How to Succeed in Press Communication in Lusophone Africa: Insights from Stéphanie De Lima

Introduction

When it comes to communication in Africa, people usually focus on francophone and anglophone regions. But Lusophone Africa – Angola, Mozambique, Cape Verde, Guinea-Bissau, São Tomé and Príncipe, and Equatorial Guinea – is a strategic market full of opportunities and strongly connected to Portugal.

So how can companies run successful press campaigns there? What are the specific media dynamics to know?
To find out, Clipse Africa spoke with Stéphanie De Lima, a recognized expert in Lusophone African markets.

The Media Landscape in Lusophone Africa

Clipse Africa: What should people know about the press and media in Lusophone African countries?

Stéphanie De Lima: Among the six PALOP countries (Países Africanos de Língua Oficial Portuguesa), Angola and Mozambique clearly dominate because of their demographic and political weight.

In Angola, the colonial and political history shaped a media landscape long dominated by state outlets such as Jornal de Angola, Rádio de Angola, and Televisão de Angola (TVA).
The 1992 Press Freedom Law allowed the emergence of opposition newspapers like Correio da Semana e Comércio Actualidade and Jornal Terra Angolana.
After the 2002 peace agreement, private groups such as Media Nova (O País) entered the market.

In Mozambique, the market is more concentrated. Portuguese media like RTP-África remain very influential, not only in Mozambique but also in Angola.

The Role of Portuguese Media

Clipse Africa: Do Lusophone Africans mostly rely on Portuguese outlets for news?

Stéphanie De Lima: Yes, Portuguese national channels have a strong audience in these countries. They regularly cover Angolan and Mozambican news because of the close historical and economic ties.

There are also strong financial links: many Angolan investors own large stakes in the Portuguese economy. This reinforces media exchanges. A clear example of this is the Isabel Dos Santos case, which highlighted the deep interconnection between the two markets.

Differences in News Coverage

Clipse Africa: How does local press compare to Portuguese press?

Stéphanie De Lima: Portugal enjoys significant press freedom, while in Angola and Mozambique the situation is still sensitive.

In Angola, one has to be especially careful when choosing and framing topics. Political changes and the economic crisis strongly influence editorial choices.
There is renewal underway, but overall, the media offering is still limited.

Keys to a Successful PR Campaign

Clipse Africa: What advice would you give to organizations planning communication campaigns in Lusophone Africa?

Stéphanie De Lima:

• Rely on a competent local agency: They know the field and maintain strong relationships with local journalists.

• Work with a specialized international agency: This is crucial for large-scale campaigns that require a strategic vision and cultural awareness.

• Adapt the message to the cultural and political context: Avoid missteps and always communicate in Portuguese for maximum impact.

• Choose the right media outlets: Use national press, Portuguese TV channels followed locally, and digital influencers.

Conclusion

Succeeding in press communication in Lusophone Africa requires more than just sending out press releases. It demands a clear strategy, local anchoring, and a good grasp of political and media realities.

By respecting cultural codes and working with the right partners, companies can build visibility and credibility in this high-potential region.