The African Public Relations Association (APRA), in collaboration with the Public Relations and Communications Association (PRCA) Africa, has announced the launch of the fourth annual study as part of the activities to mark their third year of partnership.
This year’s research conducted by Reputation Matters focuses on the evolving landscape of PR and Communications practice across Africa.
A statement on the research by the APRA Secretary General, Dr. Omoniyi Ibietan, indicated that the flagship study aimed 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.
According to him, PR professionals across Africa are invited to participate in the survey, which takes just a few minutes to complete.
The APRA chief stated that in keeping with research ethics, all responses remained confidential, adding that results will be unveiled at the annual APRA Conference, taking place in Mombasa, Kenya, in 2025.
Commenting on the scholarly initiative, President of APRA, Arik Karani, captures the essence of the enterprise, stressing 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. ”
In his remarks, PRCA International Director, Melissa Cannon, also underscored Mr. Karani’s stance, 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. ”
Regine le Roux, founder and managing director of Reputation Matters, which is conducting the research survey, was quoted as saying 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”, Roux added.
The APRA Secretary General disclosed that the survey is available in both English and French, and it is accessible on https://www.surveymonkey.com/r/EthicsAndPRinAfrica2025
