Media and advertising professional Sikona Cibini has called on Africans to invest in media ownership and credible storytelling to challenge negative stereotypes, strengthen continental unity and influence global perceptions of Africa.
Cibini, Head of Partnerships, West Africa, Forbes Africa, made the call at The Leverage Room event held on Monday in Lagos, where participants examined the role of strategic relationships, media and business in shaping Africa’s global influence.
Speaking on the theme, “Beyond Business: Building Value, Strategic Relationships and Global Influence,” she said media narratives influence how Africans perceive themselves and how the international community views the continent, its people, cultures and business environment.
She urged African investors and entrepreneurs to support credible news platforms, documentaries, investigative journalism and digital distribution networks to enable Africans to tell their stories from their own perspectives.
Cibini also expressed concern about media coverage of xenophobia, warning that certain narratives could deepen divisions among African countries rather than promote understanding and solidarity.
She called for more balanced narratives that highlight positive relationships between Africans, including what she described as “xenophilia,” the appreciation of foreign people and cultures.
According to her, greater African ownership of media platforms would provide opportunities to counter harmful stereotypes and project a more balanced picture of the continent to the world.
Also speaking, Tsholo Ezeani, a South African married to a Nigerian, cautioned against stereotyping Nigerians and South Africans, stressing the need for mutual understanding beyond prevailing perceptions and national identities.
Ezeani emphasised the importance of documenting African histories and preserving cultural heritage, urging people to read, share and promote traditional folk tales as part of efforts to protect the continent’s identity.
“We don’t tell our stories because we don’t read,” she said.
Earlier, the Convener of The Leverage Room, Uche Chinonso, said the platform was established to connect creatives, professionals, executives and entrepreneurs with valuable networks and practical experiences that could support their personal and business development.
Chinonso, who is also the Founder of E Travels and Tours, said the monthly gathering provides participants with opportunities to learn from real-life business experiences, establish useful contacts and exchange ideas on overcoming challenges in their respective ventures.
He stressed that effective networking should not be limited to receiving assistance but should also involve offering value and supporting others.
The discussions also examined how businesses could balance commercial interests with corporate social responsibility, particularly in their approach to media engagement and public visibility.
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Participants highlighted the need for businesses to select media platforms and programmes that align with their objectives and budgets, warning against spending on publicity without a clear strategy.
The event underscored the importance of strategic relationships, responsible media engagement and investment in African storytelling as tools for strengthening businesses, preserving cultural heritage and improving the continent’s global image.
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