By Tolu Ajayi (Nigeria)
Talent & Material Management Business Partner, IDAfrica
Public Relations is an aspect of communications that involves promoting a desirable image for a person or group seeking public attention. Originating in the early 20th century with pioneers such as Edward Bernays and Ivy Lee, it was used after World War II by Government agencies to engineer support for their policies and programmes.
In Africa, the PR and Communications industry has been growing, and more recognition is being given to the professionals working in this industry. Although, some disparities still exist as can be seen in PRCA (Public Relations and Communications Association) Inaugural research conducted by Reputation Matters, titled, “State of the African PR Landscape 2022,” where a third of respondents say the discipline is not appreciated by business leaders.
Africa’s media landscape is diverse, and as such, notable differences exist. To be an efficient PR professional, one has to understand the country’s media shape. Multiple factors shape the media space from language (with Africa having over 2000 languages), to internet penetration, internet data cost, electricity and the government regime. It is also important to invest in quality storytelling. With the diversity of the African continent, much thought has to be put into telling good stories by PR professionals. According to a Global Communication Report published by the University of Southern California’s Center for Public Relations, storytelling tops the list of communication tactics in modern Public Relations.
The Communication industry has become more complex than before, owing to the disruptions we have experienced in the last decade (digitalisation, technology). This is why it is important for professionals to adapt quickly and move with the times swiftly. With Africa having a very youthful population (60% of the continent’s population is young according to UNESCO), and the number expected to increase significantly by 2030, it behoves professionals in this industry to rise up to the challenge and come up with strategies that appeal and cater to this demographic.
Young consumers not only affiliate with brands based on their quality but also on social responsibility issues. Concern for their struggles means their interest is taken into account, and this will result in the continuous development of strategies to meet the demands of the consumer.
Following the Covid-19 pandemic, the need for PR professionals became more prominent as businesses needed to show that they stood for something other than their pockets. PRCA Africa Chair, Jordan Rittenberry said, “The pandemic has heightened appreciation of the value of good communications,” and according to PRCA research, two in three respondents say that the perception of PR has improved over the last two years.
A lot of challenges face the PR industry. PRCA’s survey shows Measurements and Evaluation as the biggest challenge facing practitioners. The rise of new trends has left media relations out of their elements as Digital/Social media and Reputation Management are becoming more fundamental to PR careers (PRCA Survey). Practitioners need to be equipped with knowledge of Artificial Intelligence and Machine Learning. Respondents to PRCA’s research have highlighted strategy, crises and social aspects as areas where they need to upskill, with PRCA wanting to assist African PR practitioners with training. Samuel Bekele, CEO of Consultancy Spotlight says the role of PR professionals in the region is ‘evolving, mainly due to shifts in media consumption, meaning that influencer marketing and digital engagement is the new trend.’
Black House Media Group (BHM) launching the first-ever Africa Public Relations Report on July 16 2022 is a welcome development for the PR industry, as it needs a detailed and comprehensive report of its activities and challenges.
This comes five years after BHM launched the Nigeria Public Relations Report, which placed Nigeria on the global communications radar by carrying out extensive analysis and industry surveys of the various opportunities and challenges within the Nigerian PR industry.
BHM’s success with the Nigerian PR Report shows a need to replicate such on a continental scale, especially coming from the Covid-19 pandemic. The dissemination of quality information within the continent and across the world will help relations in Africa. This report seeks to bring together PR industries on the continent and also aims to mitigate the effects of the pandemic on the industry.
The availability of such data will enable accurate dissemination of information, which can bring about changes in many ways, ranging from policymaking to communications within and outside businesses, schools and the public. It will go a long way in not only improving the way Africa sees itself but also, how the world sees Africa.