Reporting Africa

The Economist’s Southern African Correspondent, Caroline Lambert, was recently named Best Journalist at the Diageo Africa Business Reporting Awards.

ReConnect Africa speaks to the award-winning journalist about her career and shares her perspectives on how reporting on Africa can make the difference to the continent’s fortunes.

RCA: Firstly, congratulations on your award for ‘Best Journalist’ for reporting in Africa. Can you tell us a little about yourself?

CL: Thank you. I’m not sure what to say about myself though....

RCA: What influenced you to enter the field of journalism?

CL: I was losing my mind in a boring finance job and realized I needed to change paths. I missed writing and learning about many different topics; I also wanted more autonomy. Journalism seemed to offer all this. It was a good way to become a paid student!

RCA: Journalism can be an extremely competitive field - what obstacles have you overcome and what helped you to stay focused?

CL: The main obstacle was to move into journalism without any background or training in it. I started writing on a freelance basis for obscure publications, and it took about a year to find my first job as a journalist. But I was lucky and found people who gave me a chance.

RCA: What advice would you give to people who are considering a career in journalism?

CL: A general education and an eclectic professional experience are more valuable than a journalism degree. Be persistent.

RCA: In naming you Best Journalist, the judges cited your writing as ‘bringing a varied and realistic portrayal of business on the continent to the pages of your publication, The Economist.’ For decades, it has been all too easy for the media to focus on criticism when it comes to reporting on Africa, what makes you different?

CL: I am lucky to write for a publication like the Economist, which has a genuine interest in Africa and provides good space for it on its pages. I am also lucky to live in Africa, which I love for both its bright and its dark sides, and to be directly exposed to the many stories the region has to offer.

RCA: In your view, what are the key challenges facing the media when it comes to presenting positive news from Africa?

CL: It can be hard to get some space or airtime for Africa in the general media, when the continent still represents such a small portion of the world’s economy. The challenge is sometimes to find open-minded editors willing to go for different kinds of stories and not the stereotypes.

RCA: The Diageo Business Reporting Awards were established in recognition of the impact that media coverage can have on business. How do you believe the media can assist in encouraging investment and economic development in Africa?

CL: By presenting a realistic image of the region, the good and the bad. The more people know, the more comfortable they’ll feel doing business there.