Claudine Moore on navigating the Africa public relations landscape

Africa’s burgeoning business and technology ecosystem continues to attract global attention, prompting Claudine Moore, Allison’s Managing Director, Africa, to share insights into her agency’s unique approach to public relations (PR) on the continent. Moore, the head of Africa for one of the world’s fastest growing public relations firms, expands on this approach in an interview with Seye Joseph.

According to Claudine Moore, the African PR landscape, while rich in potential, also presents unique challenges. A tailored communication strategy is required in the fragmented media landscape, which includes multiple languages, cultural nuances, and regional preferences. She recognizes this complication, emphasizing the importance of tailoring communication strategies to the rich diversity inherent in the African context.

Moore is not only a seasoned public relations professional with over twenty years of experience, but also an educator dedicated to bridging the gap between academic theory and practical realities in African public relations. Her experience teaching Corporate Social Responsibility (CSR) at New York University informs her dedication to relevance in the real world. Moore’s recommended CSR approach, which emphasizes genuine engagement and mutually beneficial partnerships, aligns with the need to shift Africa-related conversations away from the traditional aid narrative.

Her exposure to Africapitalism came from her work as a public relations director for one of Africa’s most prominent businessmen, Tony Elumelu, and his foundation, which highlighted the transformative power of collaborative ventures and co-investments. In contrast to the one-sided aid model, this philosophy serves as a beacon for Africa’s sustainable growth and empowerment.

In July 2022, Allison acquired Moore’s boutique global agency, C. Moore Media, International Public Relations (CMM). The acquisition marked Allison’s entry into Africa, with Moore leading the agency’s efforts on the continent. She is still excited about the acquisition one year later, citing that it provided an opportunity to scale operations and access to more resources to African and African-focused organizations.

Allison’s collaborative philosophy, strong research capabilities, and data-driven communications place the agency in a strong position to expand its business in Africa. Allison’s global positioning provides existing and potential Africa and Africa-focused clients access to a vast network of sister agencies, fostering collaboration and amplifying global impact across the US, Asia, Europe, South America, and the Middle East, as part of the Stagwell marketing conglomerate, which is listed on the New York Stock Exchange.

Allison’s Africa strategy is built around technology. Allison’s Allison AI team, according to Claudine Moore, is dedicated to responsible AI adoption. This team ensures the transparent and ethical integration of AI in public relations strategies, reflecting Allison’s commitment to responsibly navigating the changing world of technology.

Moore enthusiastically shared information about the “Future is Female Mentorship Program,” the first and only PR and communications program dedicated to African female tech founders. The program, which was launched on Africa Day in 2020, continues to equip African female tech founders with public relations and communications skills to aid in the development and growth of their businesses. With applications from 37 African countries and collaborations with companies such as Google, SalesForce, TechCabal and Africa Communications Week, the program’s growth demonstrates its importance and contribution to the African tech ecosystem.

After going through the program, one of the mentees – Shamim Kaliisa, founder of Chil AI Lab, leveraged what she learned in the program to raise the profile and visibility of her startup. She was then spotted to take part in the inaugural Bloomberg New Economy Catalysts Program. This is a testament to the program’s value when mentees implement the knowledge that they have learned regarding how to use PR and communications to help their business and the subsequent opportunities that arise as a result.

As 2024 approaches, Claudine Moore and Allison are positioned to actively shaping the dynamic African PR landscape. By investing in its local team, fostering innovation, collaborating with other local African-led partner agencies, and empowering the next generation of female tech leaders through initiatives like the “Future is Female Mentorship Program,” they position themselves to positively shape Africa’s business and technology narrative as opportunities expand on the continent.