By Uche Onyeali
African Public Relations Association, APRA, in collaboration with Public Relations and Communications Association, PRCA, has announced the launch of the fourth annual study in their third year of partnership.
This year’s research, carried out by Reputation Matters, focuses on the evolving landscape of PR and Communications practice across Africa.
The flagship study aims to capture comprehensive 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.
A statement signed by the Secretary-General of APRA, Omoniyi Ibietan, urged PR professionals across Africa to participate in the survey, which takes just a few minutes to complete. In keeping with research ethics, all responses remain confidential. The results will be unveiled at the annual APRA Conference, taking place in Mombasa, Kenya, in 2025.
President of APRA, Arik Karani captured the essence of this enterprise, as he emphasised that “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,” the statement said.
PRCA’s International Director, Melissa Cannon underscored Mr Karani’s statement in declaring that, “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.”
APRA is equally pleased that the Founder and Managing Director of Reputation Matters, Regine le Roux, who conducted the research said “it is encouraging to see the emphasis that APRA and PRCA are placing on research, truly leading by example. 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. 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.”
