In a recent Meet IPREX Partners session, our EMEA and African partners came together to explore “Understanding Africa’s Communications Landscape,”  moderated by Vikram Kharvi (Bloomingdale, India). Download Vikram’s Nine African Insights here.

Featuring Eloïne Barry (African Media Agency, Cote d’Ivoire) and Elzaan Rohde (Semaphore Communications, South Africa), the discussion made one thing clear: effective PR in Africa requires more than translation—it demands context, cultural fluency, and respect for complexity.

Key insights included:
– Africa is not one market—it’s 54 distinct ones.
– In many regions, radio remains the most trusted and influential medium.
– Africa’s youth are shaping the future of digital storytelling.
– The myth that “Africa is cheap” is not only outdated—it’s damaging.

The biggest misstep you will make: treating Africa as a single checkbox. The real opportunity lies in relevance, relationships, and regional intelligence.