PR industry’s value highly misunderstood in Africa, new report shows

The perception and understanding of public relations (PR) value in Africa remains the most significant challenge, a new report indicates.

The State of PR in Africa by the Glass House PR, which engaged over 28 public relations agencies from at least 15 countries across the continent, found that 22.22 per cent of respondents identified perception and understanding of PR’s value as their primary hurdle.

Additionally, economic instability and high client expectations with limited budgets impact 12.35 per cent of respondents each while budget constraints remain a recurring issue for 11.11 per cent of professionals in the industry across the continent.

The report provides a comprehensive, data-driven perspective on the trends, challenges, and opportunities shaping public relations in Africa today.

“The PR industry in Africa is at a pivotal moment, with digital disruption, demographic shifts, and increasing demand for strategic communication reshaping how we engage with audiences. This report is a roadmap for PR professionals, businesses, and policymakers to navigate these changes and harness the power of storytelling for impactful communication,” said Glass House PR chief executive officer Mary Njoki.

The report indicates that storytelling remains central to PR strategies, with 41.38 per cent of respondents ranking it as extremely important, particularly in aligning narratives with African values and development goals.

Moreover, cultural sensitivity plays a critical role in campaign effectiveness, with 62.96 per cent of respondents emphasising its high impact on success.

While 46.43 per cent of PR firms have already integrated Artificial Intelligence (AI) tools into their daily processes, the technology’s adoption remains in its early stages across the industry.

“Nearly 63 per cent of media houses report limited or no AI integration, highlighting a significant opportunity for technological advancement. Building brand awareness and market presence remains the top objective of PR efforts in Africa, with 37.7 per cent of respondents citing it as their main focus,” reads the report.

However, the report shows that adoption of technology in crisis communication is on the rise with 50 per cent of PR professionals focusing primarily on technological solutions for crisis management while 46.43 per cent maintain a moderate focus. Additionally, mobile-first platforms (24.19 per cent) and AI-driven targeted communication (22.58 per cent) are recognised as the most critical technologies for PR growth.

Measuring PR success is increasingly driven by data, with 22.67 per cent of professionals identifying data analysis and measurement as the most crucial skills in the industry. The findings show that 18.67 per cent of respondents highlight the importance of innovation in storytelling, emphasising the growing need for creative, data-driven approaches.

“Digital-first campaigns lead as the fastest-growing area in PR across Africa, with an expected growth rate of 10.83 per cent. Corporate reputation management follows at 10 per cent, and marketing communications at 9.17 per cent, reinforcing the increasing importance of digital strategies in the industry,” the report reads.

The report adds that the industry faces significant challenges in hiring and retaining talent, with 35.48 per cent of respondents identifying talent retention as the most pressing issue.

It reads, “Hiring mid-level staff (14.52 per cent) and recruiting professionals from diverse career backgrounds (11.29 per cent) are also key concerns. Notably, 33.93 per cent of new hires in PR come from advertising and marketing industries, while journalism (21.43 per cent) and rival PR agencies (16.07 per cent) also serve as talent pipelines.

The report also provides key insights in the build up to the Africa Global PR Week Scheduled for August 27-29, 2025, in Nairobi, which aims to foster collaboration, upskill PR professionals and promote best practices across the continent.

“The PR industry in Africa is undergoing a dynamic transformation, and platforms like Africa Global PR Week provide an opportunity for practitioners to exchange ideas, embrace innovation, and shape the future of communication on the continent. In Africa, PR is ever-evolving, and collaboration is key to staying ahead,” said Stacey Baluske Mtika, a PR professional in Zambia.