PUBLIC RELATIONS

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.

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.

A passenger jet at a gate viewed from the nose with a sunset sky and dark clouds in the background

Airline body urges African governments to act on opening market access

‘Strategies don’t move people. Now it is time to make the difficult decisions and execute them,’ senior executive stresses.

Two hockey players battle for the puck along the boards during a game one in blue and one in white

Uganda Tourism Board partners with major European ice hockey league

UTB says its ambition is to turn the visibility into interest, bookings and more visitors choosing to explore Uganda.

Two young women sit together looking at a tablet one in an orange sweater holds a bottle while the other in a pink hoodie eyes the screen

Researchers explain why 10-second micro ads outperform longer spots

Short ads shown on TV increased website visits within five minutes of airing by 10-40% compared with longer advertisements.

Worker on a ladder painting the yellow storefront of a corner shop labeled supeco and label vie with shoppers and parked vehicles nearby

Competition continues to grow in the Moroccan supermarket sector

Supeco’s rapid expansion shows how the discount model is becoming a bigger part of grocery retail in the North African country.

Gold hotel toiletries sachets arranged on a marble bathroom counter including a vanity kit and shower gel beside a glass

Study identifies harmful paradox behind well-meaning green efforts

Consumers reward visible eco-friendly additions such as reusable bottles, but give little credit to businesses that reduce or remove products.

Medical professional in a white coat and pink hairnet demonstrates handwashing at a stainless steel station while soldiers watch nearby

President Mahama commissions expanded evaporated milk facility in Ghana

Nestlé believes Ghana will continue to play a leading role in the future of Central and West Africa.

Diverse group of people posing for a group photo in a bright lobby under an empa banner with 'this is possibility ' text above

Momentum beginning to build for 2027 ACCS gathering in Addis Ababa

Ethiopia’s marketers gather to celebrate hosting next year’s conference – but with an eye on the hard work ahead.

Young woman with curly hair smiling while looking at her phone outdoors wearing earphones

PwC report examines the future of African entertainment and media

Tech is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections.

Four professionals in blue protective coats and hairnets cut a blue ribbon during a factory ceremony celebrating a ribbon cutting event

Unilever investment expands its Vaseline production capacity in Africa

The new production line at the historic Maydon Wharf facility in Durban will address growing international demand.

Group of formally dressed award winners posing on stage with trophies at the world cruise awards ceremony

World MICE Awards in Jamaica honour best African and global achievers

Tanzania, Kenya, Zimbabwe, Ethiopia and South Africa all feature in the African meetings, incentives, conferences and exhibitions awards.

Five adults in a rural village square talk holding notebooks and papers as they discuss together at sunset

AI won’t replace market research. But it will expose weak strategy

Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.