The African Public Relations Association (APRA) and the Public Relations and Communications Association (PRCA) Africa have teamed up for the fourth consecutive year to launch a comprehensive study on the state of the African PR industry.
The research, conducted by Reputation Matters, aims to provide a detailed snapshot of the industry, covering topics such as demographics, ethical practices, the role of PR in business, talent management, remote work, and future challenges.
PR professionals across Africa are encouraged to participate in the survey, which takes just a few minutes to complete. All responses will remain confidential. The results will be unveiled at the annual APRA Conference in Mombasa, Kenya, in 2025.
Arik Karani, APRA President, emphasized the importance of unity and collaboration among African PR professionals.
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“By leveraging research and best practices, we can strengthen the PR industry in Africa and create a more ethical, transparent, and impactful profession,” he said.
Melissa Cannon, PRCA International Director, echoed Karani’s sentiments, noting that the study would provide valuable insights into recent changes in the African PR landscape.
“By examining current trends and shifts, we aim to gain a deeper understanding of the industry’s evolution and better prepare for the future,” she said.
Regine le Roux, founder and managing director of Reputation Matters, expressed excitement about the project.
“It is encouraging to see the emphasis that APRA and the PRCA are placing on research,” she said.
“Research is critical not only for strategic communication development but also for securing a seat at the boardroom table.”
(Edited by Oludare Mayowa; omayowa@globalfinancialdigest.com; Newsroom: +234 8033 964 138)
