PUBLIC RELATIONS

African PR industry has growing intolerance toward unethical conduct

By our African Marketing Confederation News Team | 2024

Annual survey reveals increase in reported cases of unethical behaviour compared to 2023, which researchers say is a good thing.

The Public Relations and Communications Association (PRCA) Africa has published its third annual study, the second in its partnership with the African Public Relations Association (APRA), examining the state of PR and communications practice and ethics in Africa.

Photo: APRA + PRCA Africa

 

Notably, the 2024 responses revealed an increase in reported cases of unethical behaviour compared to 2023. 

According to Chanell Kemp, lead researcher on the project, this trend signals a growing intolerance toward unethical conduct, with individuals increasingly willing to speak out.  

In the long term, ethical businesses will contribute to an ethical economy, country and continent, she believes. 

“The results underscore a growing emphasis on ethics within the PR profession and the important role that PR professionals play in communicating ethics,” says Kemp. 

This year’s research marks a significant milestone with the highest number of responses to date, totalling 365 participants from various African countries. The leading responders were South Africa, Zambia, Nigeria and Ghana. 

The ‘State of Ethics and the Public Relations Industry in Africa 2024’ survey encompassed professionals from diverse industries, with media and marketing comprising the largest segment (35%), followed by ‘other’ industries (18%) – including communication, law, events, and the energy sector. 

The critical role of ethical conduct 

Its findings underscore the critical role of ethical conduct at both individual and organisational levels, with integrity and values emerging as primary drivers of ethical behaviour, the research team says. 

Other key findings: 

  • Smaller teams of 2-5 individuals dedicated to PR are prevalent (32%), and a significant proportion (14%) of larger organisations have between 11-25 people employed for PR roles. 
  • Despite progress, most respondents (45%) feel that “the role of PR and Communications is not appreciated at board level”, highlighting the need for continued efforts to elevate PR’s influence in organisational decision-making. 
  • Respondents express varied levels of concern regarding the potential risks or limitations of heavily relying on Artificial Intelligence (AI) technologies in PR and communications, emphasising the need for proactive management of AI-related challenges. 
  • Amidst challenges such as corruption and governance issues, respondents advocate for proactive engagement, ethical leadership, and strategic communication to navigate the complexities of reputation management in Africa. 

“Every person, entity and country has a reputation that is built through consistent behaviour, which is driven by values,” states Regine le Roux, MD of Reputation Matters, the company that conducts the research. 

Unlike reputation, ethics are binary; one is either ethical or not. You can’t be ‘a little bit’ ethical; there’s no middle ground. However, questionable ethics invariably tarnish one’s reputation. Which in turn impacts whether people want to be associated with, and conduct business, with you.” 

To mark the launch of the research findings, PRCA Africa and APRA invite industry professionals to join a live panel discussion hosted by the Ethics and Practices Network. This takes place on 24 May at 13:00 (SAST). Register here.  

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.