I. Context We are a group of microfinance institutions operating exclusively in Africa, with a presence in six countries (both francophone and anglophone): Côte d'Ivoire, Cameroon, Ghana, Nigeria, DR Congo, and Tunisia.
Our group's headquarters is based in Paris. We will celebrate our 20th anniversary in October/November 2025. This milestone marks the end of our operations in Asia (where we were present until 2024 with three subsidiaries) and the beginning of a new phase focused on expanding our activities and financial inclusion mission in Africa. We aim to enter new markets starting in 2026.
II. The Project We are seeking a PR consultant or agency to support us in building and executing a media relations strategy. The key objectives include:
-Securing high-quality media coverage in European (both anglophone and francophone), pan-African, and local African business media. This includes facilitating media engagement through strategic outreach, pitching stories, and leveraging existing journalist relationships. -Arranging interviews and media opportunities (one-on-one or roundtables) with key journalists and opinion leaders. -Organizing a press event in connection with our 20th-anniversary celebrations, including a potential press conference or local media roundtables between late September and early December 2025.
Key Considerations: -We currently do not have established relationships with media outlets. -We will draft press releases internally in both French and English and produce our own media content (photos, videos). -We are producing six client testimonial videos (2-minute clips), which will be filmed between April and June 2025, and an institutional video to be unveiled at our 20th-anniversary event. -We are organizing an internal seminar in Tunisia during the first week of October, bringing together all our executives. This could be an opportunity for a media engagement initiative. -Our Advans Tunisia subsidiary is celebrating its 10th anniversary this year.
We are looking for a PR partner with a strong network of high-level media contacts in Africa and Europe, particularly in business and financial journalism. The goal is to enhance our sector visibility, primarily to reach new investors (banks, insurance companies, other actors seeking business synergies and long-term growth), potential partners, and regulators (central banks and other financial authorities).
III. Desired Partner Profile We are looking for a reliable PR partner with: -Proven experience in media relations with pan-African and European economic and business media. -A strong and well-established network with key journalists, editors, and influencers covering finance, economic development, and impact investing in Africa. -Experience in securing high-quality media placements, not just distributing press releases., potential partners, and regulators (central banks and other financial authorities).
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