PUBLIC RELATIONS

Two bodies join forces to assess the state of African PR industry

By our African Marketing Confederation News Team | 2024

Latest flagship study will gather demographic data on the public relations industry and investigate key issues it faces in 2024.

The Public Relations and Communications Association (PRCA) Africa has launched its third annual study examining the state of public relations and communications practice and ethics in Africa.

Illustration: PRCA Africa and APRA

It is the second time that it is being done in partnership with the African Public Relations Association (APRA).

The flagship study is being conducted by Reputation Matters, a specialist reputation management agency, and will gather demographic data on the industry and investigate key issues.

These include ethics, perceptions of PR in business, talent, remote working, and the challenges facing the industry’s future.

Findings are to be presented at the annual APRA Conference on 13-17 May 2024. This year it is being hosted in Abidjan, Côte d’Ivoire.

“We are excited to collaborate with APRA once again in conducting this vital research for the African public relations industry,” says Melissa Cannon, International Director for the London-based Public Relations and Communications Association.

A dynamic era of innovation and growth across Africa

“Communications professionals have a unique opportunity to lead organisations in a dynamic era of innovation and growth across Africa. Yet, what potential obstacles stand in the way of PR becoming the predominant voice in every sector of business?

“This research is our chance to gain profound insights into the industry’s trajectory.”

Adds Henry Rugamba, Secretary General of the Lagos-based African Public Relations Association:

“This is an Africa-wide research study, giving all African countries the opportunity to participate. It will serve as a bridge for mutual learning among African nations, offering more opportunities for cross-border collaboration and, practical insights for PR practitioners.

“I highly recommend all PR and communication professionals dedicate some time to participate in the survey to provide feedback on ethics and PR in your own country.”

The industry survey is available in English and French. You can find it here.

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