In almost all sectors and industries, Africa is one of the fastest-growing continents in the global south. However, like other continents in the region, it also has the challenge of proper documentation of trends and growth in sectors and industries through a unified and comprehensive report. Public relations and communications is one of the industries on the continent that has been struggling with the production of a report that could help young and established professionals understand and constantly appreciate market dynamics.
In this piece, our analyst briefly examines the Africa public relations and communications report recently published by BHM Research & Intelligence in partnership with the key players and professionals through a specialised project initiated by associations in 29 countries, representing 53.7% of the 54 countries on the continent.
The review of the report by our analyst shows that BHM Research & Intelligence carried out research using mixed methods that comprised survey, Focus Group Discussions, and interviews. From students to academics and professionals to members of the civic space, our review indicates that insights were gleaned from over 3,000 participants. Our review reveals that C2M Solutions, ID Africa, and Plaqad assisted BHM Research & Intelligence in the execution of the research objectives.
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In her foreword to the report, Moliehi Molekoa, Adviser to the Report Committee and Managing Director, Magna Carta Reputation Consultants, stressed the place of the report in advancing professionals’ and the public’s views about the industry.
“This report brings together insights and perspectives from leading practitioners and experts across the continent, offering a unique opportunity to understand the challenges and opportunities faced by the African PR and communications industry. It highlights the diversity of the industry, its potential for growth, and its capacity to drive positive change and impact.”
Ayeni Adékúnlé Samuel, Chair APCR Committee, added that “It will optimistically serve as a spring in our steps to building an environment that is beneficial to all—PR practitioners, stakeholders, clients, investors, and more importantly, the African people.”
Similar to other comprehensive and unified reports for other industries, the report reveals that ethical and professional practises, as well as fake news, are of great concern to practitioners. Our analyst notes that these outcomes reaffirmed existing skepticism about the inflow of unqualified professionals into the industry and the fact that the industry really lacks barriers to entry. According to our analyst, public relations, marketing, advertising, and other communication forms that constitute integrated communications could be practiced easily by anyone as long as the person is creative and has the capacity to engage consumers of communication contents or materials.
Our analyst notes that the rise of fake news is likely to be something practitioners will need to contend with for several years. This is hinged on the fact that fake news, which is a subset of information pollution, remains the key problem for all industries and sectors because of the constant technological development that revolutionises how people and businesses engage in real time.
The report also reveals that practitioners are seeing artificial intelligence, information analysis, and the Internet of Things as the top three concerns for the future of the industry. Our analyst states that emerging technologies are disrupting other industries as well. However, practitioners and players need to devise strategic means for overcoming the negative effects of the technologies, especially during crisis management.
In the next 5 to 10 years, the report finds that artificial intelligence, social networks, and data science will influence the industry significantly. Similar to the earlier position, our analyst hints that this is understandable because very large online platforms (VLOP) such as Google, Yahoo, Facebook, and Microsoft, among others, continue innovating constantly, radically, and disruptively. Players and professionals who leverage big data architecture and specialists would benefit more from the level of disruption that data science would have in the industry in the next 5 to 10 years.
In the area of skilled professionals and work structure, the report finds that 74.8% of the 3,133 participants say there is a drastic drop in talent in their countries, while 81.1% of participants admit to being overworked. These outcomes suggest that the industry seems not to be attractive to people.