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Corruption remains top ethical concern for African PR professionals

By our African Marketing Confederation News Team | 2025

On the positive side, annual study finds that the influence of public relations in African boardrooms is slowly improving.

The Public Relations and Communications Association (PRCA) Africa, in partnership with the African Public Relations Association (APRA), has released the 2025 edition of its annual research study into the state of ethics and public relations in Africa.

Photo: Public Relations and Communications Association

Now in its fourth year, this collaborative project continues to spotlight the shifting priorities, perceptions, and practices shaping the continent’s PR landscape. 

 

This year’s research drew responses from 313 professionals across Africa, with broader regional representation than ever before. South Africa remains the leading contributor (30%), while Kenya (17%), Nigeria (16%), Cameroon and Mauritius (7% each) reflected growing engagement across the continent. 

 

Conducted by reputation-management agency Reputation Matters, the study explored ethics, perception, professional development, and technological transformation within the industry.  

 

It marks the second consecutive year in which AI and digital reputation management have emerged as critical themes, alongside long-standing challenges such as underrepresentation at board level and inconsistent evaluation practices. 

 

Key findings from the 2025 research include: 

 

  • Ethics under scrutiny: Corruption remains the top ethical concern across the continent, cited by 30% of respondents. Cultural norms, social justice issues, and weak enforcement mechanisms are contributing to widespread mistrust and institutional fragility. 

 

  • AI and ethics in tandem: 69% of respondents see AI as a tool to enhance – not replace – PR practices. However, growing concerns persist around misinformation, manipulation, and the ethical use of emerging technologies. 

 

  • Boardroom influence improving, but slowly: 40% of respondents still believe PR is undervalued at board level. However, 38% report that business leaders now rely on PR counsel more than ever – an encouraging shift from 31% in 2024. 

 

  • Training gaps persist: The demand for upskilling continues, with crisis management, ethics, and communications strategy topping the list of priority areas for professional development. Interest in digital media, the metaverse, and fintech also rose. 

 

  • PR’s resilience and reach: Despite fewer responses than 2024, the regional spread of participants has broadened, and there is strong optimism about PR’s role in shaping public trust, particularly amid governance challenges and reputational risks. 

 

“While optimism is encouraging, it must be matched with a firm commitment to ethics, accuracy, and responsible AI deployment,” comments Sarah Waddington, Interim CEO of the PRCA. 

 

“This year’s research confirms that our industry is increasingly aware of its responsibilities, but much work remains to embed trust at every level. 

 

“At the PRCA, we remain steadfast in our commitment to guiding the profession through clear standards and support to ensure that ethical principles underpin every use of emerging technologies.” 

 

Adds Arik Karani, President of APRA: “In an era where trust is fragile, the value of ethical public relations has never been clearer. This report shows both the urgency and the opportunity for PR professionals to lead with integrity.” 

 

The Public Relations and Communications Association (PRCA) is a UK-based trade association for the public relations, public affairs and communications industry. Africa is one of its international chapters.

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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.