The African Public Relations Association (APRA) and the Public Relations and Communications Association (PRCA Africa) have announced the release of their fourth annual study, marking the third year of collaboration between the two organisations. Conducted by Reputation Matters, the 2024 research explores the evolving landscape of PR and Communications across the African continent.
This flagship study gathers critical demographic data and examines key topics such as ethical practices, PR’s role in business, talent management, remote work trends, and future industry challenges. PR professionals across Africa are encouraged to participate in the brief survey, which ensures confidentiality of all responses. Findings will be revealed at the APRA Conference in Mombasa, Kenya, in 2025.
APRA President Arik Karani emphasized the importance of unity and collaboration, stating, "By leveraging research and best practices, we can strengthen the PR industry in Africa, ensuring a more ethical, transparent, and impactful profession."
Melissa Cannon, PRCA International Director, highlighted that the study will provide a comparative analysis of recent changes in the industry, helping forecast future challenges and trends.
Regine le Roux, Managing Director of Reputation Matters, added, "Research is essential not just for strategic communication but also for securing PR’s place at the decision-making table by speaking the language of business—numbers."
The survey, available in English and French, offers valuable insights into Africa’s PR landscape and can be accessed online. Click here for the full report.
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