On cue with Kafui Dey

If you don’t tell your story, someone else will – The leader’s guide to proactive media engagement

There is a curious thing I’ve observed after years of interviewing Africa’s leaders, executives, founders and public figures: most people become very talkative only when something has gone terribly wrong. Suddenly, press conferences appear, official statements are drafted at midnight, and everyone remembers the value of “public communication.”

But here’s the truth every modern leader must embrace:
If you speak only during crises, people will associate your voice with bad news.

That’s not a brand.
That’s damage control.

Today’s Africa is full of compelling stories: groundbreaking innovations, resilient entrepreneurs, world-class professionals, and creative powerhouses. But those stories often remain hidden because leaders wait too long to share them.

Let’s fix that.

1. Silence creates a vacuum (and the media will fill it)

When leaders go quiet, the world doesn’t freeze out of respect. The world speculates.

I’ve seen it happen repeatedly:
A CEO misses one media briefing and suddenly rumours travel faster than light.
A ministry delays communication and WhatsApp universities across the continent award themselves degrees in “Assumption Studies.”

Silence is not neutral.
It’s a vacuum and vacuums suck in assumptions, fear, gossip, and worst of all… conspiracy theories.

Proactive leaders speak early and often. They update, clarify and explain before the story takes a life of its own.

If you don’t shape the narrative, the narrative will shape you.

2. Turn your wins into media-ready stories

Many African organisations do brilliant work… quietly. Sometimes too quietly.

A company trains 500 young people, no announcement.
A startup expands to three markets, no press release.
A bank launches a digital platform, only the IT department knows.
Meanwhile, one small scandal gets more attention than 10 years of achievement.

It shouldn’t be so.

If your organisation is doing good work, package it:

• Highlight the human impact, not just the funding numbers
• Use relatable language, not technical jargon
• Provide visuals, case studies, testimonials
• Link your story to national or continental priorities

Journalists love stories not statistics.
Share both, but share them well.

3. Build relationships with journalists before you need them

There is an African proverb that says, “You don’t dig a well during drought.” The same applies to media relationships.

Too many leaders call journalists only when they’re in trouble. It’s like ignoring your neighbour all year, then showing up at their door during a flood asking to borrow a canoe.

Smart leaders build rapport early:

• Attend media events
• Invite journalists for background briefings
• Share helpful insights even when you don’t need coverage
• Understand their deadlines, pressures and formats

When journalists trust you, they cover you fairly.
When they know you personally, they don’t guess your intentions.
And when a crisis comes (as crises always do), you will have allies and not strangers with microphones.

4. Use social media strategically not emotionally

Social media has made every leader a broadcaster… for better or worse.

Some leaders use it to inform, inspire and educate.
Others use it to quarrel, clap back and express midnight frustrations that become morning headlines.

If you want to engage the public effectively:

• Post with intention, not irritation
• Avoid emotional reactions (especially after 9 p.m.)
• Focus on value, not vanity
• Break news properly before commentators break it for you
• Remember: screenshots have a longer lifespan than your regrets

Proactive communication isn’t just about speaking, it’s about discipline.

5. Lessons from proactive African storytellers

Across the continent, several leaders have mastered the art of telling their story:

• The fintech CEO who posts weekly explainers, demystifying digital finance and shaping the industry conversation
• The government agency head who does quick video updates to prevent misinformation before it spreads
• The creative entrepreneur who uses Instagram Stories to show behind-the-scenes processes, winning trust and investment
• The minister who shares monthly performance scorecards, turning transparency into a leadership asset

These leaders don’t wait for crises. They build credibility long before any storm arrives.

The bottom line: Lead the story, don’t chase it

Proactive communication is not about showing off.
It’s about ensuring your message, your impact, and your truth aren’t lost in the noise.

When leaders take control of their narrative, they build trust.
When they wait for crises, they build excuses.

So here’s your challenge for next week:
Tell one story about your work before anyone else tells it for you.

And if you need help crafting, packaging and delivering that story?
You know who has a microphone… and a pen.

Until next week, stay proactive, your story deserves to be heard.

>>> Need coaching? Email [email protected] today.

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