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Maiden edition of Africa-wide PR and communications report unveiled

By our News Team | 2023

Economic instability, cash flow and industry ‘quacks’ and ‘charlatans’ are among the major concerns of continent’s PR practitioners.

Lagos-based BHM Research & Intelligence (BR&I) has launched the maiden edition of the Africa PR and Communications Report with data, facts and statistics on the continent’s public relations industry.

The report provides insights into the current state of the industry, including the challenges and opportunities available to practitioners and stakeholders.

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Photo by Werner Pfennig from Pexels

“Employing compelling data analyses and professional experience, the [report] underscores the importance of understanding emerging trends, the unique needs of practitioners, and the necessary actions to elevate PR practice on the continent,” the company says in a statement.

Among the finding of the study, gathered from more than 500 practitioners across 29 countries:

  • 11% of respondents are concerned about ‘quacks’ and ‘charlatans’ in the industry.
  • Economic instability (21%), and lack of funding or cash flow (17%) represent two of the prime issues facing businesses or clients in Africa. 
  • 17.3% of respondents predict that Artificial Intelligence (AI) will be a major factor in the practice of PR in the next 5 to 10 years.

“This is the first step in rallying all practitioners and stakeholders on the continent to understand what is possible and actions to embark upon. But we must first acknowledge that no significant influence can be achieved without key data and information,” says Ayeni Adekunle, BHM Research & Intelligence founder and Africa PR and Communications Report Committee chair.

Shape PR and communications practice in Africa

“We are enthused about the new insights provided in the [report] and how they’ll shape PR and communication practice in Africa as we know it, for the benefit of the continent and its one-billion-strong people.”

Adds Moliehi Molekoa, an adviser on the Committee and the Managing Director of Magna Carta, a pan-African reputation management consultancy: 

“The time has come to immortalise the art of PR in Africa, harnessing the wealth of resources and opportunities at our disposal – while taking advantage of information, data and expert insights to unleash our extraordinary professional prowess. 

“With Africa’s resounding pursuit of growth and the bestowed recognition upon it, the APCR not only elevates the skill level and practice within the industry, but also propels us into a position of influence, fortifying the continent’s reputation and ultimately ushering prosperity for the African people.”

A division of Black House Media (BHM), BR&I has produced all the editions of the Nigeria PR Report since its inception. This report is the forerunner of the Africa PR and Communications Report

You can download a copy of the report here.

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