The African Public Relations Association (APRA) and the Public Relations and Communications Association (PRCA) Africa have announced the commencement of their fourth annual study on the evolving public relations (PR) and communications landscape across Africa.

The 2024 research is being conducted by Reputation Matters and is part of the third year of partnership between the two organizations.

The flagship study aims to gather crucial demographic data on the PR industry, while also addressing key topics such as ethical practices, the role of PR in business, talent management, the rise of remote work, and emerging challenges facing the profession. PR professionals from across the continent are encouraged to participate in the survey, which is designed to be quick and ensures participant confidentiality. The study’s findings will be unveiled during the 2025 APRA Conference in Mombasa, Kenya.

Speaking on the significance of the research, APRA President Arik Karani emphasized the importance of unity and collaboration across Africa’s PR industry. “By leveraging research and best practices, we can strengthen the PR industry in Africa and create a more ethical, transparent, and impactful profession,” Karani stated. “This study is a vital step towards understanding our diverse landscape and working together as one Africa to address the challenges and opportunities that lie ahead.”

Melissa Cannon, PRCA International Director, echoed Karani’s sentiments, noting that the study will allow for a detailed comparison of recent changes in the African PR landscape with previous years. “By examining current trends and shifts, we aim to gain a deeper understanding of the industry’s evolution and better prepare for the future,” she added.

Reputation Matters’ founder and managing director, Regine le Roux, also praised the initiative, highlighting the growing importance of research for strategic communication development. “Research is critical not only for strategic communication but also for securing a seat at the boardroom table by speaking the language of the C-suite—numbers,” she explained.

The survey is available in both English and French, and PR professionals across the continent are invited to participate via the provided link. The results will help inform the future of the industry and ensure it is prepared to tackle upcoming challenges while enhancing its role in the broader business and communications landscape.

For more information or to participate in the survey, visit the APRA website or follow the provided link.