Public Relations in Benin: Keys to a Successful Communication Strategy

Introduction
Are you looking to launch a PR campaign in Benin or distribute a press release at scale?
This guide details the Beninese media landscape, local PR practices, and the best strategies to optimize your communication in this dynamic West African market.

1. Benin: A Growing Media Market

With nearly 12 million inhabitants, Benin is marked by a clear legal framework for media:

• Press Code of Ethics (1999)

• Information and Communication Code (Law No. 2015-07)

• Digital Code (2018), regulating online media and social networks

Professional journalist status is granted through application, ensuring a level of professionalism. However, new independent voices are also emerging, sometimes without official accreditation, offering brands many visibility opportunities.

2. Current State of the Media Landscape in Benin

Benin offers a variety of media outlets, although the High Authority for Audiovisual and Communication (HAAC) may impose suspensions.

Print Press:

• 86 dailies

• 20 weeklies

• 5 biweeklies

• 6 monthlies

• 6 bimonthlies

Broadcast Media:

• Around 15 TV channels

• 36 licensed FM radio stations

Notable practice: press review programs — every morning, several radios and TV stations present and comment on newspaper headlines, in both French and local languages, amplifying print media reach.

3. Key Media Outlets for PR in Benin

Print Press:

• La Nation (official state daily)

• La Fraternité

• Le Matinal

• Le Confrère de la Matinée

• Matin Libre

Radios:

• Radio Nationale du Bénin

• CAPP FM

• Radio Tokpa

• Océan FM

• Atlantique FM

• Golfe FM

Television:

• ORTB TV (public channel)

• Canal 3 Bénin

• BB24

• Golfe TV

4. Local PR Specificities in Benin

• Professional status: journalists hold a state-issued press card; younger reporters often use an internal newsroom card.

• Professional organizations:

  • UPMB (Union of Media Professionals of Benin)

  • CNPA (National Council of Press and Audiovisual Employers)

  • ODEM (Media Ethics & Deontology Observatory)

• Per diem culture:

  • €10–50 per journalist for event coverage

  • Advertorials: €50–200 depending on media and format

• Press offenses are decriminalized, encouraging freedom of expression, though administrative sanctions still apply.

5. Best Practices for Successful PR Campaigns in Benin

• Select media outlets that align with your message and audience

• Plan a budget for per diem and sponsored content

• Work with a local contact or Beninese PR agency to ease connections

• Adapt content to the specificity of each journalist and outlet

• Consider publication frequency when scheduling your releases

Conclusion

Benin offers a structured yet open environment for public relations.
With a growing media ecosystem and accessible journalists, brands have strong opportunities to establish or strengthen their reputation in West Africa.

Need support?
The Clipse Africa team helps you plan, adapt, and distribute your PR campaigns in Benin and across the region.