Africa Day: The Importance of Amplifying Positive African Stories to Transform the Narrative

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The annual commemoration of Africa Day on May 25 is an opportunity for companies doing business on the continent to reflect on their achievements, particularly in terms of aligning with the ideals of the day, namely celebrating Africa’s rich and diverse cultures and showcasing the continent’s potential.

On the latter point, in my many years in the industry, I have witnessed firsthand the critical need to change the narrative about Africa in the international media landscape. I have also come to understand the transformative power of innovation in achieving this ideal.

This realisation led to the founding of APO Group in 2007. Over the years, the company has evolved into an award-winning pan-African public relations and communications powerhouse, whose team of diverse and seasoned communication experts and strategists speaks an accumulative 55 different languages, driving compelling campaigns across all 54 countries on the continent and beyond.

Reflecting our commitment to telling Africa’s stories, our company’s purpose is clear: “To champion Africa’s narratives, amplify Africa’s voices, and bridge Africa and the world.” We are dedicated to redefining Africa’s perception on the global stage, going beyond traditional public relations and delivering state-of-the-art communications solutions.

Providing a Platform for Africa’s Media


Over the last decade, the media landscape has changed rapidly. African media faces challenges similar to global counterparts in terms of business model, digitalization, content creation, and talent. However, there are also challenges specific to Africa, particularly in the context of international media investment and expansion.

For instance, a significant number of African journalists receive training and employment from foreign media outlets based in Africa, which could potentially compromise independent reporting of Africa and favour the interests of other nations.

Moreover, inadequate funding hampers the African media’s ability to invest in quality content and advanced technologies, and a lack of training opportunities limits journalists’ professional development and the overall growth of the media industry.

A strong African media landscape is essential for telling our regional stories and controlling our narrative, ensuring our children learn about their continent from a more accurate and balanced perspective. This starts with the platforms to tell these stories and the content that resonates.

Finding the Stories that Champion Africa’s Voices


The African continent has no shortage of compelling narratives. For instance, in the creative industry, rapidly growing sectors like music and sports are helping to build a positive image of Africa.

Partnerships in these industries open opportunities for economic growth in areas such as tourism. For example, countries like Morocco and Rwanda leverage sports to attract international visitors, drawing tourists who contribute to the local economy. Côte d’Ivoire recently hosted the African Cup of Nations, and Morocco was selected as a co-host for the 2030 FIFA World Cup.

As the Special Advisor to the President of Rugby Africa, I emphasise sports’ critical role in the continent’s development. Sports unite communities and serve as powerful platforms to showcase Africa’s talent and potential globally.

Our Vision for Africa’s Future

Africa’s potential is limitless, and opportunities abound to showcase this potential and contribute positively to the continent’s growth and development.

In the same way, the future of media relations and communications in Africa is bright, and I am proud of the role APO Group plays in shaping the continent’s narrative.

In line with the aims of Africa Day and our own vision of a future in which Africa is recognised for its potential, resilience, and incredible diversity, we will continue to amplify African voices, promote positive stories, and drive sustainable growth.

The author is the founder and chairman of APO Group, Nicolas Pompigne-Mognard




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