Now in its fourth year, this collaborative project continues to spotlight the shifting priorities, perceptions, and practices shaping the continent’s PR landscape. 

This year’s research drew responses from 313 professionals across Africa, with broader regional representation than ever before. South Africa remains the leading contributor (30%), while Kenya (17%), Nigeria (16%), Cameroon and Mauritius (7% each) reflected growing engagement across the continent. 

Conducted by reputation-management agency Reputation Matters, the study explored ethics, perception, professional development, and technological transformation within the industry.  

It marks the second consecutive year in which AI and digital reputation management have emerged as critical themes, alongside long-standing challenges such as underrepresentation at board level and inconsistent evaluation practices. 

Key findings from the 2025 research include: 

“While optimism is encouraging, it must be matched with a firm commitment to ethics, accuracy, and responsible AI deployment,” comments Sarah Waddington, Interim CEO of the PRCA. 

“This year’s research confirms that our industry is increasingly aware of its responsibilities, but much work remains to embed trust at every level. 

“At the PRCA, we remain steadfast in our commitment to guiding the profession through clear standards and support to ensure that ethical principles underpin every use of emerging technologies.” 

Adds Arik Karani, President of APRA: “In an era where trust is fragile, the value of ethical public relations has never been clearer. This report shows both the urgency and the opportunity for PR professionals to lead with integrity.” 

The Public Relations and Communications Association (PRCA) is a UK-based trade association for the public relations, public affairs and communications industry. Africa is one of its international chapters.