Nicole Suter, a Swiss national, is the Managing Director of Djembe Communications, a pioneering pan-African communications consultancy. She is a public relations, brand reputation, and crisis communications expert with several years of experience guiding clients through transformational times.
In the last few months, Suter has been aggressively pushing Djembe’s expansion into Africa. Djembe now works with some high profile clients in Africa including governments and leading financial services institutions.
I recently had a chat with her where she opened up about the challenges of the PR industry in Africa, and the opportunities she sees therein.
Give us a rundown of your educational and professional background
I attended the University of Zürich and the University of California, Berkeley where I studied Political Science and International Relations. However, my experience spans in the various sectors of, Corporate Communications, Reputation Management, Crisis Communications and I am also passionate about and interested in issues around international development. Additionally, I have 10 years PR experience working in the Middle East, Europe and Africa across all disciplines of international communications. Prior to PR, I worked in the field of human rights and migration with the United Nations. And, lastly, a journalist once published that I was a note taker but I’m actually the Managing Director!
Africa is witnessing robust economic growth. How exciting is this time for PR consultancies like Djembe in terms of doing business in the continent?
Whilst the continent is certainly enjoying steady economic growth, the real question is one of sustainability. Our work over recent years has focused on supporting projects that offer sustainable growth, particularly sustainable jobs and socio-economic development. It’s important for all stakeholders – including global investors – to understand that the money being spent across the continent is delivering long-term returns for ordinary people and businesses alike. So, it’s an exciting time because, I believe, we are moving through a period of maturation on the continent.
Could you briefly describe the changes you’ve seen affecting Djembe Communications and the PR industry at large during your time with the consultancy?
One of the most important and enduring requirements for companies like Djembe is localization and authenticity. For us, that has always meant hiring locals as often as possible and leaving the day to day business of client servicing to them. The economic shifts on the continent over the past five years or so have meant that we have also had to invest in training, particularly in areas such as crisis preparedness, international media relations, social media and reputation management. This era of transparency and immediate communications across social platforms means that all our teams across the continent have had to adapt to being responsive 24/7. Yet, this is something that the whole world has had to adapt to. For Africa, the curve has perhaps been greater.
How does the PR industry in Africa differ from mature markets like the US or Europe? What are some of the challenges you have seen in the market?
For those of us working in corporate and government communications, there are many differences between working in the EU or in African nations. In African markets, there is not enough data or insights available to help make informed decisions in marketing, PR and Communications. However, some African markets are more advanced than others – some have regulations that protect the natural environment, which makes it easier to communicate the importance of sustainability to local and national audiences. In Europe, it is increasingly difficult for politicians or policymakers to attempt to hide the truth – those countries exist in a world where even the slightest corruption can destroy a career overnight. In Africa, the opposite can be true (although it’s changing) – some African countries have only recently begun to enjoy free and fair democratic elections, which should be celebrated.
What are the key markets in Africa that are on the radar of global PR consultancies like Djembe?
The high-growth and fast-maturing countries are obviously very interesting right now. Angola, Ghana, Mozambique, Nigeria – and of course the more developed economies of Kenya and Morocco. Nigeria’s economic growth is especially strong – it is projected to grow to $650 billion by 2022. The country has stable macroeconomics and steady growth in the non-oil sectors. The country’s $878 billion infrastructure gap also provides opportunity for investors, so we are likely to see more opportunity for PR firms in the country.
Manufacturing is a sector that is stimulating growth in several key African markets, including South Africa and Mauritius and we are likely to see investment in agro-processing value chains in these countries. Angola and Nigeria are also proactively pushing the envelope when it comes to domestic manufacturing, with Angola ramping up investment in agro-processing, chemicals and timber processing facilities.
Global PR firms should also look at countries such as Angola and Nigeria, which have pushed ahead with ambitious and potentially game-changing infrastructure projects. Angola’s new deep-water port in the northern province of Cabinda is the nation’s first public-private-partnership (PPP) and has already transformed the local community. It looks set to become the new de facto gateway between global markets and sub-Saharan Africa and that is exceptionally good news for domestic and foreign companies in Angola, the Dr Congo and further afield.
International businesses are viewing Africa with a considerable amount of interest. Have any of your clients expressed interest to expand their offerings in this region?
Several Djembe clients have expressed interest in expanding their activities on the continent, particularly those that understand the long-term nature of investing in African countries. We’re also helping organisations involved in developmental projects across sectors like education, hospitality and major infrastructure. These kinds of clients are making a significant contribution to the continent’s sustainable future, which is why the work we are doing with them is so valuable.
What are the key elements that multi-national corporations need to keep in mind whilst looking to enter the African continent?
Any foreign firm looking to enter the African market needs to bear in mind that really, there is no such thing as an ‘African market’ – it is a continent of some 54 countries all at vastly different stages of development. It cannot be viewed as one homogenous region. Each country must be understood. Firms also need to forget about a fast return on investment. The best opportunities are in sustainable sectors, which offer low-to-medium-risk long-term returns. This is the route to sustainable investment.
Africa has seen rapid growth in digital in recent times. What opportunities do you see in this sphere for Djembe as a consultancy?
Developing digital communications means creating nuanced strategies across multiple digital and social platforms. We know that whatever the objective, an organisation must reach its audiences creatively and authentically. Some African countries have a high smartphone penetration, which allows for a heavy focus on social media and engagement. Other countries have advanced mobile communications through SMS or WhatsApp, which is less expensive and allows for wider and more affordable communications, but which are more passive. With Djembe, we have learnt to adapt and merge the client work we do in the different markets according to the most used social media platforms. For example, if a certain country primarily uses Facebook, we ensure that we run Facebook campaigns and polls. This essentially helps us to vastly improve our work and execute as per the exact brief.
How do you see the relationship between PR, marketing and advertising changing?
Content is king. Social media presents us with an opportunity to deliver high quality written content alongside rich media on multiple platforms. Instagram, for example, have significantly geared up towards merging analytically-targeted advertising campaigns with powerful written content and promotional marketing. Analytics are now absolutely at the heart of this, which means that campaigns are increasingly niche and targeted towards markets. Advertising agencies, PR agencies and marketing agencies have had to adapt quickly, and the end game is inevitably greater coordination and collaboration between the disciplines.
Lastly, tell us about your plans in terms of expanding in Africa?
Our priority has always been to offer international expertise and deep local knowledge where we operate – so our current markets and clients will continue to be a primary focus for our energies. However, the continent is moving rapidly and we’re very much in sync with how things are changing – and what the opportunities are. We’re embedded powerfully in the places where we work – we’re committed to delivering on our promise in those places and hopefully, in the long-term, across even more markets.