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PR'ing Africa must be our agenda

Updated: Apr 12, 2018


As communications practitioners, our work directly contributes to the overall image of the continent internally and to the rest of the world. It is therefore very critical that we are deliberate about changing the image of the continent just by practising certain guidelines. What are these guidelines? Who sets the narrative?


The Africa Communications Leadership Report was published in February 2018 featuring the expert opinion of 40 professionals from different countries, institutions, sectors and disciplines on the role of communications in the socio-economic development of the African continent. The report is an initiative of Africa Communications Week, a global campaign that takes place 21–25 May 2018. It highlights what we’ve always known: communication is a tool that can contribute to Africa’s development.

  • Communications is a strategic tool that deserves a seat at the highest tables in the corporate sector and in policy-making.

  • The use of language: we need to develop a language that influences and positions a balanced narrative of the continent and its nations through telling our own stories and sharing them with the world.

  • Communications practitioners are in a great position to monitor and correct any misrepresentation about Africa. Perceptions have an impact on investment into Africa.

PR’ing Africa must be a deliberate agenda among African communicators within the continent and in the diaspora.

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