Kenyan brands seek a blend of digital engagement and traditional print prestige in their marketing efforts, highlighting the complex dynamics of modern publicity.
Kenyan brands, from startups to established companies, are navigating a complex landscape where digital engagement is essential, yet the allure of traditional print media remains strong. They recognize that their consumers are primarily online but still express a desire for their major announcements to be featured in esteemed print publications. This juxtaposition highlights the evolving nature of marketing strategies in the region.
As brands leverage platforms like Instagram for product sales, LinkedIn for B2B outreach, and technology-specific publications to communicate their business models, their preference for traditional media persists. Mary, the owner of Glass House PR, emphasizes in the podcast episode of Voices & Visions that clients often request digital news coverage while still prioritizing placements in well-known outlets like the Daily Nation, Business Daily, or Citizen TV.
The Quest for Recognition
This preference reflects an underlying sentiment about the value of publicity. While acquiring an audience online is crucial, many companies inherently seek the recognition that comes with being featured in established publications. Yet, these differing objectives require distinct strategies. A well-executed campaign can target both digital and print audiences, but it should first clarify which objective is more critical for the brand.
In one instance, Mary recounts working with a technology firm that appreciated coverage from various online platforms but insisted upon securing a spot in major newspapers. While online publications can adequately disseminate a message, the newspaper remains a priority for those looking to cement their credibility.
Interestingly, the distinction between different types of media often leads to misconceptions. Many agencies and clients label digital outlets, especially tech-focused ones, as mere “bloggers.” This can oversimplify the landscape, grouping together diverse entities that range from individual commentators to media organizations with full editorial teams. Such disregard for the unique offerings of digital platforms can skew an agency’s approach to securing coverage.
Mary points out that this hierarchy often originates from traditional habits. Many executives continue to expect a physical newspaper upon arriving at work—a practice learned from years of reading industry news and recognizing influential figures within those pages. As a result, digital outlets can struggle to gain recognition, irrespective of their reach or expertise.
The Challenge of Legitimacy
Gaining approval for a campaign at a company often hangs on perceptions of legitimacy tied to the publications involved. For instance, a company aiming to sell banking software needs to appeal to a specific audience, like technology directors or procurement teams. A publication focusing on banking technology may reach these buyers effectively. However, a broader national paper offers recognition that may not translate into immediate sales but can establish the firm’s authority more generally.
Understanding those dynamics becomes essential when defining campaign goals. If a business seeks sales inquiries, its publicity strategy should identify channels that directly connect them to potential buyers. Conversely, company partnerships might rely more on reputational credibility, which established publications can provide. New firms aiming to attract talent and investors may find blanket coverage in widely recognized media crucial as they work to establish themselves.
A common pitfall arises when a client merely requests “visibility.” This vague request leaves public relations agencies without a clear framework for measuring success. Recognizing familiar news brands can offer an apparent benchmark for achievements, particularly in industries where trust is key for newcomers. Yet, it must be noted that simply appearing in a respected media outlet doesn’t amount to a definitive endorsement; the number of relevant readers engaging with the articles remains ambiguous.
Current discourse surrounding publicity measurement exposes further complexity. While online platforms can provide insights into reader engagement and reach, that data often fails to reach the agency or brand itself. Publishers track the number of clicks or opens but may not disclose these metrics to the companies covered.
Bridging Two Worlds
The interplay between the prestige of print publications and the reach of digital media is more nuanced than one might initially think. Established newspapers increasingly share their content online, leading to articles that gain traction through various digital channels. Therefore, when companies pursue print coverage, they might be seeking the authority that the publication embodies, regardless of how or where readers ultimately access the content.
On the other side, specialist digital outlets gain their authority through narrow industry focus and consistent reporting, positioning themselves as credible sources that can effectively connect with engaged audiences. Mary acknowledges the vital role these platforms play in shaping public perceptions of Kenya’s tech industry, yet they often face challenges in convincing established brands of their legitimacy.
Tackling these challenges starts with constructing a more well-defined brief. Agencies must ask key questions: Who does the business need to reach? What are the essential messages? What outcomes would signal success? By addressing these questions upfront, PR strategies can be refined, ensuring that every media placement serves a purpose beyond mere familiarity. This approach empowers brands to appreciate the unique benefits that both esteemed print and specialized digital platforms can provide.
In conclusion, as Kenyan brands continue to evolve their marketing strategies, striking a balance between established media prestige and digital reach will be essential for effective communication. For agencies, the key lies in better understanding client objectives and audience needs, and leveraging both types of media to achieve meaningful results.
