Kenyan brands want digital audiences but still crave newspaper prestige

Kenyan brands, including large corporations, recognize the value of their customers being online, yet they still prioritize print media for significant announcements. This contrast between digital and print media can be observed in various aspects of their publicity strategies. For instance, when employing a public relations agency, companies often prefer placing their announcements in traditional outlets like the Daily Nation, Business Daily, or Citizen TV.

They still view digital coverage as a supplement to these traditional media appearances. Mary, a PR consultant, illustrates this dynamic in an episode of Voices & Visions, a podcast that explores African innovation. Clients frequently mention wanting coverage in these established newspapers and television programs. The preference for newspaper and television appearances highlights the importance of recognition from institutions that clients consider prestigious.

While companies seek access to digital audiences, they also aim for the legitimacy associated with these well-known media outlets. This distinction in objectives presents a challenge for public relations agencies. They must understand whether the client values digital reach, print prestige, or a combination of both, depending on their goals.

For example, a company launching a new software product for banks may find that a specialist technology publication can effectively reach their target audience, while a national newspaper can provide broader recognition. However, these objectives do not necessarily overlap; achieving one does not guarantee the other. When clients simply request "visibility", agencies face uncertainty in measuring the effectiveness of their placements.

It becomes difficult to determine which type of media coverage is more valuable for a specific campaign. Traditional newspapers, despite their online presence, retain their authority and impact. Their articles can be accessed through various channels, such as search engines, messaging services, and social media. In this context, a company might seek the legitimacy of a well-known publication, even if readers primarily encounter the story digitally.

In contrast, specialist digital publications build their credibility by focusing on specific industries and scrutinizing industry claims. These outlets attract readers who need specialized information. For a company selling software to banks, the relevance of a publication that covers banking technology can be crucial. Meanwhile, a national newspaper can still offer recognition beyond the immediate industry.

The dilemma for agencies lies in defining the client's target audience and understanding the desired outcomes. By addressing these questions, agencies can better align their strategies with the client's objectives, whether it's achieving digital reach, newspaper prestige, or a balance of both.