Artificial intelligence, Information analysis and Internet of things are the top three concerns for the future of public relations as an industry in Africa.
Also, economic instability and lack of funding or cash flow represent two of the prime issues facing businesses or clients in Africa.
The maiden edition of Africa PR and Communications Report disclosed these with verified data, facts and statistics on the continent’s public relations industry.
The report was conducted by BHM Research and Intelligence, an arm of public relations and communications company, Black House Media with verified data, facts and statistics on the continent’s public relations industry.
It stated; ‘‘Among numerous key indicators, insightful statistics from the APCR that can guide future actions by PR and communication practitioners include: 17.3% of respondents predict that Artificial Intelligence (AI) will be most predominant in the practice of PR in the next 5 to 10 years; economic instability and lack of funding or cash flow represent two of the prime issues facing businesses or clients in Africa, polling 21% and 17% respectively; 11% of respondents are concerned about quacks and charlatans in the industry and; the public sector/ government remains one of the top clients in the industry.
‘‘Africa has enjoyed unprecedented global recognition and celebration for its arts, culture and entertainment over the last three years. This has spurred the win of numerous coveted international awards and achievements for its vast industries of creative talents. Importantly, it has also opened up new investment opportunities and new approaches to PR practice.’’
The report also suggested strategies including the utilisation of new storytelling and communication tools to describe the positive political, economic, cultural, and social landscape on the continent to global investors.
BHM founder and APCR Committee chair, Ayeni Adekunle, said, “It is not a myth that PR and Communications can directly transform or impact lives. The global communications landscape is ever-changing, with PR and Communications industries now having even greater potential to change the world.
The APCR, with expert insights and data, allows us to identify action areas to embrace if we will achieve significant success in sustainable development in Africa.”
The first-ever APCR was established as an expansion of the annual Nigeria PR Report to capture diverse cultures, professional practices and capacity, and growth opportunities for the PR and communication industry in Africa.
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