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Report maps changing ethical landscape of African PR
The Public Relations and Communications Association (PRCA) Africa, in partnership with the African Public Relations Association (APRA), has released the 2025 edition of its annual research study into the state of ethics and public relations in Africa.
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 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:
Ethics under scrutiny: Corruption remains the top ethical concern across the continent, cited by 30% of respondents. Cultural norms, social justice issues, and weak enforcement mechanisms are contributing to widespread mistrust and institutional fragility.
AI and ethics in tandem: 69% of respondents see AI as a tool to enhance - not replace - PR practices. However, growing concerns persist around misinformation, manipulation, and the ethical use of emerging technologies.
Boardroom influence improving but slowly: 40% of respondents still believe PR is undervalued at board level. However, 38% report that business leaders now rely on PR counsel more than ever - an encouraging shift from 31% in 2024.
Training gaps persist: The demand for upskilling continues, with crisis management, ethics, and communications strategy topping the list of priority areas for professional development. Interest in digital media, the metaverse, and fintech also rose.
PR’s resilience and reach: Despite fewer responses than 2024, the regional spread of participants has broadened, and there is strong optimism about PR’s role in shaping public trust, particularly amid governance challenges and reputational risks.
Sarah Waddington CBE, Interim CEO, PRCA: "While optimism is encouraging, it must be matched with a firm commitment to ethics, accuracy, and responsible AI deployment. 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."
Arik Karani, President, 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."
