African Media Expert's Strategy Drives 2,900% Boost in Press Coverage
Nshimiyimana emphasised that traditional email communication often proves less effective with her media contacts, leading to her adoption of more direct messaging platforms.
HARARE, Zimbabwe-An African Forum and Network on Debt and Development (AFRODAD) communication manager's strategic approach to media engagement has yielded a remarkable 2,900% increase in media reach across Africa since 2021, through the implementation of two key initiatives: AFROMEDI and the Media Debt Network Africa (M-DNA), writes Winston Mwale.
Fidelite Nshimiyimana, who began her role in 2021, launched AFROMEDI to strengthen journalists' understanding of her organisation's mission. The program has trained more than 600 journalists from 35 African countries.
"Building media relations is as important as enhancing capacity," Nshimiyimana said, explaining her 2022 launch of M-DNA, which now connects over 120 journalists focused on socioeconomic reporting.
Her success stems from a personalised communication strategy prioritising individual relationships over mass outreach.
"Group chats are just that... no personal touch," she noted.
"Actually, most of them have become my friends, and this is golden."
The approach includes:
Regular individual calls and chats with journalists
A dedicated WhatsApp group for information sharing
Ongoing engagement beyond press events
Relationship-building without expecting constant availability
Nshimiyimana emphasised that traditional email communication often proves less effective with her media contacts, leading to her adoption of more direct messaging platforms.
"Don't think that one training and the little perdiem or transport reimbursement should make them available whenever you call them," she advised fellow communication professionals, highlighting the importance of respecting journalists' time and professional commitments.