Kenyan companies still value traditional media for brand prestige

During a recent episode of the Voices & Visions podcast, a collaboration between TechCabal and Tutto Passa Agency, industry experts discussed the evolving media preferences of Kenyan corporations. Mary, the head of Glass House PR, noted that while major companies utilize platforms like Instagram and LinkedIn to engage consumers, they still prioritize traditional media for significant announcements. Even when seeking digital reach, many clients specifically request coverage through established outlets such as Business Daily, Daily Nation, or Citizen TV.

This trend highlights a complex duality in how African businesses perceive brand authority. While digital tools are essential for direct sales and professional networking, traditional print and broadcast media are still viewed as the primary benchmarks for institutional prestige. For marketing and public relations professionals, this means that digital engagement is often treated as a secondary supplement to the perceived legitimacy provided by legacy media institutions.