A recent survey of over 10,000 communication professionals across Africa has indicated that the Public Relations (PR) and Communications industry on the continent could be facing its worst crisis as talent is arguable the industry’s biggest challenge.
This is according to the Africa PR and Communications Report produced by BHM Research and Intelligence in partnership with the Chartered Institute of Public Relations (UK), Public Relations and Communications Association (PRCA), Association of Advertising Agencies of Nigeria, and 18 others.
“Insufficient research and feedback is a major concern for most, if not all, African industries. We understand this challenge, and the APCR committee, in partnership with consultants across the continent, have an onus to fill this gap,” Adekunle Ayeni, founder, BHM and chair of the research committee stated.
According to him, the market capitalisation of Africa’s top companies increased by 69 percent to nearly $710 billion in 2021 alone. However, with an estimated population of 1.3 billion people with over 60 percent under the age of 25; it has become critical to understand the role of PR in shaping public perception.
He stated further that the research, which covered about eight countries across five geographic zones, incorporating surveys, focus group discussions (FGDs), qualitative analysis, and essay contributions from professionals across the continent, kicked off in April 2022.
According to Ayeni, BHM spearheaded the research with support from committee members – Stephen Waddington, Eniola Harrison, Moliehi Molekoa and Femi Falodun.
He disclosed that C2M Solutions, an African research company, is the sole researcher on the project. Accordingly, the company combines its research capabilities and in-depth knowledge of the African ecosystem with the APCR committee’s expertise.
The survey includes six groups of 31 questions – gleaned from insights from FGDs and in-depth interviews in four African countries – specifically designed to identify and address some of the most important global and continental issues affecting the practice of PR and Communications on the continent.
“It highlighted opportunities and challenges in the market, assess the impact of social and digital media channels, and predict the industry’s future. It also provides insight for businesses looking to expand into or enter the African market.
“One of the APCR’s goals for this survey is to provide valuable insights into how mass migration will affect the growth of the communications industry and the general business landscape in Africa in the coming years. The report also seeks to provide significant insights into the other issues related to talent in PR and Communications in Africa,” Ayeni stated.
“The Africa PR and Communications Report will provide the industry with the right insights and data that will equip business owners, government officials, PR and communications professionals and practitioners to make better-informed decisions. Invariably leading to better opportunities and outcomes,” Eniola Harrison, APCR committee adviser stated.
