When BHM launched the Nigeria PR Report on January 29, 2016, it was revolutionary. Before its launch, there was no proper documentation on the innovation and trends in the Nigerian PR & Communications industry. The report is now an authoritative voice in PR measurement and evaluation, supporting practitioners in Nigeria in navigating their careers and the industry.
Five years after the launch of the first Nigerian PR Report, BHM Group is expanding the report to cover the entire African continent. According to the group, it aspires to create a report with an in-depth grasp of the continent’s business, technology, commercial, and communications landscape.
There is a need for an African PR Report because, despite the growth of the African public relations industry, there is no report that assesses how it has shaped consumer and social behaviour on the continent. Most practitioners have to resort to individual case studies for brands and campaigns that are not objective.
The lack of proper reports is not unique to the Public Relations sector. Although Africa accounts for 12.5% of the world’s population, it produces less than 1% of global research output.
The new African PR report will be released in July 2022. It will provide an avenue for African practitioners to accurately track, measure, and evaluate the growth of the African marketing communications industry.
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