The African Public Relations Association (APRA) and the Public Relations and Communications Association (PRCA) Africa have announced the launch of their fourth annual study on the evolving landscape of PR and communications across Africa, marking the third year of their partnership.
In a statement issued by APRA’s Secretary General, Omoniyi Ibletan, on Wednesday, October 9, it was revealed that this year’s research, conducted by Reputation Matters, aims to capture comprehensive demographic data on the PR industry while examining critical issues such as ethical practices, PR’s role in business, talent management, remote work, and future trends in the sector.
PR professionals across Africa are encouraged to participate in the survey, which takes only a few minutes to complete, with all responses remaining confidential.
The results will be presented at the annual APRA Conference in Mombasa, Kenya, in 2025.
APRA President Arik Karani emphasized the importance of the research, stating, “At APRA, we believe in the power of unity and collaboration across the continent.
Leveraging research and best practices will strengthen the PR industry in Africa, creating a more ethical, transparent, and impactful profession.”
Melissa Cannon MPRCA, PRCA International Director, echoed Karani’s sentiments, adding that the collaboration offers a valuable opportunity to compare recent changes in the African PR landscape and forecast future challenges.
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Regine le Roux, Managing Director of Reputation Matters, also praised the initiative, noting the importance of research in developing strategic communication and securing a place at the boardroom table.
The survey, available in both English and French, is accessible online and aims to provide key insights into ethics and the broader PR landscape in Africa.
The study is seen as a crucial step in uniting PR professionals across the continent to address challenges and leverage opportunities in the ever-evolving industry.
The statement said: “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 Regine le Roux, founder and managing director of Reputation Matters, conducting the research has said that, it is encouraging to see the emphasis that APRA and the 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.
“The survey is available in both English and French, and it is accessible here: (https://www.surveymonkey.com/r/Ethics And PRinAfrica2025).”