14 May 2018

The African Public Relations Association (APRA) held its 30th-conference in Gaborone under the theme ‘Re-Presenting Africa: focus on the ethics of PR practice in Africa’.

The three-day conference, attended by representatives from the public relations practitioners’ organisations from various countries across the African continent and guests from the African Union Commission, commenced on Wednesday morning and will end today (Friday).

In his opening remarks, APRA president, Mr Yomi Badejo-Okusanya urged public relations practitioners to reinvent themselves and meet challenges of today’s practice.

Mr Badejo-Okusanya said public relations practitioners should embrace the challenge of showing Africa in a more positive light compared to how it had been portrayed in the past.

“We must champion the course which I have titled affirmative PR.

We must know who we are, we must know our countries and we must know what we bring to the table,” said the APRA chief. PR practice, he said, had a lot to offer in the advancement of the continent, adding that APRA, which was established in 1975, was eager to make an impact in the societies in Africa.

“Speaking of the societies APRA has mandated itself with five key intervention areas on the continent. They include the economic integration of Africa, infrastructure and technology advancement of Africa, social welfare at the emphasis on education, health and poverty reduction in Africa, good governance, and finally tourism, leisure and entertainment as the sector that develops the continent,” he said.

He said the association would continue working hard to have an impact despite limited success in achieving such aspirations because of challenges they were faced with.

Giving a keynote address at the conference, African Union Commission deputy chairperson, Mr Kwesi Quartey, urged African public relations practitioners to share their positive perceptions of the continent with the rest of the world.

He said time had come to expose the real Africa and its potential. Local Organising Committee chairperson, Ms Evelyn Gaetsaloe said the purpose of the workshop was to discuss issues around public relations affecting the African continent. Ends