PUBLIC RELATIONS

State of Africa’s communications industry to come under spotlight

By our News Team | 2023

African and global PR bodies collaborate on latest industry study to examine communications practice and ethics on the continent.

The Public Relations and Communications Association (PRCA) Africa has announced that it has launched its second annual study in partnership with the African Public Relations Association (APRA). The study examines the state of PR and communications practice and ethics on the continent.

Findings of the study will be presented at the annual APRA Conference, which this year takes place from 15-19 May in Zambia.

Public relations

Photo courtesy of African Public Relations Association

The research is being conducted by local PR agency, Reputation Matters. It aims to gather demographic data on the industry and investigate a range of relevant issues, including:

  • ethics
  • perceptions of PR in business
  • talent
  • remote working
  • the challenges facing the industry’s future.

“We’re thrilled to partner with APRA to deliver this critical piece of research for the African PR industry,” says Melissa Cannon, International Director at the PRCA. 

The UK-based organisation claims to be the world’s largest and most influential professional body for the public relations industry. It operates in Europe, the Americas, Asia, the Middle East, Africa and elsewhere.

Exciting era of innovation and growth in Africa

“Communications professionals are uniquely positioned to influence and lead organisations in an exciting era of innovation and growth in Africa. But what are the potential roadblocks for PR to cement itself into every area of business as a leading voice? What is the industry doing well and what are the opportunities?”

Adds Cannon: “This research is an opportunity for us to gather in-depth analysis on how the industry is really tracking and I encourage practitioners across the continent to have their voice heard.” 

According to Yomi Badejo-Okusanya, Nigerian-based President of the African Public Relations Association, the collaboration of the two bodies on this survey is one of the many ways the industry can successfully influence the growth of PR practice on the continent.

“Notably, there are two links to the survey, one in English and one in French. This demonstrates our determination to actively involve the Francophone African community in APRA. We believe that using both languages will allow the survey to reach a larger audience and provide a more detailed understanding of African public relations practitioners,” says Badejo-Okusanya.

“Through the survey, we shall gain a better understanding of how African PR practitioners perceive and practice public relations, as well as their challenges and needs.”

Practitioners can take The State of Ethics and the Public Relations Industry in Africa survey here in English and French.

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