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African PR Industry emerges from pandemic in position of strength

African PR Industry emerges from pandemic in position of strength

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LONDON, 24th March 2022 -/African Media Agency(AMA)/- The majority (67%) of African PR professionals believe the reputation of PR in business and society has improved since the beginning of the pandemic, according to PRCA Africa’s inaugural research.

The State of the African PR Industry Report – conducted by Reputation Matters – examined the perception of PR, attitude towards ethics, developing talent, and the challenges and opportunities facing the industry in the future.

The study, which surveyed more than 550 practitioners from 27 countries across Africa, paints a picture of a vibrant, growing industry that has emerged in a position of strength despite the disruption from the past two years. In fact, 33% of respondents said their strategic counsel is valued more than ever by business leaders, and a further 27% said they feel valued at board-level.

However, the pandemic has created significant challenges for the African PR industry, with 36% of respondents having had their employment affected. And despite the growing overall optimism, 62% believed reduced budgets still posed the greatest threat to the PR industry’s future.

The importance of ethical, effective communications has never been more evident than today as the world grapples with disinformation across various media. Encouragingly, the majority of PR practitioners feel the profession is viewed as ethical. 13% of respondents said they had been asked to act unethically within the past 12 months.

Other Key Findings:

– The research revealed the scale of the challenge facing the industry’s attempts to adopt more rigorous measurement and evaluation methods to prove the power of its work. Troublingly, the universally discredited Metric Advertising Value Equivalent (AVE) remains the most common form of measurement.

– Nearly half (47%) of PR professionals say that they will be back in the office full-time once COVID-19 restrictions are fully lifted. Many will spend at least some of their time working from home, while a small number are still unsure.

– Poor measurement and evaluation, and reduced budgets, are the biggest concerns on threats to the PR industry in the immediate future. While recruitment and retention, and technology and innovation, are also substantial risks.

– Digital and social media is a clear leader in terms of increased importance during the past two years. It was closely followed by reputation management and crisis management, both of which have been particularly relevant during the pandemic.  

Read PRCA International Director Melissa Cannon’s conversation with Samuel Bekele, Joint East Africa Chair and the CEO of consultancy Spotlight, and Soni Kayinamura, Joint East Africa Chair and the Founder and CEO of Clarity.

PRCA Africa Chair Jordan Rittenberry said:

“The pandemic’s impact has been felt differently in different parts of Africa, and elsewhere in the world, but what all geographies have in common is a heightened appreciation of the value of good communications.

“Whether through public health campaigns promoting COVID-19 safety measures, to reassuring crisis communications from companies facing unexpected incidents, those organisations able to effectively connect with key audiences and stakeholders have been more effective and resilient during the pandemic.

“Meanwhile, those without proper comms capacity have suffered. These trends are confirmed in this report, with the majority (67%) of African PR professionals feeling that the perception of PR has improved since the start of the pandemic. This, and 33% of respondents saying that business leaders are increasingly reliant on PR counsel, with another 27% feeling valued by their board, shows that the future is bright.” 

Distributed by African Media Agency (AMA) on behalf of PRCA.

About PRCA

The Public Relations and Communications Association (PRCA) is the world’s largest professional PR body.

We represent more than 35,000 PR professionals in 82 countries worldwide. With offices in London, Hong Kong, Dubai, Singapore, and Buenos Aires, we are a global advocate for excellence in public relations.

Our mission is to create a more professional, ethical, and prosperous PR industry. We champion – and enforce – professional standards around the world through our Professional Charter and Code of Conduct. The Code compels members to adhere to the highest standards of ethical practice.

We deliver exceptional training, authoritative industry data, and global networking, and development opportunities.

We also manage the International Communications Consultancy Organisation (ICCO) – the umbrella body for 41 PR associations and 3,000 agencies across the world, and LG Comms – the UK’s national body for local government communicators. Additionally, we support the delivery of the Motor Industry Communicators Association (MICA).

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Conférence de Presse en Ligne


Les frontières terrestres ne doivent pas constituer des obstacles à la dissémination de votre message. Grâce à notre service de conférence de presse en ligne, nous vous offrons l’opportunité de vous rapprocher des médias africains, chaque fois que vous en aurez besoin.

Nos services comprennent:

Digital Communications


Today, social networks constitute an organization’s first point of contact with a user and a potential customer. At first glance, you need to convince of the relevance and quality of your content to stimulate and motivate the user to go further. We create consistently inspiring online strategy to meet business objectives, engage stakeholders and enhance our client brand’s reputation internally and externally.

 

Communication​ digitale


Les réseaux sociaux représentent aujourd’hui le premier point de contact d’une organisation avec un utilisateur et un client potentiel. Au premier coup d’œil, vous devez le convaincre de la pertinence et de la qualité de votre contenu pour l’inciter à aller plus loin. Nous créons pour vous une stratégie de communication précise et adaptée sur les réseaux sociaux pour atteindre les objectifs commerciaux, impliquer les parties prenantes et améliorer la réputation de votre marque en interne et en externe.

Promotion​ d’événements


Le succès d’un événement réside en moitié dans sa promotion. Peu importe la beauté de l’événement, la qualité des orateurs et de l’ordre du jour, si personne ne rapporte ou ne parle de votre événement, vos efforts seront vains. Nous vous aidons à façonner votre récit et à créer un engouement autour de votre événement. De l’annonce de l’événement à la tenue de celui-ci, nous accompagnons votre effort de planification et le reflétons sur toutes les plateformes médiatiques.​

Formation​ Médiatique


Nous fournissons à vos porte-paroles les outils nécessaires pour présenter vos principaux messages et répondre avec confiance et cohérence aux questions. Notre formation est organisée soit à distance ou en présentiel, avec des études de cas réels et des répétitions. Nos clients repartent avec le sentiment d’être à l’aise devant les journalistes et d’agir en tant qu’ambassadeurs de la marque.

Veille​ Médiatique


Nous mesurons votre portée en relations publiques et rendons compte des informations de votre industrie et des activités de vos  concurrents en surveillant la majorité des canaux de diffusion dans toute l’Afrique. Une veille médiatique complète et opportune est essentielle pour s’assurer que vous ne manquez aucune référence à votre marque, que vous êtes constamment informé de ce qui se passe dans votre industrie et que vous êtes prêt à saisir les opportunités et à réduire les risques en temps opportun.

Relations​ Média


Peu importe le lieu où ils se trouvent, nous sommes une source d‘informations fiables pour les journalistes qui écrivent sur l’Afrique. Nous nous connaissons mutuellement et ils nous font confiance, car nous leur fournissons un contenu crédible qui les aide dans leurs tâches. Nous nous entretenons quotidiennement avec des journalistes aux quatre coins du continent, ce qui fait de nous l’un des organismes les plus efficaces pour mener des campagnes de relations avec les médias.

Stratégie et développement de contenu


Nous créons des stratégies de communication intelligentes, bien documentées et spécialisées destinées à vous aider à construire un récit fort qui engagera votre audience. Nous travaillons en synergie avec vous afin de rédiger des communiqués de presse et des articles d’opinions qui alimentent le récit de votre entreprise. Notre équipe a une expérience approfondie dans la création de récits et le développement de contenu multimédia.

DIFFUSION DE COMMUNIQUES​ DE PRESSE​


C’est le service phare d’AMA. Nous avons mis en place des canaux de diffusion des communiqués de presse auprès des journalistes des 54 États africains ainsi qu’auprès des journalistes américains et européens couvrant les sujets relatifs aux marchés émergents.​

​Nos services comprennent:​

Event Promotion


Half of the success of an event lays in its promotion. Doesn’t matter how beautiful the event is, how wonderful the speakers and the agenda are, if no one reports or talks about your event, your efforts are gone. We help you shape the narrative and create a drumbeat around your event. From the announce all the way to the outcome of the event, we accompany your planning effort and echo it through all media platforms

Media Training


We provide your spokespeople with the tools to present your key messages and answer questions with confidence and coherence. Our training is organised either remotely or face-to- face, with real case studies and rehearsals. Our clients leave feeling comfortable being in front of reporters and acting as brand ambassadors.

Media Monitoring


We measure and report on
your PR reach, industry news, and competitive activity by monitoring most channels in North, West, Central, East and Southern Africa. Comprehensive and timely media monitoring is critical to ensuring that you don’t miss any reporting of your brand,
you’re constantly informed on what’s going on around your business, and you’re ready to capitalise on opportunities and mitigate
risks in a timely fashion..

Media Relations


We have become an authoritative source of news for reporters writing about Africa, wherever they are. We know them, they know us, and they trust us for providing them with timely and accurate content that helps them do their job. We speak to reporters on a daily basis in all corners of the continent and this makes us one of the most effective agencies in running media relations campaigns.

Strategy & Content Development


We create smart and localised communications strategies to help build a strong narrative that will engage your audiences. We partner with you to create press releases and thought leadership pieces that sustain a drumbeat for your company’s narrative. Our team have deep experience in shaping narratives and developing media content.

PRESS RELEASE WIRE DISTRIBUTION

This is AMA’s flagship service. We have set up channels of distribution towards the journalists of the 54 African states, as well as to American journalists and European journalists covering emerging markets issues.
Our service includes:

Editorial advice

Localised editorial piece when needed

Distribution to the major print, broadcast and online publications along with industry-specific publications

Follow-up calls to secure interview request

Guaranteed distribution to Africa.com

Distribution to Bloomberg, LexisNexis and Thomson Reuters

Social Media Reach: Facebook, Twitter, LinkedIn, Instagram

Full online monitoring and print monitoring when available. Includesreadership stats and Advertising Value Equivalent

Translation in French, Arabic and Portuguese available