Media Wire Express Correspondent
The Democratic Republic of Congo has officially ended its contract with a high-profile American public relations firm as it shifts its diplomatic approach to build closer, more direct relations with U.S. President Donald Trump and his circle.
The contract, reportedly worth hundreds of thousands of dollars, had been signed with Avenue Strategies — a firm co-founded by Trump allies Corey Lewandowski and Barry Bennett. The partnership was initially intended to help improve Congo’s image in Washington and open diplomatic doors during a turbulent global period.
But in a dramatic pivot, Kinshasa has decided to part ways with the firm, signaling a new chapter in its U.S. relations strategy. According to officials familiar with the matter, President Félix Tshisekedi’s government now prefers a more streamlined, face-to-face diplomatic approach that bypasses intermediaries.
“This is about direct engagement,” said a senior Congolese diplomat who spoke on condition of anonymity. “The President believes it’s time to have real conversations, not ones filtered through consultants.”
The move also comes at a time when the DRC is seeking stronger foreign investment, especially in its mining sector, which is crucial for powering electric vehicles and digital technologies. With the United States pushing to reduce reliance on Chinese-controlled mineral supply chains, Congo’s resources — including cobalt, lithium, and copper — are becoming even more strategically important.
In Washington, the development has sparked interest among Republican insiders, particularly those with close ties to Trump. While Donald Trump has not formally returned to office, the DRC’s gesture is seen as a signal of openness to working with U.S. political leaders who support a nationalist economic agenda.
Sources close to the matter say the decision to cut ties with the PR firm was also influenced by concerns over value-for-money and a desire to control the country’s narrative directly.
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This change in strategy comes amid rising tensions in eastern Congo, where ongoing conflict has destabilized communities and drawn international criticism. President Tshisekedi is expected to use future diplomatic efforts to seek broader security partnerships — not just economic ones — particularly from countries that can provide counter-insurgency support.
“It’s not just about image anymore,” said a Kinshasa-based policy advisor. “It’s about survival, sovereignty, and economic future.”
While the PR firm has yet to publicly respond to the termination, experts believe the shift could be part of a broader realignment in African diplomacy one that favors direct influence and strategic alliances over outsourced advocacy.
