This collaborative effort underscores PRCA Africa and APRA's commitment to advancing ethical standards and industry excellence across the African continent.

The 2024 research marks a significant milestone with the highest number of responses to date, totalling 365 participants from various African countries. 

Among the key findings, South Africa emerged as the leading contributor with 45% of responses, followed by:

  • Zambia (19%)
  • Nigeria (15%), and
  • Ghana (5%). 

The study provides unprecedented insights into industry trends, challenges and opportunities, according to the PRCA. 

The survey encompassed professionals from diverse industries, with media and marketing comprising the largest segment (35%), followed by 'other' industries (18%), including:

  • communication
  • law
  • events
  • PR, and
  • the energy sector. 

According to the study, one of the highlights of the research is the exploration of ethics and reputation management within the PR industry. The findings underscore the critical role of ethical conduct at both individual and organisational levels, with integrity and values emerging as primary drivers of ethical behaviour.

Other key findings include the following:

  • Smaller teams of 2-5 individuals dedicated to PR are prevalent (32%), and a significant proportion (14%) of larger organisations have between 11-25 people employed for PR roles.
  • Despite progress, the majority of respondents (45%) feel that 'the role of PR and communications is not appreciated at board level, highlighting the need for continued efforts to elevate PR's influence in organisational decision-making.
  • Respondents express varied levels of concern regarding the potential risks or limitations of heavily relying on AI)technologies in PR and communications, emphasising the need for proactive management of AI-related challenges.
  • Amid challenges such as corruption and governance issues, respondents advocate for proactive engagement, ethical leadership and strategic communication to navigate the complexities of reputation management in Africa.

Regine le Roux, founder and managing director of Reputation Matters, says, "This is the fifth year that Reputation Matters has been the research partner to conduct the Ethics and PR Landscape survey in Africa. Every person, entity and country has a reputation that is built through consistent behaviour, which is driven by values."

"Unlike reputation, ethics are binary; one is either ethical or not. You can't be 'a little bit' ethical; there's no middle ground. However, questionable ethics invariably tarnish one's reputation, which in turn impacts whether people want to be associated with, and conduct business, with you," adds le Roux.

Chanell Kemp, reputation specialist at Reputation Matters and lead researcher on the project, says, "This year saw the highest number of responses to date. The online survey was distributed among communication and PR professionals across the continent. The results underscore a growing emphasis on ethics within the PR profession and the important role that PR professionals play in communicating ethics."

"Notably, the 2024 responses revealed an increase in reported cases of unethical behaviour compared to 2023. This trend signals a growing intolerance toward unethical conduct, with individuals increasingly willing to speak out. Recognising that in the long term, ethical businesses will contribute to an ethical economy, country and continent," adds Kemp.

To mark the launch of the research findings, PRCA Africa and APRA invite industry professionals to join a live panel discussion hosted by the Ethics and Practices Network. Moderated by Katy Katopodis, an independent member of the Network, the panel will also feature Dustin Chick, Network chair and Bridget von Holdt, Network board member.

The Network will be joined by le Roux, and Arik Karani, lead communications specialist at Wikimedia Foundation, and current president of the Public Relations Society of Kenya.

Together, they will explore the implications of the research findings, discuss industry advancements since 2023, and outline the path forward for 2024 and beyond.

The live panel discussion is open to all and will take place on Friday, 24 May between 13:00 and 14:00 SAST.

According to the associations, registration is free and participants are encouraged to join the conversation and contribute to shaping the future of the PR industry in Africa. The report is available here

For more information, visit You can also follow the PRCA on Facebook, LinkedIn, X or Instagram.

*Image courtesy of Canva