How PR Has Elevated Africa’s Most Prominent Startups, and Why Founders Should Consider it from the Get-Go
African tech startups have experienced exponential growth over the last decade: from the Paystack-Stripe acquisition in 2020 that shaped the ecosystem, to the Flutterwave unicorn journey that paved the way for what is possible in the industry.
These key events were not just turning points for the African tech ecosystem but spotlights what is achievable in the industry and how aspiring founders can position themselves better for continental and global success.
Behind the headlines in the press lies what is often the driving force for shaping the narratives – PR.
Over the last decade, PR has played a pivotal role in the growth of the tech ecosystem. Whether it has involved building investors’ trust through thought leadership pieces, or positioning founders through interviews and press releases; PR remains a strategic move for the notable success of African startups across the continent.
With the support of an experienced team like Wimbart, the focus can shift from short-term attention to long-term global relevance.
How PR Has Elevated African Startups: A Case Study of PawaPay
PawaPay is Africa’s leading mobile‑money payments aggregator. Operating across 20+ markets, the company enables businesses to connect to local payment methods, including mobile money, through a single API integration.
For PawaPay, elevation is visibility. It is framing the narrative and being at the top of mind for payment solutions. Having a PR strategy and a plan of execution has paved the way for this visibility.
Sian English, Head of Marketing at PawaPay, spoke about how PR has contributed to the company’s status in the payment market and shared a few pearls of wisdom for founders during their journey.
Build Early Trust
PawaPay operates in the African payment infrastructure, where, on paper, most providers say the same thing: reliable, Pan-African, compliant. No one admits they have downtimes or regulatory problems.
In a market with identical messages, differentiation is a necessity to scale through the noise. For PawaPay, that differentiation is building trust early on in the business. Speaking with clarity and weaving confidence into every line of messages.
“PR helped build trust earlier. When we speak clearly about how we handle compliance, licensing, treasury, and operational complexity, it gives people confidence before Sales is even involved. That changes the tone of the conversation and helps move things forward”. Sian English, Head of Marketing, PawaPay
Framing Narrative
To stand out in a mass market, a framing narrative was not an accidental move for PawaPay. It was intentional, calculated, and non-negotiable. It is what moves the users from “why would we use this?” to “how do we use this properly”? Understanding that early on in the business, and incorporating PR as a key driver, helped the company to shift the conversation significantly.
“PR helped reframe the narrative. Mobile money in Africa is not a niche alternative. In many markets, it is the main financial rail. Once that is understood, the discussion shifts from “why would we use this?” to “how do we do this properly?”
Build Top Of Mind Awareness
In a mass market like the payment market, users are exposed to many solutions promising the same end goal. For PawaPay, PR helped convey its messages beyond branding, highlight key differentiating features, and ensured the company is a top choice where a payment solution is considered.
“In our world, the real differentiation sits under the surface. Deep integrations, regulatory work, treasury capability. You don’t see that at first glance. What people do see is the brand. PR makes sure that when someone says, “We need a payments partner in Africa,” our name comes up early.”
Why Founders Should Consider PR From The Get-Go
With African startup funding rising again, positioning for global recognition is no longer business as usual.
Especially for founders building in the trenches. No Ivy League network, not a member of the cool kids club, not from old money, or have a shiny portfolio. Embracing PR is not a damsel-in-distress-led approach; PR is the weapon of warfare to win the ecosystem.
Here are three reasons to incorporate PR into your business strategy if you do not already have one:
Owned Narrative
As a founder, your story is yours to tell. fo The narrative is yours to build, and the messages are yours to convey.
The danger of not being the first-person pronoun in your story is that it erases an important ingredient of storytelling – emotional connection.
When people connect emotionally with your journey, trust grows naturally, support follows quickly, and early wins create momentum others want to be part of.
“Don’t outsource your thinking. An agency can help you distribute a message. They can open doors. But they can’t invent your conviction. The founder has to be clear on what you’re building, what’s broken in the market, and why you exist. If that isn’t sharp, no amount of coverage will fix it. Have a real reason for existing.”
For early-stage founders, owning the narrative is a growth advantage, not something to overlook.
Build Credibility
As the African tech ecosystem evolves, credibility is a key to unlock global investors’ trust and a loyal customer base.
And news flash! Credibility doesn’t come from what you claim to know, but from what others consistently see you contribute. Thought leadership through media commentary, speaking engagements, and events helps build that trust over time.
“Pick a specific audience, a specific problem, and repeat it consistently. Depth beats noise.”
Some founders are natural spokespeople, while others need a little push. No matter the category you fall into, incorporating PR in the early stages shows that you mean business and are ready for business.
Attract Early-stage Believers
Beyond great ideas, startups win with people. Investors who believe in the vision, talents willing to build through uncertainty, and customers who stay loyal.
Your startup’s success depends on the people who believe in it, and belief grows faster when founders are visible, credible, and easy to trust.
“PR won’t rescue a weak product. But without it, even a strong one might never get considered.”
Final Words From Sian
“Most founders treat PR like a reward for growth. Raise a round, hit a milestone, then think about visibility. I think that’s the wrong way round, especially in regulated sectors where communication isn’t separate from the product. It’s part of it.”
So, What Next?
It’s simple – make the decision to be intentional.The most successful founders are not necessarily the ones with the most talent, but those who are talented enough to identify skill gaps early on. PR strategies are not decided by a rock-paper-scissors game. It is deliberate, and calculated.
By Mary Joseph, PR Account Support
