Africa’s technology ecosystem is undergoing a remarkable transformation, one that is capturing attention across the globe.
We are witnessing a stupendous growth of tech entrepreneurs across the continent, tackling challenges in finance, healthcare, education, infrastructure, etc.
Amid the growing excitement surrounding funding and expansion in the region’s tech space, an often-overlooked force plays a vital role in the success of these ventures: public relations (PR).
Think of PR as the bridge between brilliant innovations and meaningful human connections. Yet, many African tech innovators come to this realisation only after facing setbacks.
This leads to a critical question: in a time when African tech is finally claiming its place on the global stage, why do so many brilliant innovators overlook the power of strategic PR—until it’s too late?
The continent’s tech ecosystem is an exciting space where competition is intense, resources are stretched thin, and visibility is priceless. For many innovators, the focus is often on product development, and rightfully so. Funding comes next; after all, without capital, even the best ideas can wither before they take flight.
Strategic communication is often overlooked in the pursuit of innovation and excellence. In a crowded market, even the most groundbreaking product needs more than just functionality—it needs a compelling story.
This is where PR makes the difference. PR goes beyond press releases and media coverage; it’s about shaping a narrative that connects with stakeholders and builds credibility and trust.
“Without strategic PR, even the most groundbreaking innovation can struggle to earn user trust and scale,” says Joyce Imiegha, a PR expert and founder of Reneé Agency, a PR agency on a mission to amplify the voices of African tech innovators.
Imiegha, who has helped numerous African startups transform from unknown entities to industry leaders, understands this all too well. Her approach isn’t just about securing media coverage; it’s about creating a narrative that positions startups as credible, trustworthy, and relevant in the ecosystem.
Joyce Imiegha: Architect Behind Brand Storytelling
When you think of PR in the African tech scene, few names stand out as much as Joyce Imiegha. With a rich background in marketing, communications, product management, and psychology, Imiegha has built a reputation as a trusted architect of successful brand storytelling.
What sets her apart is her ability to turn complex, technical ideas into clear, relatable narratives that resonate with media, investors, and everyday people alike.
One example of her approach in action is her work with an edtech startup using AI to make K–12 lessons more engaging and interactive. Despite its innovative approach to transforming education, the brand struggled to connect with potential users who found the idea of AI complex and difficult to grasp.
“We leveraged a lot of storytelling and strategic media engagement to support the founders in articulating their mission, vision, and real-world impact in a way that resonated with all stakeholders—schools, teachers, and students,” she explains.
Imiegha also worked closely with the CEO, equipping him with the tools to effectively communicate the company’s value, ensuring their product was more accessible to key users, especially children and educators.
Reputation management is one of PR’s most important yet underappreciated roles in the tech industry. Too often, it only gets the attention it deserves when something goes wrong. In emerging markets like Africa, where trust is hard to earn and easily lost, credibility can make or break a startup. Imiegha knows this well and helps founders stay ahead by managing perception before it becomes problematic.
When a client startup was forced to shut down due to external challenges, its founder suddenly became the target of intense media scrutiny.
The narrative quickly shifted from the broader industry challenges to personal attacks on his leadership and the company’s operations. Sensing the need for a thoughtful, strategic response, Imiegha recommended a temporary pause in media engagement to assess the impact of the media coverage and regroup.
That careful, measured approach helped shift the narrative, allowing the founder to regain control of the narrative and shift the conversation in a more constructive direction.
“We took the time to assess the narrative and carefully document our responses to the attacks and accusations being made,”Imiegha explains. “Once we understood the full scope, we engaged a neutral media platform where the founder could share his side of the story in his own words, ensuring there would be no misinterpretation or sensationalism. It also allowed his audience to connect with him, empathise with the real reasons behind the shutdown, and reinforced his credibility within the ecosystem.”
Reputation management isn’t just about handling crises; it’s about building a foundation of trust that lasts. For Imiegha, the emotional weight of trust in the public eye can’t be underestimated. Her careful, measured approach helped shift the narrative, allowing the founder to regain control and steer the conversation in a more positive, constructive direction.
PR: The Force Behind Trusted Brands
As Africa’s tech industry grows, PR has moved from optional to absolutely essential. It is critical to how our innovation is communicated and received globally, transforming great ideas into trusted brands.
“I’ve seen brilliant ideas overlooked simply because they weren’t communicated the right way,” Imiegha explains. “For me, storytelling isn’t just about visibility—it’s about highlighting the purpose behind the technology and helping startups build genuine connections with their audience.”
With experts like Joyce Imiegha, it’s clear that the future of tech in Africa is shaped not only by innovators and investors but by the storytellers who ensure the world is listening.
Founders who invest in strategic public relations aren’t just setting their products up for success; they’re investing in their reputation, visibility, and long-term growth.
