TECHDIGEST – President of the African Public Relations Association, APRA, Yomi Badejo-Okusanya, said that Africa is blessed with enormous potential to attain economic growth and development, being the world’s fastest-growing continent.

He however, stressed that Public Relations professionals in the continent must harness “this potential and use it to promote Africa’s growth and development on the world stage”.

Badejo-Okusanya, disclosed this in a remark at the 34th APRA Annual Conference, holding in Lusaka, capital of Zambia.

“Creative Africa: Exploring the PR Potential of Africa as an Emerging Economic and Reputation Powerhouse,” is the theme of the conference, PRNigeria reports.

“In today’s rapidly changing world, public relations has never been more important. We are living in a time of unprecedented challenges: climate change, economic uncertainty, and social and political upheaval.

“In this context, effective public relations has a vital role to play in helping individuals, organizations, and governments to communicate effectively, build trust, and navigate complex issues,” he said.

According to the APRA President, the creative industry is one of Africa’s fastest-growing sectors, and it makes a significant contribution to the continent’s economy. He added that the African creative industry is vast and diverse, encompassing music, film, television, fashion, art, and other disciplines.

The APRA President said a report by UNCTAD reported that Africa’s creative industry generated $49 billion in revenue in 2018, with an annual growth rate of 14.2%”.

According to him, the creative industry employs millions of Africans, with an estimated 2.4 million people working in the industry in South Africa alone.

Badejo said: “One of the most significant contributors to the African creative industry is the music industry. According to a PwC report, the African music industry was worth $68 million in 2018 and $83 million in 2022. This expansion can be attributed to the growing global popularity of African music, as well as the rise of digital streaming platforms, which have made it easier for artists to distribute their music and reach a wider audience. As the industry expands, more job opportunities and economic growth for the continent are expected.

“The Nigerian film industry, commonly referred to as Nollywood, is the second-largest film industry in the world in terms of output, behind only Bollywood in India. The industry is estimated to be worth over $3 billion. In 2018, the African television market was valued at $11 billion, with Nigeria accounting for more than half of the market share. Nollywood produces over 2,500 films annually and employs more than a million people, directly or indirectly. The industry has also contributed significantly to Nigeria’s economy and cultural identity.

“The African fashion industry is also rapidly expanding, with a market value of $31 billion expected by the middle of 2023. A growing interest in African fashion on the global stage has boosted the industry, with designers from the continent showcasing their work at major fashion events around the world.”

Badejo-Okusanya, explained that the theme of this year’s APRA conference, “Creative Africa,” reflects their belief in the power of creativity and innovation to drive progress and change.

“Through our work as public relations professionals, we have a unique opportunity to showcase the many strengths of Africa, from its dynamic business environment to its rich cultural heritage.

“This, I believe, can be achieved by highlighting Africa’s strengths, collaborating with stakeholders, developing partnerships, leveraging digital media, and organizing events that showcase Africa’s potential,” he said.

The APRA President commended the Zambian Minister of Information and Media, Cushi Kasanda for supporting the hosting and for declaring the Conference open.

Other speakers at the Opening Ceremony included President International Public Relations Association (IPRA), Anne-Gret Hurriaga Abarzua; President Global Alliance for Public Relations and Communication, Justin Green; President Zambia Institute Institute of Public Relations and Communication (ZIPRC).

APRA is the leading professional body for public relations practitioners across the African continent. Its mission is to advance the profession of public relations in Africa by promoting excellence, developing skills, and providing a platform for networking and collaboration.

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TECHDIGEST – In further confirmation of its contribution to the growth of Nigeria’s digital economy, the National Information Technology Development Agency, (NITDA), has won the 2022 African Public Relations Awards Certificate of Excellence in Dar es Salaam, Tanzania on the 25th May, 2022.

The annual African PR award, which recognizes Superior Achievements in Branding, Reputation, and Engagement (SABRE), with a focus on engagement, credibility, and relationship building, was hosted by Provoke Media in collaboration with the African Public Relations Association (APRA).

Before winning the 2022 African PR award, NITDA was recently conferred with the prestigious “National Productivity Order of Merit (NPOM) Award” in recognition of the Agency’s high productivity, hard work, and excellence in service delivery. NITDA is the only government agency that received the National Productivity Award in the last 7 years.

READ ALSO: NITDA Shares Country’s Roadmap With Stakeholders At Dubai’s Blockchain Gathering

NITDA, with the support of the Ministry of Communications and Digital Economy, clinched the APRA Certificate of Excellence in the Public Affairs/Government Relations category for its campaign on Digital Innovation for Economic Prosperity in Nigeria with a book of the same title authored by Inyene Ibanga.

The campaign, Digital Innovation for Economic Prosperity in Nigeria examined the roles of regulatory bodies in promoting the use of Information Technology (IT) in all spheres and explored ways in which the country is not left behind in the deployment of tools of technology in providing solutions to economic challenges.

The campaign undertaken by NITDA in partnership with Abuja-based multi-award-winning PR agency, Image Merchants Promotion Limited (IMPR), the publishers of PRNigeria and Economic Confidential, earned the approval of the 14-member jury comprising globally acclaimed African Communications and PR experts from different parts of the continent to win the award for excellence.

In October 2019, President Muhammadu Buhari, renamed Nigeria’s communication ministry to the Federal Ministry of Communications and Digital Economy, to further expand its mandate to capture the goals of digitalization of the Nigerian economy in line with the Economic Growth and Recovery Plan (EGRP), one of the key agenda of the present administration.

Consequently, the Honourable Minister of Communications and Digital Economy, Prof. Isa Ali Ibrahim (Pantami), championed the initiative for awareness creation of the digital economy through the promotion of ICT, innovation, and technological tools to improve existing business processes and efficiency in products and services across all sector of the economy.

Through the support of the Minister, the campaign enhanced positive perspectives on Digital Innovation and Digital Economy and encouraged the participation of critical stakeholders, investors, and startups to key into the sector which later recorded unprecedented contribution to the Gross Domestic Product (GDP).

Highlighting major achievements of the sector, the Minister said that “ICT contribution to the country’s Gross Domestic Product (GDP) which stood at 13.8 percent in the second quarter of 2020, recorded an unprecedented 17.98 percent in September 2021. Its highest contribution to Nigeria’s GDP.”

While presenting the awards to the recipients, the APRA President, Mr. Yomi Badejo-Okunsaya congratulated the winners for making the African continent proud by demonstrating the highest levels of creativity, integrity, and effectiveness in their various PR campaigns.

Commenting on the awards, the Chairman of the Award Jury and founder of Provoke Media, organizer of the event, Paul Holmes acknowledged that quality PR campaigns are coming from Africa.

Receiving the certificate, the spokesperson of NITDA, Mrs Hadiza Umar commended the organisers for finding the agency worthy of the award.

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TECHDIGEST – The Centre for Crisis Communication (CCC), the National Information Technology Agency (NITDA), and the National Drug and Law Enforcement Agency (NDLEA) have bagged the 2022 African Public Relations Awards in Dar es Salaam, Tanzania.

The annual African PR award, which recognises Superior Achievements in Branding, Reputation and Engagement (SABRE) is hosted by Provoke Media in collaboration with the African Public Relations Association (APRA).

The PR campaigns of the three organisations from Nigeria were undertaken in partnership with a multi-award-winning PR agency, Image Merchants Promotion Limited (IMPR), the publishers of _PRNigeria_ and _Economic Confidential_.

While CCC bagged a trophy for anti-fake news campaigns it executed in partnership with PRNigeria, NITDA and NDLEA received Certificates of Excellence on digital innovation and anti-drug campaigns respectively.

The CCC won in the Sponsorship and Events Management Category for its various campaigns following its presentation of the ground-setting book “101 Fake News on EndSARS” authored by Dahiru Lawal.

NITDA, with the support of the Nigerian Ministry of Communications and Digital Economy bagged a Certificate of Excellence in the Public Affairs/Government Relations category for its campaign on Digital Innovation for Economic Prosperity in Nigeria, with a book of the same title authored by Inyene Ibanga.

Similarly, NDLEA bagged a Certificate of Excellence under the Public Sector/Government category for its campaign on “Share Facts about Drugs, Save Lives.”

Receiving the awards on behalf of his clients, the Chief Executive Officer, Image Merchants Promotion, Mr. Yushau A. Shuaib said his team is humbled for being honoured among the best in the global PR industry.

At least 11 outstanding Nigerian PR firms bagged different categories of the awards, which included four trophies and 20 Certificates of Excellence.

While BHM won two trophies for its campaigns for MTN on its Public Offer and Stakeholder Engagement, Chain Reaction won in the Healthcare category for its campaign for Alpha Mead Health Services.

Other honourees who received Certificates of Excellence included LSF/PR, Integrated Indigo, RED Media, So.Me Solution, Modion Communications, Blanche Aigle Communications, Chenist Communications and AT3 Resources.

Some of the clients of the PR firms whose campaigns won the awards besides those mentioned above such as the Ministry of Communication and Digital Economy, NITDA, NDLEA, Centre for Crisis Communication and MTN, include the Lagos State Government, MTV Base, Access Bank, Wema Bank, JAC Motors, 9mobile, Mastercard Foundation, European External Action Service (EEAS), Mango Nigeria, Zola Electric, Afrilabs and Meta.

While presenting the awards to the recipients, the APRA President, Mr Yomi Badejo-Okunsaya congratulated the winners for making the African continent proud by demonstrating the highest levels of creativity, integrity, and effectiveness in their various PR campaigns.

Also speaking virtual at the award event, the Chairman of the Award Jury, Paul Holmes admitted that there are quality PR campaigns coming from Africa.

Holmes, who is also the founder of Provoke Media, the organiser of the event further said that: “What we have seen over the past few years in Africa is the investment of large multinationals in the continent, but also a wave of African entrepreneurship that has seen local firms across the continent producing high-quality creative and driving impressive media coverage and social engagement for their clients.”

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TECHDIGEST – The Nigerian High Commissioner to Tanzania Amb. Hamisu Umar Takalmawa has called on African PR practitioners and media to emphasise the benefits of the African Continental Free Trade Area (AfCFTA).

The diplomat made the call when a delegation of Public Relations Practitioner from Nigeria paid him a courtesy visit at the High Commission in Dar Es Salaam.

The delegation, comprising communication scholars and Spokespersons communicaton specialistsin the public and private and public sectorsof the economy participated at the annual conference of African Public Relations Association (APRA) which was hosted in Dar Es Salam, Tanzania.

Ambassador Takalmawa observed that while AfCFTA is intended to create a single market and deepen the economic integration of the continent, communicators have greater role to play in promoting the ideals.

READ ALSO: ITU Appoints Pantami To Lead World Summit On Information Society Forum 2022

According to him, while the objectives of AfCFTA is also to enhance competitiveness of member states within Africa and in the global market, Takalmawa said there is an urgent need to encourage industrial development through diversification and regional value chain development, agricultural development and food security.

“We don’t even need to compete with others but to develop and explore our natural, human and material resources for the greatness of the African Continent.

“The PR practitioners should tell the truthful and honest stories of Africa, not from sentimental and biased minds but on the positive strides being made in various sector of the continent.

“The media should also engage in responsible reporting for a secure and prosperous continent rather than fake news and hate speech that aggravate situations.

“Our environment, our land, our food our energy and other resources are enough for others to attempt to compete with us.

“I am happy to disclose that we have serious minded Nigerians contributing immensely to the development of Tanzania as a brother nation. Apart from Dangote Factory and Sahara Energy, we also have Nigerian Banks and business men and women contributing to the socio-economic development of Tanzania and also neigbouring countries.

“The High Commission has a well-stocked library and some of the finest books and journals from Nigeria where scholars, students and others apply to access the literatures,” he said.

Speaking on behalf of the delegation, the President of African Public Relations Association, Mr. Yomi Badejo-Okunsanya, said that Dar es Salaam, the largest and business capital city of Tanzania was chosen as the host of the 33rd edition of the Annual African PR Conference which held between May 23rd – 27th, 2022.

He said that the three-day conference consisted of plenary sessions and trending case studies. It also discussed how African PR practitioners could better be equipped to face current challenges and adapt successfully.

Badejo added that the Conference also featured the fifth edition of SABRE Awards Africa for Excellence, showcasing the best in public relations work from across the continent and hosted the 3rd edition of IN2 Summit in partnership with the renowned Holmes Report.

During the visit, the Editor-in-Chief of PRNigeria, Mr. Yushau A. Shuaib, presented some books by Nigerian communicators that won SABRE awards to the High Commissioner. The book included “101 Fake News on EndSARS” by Lawal M. Dahiru and “Digital Innovation for Economic Prosperity” by Inyene Ibanga.

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TECHDIGEST – Delegates in the Public Relations (PR) space from across Africa are currently in Tanzania at the African Publice Realtions Conference (APRA Tanzania 2022) discussing how Public Relations can be effectively utilised as a tool to reshape Africa’s narrative in order to meet global competitiveness and glory.

The conference which features Africa’s biggest and best includes practitioners across public relations, corporate communicators, crisis management, reputation management and scholars.

In a panel discussion themed; Africa’s Resilience and Global Competitiveness, President of the African Public Relations Association (APRA), Mr. Yomi Badejo-Okusanya, said for Africa to be globally competitive, it needs its own voice.

READ ALSO: ITU Appoints Pantami To Lead World Summit On Information Society Forum

“Africa must shape its own narrative and for that to happen, there must be a conscious and deliberate effort towards marketing Africa,” the APRA President stated.

He decried the gap between Public Relations Professionals, Governments and Africa and the African Union which he said is contributing to the condescending narrative in Africa’s estimation.

“PR needs PR, Affirmative PR, otherwise people will prize us badly. PR must be proud of our work. we must understand the value we bring to the table,” he quipped.

He stated that many out there believe that the beginning and end of PR is Media Relations.

“With due apologies to the Journalists in the house, that is why Journalists are taking over the PR job. it goes beyond that,” Badejo-Okunsaya decried.

On his part, Mr. Assah Andrew Nwabene, President, PR Society of Tanzania (PRST) believes Africa is already resilient.

“The only thing missing is how we brand ourselves. Ukraine for example is on fire but few days ago we saw the US opening its Embassy there, what does that convey to the audience? Strength, power…

“We talk so much about conflict forgetting that even in our families there is conflict but things must move, apply the good things and those values that are so important for us to tell our own story. Refocus and see how we as PR practitioners take a leading role in this charge because we know what to say, how to say it and the time to say, we are the change Africa needs to have. African is still moving, we need to make it better

“Conlict will always be and if you look at the pattern of all conflict in Africa, they are civil strife, but we call so much attention expenditure in military for examle rather than human security. We have to focus on human security as well so that the people cannot run around against their own government,” he concluded.

Also speaking, Hon Richard Kayombo, Director of Taxpayer Education, Tanzania Revenue Authority agreed that there is something so good Africa has that it is not packaging well and selling to the world.

“Apart of India and China, no other country beats us in terms of population but their economic power lies in their population. When they produce, their population alone is enough…Africa is like an Eskimo, we have a lot to offer but we are not saying it the way we should,” he observed

He commended Nigerians for showing a good example of Unity in the continent in order to portray what Africa is.

“If a Nigerian sees you in trouble, he, first of all, saves you before asking where you are from,” he noted.

The panellist agrees that if Africa must compete globally it must get its regulations, research and revelations right all of which Public Relations can serve as a tool.

By PRNigeria

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