In cross-border business, speed matters. Opportunities under Africa Continental Free Trade Area (AfCFTA) often emerge quickly, and those who can move faster gain advantage. One of the least discussed but most influential factors in this process is the strength of a company’s media footprint.
AfCFTA
Why Silence Is a Strategic Risk for African SMEs Under AfCFTA
Many African small and medium enterprises (SMEs) believe that staying quiet publicly is a sign of seriousness. They focus on operations, production, and internal growth, assuming that visibility will naturally follow once results are achieved. In local markets, this approach may have worked in the past. Under AfCFTA, however, silence has become a strategic risk.
Why Public Relations Is No Longer Optional for African SMEs
Public Relations (PR) is often misunderstood by small and medium enterprises (SMEs). It is commonly viewed as a cosmetic activity, something to consider only after a company has grown significantly. Under AfCFTA and global competition, this perception no longer reflects reality.