Press Relations in Senegal: Understanding the Media Landscape and Optimizing Communication

Are you planning to distribute a press release or launch a PR campaign in Senegal?
This guide presents the political and cultural context, media structure, journalistic practices, and key tips to succeed in press relations in this influential West African country.

1. General Context: Political Stability and Linguistic Diversity

Senegal is a West African country, bordering Mauritania, Mali, The Gambia, and Guinea.

• Area: over 196,000 km²

• Population: around 17 million, mostly urban, especially in Dakar, the capital

• Languages: French (official) and Wolof (widely spoken in media and daily life)

Politically stable, Senegal is one of the few African states never to have experienced a coup since independence in 1960. This stability supports economic development and the modernization of telecommunications and media.

2. State of the Press in Senegal

The constitutional framework guarantees freedom of expression and the press, though some tensions persist.

• Freedom House ranking: “partly free” (2017)

• Reporters Without Borders 2017: 58th worldwide, with a relatively open media space under vigilance

Media characteristics:

• Print: strong presence in urban areas, limited rural distribution

• Radio: most popular medium, nearly 100 private and community stations

• Television: around a dozen channels, audience concentrated in urban zones

• Internet: rapidly growing smartphone usage (>20% penetration)

Major challenge: economic viability, which can influence editorial lines and independence.

3. Key Media Outlets in Senegal

Print Press

• Le Soleil (close to government)

• Sud Quotidien

• L’Observateur

• Walfadjri

Radio

• RFM (Radio Futurs Médias)

• Zik FM

• Sud FM

• iRadio

• Walf FM

Television

• TFM (Télé Futurs Médias)

• 2STV

• RTS1 (public)

• Walf TV

• SEN TV

Digital Media

• Seneweb.com

• Dakaractu

• PressAfrik

• IGFM

• Rewmi.com

Note: Part of the media production is in Wolof, allowing you to reach a broader audience.

4. Specifics of Press Relations in Senegal

• Per diem: usually expected at press events, ranging from €20–€80 depending on the media and event type

• Interpersonal relations: direct contact via phone or WhatsApp is more effective than formal email

• Linguistic adaptation: press releases should be in French, but a Wolof title or summary can increase impact

5. Tips for a Successful PR Campaign

• Target media based on audience: general public, professional, regional, religious, etc.

• Prepare content in Wolof for rural areas or community radios

• Include per diem in your event budget

• Work with a local partner or fixer to optimize contacts

• Avoid sending press releases on Saturdays or religious holidays