Artificial Intelligence (AI) will be most predominant in practice of Public Relations in the next five to 10 years, 17.3 pert cent of respondents in the maiden Africa PR and Communications Report (ACPR) have predicted.
The report also noted that economic instability polling 21 per cent and lack of funding or cash flow, 17 per cent represent two of the prime issues facing businesses or clients in Africa, while 11 per cent of respondents are concerned about quacks and charlatans in the industry and the public sector/ government remains one of the top clients in the industry.
The report, which was released recently, and carried out by BHM Research & Intelligence (BR&I), provides insights into the current state of the industry, including the challenges and opportunities available to practitioners and stakeholders.
Employing compelling data analyses and professional experience, the APCR underscores the importance of understanding emerging trends, the unique needs of practitioners, and the necessary actions to elevate PR practice on the continent.
“We are highly pleased to create yet another world-class funnel for the growth of PR and communications practice, this time in Africa. With interesting happenings across various sectors, there is not a better time for PR professionals to proudly wear the badge and understand our role in helping to drive the continent to a place we can all be proud of,” said BHM founder and APCR Committee chair, Ayeni Adekunle.
He added, “this is the first step in rallying all practitioners and stakeholders on the continent to understand what is possible and actions to embark upon, but we must first acknowledge that no significant influence can be achieved without key data and information. We are enthused about the new insights provided in the APCR and how they’ll shape PR and communication practice in Africa as we know it, for the benefit of the continent and its one-billion-strong people.”
The first-ever APCR was established as an expansion of the yearly Nigeria PR report to capture diverse cultures, professional practices and capacity, and growth opportunities for the PR and communication industry in Africa. Verified data, insights and perspectives from over 500 leading practitioners and experts across 29 countries in North, Southern, East, Central and West Africa were gathered through focus group discussions (FGDs), interviews, surveys, and essay contributions.
As the African continent continues to experience economic growth and social development, PR professionals are expected to understand their role in influencing further global recognition of its prospects and driving investments by being embedded in every area of policymaking, advisory and management.
Moliehi Molekoa, an adviser on the APCR Committee and the Managing Director of Magna Carta, a pan-African reputation management consultancy, said, while taking advantage of information, data and expert insights to unleash professional results, especially with Africa’s resounding pursuit of growth and the bestowed recognition upon it, “the APCR not only elevates the skill level and practice within the industry, but also propels us into a position of influence, fortifying the continent’s reputation and ultimately ushering prosperity for the African people.”
Executive Director, BHM, and APCR Committee Adviser, Femi Falodun, said: “Africa is currently witnessing unprecedented global interest in its cultural, social, technological, and economic activities. This brings up a great opportunity and challenge for communicators and ‘image-makers’ on the continent to deliver impactful work that will shape the way Africa is perceived, received and consumed around the world.”
“The APCR serves as a first-of-its-kind source of credible local data and insights to aid strategic planning for marketing and communications industry stakeholders within and outside Africa,” he added.
The APCR is compiled in partnership with the Public Relations and Communications Association (PRCA), the Chartered Institute of Public Relations (CIPR UK), CIPR International, the International Communications Consultancy Organisation (ICCO), Africa Communications Week (ACW), Wadds Incorporated, ID Africa, Plaqad Incorporated, and Magna Carta Reputation Management Consultants.
Co-founder, Africa PR & Communications Week and APCR Committee Adviser,
Eniola Harrison, believes: “It is an important time for the PR & communication industry to play a role in driving Africa towards sustainable growth, as the continent continues to evolve and present new opportunities. We are delighted that the APCR provides us with enough data and insights into what the future of PR practice will look like and how we can navigate the challenges that can hinder our efforts. The journey to elevate industry practice and bolster Africa’s burgeoning industrialism for the betterment of its people starts now and we must all stay committed.”
A division of Black House Media (BHM), BR&I has produced all the editions of the Nigeria PR Report since its inception.
