The African Public Relations Association (APRA) recently concluded its 34th Annual Conference in Lusaka, the capital of Zambia, with a rallying cry to African Public Relations (PR) Practitioners to capitalize on the rich African cultural legacy to boost the creative industry on the continent.
The immediate past President of APRA, Mr. Yomi Badejo Okusanya, whose term of office expired on May 19, 2023, stated that Africa is endowed with enormous potentials that have enabled her to achieve economic growth and development, even as the world’s fastest-growing continent, during his speech during the Conference with the theme “Creative Africa: Exploring the PR Potentials of Africa as an Emerging Economic and Reputation Powerhouse.”
In order to maintain the status quo, Mr. Okusanya noted that PR professionals on the continent must work to maximize their potentials and take advantage of every opportunity to advocate for Africa’s expansion and advancement on the international scene.
He added that the globe is facing unprecedented difficulties, climate change, economic instability, and social and political upheaval, and that PR has never been more crucial in the quickly changing world we live in today.
In this context, Mr. Okusanya argued that strong PR plays a crucial role in assisting people, organizations, and governments to successfully communicate, establish trust, and handle complicated challenges.
He continued by saying that one of Africa’s fastest-growing industries, the creative sector contributes significantly to the continent’s economy. He claimed that the “creative industry in Africa is large and diverse, encompassing music, film, television, fashion, art, and other disciplines.”
Mr. Okusanya also made a suggestion that a UNCTAD report had found that Africa’s creative business brought in $49 billion in sales in 2018 and had a 14.2% annual growth rate. He continued by pointing out that the creative sector employs millions of Africans, with 2.4 million people thought to be employed in the sector in South Africa alone. He said this:
“The music industry is one of the most important sources of funding for the African creative sector. By 2022, the African music industry is expected to be worth $83 million.
He claimed that this development is due to the rise of digital streaming services, which have made it simpler for musicians to disseminate their music and connect with a larger audience, as well as the increasing global appeal of African music. The previous APRA President assured that additional job possibilities and economic prosperity for the region are anticipated as the industry develops.
Using the forum, Mr. Okusanya reminded African PR professionals of their exceptional chance to highlight the many positive aspects of Africa, from its vibrant economic environment to its rich cultural heritage. Therefore, he praised the Zambian President for supporting the conference’s holding in Zambia. The Zambian President was represented at the event by Mr. Cushi Kasanda, the country’s minister of information and media. Additionally, he thanked association members for their support throughout his term in office and advised them to do the same for any of the members who ultimately win the election to become the next president of the APRA.
Presidents of the Global Alliance for Public Relations and Communication, Justin Green, President of the Zambia Institute of Public Relations and Communication (ZIPRC), and the International Public Relations Association (IPRA), Anne-Gret Hurriaga Abarzua, were also keynote speakers at the conference.
A visit to the well-known tourist attraction center “Living Stone” in the suburb of Zambia was organized for the benefit of the participants as one of the events planned to commemorate the Conference. Other events included lectures on contemporary PR practices, displays of Zambian culture and fashion, an award ceremony for distinguished APRA members and leaders of Africa’s creative industries, and more. The conference was attended by delegates from the following countries: South Africa, Tanzania, Gambia, Ireland, Caribbean Island, Nigeria, Ghana, Kenya, Malawi, Zimbabwe, Mauritius, Uganda, Sierra Leone, Cote d’Ivoire, and host country Zambia. Cote’ de- voire will serve as the host location for the APRA 35th Conference in 2024.
