Navigating the Kenyan Media Jungle as a Start-Up
Ah, Kenya! It is a land of breathtaking savannas, bustling markets, and a media landscape as vibrant and unpredictable as a matatu ride during rush hour. For start-ups making their first steps into the East Africa market, managing the media in this dynamic environment can feel like herding cats while juggling flaming spears. But fear not; with a dash of creativity, a sprinkle of cultural savvy, and a lot of PR magic, taming the media beast and having your story told as a startup, is achievable.
Who is the Kenyan Media?
First, let’s address the elephant in the room – Kenya’s media is loud. The noise is relentless, from the 24/7 news cycle to the ever-chirping bird that is Twitter (sorry, X).
Startups, whether homegrown or foreign, need to ensure their messaging cuts through the noise, aligning with local culture and concerns.
International companies entering Kenya must be especially mindful of context, tailoring their messaging to resonate with the diverse, fast-evolving audience. A good starting point is scraping data from local news outlets, blogs, and social media using PR-friendly tools like rvest and rtweet. But remember, Kenya’s media is a spicy mix of English, Swahili, and Sheng (the unofficial language of cool). Ask your local friendly Wimbart colleague (Hey, I’m Stella Nasambu) to translate! Pro tip: Keep an eye out for hashtags like #KOT (Kenyans on Twitter) – they’re the nation’s pulse.
Tell a story
Next, embrace storytelling. Kenyans love a good story, whether it’s a tale of a heroic goat saving a village or a data-driven exposé on corruption. Always craft a compelling narrative.
The drive should always be “how does this ultimately affect my readers? “
Imagine turning a dry report on maize prices into an interactive shiny app that shows how the cost of ugali affects Mama Mboga’s bottom line. Kenyans will eat it up – literally and figuratively.
Check your sources
But beware! Kenya’s media landscape can also be a minefield of misinformation. Fake news spreads faster than a wildfire in the dry season. Here’s one of the areas working alongside your PR company (coughs in Wimbart), comes in handy. Always check the source of information before publishing or jumping on it.
A rule of thumb is to check credible, long-established, respected journalists and establishments to see whether they’ve run it, or are in fact aware of it in the first place.
When you spot a fake news story, don’t just debunk it – turn it into a teachable moment.
Collabs are where it’s at
Collaboration is key. Kenya’s media ecosystem thrives on partnerships, and to make an impact, it’s essential to team up with journalists, bloggers, and influencers who can amplify your insights.
Offering valuable, relevant information that fits into the editorial angles they’re pursuing will help you build credibility, and even connecting them with knowledgeable experts can open up new opportunities.
At Wimbart, we know the value of relationship-building and thrive on fostering strong, genuine connections with journalists. Whether it is through personal outreach or our growing presence on the ground in Nairobi; where we continue to strengthen our ties and be in tune with the local pulse. Remember, in Kenya (as much as anywhere else), relationships matter. A cup of chai and a friendly chat can open doors that even the most sophisticated PR script cannot.
Always feel the cultural pulse
To stay culturally relevant, it’s important for start-ups to recognize that Kenya’s media is deeply connected to its social fabric. Whether it involves the latest political developments, a viral TikTok challenge, or ongoing pan-African disputes, public relations plays a vital role in ensuring that your brand’s message aligns with local trends. This alignment keeps your startup relevant and in tune with what matters most to your target audience.
Use social media platforms to analyze cultural trends and tailor your messaging accordingly.
In conclusion, managing media in Kenya as a start up is equal parts science and art. It’s about harnessing the power of data while staying attuned to the rhythms of a nation that never stops moving. So fire up your console, grab a cup of Kenyan coffee, and dive into the media jungle. With the right mix of tech-savvy, cultural flair and the right PR partner, you’ll not only survive, but thrive.
Article by Stella Nasambu, Account Director
