The African Public Relations Association (APRA) recently ended its 34th Annual Conference in Lusaka, Capital of Zambia with a clarion call to African Public Relations (PR) Practitioners to leverage on rich African cultural heritage to promote creative industry in the continent.
While delivering his address during the Conference which theme was tagged “Creative Africa: Exploring the PR Potentials of Africa as an Emerging Economic and Reputation Powerhouse”, the immediate past President of APRA Mr Yomi Badejo Okusanya, whose tenure of office expired on 19 May 2023 stated that Africa is endowed with enormous potentials which have enabled her to attain economic growth and development, even as the world’s fastest-growing continent.
In order to consolidate this status quo, Mr Okusanya pointed out that PR Practitioners in the continent must strive to harness the potentials, availing themselves the ample opportunity to promote Africa’s growth and development on the world stage.
According to him, in the current rapidly changing world, PR has never been more important ;adding that the world is undergoing unprecedented challenges, climate change, economic uncertainty, social and political upheaval.
In this regard, Mr Okusanya posited that effective PR has a vital role to play in helping individuals, organizations, and governments to communicate effectively, build trust, and navigate complex issues.
He further explained that the creative industry is one of Africa’s fastest-growing sectors, and it makes a significant contribution to the continent’s economy. “The African creative industry is vast and diverse, encompassing music, film, television, fashion, art, and other disciplines”, he said.
Mr Okusanya also hinted that a report by UNCTAD revealed that Africa’s creative industry generated $49 billion in revenue in 2018, with an annual growth rate of 14.2%. Continuing, he emphasized that the creative industry employs millions of Africans, with an estimated 2.4 million people working in the industry in South Africa alone. In his words,
“One of the most significant contributors to the African creative industry is the music industry. African music industry was worth $68 million in 2018 and $83 million in 2022″.
This expansion, he said can be attributed to the growing global popularity of African music, as well as the rise of digital streaming platforms, which have made it easier for artists to distribute their music and reach a wider audience. The former APRA President gave assurance that as the industry expands, more job opportunities and economic growth for the continent are expected.
Mr Okusanya used the forum to remind African PR professionals of their unique opportunity to showcase the many strengths of Africa, from her dynamic business environment to her rich cultural heritage. He therefore thanked
the Zambian President who represented at the occasion by the Zambian Minister of Information and Media, Mr Cushi Kasanda for supporting the hosting of the conference in Zambia. Also, he commended members of the Association for supporting him throughout his tenure in office and urged them to accord same support to any of the members who eventually emerges as the elected incoming APRA President.
Other keynote speakers at the conference included President International Public Relations Association (IPRA), Anne-Gret Hurriaga Abarzua; President Global Alliance for Public Relations and Communication, Justin Green; President Zambia Institute of Public Relations and Communication (ZIPRC).
As part of activities mapped out to commemorate the Conference, lectures on topical PR practices, Zambian cultural and fashion displays, award night for distinguished APRA members and prominent creative industries in Africa, a visit to popular tourists attraction centre, ‘Living Stone’ in the suburb of Zambia amongst other events were organized for the benefit of the participants. Delegates from Nigeria, Ghana, Kenya, Malawi, Zimbabwe, Mauritius, Uganda, Sierra Leone, Cote’ de–voire , South Africa, Tanzania, Gambia, Ireland, Caribbean Island and host country, Zambia attended the conference. The venue for APRA 35th Conference slated to hold in 2024 is Cote’ de- voire.
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