Media Perdiems in Africa: Why (and When) You Should Pay for Coverage

What is a Perdiem?

If you work on press campaigns in Africa, the term perdiem will quickly become familiar.
Originally, it referred to a reimbursement for professional travel expenses.
Today, in the context of PR in Africa, it usually means a financial token given to journalists after attending an event or participating in a communication campaign.

This practice is widespread and rooted in the economic realities of many African media outlets. While it can be controversial, understanding it is essential for building an effective PR strategy.

Where Are Perdiems Common?

Almost everywhere on the continent, except in Morocco and South Africa, where practices are closer to Western standards.

Terms used:

• Francophone Africa: Gombo, Coupage

• Anglophone Africa: Bonus journalism, Brown envelope, Buche

When Should You Budget for a Perdiem?

1. Organizing a Press Event

• Goal: Secure media coverage for a launch or event

• Payment is almost always expected

• Budget according to the number of journalists invited

2. Organizing an Interview or Report

• Even editorial content is often considered sponsored in Africa

• Check the added value before agreeing to a high rate

• Prefer online media and radio, which are more affordable than TV

3. Sending a Press Release

• Usually picked up for free only if it has real news value

• Rotate the allocation of perdiems across media to maintain good relationships

Should You Always Pay?

No. Perdiems are not mandatory, but they are a strategic tool that can enhance media coverage if used wisely.

At Clipse Africa, our experts help you integrate this parameter into your PR strategy and manage your media relations effectively.