The African Public Relations Association (APRA), in collaboration with the Public Relations and Communications Association (PRCA) Africa, has launched the fourth annual study in their ongoing partnership.
This year’s research, conducted by Reputation Matters, focuses on the evolving landscape of PR and communications across Africa.
The study aims to capture comprehensive demographic data about the industry while examining critical issues such as ethical practices, PR’s role in business, talent management, remote work and emerging challenges.
PR professionals across Africa are encouraged to participate in the survey, which takes only a few minutes to complete. All responses will remain confidential, in line with research ethics. The results will be presented at the APRA annual conference, scheduled for Mombasa, Kenya, in 2025.
President of APRA, Arik Karani highlighted the importance of the initiative, stating, “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.”
International director for PRCA, Melissa Cannon MPRCA, echoed Karani’s sentiments, adding, “This collaboration with APRA offers a valuable opportunity to compare recent shifts in the African PR landscape with previous years and anticipate future challenges. By analysing current trends, we aim to gain a deeper understanding of the industry’s evolution and better prepare for what lies ahead.”
Founder and managing director of Reputation Matters, Regine le Roux praised APRA and PRCA’s commitment to research, stating, “It’s encouraging to see the emphasis APRA and PRCA place on research, truly leading by example. Research is crucial for strategic communication and securing a seat at the boardroom table by speaking the language of the C-suite—numbers. We look forward to gaining insights from communicators across the continent, particularly on ethics, so we can unite and advance as one Africa.”
A statement from APRA’s secretary-general, Omoniyi Ibietan, Ph.D., announced that the survey is available in both English and French, accessible via the following link: [https://www.surveymonkey.com/r/EthicsAndPRinAfrica2025](https://www.surveymonkey.com/r/EthicsAndPRinAfrica2025).
