growth journey, gain more than just media placements—they unlock new opportunities, gain greater industry influence, and foster relationships that will benefit their company in the long run.