However, is the Western world slowly losing its position as the major global power due to declining birth rates, falling populations, and the ageing population? While the topic has been highly debated by politicians and economists in the past decade, one thing is undeniable: the global economic landscape is experiencing a renaissance of sorts as other markets are emerging.

China has already overtaken the US by holding the position of the world’s largest economy based on Gross Domestic Product (GDP) in Purchasing Power Parity (PPP) terms. India, which is already regarded as one of the biggest economies, is set to surpass the US by 2075, and Southeast Asian countries, such as Indonesia, Thailand and Vietnam, are currently far outpacing the growth rate of developed countries. 

Beyond those countries, it is anticipated that African countries will be experiencing meteoric growth rates. The population of Africa, with 1.4 billion people, is exceptionally young compared to other global regions, as only 5.6 per cent of Africa’s population was older than 60 years old in 2020 compared to double-digit percentages of 23.4 per cent in North America and every other world region. 

Its expanding population of productive-age adults means it has a solid opportunity to take advantage of the demographics to propel its economic growth. Nigeria is projected to be one of the top three countries that will make the greatest move up the rankings of GDP-based economic growth, moving up eight ranks from 22nd place in 2016 to 14th place by 2050. In this blog, we will delve into the significance of Africa as a highly promising emerging market and its implications for the future of the PR industry.

Glocalisation: The Benefits of Local Perspectives

The value of PR is not simply defined by media relations activities, such as securing mentions and coverage for our clients in top publications, but more widely through the value of our intelligence, informed perspectives and insights in creating strong and relevant communication strategies.

To provide these informed insights, PRs can adopt a ‘glocalised’ approach to their strategies. Unlike globalisation, which refers to the integration and interdependence among countries through exchanging goods, services and ideas that multiple cultures can adopt, glocalisation goes a step further by adapting strategies and products according to local markets and cultural contexts. This is especially crucial in Africa, which is made up of 54 countries that have a high linguistic diversity of at least 1,500 languages.

According to the 2022-2023 Africa PR Report,  62.6% of African PR practitioners work in agencies, 21.5% as independent contractors, and 15.9% as in-house practitioners. Global PR firms would benefit from working with such African freelancers and agencies to merge internal and external perspectives that solidify our global communications strategy and ensure optimal results are delivered to our clients.

Just as US-based consultancies would best understand how to do business in the US, it is homegrown African PR practitioners and consultancies that can bring the best insights into the perspectives of 1.4 billion Africans. Ayeni Adékúnlé, the CEO of BHM, explains, “I have a strong feeling the world needs  — and that the world is ready — for an alternative network group from Asia and from Africa. It’s not even because it benefits us [Asian and African agencies], but because I think it benefits Europe and America.”

Beyond that, as a start, PR firms should also consider diversifying their employees, as diversity and inclusion could allow for informed and fresh perspectives in the day-to-day operations.

Read more: The Importance of Diversity and Inclusion in Modern Marketing Practices

Africa’s Big PR Industry Segments

The Africa PR Report also sheds light on the prevalent use of PR services across diverse segments. Currently, 15.01% of PR agencies in Africa target clients in technology, 13.03% in telecommunications, and 11.84% in Fast-Moving Consumer Goods (FMCG).

However, the industry’s most prominent clients include the public sector and government (17.01%), showcasing the pivotal role of strategic communication in shaping public perception on a governmental level. Technology follows closely behind at 15.65%, and Non-Governmental Organizations (NGOs) at 12.93%. This diversity underscores the versatility of PR agencies, capable of tailoring their strategies to meet clients’ unique needs across various sectors. 

The most popular services within these agencies are media relations, events and conference management, reputation and crisis management, ads and marketing, and strategic communications. However, as industries in Africa continue to develop, communications agencies will continue to branch out into new niches. As Africa’s biggest export is faith-based institutions  — such as the entry of Christian Health Associations and Islamic Relief as international and religious NGOs — it is forecasted that we will likely see the emergence and growing relevance of specialised fields such as faith-based PR services that can navigate sensitive religious nuances.

Biggest PR Conferences in Africa

With a growing PR industry, it figures that Africa is making waves with its dynamic and influential conferences that bring together industry leaders, innovators, and enthusiasts. Some of the continent’s biggest PR conferences are:

• African Public Relations Conference

The African Public Relations Conference is held annually by the African Public Relations Association (APRA) to highlight the importance of a unified approach to communication in Africa through discussions of strategies, trends, and solutions in the context of the continent’s unique challenges and opportunities. The next and 35th annual conference covering the theme ‘One Africa, One Voice: Bridging Africa’s Communication Divide’ will be held in Abidjan, Cote d’Ivoire, from May 13th to May 17th 2024.

• PRSK Annual Summit

The Public Relations Society of Kenya is responsible for organising the five-day PRSK Annual Summit. It is one of the biggest Communications conferences in Africa that serves as a gathering for PR practitioners and industry leaders to exchange knowledge, share experiences and reflect on significant issues that impact the profession. The next conference will be held in Kenya from 11th November to 15th November 2024.

•  East Africa Public Relations Week (EAPRW)

The East Africa Public Relations Week is a conference held by the Public Relations Association of Uganda (PRAU) to bring together PR professionals, industry leaders, and policymakers through discussions surrounding empowering insights, cutting-edge trends, and ethical practices, as well as provide networking opportunities. It also aims to highlight the pivotal role of PR practices in shaping perceptions that accelerate the integration of the diverse East African Community. While the dates for the next conference have yet to be confirmed, the 2024 conference is likely to be held in November, just as the 2022 and 2023 conferences were.

To learn more about Africa’s global impact and growing PR potential, tune in to our CEO, Farzana Baduel, in conversation with Ayeni Adékúnlé on PRCA Fuse podcast episode available on Apple, Spotify, and YouTube.

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]