The African Public Relations Association (APRA) started a 3-day conference on Wednesday in Gaborone, capital of Botswana, to discuss issues around public relations affecting Africa.
This was APRA’s 30th-conference and it was held under the theme: Re-Presenting Africa: focus on the ethics of PR practice in Africa.
President of APRA, Yomi Badejo-Okusanya urged public relations practitioners to reinvent themselves and meet challenges of today’s practice.
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.
He said, PR had a lot to offer in the advancement of the continent and that the organization, established in 1975, was eager to make an impact in African societies.
APRA has mandated itself with five key intervention areas on the continent and they include the economic integration of Africa, infrastructure and technology advancement of Africa, social welfare at the emphasis on education, health and poverty reduction, good governance, and finally tourism, leisure and entertainment as the sector that develops the continent.
He said the association would continue working hard to have an impact despite limited success in achieving its aspirations because of challenges they were faced with.
African Union Commission deputy chairperson, Kwesi Quartey said time had come to expose the real Africa and its potential. Enditem