Introducing Talking Drum Communications
The story of African innovation is not new - the oldest stone tools in the world were found in Kenya. In more recent times, Africans have continued to create modern solutions to address the challenges that face people in different parts of the continent and across the world - from gadgets to tech-enabled services.
However, the narrative around African innovation does not always reflect this rich heritage and the significance of the ongoing contributions. Yes, there are many people and platforms that do a fantastic job of telling the African innovation story. But the African contribution to the innovations and opportunities that power the world are too often ignored, misrepresented or undersold.
In some cases, the people writing the stories just cannot see the African continent beyond all the negativity, and this impacts their choice of stories and how those stories are told. In other cases, they just do not have access to nuanced information about the continent simply because a lot of the information that is most widely available is such that feeds into common stereotypes without exploring wider contexts and deeper truths. This is the reality both on the continent and beyond - a recent survey of African editors and journalists found that while 87 percent thought it was important to cover African stories, 92 percent cited scarce resources as the biggest challenge to doing so more extensively.
There is also the challenge for innovators and entrepreneurs on the continent who are often overlooked or undervalued because Africa is largely ignored as an addressable market for investment. Despite recent eye-catching funding rounds and acquisitions, many investors still do not have Africa on their radar.
Taking stories of African innovation to the world
It is for these reasons and so much more that Talking Drum Communications was launched. We believe that Africa is full of exceptional people, innovations and opportunities, and we want to make this the predominant narrative - both on the continent and abroad. Through the power of public relations and strategic media campaigns, we help African tech companies and other stakeholders in Africa’s tech sector to shape perceptions and get more positive and effective publicity for the work they are doing.
With a combination of strong relationships with both international and Africa-based journalists (print, online and broadcast), vast experience delivering successful campaigns and projects for a wide range of businesses - from established global players to Africa-focussed start-ups - and a commitment to client service excellence, Talking Drum is uniquely positioned to support Africa’s growing tech ecosystem to reach its full potential and blossom into so much more.
We are a resource for our clients and the media - helpingour clients get the attention they need to support their business goals and making it easier for journalists to access the information they need to put together great stories. While structure and consistency is central to everything we do, we also bring some of that African flair to make sure the campaigns and projects we execute are not just effective, but that they are also exciting.
Why now?
The emergence of Africa’s technology sector over the last few years - embodied by the increasing amount of funding that is pouring into the continent - is a much welcome addition to the African narrative. Africans across the continent are increasingly taking a solutions-driven approach to addressing challenges that face the continent, and it is important that as many of their stories as possible are given the spotlight they deserve.
The growing tech sector and the emerging innovation narrative also means many people that have never considered Africa in this context or as a place to do business or invest will be paying closer attention to what is going on. It is essential that our innovation stories are told accurately and intentionally, in a way that does justice to the reality and ingenuity that powers them.
Some people are obviously paying attention but to accelerate the economic growth that will power the African continent into the brighter future we all want, we need to bang the drum in a more strategic way and make the narrative work to Africa’s advantage. This is what we are about at Talking Drum and we are thrilled by the opportunity to take stories of African innovation to the world.
If you’d like to work with Talking Drum Communications or would like to hear more about the services we offer, do get in touch - hello@talkingdrumcomms.com. I’d be happy to share some more information about who we are, what we can do for you and what makes us different.
