What is the Relationship Between Journalists and Communication Consultants? Interview with Adama Wade

Introduction

What is the nature of the relationship between journalists and press officers in Africa? To find out, we interviewed Adama Wade, Editor-in-Chief of Financial Afrik. With over 20 years of experience in economic journalism, he provides candid insights into the practices, challenges, and opportunities shaping this strategic link between media and communicators on the continent.

Could you tell us a few words about your media outlet?

I have been an economics journalist for more than 20 years and co-founded Financial Afrik in 2013, a pan-African monthly magazine and specialized finance news website.

The magazine was first established in Morocco and later expanded to Mauritania and Senegal. Today, the editorial office is based in Dakar, Senegal. We have a team of about twenty permanent journalists across both Francophone and Anglophone Africa.

Our content targets executives and managers in the banking and financial sectors, as well as political and institutional actors interested in financial and economic strategies.

Since the beginning of the year, the Financial Afrik website averages 100,000 visitors per day, with peaks reaching 600,000 during major announcements or exclusive stories.

How many press releases do you receive on average per day?

Combining the general editorial email and my personal professional email, we receive around 200 requests per day.
Approximately 70% of these come from communication, PR, or advertising agencies, both African and European. The remaining 30% are from individual correspondences or informational messages.
These messages typically concern advertising space, press release coverage, interview requests, and similar activities.

Which channels do you use to communicate with press officers?

I mainly use email to filter the volume of press releases received.
For my “trusted sources,” we mainly communicate via WhatsApp (text or voice), which is my preferred channel. I rarely use SMS.

What catches your attention and prompts you to respond to press officers?

I was trained in the old-school approach, where journalists aim to respond to every relevant press release.
A well-written, well-presented release with relevant information demonstrates the professionalism and quality of the contact, which encourages us to give it more attention.
In general, we try to respond to everyone.

More broadly, how would you describe the relationship between press officers and media?

It is a relationship of “friendly rivals.”
The press officer communicates about a sector or company, while the media disseminates information.
They are not in confrontation but in constructive opposition. A balance based on trust, accurate communication, and correct information is essential. When achieved, information and communication coincide.

Do you notice differences between Western and African press officers?

Communication channels are the same, but professionalism varies.
The difference lies in editorial rigor, factual relevance, and the ability to fully act as a facilitator.
Unfortunately, African communications are often still managed from London, Paris, or Washington, while local agencies could perform the same tasks with additional socio-cultural knowledge and proximity to media and audiences.

What do you see as the current limitations of this activity in Africa?

The main risk comes from the internet and the rise of actors claiming to be PR agencies without real field knowledge.
They send mass, non-targeted press releases, and some even ask media outlets to publish their “business” content for free without journalistic processing.
These practices undermine trust with the media and penalize traditional agencies that know the sector and strive to adapt to the evolving press landscape.