Can PR change the African landscape?
By Ralph Tathagata
The days of writing and distributing news releases, pitching media, are gone. Instead, a contemporary Public Relations team is increasingly asked by a client to drive brand strategies, creative discussions and ideas that can become broader marketing initiatives. In fact, to stay relevant and have a seat at the strategic table, PR agencies are now being tasked with the creation of content and thought leadership when it comes to a client’s brand. Clients are now demanding that their PR agencies create marketing content and strategies.
All over the world, PR professionals are increasingly taking more strategic and senior positions in companies – but there are still organizations, especially in Africa, where PR is a relatively ignored or misunderstood discipline.
According to The State of the African PR Landscape 2022 Report, from crafting effective crisis management strategies and navigating how to minimise reputational risk for clients, to expanding clients’ reach on digital and social media – the shift in focus to these areas of business has been substantial in the African region.
The report, which is the first by the Public Relations and Communications Association (PRCA) Africa, surveyed over 550 PR and communications practitioners from across 27 countries within Africa. Its findings showed the agility and credibility of the PR industry as well as its wide scope to effect tangible and positive change for businesses.
The report further revealed that 67% of respondents said the perception of PR has improved over the past two years. Furthermore, when asked to describe the profession’s standing in the boardroom, 33% said leaders were relying on PR counsel more than ever.
It also noted that digital and social media led the charge by way of increased importance for practitioners at 51%, followed by reputation management at 48%, and crisis management at 47% in the last two years.
According to the report, Covid-19 contributed to a decline in the importance of event planning and organisation, as they only showed meagre levels of importance during the last two years.
How does PR find ways to elevate the role it plays in helping organisations and governments to build trust with their stakeholders – regardless of which areas of the business or policy that they are driven by – to achieve sustainable impact and outcomes?
Innovative money transfer services delivered through mobile phones (Fintech) and inspiring examples of successful entrepreneurship among others all mean that Africa is alive with stories of global relevance. As the world’s established financial systems falter, global investors are looking to the emerging markets for the high returns they need to deliver to shareholders.
At the moment, the emerging markets no longer encompass just South East Asia, Latin America and Eastern Europe. Powerhouse African economies such as Nigeria, Kenya and South Africa have demonstrated solid returns over the years and the risk traditionally associated with Africa is now being re-evaluated as the fragility of the former ‘safe’ financial systems in the US and Europe has been painfully exposed.
In order for investors in the US, Japan, China or Brazil to look at Africa’s investment potential seriously, access to fresh, accurate and authentic information is critical. And PR has a fundamental role to play in changing the African landscape in that regard.
RECOMMENDED ARTICLES
Comment
No comments found.