For the third consecutive year, APRA and PRCA say that they will be delving into the intricacies of the PR and communications landscape across the African continent.

This study will be managed by Reputation Matters, which will oversee the data collection and analysis of this industry research. The study will explore an array of pivotal subjects, encompassing:
  • business ethics
  • perceptions of PR
  • integration of AI
  • the paradigm of remote working, and
  • the challenges poised to shape the industry's trajectory in the future. 

The Public Relations Institute of Southern Africa (PRISA) says it fully supports the research, and it is urging everyone within the PR profession to share their insights into the country's ethics and PR landscape. 

Secretary-general of APRA Henry Rugamba says, "This is an African-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," adds Rugamba. 

PRCA international director Melissa Cannon MPRCA says, "We are excited to collaborate with APRA once again in conducting this vital research for the African PR industry. 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? Where does the industry excel, and what prospects lie ahead? This research is our chance to gain profound insights into the industry's trajectory. I urge practitioners across the continent to make their voices heard as we pave the way for the future of African PR in 2024," adds Cannon. 

"We are incredibly excited to be a part of the research again this year. There has been such a major shift in the way that businesses communicate with the rise of AI technologies like ChatGTP. However, last year's research results indicated that people still highly value personal relationships," says Regine le Roux, managing director at Reputation Matters.

"The insight suggested that as a relationship-building avenue, PR was not going anywhere. It will be interesting to see how this holds true for 2024 and what the major PR trends are on the continent," concludes le Roux. 

The survey responses will remain anonymous. Questions are available in both English and French. To start the survey, individuals are encouraged to click here.  

The research results will be presented at the APRA conference in Côte d'Ivoire, taking place from Monday, 13 May to Friday, 17 May. 

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*Image courtesy of Canva