By Omoniyi Ibietan, Ph.D., fnipr , fapra
The African Public Relations Association (APRA), in partnership with the Public Relations and Communications Association (PRCA) Africa, has officially launched their fourth annual industry study, marking the third year of collaboration between the two organizations. This year’s research, conducted by Reputation Matters, focuses on the evolving trends and challenges shaping public relations and communications across the African continent.
The flagship study aims to provide comprehensive demographic insights while addressing key issues such as ethical practices in PR, the profession’s role in business, talent management, remote work, and the future challenges the industry may face.
PR professionals across Africa are invited to participate in the survey, which is designed to take just a few minutes to complete. In line with ethical standards, all responses will remain confidential. The findings from this study will be unveiled at APRA’s annual conference, scheduled to take place in Mombasa, Kenya, in 2025.
Arik Karani, APRA President, emphasized the significance of the research, noting, “At APRA, we are committed to unity and collaboration across Africa. Through research and best practices, we can strengthen the PR profession, creating a more ethical, transparent, and impactful industry. This study is a vital step toward understanding Africa’s diverse PR landscape and addressing the challenges we face together.”
PRCA International Director, Melissa Cannon MPRCA, echoed Karani’s message, saying, “Our partnership with APRA presents a unique opportunity to assess the changes in the African PR landscape over recent years and look ahead to forecast upcoming challenges. By studying current trends, we can better understand the industry’s evolution and prepare for the future.”
Regine le Roux, founder and managing director of Reputation Matters, highlighted the importance of research in shaping strategic communication, stating, “It is encouraging to see APRA and PRCA placing such a strong emphasis on research. This data-driven approach is crucial not only for communication strategy but also for elevating PR’s role at the executive level. We look forward to gaining deeper insights from communicators across the continent to help drive the profession forward as one Africa.”
The survey is available in both English and French, offering a broad reach for PR professionals across the continent to contribute their perspectives and help shape the future of the profession.
