PUBLIC RELATIONS

PR organisations collaborate on latest African landscape study

By our African Marketing Confederation News Team | 2024

Research will capture demographic data on the industry while exploring critical issues such as ethical practices and PR’s role in business.

The Public Relations and Communications Association (PRCA) Africa, in collaboration with the African Public Relations Association (APRA), has launched its annual study of the PR and communications industry across the continent.

This research aims to capture demographic data on the industry while exploring critical issues such as ethical practices, PR’s role in business, talent management, remote work, and future challenges.

PR professionals across Africa are being invited to participate in the survey, the results of which will be unveiled at the annual APRA Conference taking place in Mombasa, Kenya, in May 2025.

PRCA is the UK-based trade association for the public relations, public affairs and communications industry. It operates globally and has various regional chapters. APRA is purely Africa-based.

President of the African Public Relations Association, Arik Karani

Says Melissa Cannon, the PRCA’s International Director: “This collaborative effort with APRA provides a valuable opportunity to compare recent changes in the African PR landscape with previous years and forecast the challenges that lie ahead.

“By examining current trends and shifts, we aim to gain a deeper understanding of the industry’s evolution and better prepare for the future.”

Strengthen the PR industry in Africa

The President of APRA, Arik Karani, adds: “At APRA, we believe in the power of unity and collaboration across the continent. By leveraging research and best practices, we can strengthen the PR industry in Africa and create a more ethical, transparent, and impactful profession.

“This study is a vital step toward understanding our diverse landscape and working together as one Africa to address the challenges and opportunities that lie ahead.”

Research for the latest study is being conducted by Reputation Matters, a specialist reputation management agency.

“We are eager to gain deeper insights from communicators across the continent into ethics and better understand the PR landscape so we can unite and move forward as one Africa,” says the agency’s MD, Regine le Roux.

“Research is critical not only for strategic communication development but also for securing a seat at the boardroom table by speaking the language of the C-suite – numbers.”

African public relations professionals can access the survey, available in both English and French, here.

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