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A new report highlights ethics and digital transformation as key drivers of Africa’s evolving Public Relations (PR) industry.
The African Public Relations Association (APRA), celebrating its 50th anniversary this year, partnered with the Public Relations and Communications Association (PRCA) to release its latest annual research. The study focused on ethics and the PR landscape across the continent. The findings were presented at the APRA conference held in Mombasa.
Tracking change over time
Now in its sixth consecutive year of tracking ethics and its fourth year of mapping the broader PR landscape, the study continues to offer valuable insights. These insights reveal the trends shaping communication across Africa.
For the second year running, the research also explored attitudes toward Artificial Intelligence (AI) and the evolving digital landscape. This year’s study collected responses from 313 professionals across 24 African countries. It reflects the broadest regional participation to date.
South Africa contributed 30% of the responses, followed by Kenya with 17%, Nigeria with 16%, and Cameroon and Mauritius each with 7%. Each response adds rich context, reinforcing the diverse and dynamic nature of Africa’s communications industry.
The results reveal a profession adapting to rapid technological change while holding firm to its ethical foundations. Long-standing challenges, such as underrepresentation at board level and the undervaluing of evaluation and measurement, remain prominent. At the same time, new ethical concerns are emerging as technology accelerates communication at an unprecedented pace.
Key insights from the 2025 research
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Ethics under scrutiny
Corruption remains the most frequently cited ethical challenge across all countries in the study. Respondents noted that broader societal issues also affect public trust and institutional credibility. These include cultural norms, social injustice and weak enforcement mechanisms.
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AI and ethics in tandem
A significant 69% of participants view AI as a tool to enhance, not replace, PR practice. However, they also express concerns. These include misinformation, manipulation, and the need for responsible use of emerging technology. Ethics and digital transformation must go hand in hand to ensure integrity in practice.
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Boardroom influence is slowly improving
While 40% of respondents still believe PR is undervalued at the board level, 38% say business leaders now rely more heavily on PR counsel. This marks a notable increase from 31% in 2024.
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Training gaps persist
Professionals continue to seek development in key areas. These include strategic communication, crisis management and reputation management.
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PR’s resilience and reach are expanding
Although the total number of responses dipped slightly from 2024, increased regional diversity points to a growing maturity in the sector. It also reflects a shared belief in PR’s ability to build trust during reputational and governance challenges.
Ethics and digital transformation at the core of leadership
In an era where trust is fragile, the value of ethical public relations has never been clearer. This report shows both the urgency and the opportunity for PR professionals to lead with integrity.
– Arik Karani, President of APRA
While optimism is encouraging, it must be matched with a firm commitment to ethics, accuracy and responsible AI deployment.
This year’s research confirms that our industry is increasingly aware of its responsibilities. But much work remains to embed trust at every level. At the PRCA, we remain steadfast in our commitment to guiding the profession through clear standards and support. We aim to ensure that ethical principles underpin every use of emerging technologies.
– Sarah Waddington CBE, Interim CEO of PRCA
Building PR on three pillars
The report outlines three pillars shaping the future of PR in Africa: ethical clarity, strategic credibility and a commitment to continual growth. These pillars reflect how ethics and digital transformation are not only influencing communication practice but also guiding its long-term direction.
This year’s findings remind us that PR is not just about managing perception. It is about building trust, standing for what is right and growing together.
In an era where digital communication travels faster than ever before, our responsibility as communicators has never been greater. We are the stewards of truth in a time of miscommunication and the custodians of clarity in a world clouded by confusion.
In conclusion
Let us keep moving forward, with integrity in our purpose, with compassion in our storytelling, and with courage in our leadership. When PR is done with heart, it does more than shape brands. It becomes a voice for change. It shapes futures and serves as a force for transformation across Africa.
We acknowledge the role of collaboration in advancing the industry. We are deeply grateful to APRA and PRCA for their continued commitment to advancing the profession through research. Their investment in this annual research is setting the standard for ethical leadership and knowledge-sharing across the continent. It is this kind of collaboration that elevates our industry and strengthens our collective impact.
