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Effective communication strategies are crucial for the success of African startups. By actively seeking feedback from their target audience and engaging in continuous learning, startups can better understand the needs and preferences of their customers. This knowledge can then be utilized to refine their products or services, leading to increased customer satisfaction and loyalty.  

In Africa, entrepreneurs and innovators are increasingly pushing the envelope, hence need communication to thrive. At the heart of this progression is Djembe Consultants, a leading PR Agency in Africa, armed with a wealth of experience, spanning over a decade of dedicated work with startups.    

Here are 6 effective communication strategies that African startups can adopt: 


Digital channels can provide a cost-effective and wide-reaching means for African startups to communicate with their existing and potential customers. This is one of the most effective communications strategies used by notable African Startups such as Andela, TechCabal and Flutterwave. 

With Internet penetration on the rise across Africa, digital platforms offer an efficient way to penetrate markets, spread brand messages, and gather feedback. Email newsletters, social media, blogs, podcasts, video content and livestreams are all veritable ways for African Startups to leverage communications through digital channels. Also, apps tailored to the business could be developed to interact directly with customers and provide services efficiently. 


Cultural sensitivity is a crucial factor, especially in a diverse continent like Africa with its multicultural and multilingual population. Recognizing and respecting cultural differences can enhance communication and foster better relationships with the audience.  

Startups can demonstrate cultural sensitivity by learning about the norms, traditions, and values of their target markets. This might involve conducting market research or cultural training for employees. Communication materials should be designed with cultural nuances in mind and translated into local languages where appropriate.  

The use of inclusive imagery representing diversity can also help a brand connect more effectively with diverse cultural groups. Celebrating regional tournaments, festivals, or special days can tell the audience that the company respects and values its culture. This approach does not only make good business sense in terms of customer engagement but also contributes positively to a brand’s reputation and corporate social responsibility. 


Partnering with local influencers can help African startups build a strategic communications plan. Influencers already have established trust and credibility within their networks; hence their endorsements can significantly expand a startup’s reach and enhance its credibility.  

Startups can collaborate with influencers in many ways. For instance, influencers can be invited to try the brand’s product or service and then share their authentic experiences with their followers. Similarly, they could be featured in a company’s promotional events or campaigns. It is often more effective to engage with local influencers as they tend to have a more engaged audience in specific geographic or demographic markets. 


Actively engaging with the local community is a wonderful way for African startups to build rapport and trust within their customer base. Sponsoring local events, participating in community initiatives, or even leading social impact projects can benefit African Startups. 

By attending and contributing to local events, startups can increase their visibility, connect directly with potential customers, and show their willingness to invest in the community. Their participation in social initiatives might also provide a positive spin on their public image, highlighting them as responsible, caring businesses that give back to the community.  

African startups can leverage existing opportunities by sharing news on social media about its community activities, send newsletters about upcoming local events, or write a blog about their ongoing social projects. All these actions bring the community closer to the startup and make the audience feel they are a part of the journey. 


Having a crisis communication plan in place is key to managing a company’s reputation, especially during challenging times. Firstly, it is important to identify potential crises that could affect the company, such as data breaches, legal issues, or public relations scandals. 

African startups should also prepare templates or draft messages that can be quickly adapted and used in various situations, to ensure the rapidity and consistency of the response. As a global crisis communications Consultancy, Djembe Consultants, ensures that African startups under its radar are immersed with and brought up to speed with navigating crisis and enhancing reputation management. 

The communications crisis plan should include key messages that align with the company’s values. It is also good practice to keep all employee contact information updated and ensure all staff know the processes to follow during crises. Media training for key executives and ambassadors might also be a worthwhile investment. Once a crisis has passed, it is important to evaluate the effectiveness of the communication plan, gather feedback, and make necessary adjustments for future emergencies. African startups must begin to pay critical attention to crisis management as it is a pathway to business growth.  

Read: 5 Crisis Management Strategies that will Save your Brand from Embarrassment  


Storytelling is a profound and effective communication tool for businesses, including startups. When startups tell stories about their products, values, or missions, they can evoke emotions and develop deeper connections with their customers. Storytelling can take various forms. It could be about the startup’s origin — the ‘why’ behind its establishment. Or it could be about how their products or services make an impact on people’s lives.  

A remarkable story thrives on authenticity. Keep it real, relatable, and ensure it aligns with the brand’s overall messaging. Effective storytelling can foster customer loyalty, build trust, and drive business growth. 

Read: Storytelling: The Missing Rib of Africa’s Innovation Ecosystem 


Wilford Adjei

Account Coordinator

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