Jessica Hope on How PR Shapes African Tech: Lessons from iROKO, Global Expansion, and the Stories That Matter

At the Africa Tech Summit Founders’ Day, Jessica Hope, Founder of Wimbart PR, delivered a candid and insightful talk on the evolution of tech storytelling in Africa, the challenges of pushing African startup narratives to a global audience, and the importance of both positive and difficult stories in shaping a mature ecosystem.

As the Queen of African Tech PR, Jessica’s firm, Wimbart, has been instrumental in placing African tech startups on the global map, working with some of the most recognized names in the ecosystem, including iROKO in its early days. She reflected on the power of relationships in storytelling, the importance of second and third-time founders sharing their journeys, and how Wimbart remains selective about the companies they work with to ensure impactful, high-quality narratives that create opportunities for African entrepreneurs.

The Early Days of iROKO & Building a Global Story

Jessica recalled the early struggles of taking iROKO’s story global, back when streaming African content internationally was an uncharted path.

“iROKO was the first company to digitize Nollywood and try to serve a global audience… This was in an era when a film could be made for $30,000, and now, those same movies are on Netflix for millions of dollars.”

She explained how founder Jason Njoku’s relentless push into global markets meant they had to knock on doors at companies like Netflix and payment processors in new markets that were not yet accustomed to dealing with Nigerian digital businesses.

“We were pitching Nigerian internet revolution 12 years ago, trying to explain why it mattered. It was a challenge—sometimes met with outright racism—but we kept going.”

Wimbart played a critical role in shaping these conversations, pushing narratives that ultimately opened doors for African startups. Today, the African tech ecosystem has evolved, with more exits, more capital, and more global investors paying attention—but that early groundwork was essential.

Why Bad Stories Matter Too

Jessica made an important argument about the need for not just success stories, but also the difficult ones.

“The bad stories aren’t nice to read, but they are part of an ecosystem that is maturing and growing.”

She acknowledged that the early hype around African tech led to large amounts of money flowing into startups, some of which failed, causing major losses for investors and a subsequent pullback of capital. However, she pointed out that these failures are part of the process, and the industry must not shy away from difficult conversations.

“We have to celebrate the successes, but also acknowledge the challenges. If we want to be taken seriously, we have to be honest about the roadblocks too.”

The Power of Second & Third-Time Founders

Another key point Jessica emphasized was the importance of second and third-time founders sharing their experiences.

“We have incredible founders who are now on their second and third ventures. These stories matter because they show resilience, experience, and learning curves.”

In Silicon Valley, second-time founders who failed in their first venture often raise capital faster because they’ve gained valuable experience. In Africa, however, the perception is different—failure can be a career-ending stigma. Jessica argued that this mindset needs to change, and storytelling has a role to play in normalizing entrepreneurial challenges.

Wimbart’s Selectivity: Curating Impactful Narratives

One of the most striking takeaways from Jessica’s talk was Wimbart’s careful selection process when choosing which companies to represent.

“Hundreds of African tech startups reach out to Wimbart every year, but we are very selective. We don’t just take on anyone—we work with companies where we see a clear story and an opportunity to amplify impact.”

This curation of narratives is critical because African founders do not have the same access to capital and media opportunities as their American or European counterparts. Wimbart’s role isn’t just public relations, it’s storytelling with intent—curating the voices that will unlock doors for future African entrepreneurs.

Final Thoughts: The Responsibility of Storytelling

Jessica closed by reminding founders of their role in shaping the ecosystem—not just through their successes, but also through the honest, difficult parts of the journey.

“People need to share their struggles, not just their wins. It’s not my job to tell every story, but it is my job to amplify the ones that will move the ecosystem forward.”

With African tech maturing, the industry must embrace authentic narratives, balancing success, failure, and resilience. PR isn’t just about hype—it’s about creating long-term trust, credibility, and opportunity for the next wave of African innovators.

Jessica Hope and Wimbart PR remain at the forefront of this effort, ensuring that the right stories reach the right global audience—paving the way for Africa’s most promising founders.