The PRCA and APRA join forces to determine the state of African PR in flagship study

6 February 2023

The Public Relations and Communications Association (PRCA) Africa has launched its second annual study, in partnership with the African Public Relations Association (APRA), examining the state of PR and communications practice and ethics in Africa.

The flagship study, conducted by Reputation Matters, will gather demographic data on the industry and investigate issues including ethics, perceptions of PR in business, talent, remote working, and the challenges facing the industry’s future.

The survey takes a few minutes to complete and all responses will remain anonymous. The findings will be presented at the annual APRA Conference, hosted in Zambia, 15-19^th May, 2023.

PRCA International Director Melissa Cannon MPRCA said:

“We’re thrilled to partner with APRA to deliver this critical piece of research for the African PR industry. Communications professionals are uniquely positioned to influence and lead organisations in an exciting era of innovation and growth in Africa. But what are the potential roadblocks for PR to cement itself into every area of business as a leading voice? What is the industry doing well and what are the opportunities? This research is an opportunity for us to gather in-depth analysis on how the industry is really tracking and I encourage practitioners across the continent to have their voice heard.”

APRA President Yomi Badejo-Okusanya said:

"The collaboration of APRA and the PRCA on this survey is without a doubt one of the many ways we can successfully influence the growth of PR practice on the continent.

“Notably, there are two links to the survey: one in English and one in French. This demonstrates our determination to actively involve the Francophone African community in APRA. We believe that using both languages will allow the survey to reach a larger audience and provide a more detailed understanding of African public relations practitioners. Through the survey, we shall gain a better understanding of how African PR practitioners perceive and practice public relations, as well as their challenges and needs.”

Take The State of Ethics and the Public Relations Industry in Africa survey is available in English and French.