African tech startups, once they’ve reached a certain stage, should not underestimate the importance of an effective public relations (PR) function, be it to help sustain the good times or help aid recovery in the bad times. And different companies need PR at different stages. Every organisation needs to ask itself, before even getting to the question of whether they need PR now, what do you need PR for? Should a startup’s PR function be in-house, or come from an agency? And PR is the same.”Most African startups see the funding announcement as the key moment when they will need PR support, but there are other stories to be told too.
