Chad: Succeeding in Your PR Strategy Despite the Challenges

Introduction

Chad, located in the heart of Central Africa, presents a complex media environment. Despite constraints related to press freedom, it is possible to implement an effective communication strategy by relying on the right media and methods adapted to the local context.

1. Chad in Brief

• Surface area: over 1.2 million km²

• Population: around 17 million inhabitants

• Capital: N’Djamena

• Bordering countries: Libya, Sudan, Central African Republic, Cameroon, Nigeria, Niger

A landlocked country between the Sahel and the Sahara, Chad has experienced persistent political instability since its independence in 1960, heavily influencing its media landscape.

2. Press Freedom: A Tense Climate

Legal framework vs. reality

• The Constitution guarantees press freedom, but according to Freedom House, the country is classified as “Not Free.”

• Journalists face:

  • Arbitrary arrests

  • Temporary closures of critical outlets

  • Surveillance of newsrooms

Media resilience
Despite these obstacles, many press organizations continue to exist and adapt to local constraints.

3. Main Media Outlets in Chad

Print Media

• Le Progrès (general daily)

• Info-Tchad

• Alwihda Actualités

• N’Djamena Bi-Hebdo

• Da'kouna (cultural monthly)

Radio (dominant medium)

• Dja FM (96.9)

• Radio Liberté FM (105.3)

• Radio Oxygène FM (96.3)

• Radio Brakoss, Moïssala FM, Radio ADMC Abéché

Television

• Toumaï TV

• Tchad 24

• Alnassr TV

• Electron TV, Sahara TV, ONR TV

Key takeaway: Radio is the most influential medium in Chad, reaching rural areas and populations with low literacy rates.

4. Specific Features of PR in Chad

• Low literacy rate → limited impact of print media.

• Key role of local radio stations: some community-based, others commercial or faith-based.

• Ongoing professionalization: new degree requirements for newsroom directors → fewer active newspapers.

• Television: growing in urban areas, but limited reach in remote regions.

5. Recommendations for Effective Press Relations in Chad

• Rely on radio as the primary channel.

• Build direct partnerships with local stations.

• Adapt messaging to cultural and linguistic context.

• Use television for campaigns targeting major cities.

• Work with local intermediaries to increase credibility.

Conclusion

Chad represents a demanding environment for press relations, but with an adapted strategy — centered on radio and direct partnerships — it is possible to effectively reach local audiences, even in the most remote areas.