APRA, PRCA Africa Collaborate On Latest African PR Landscape Study

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, in their third year of partnership. This year’s research, carried out by Reputation Matters, focus­es on the evolving landscape of PR and Communications prac­tice across Africa. The flagship study aims 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.

PR professionals across Af­rica are invited to participate in the survey, which takes just a few minutes to complete. In keeping with research ethics, all responses remain confidential. The results will be unveiled at the annual APRA Conference, taking place in Mombasa, Ken­ya, in 2025.



Arik Karani, President of APRA, captures the essence of this enterprise as he emphasized 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 in Afri­ca to address the challenges and opportunities that lie ahead.

“ PRCA International Director Melissa Cannon MPRCA equally underscored Mr. Karani’s state­ment in 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.

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