The Public Relations industry on the African continent is a giant goldmine offering numerous opportunities through influencing public perception, managing reputations, and facilitating effective communication between private persons and/or organisations, and their stakeholders.
The market however lies nearly vastly untapped.
Through communications and PR gurus such as Esther Cobbah, founder and CEO of Stratcomm Africa; Madelain Roscher of PR Worx, South Africa; Robert Taylor Media’s Bukky George-Taylor of Nigeria among many others, young Africans, especially, females with a knack for storytelling and communications, have the assurance of the possibility to make significant impact and even dare to dream of blazing a trail in the African PR industry.
Here are five simple reasons to invest in this vast reserve of untapped opportunities.
- Untapped potential
Despite the tremendous growth the sector has experienced in the last three to four decades, the African PR industry is still relatively untapped, compared to more advanced markets. This presents a unique opportunity for individuals interested in this area to establish themselves as key players in the industry and gain a competitive advantage in the years and decades to come.
- Growing Importance
The African PR industry has experienced significant growth and importance over the years, due to the continent’s expanding economies and increasing foreign investment. As the continent experiences economic growth, globalisation, and increased connectivity, future-facing organisations and persons have recognised the need for effective communication strategies to navigate complex business environments and engage with diverse audiences in a manner that sets them apart from their competitors.
- Rising Consumer Spending
Africa’s middle class is fast expanding, leading to increased and evolving consumer spending behaviours and demand for products and services.
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As PR is known to play a critical role in shaping consumer perceptions and influencing purchasing decisions, researchers advise that investing in the African PR industry will afford businesses the opportunity to tap into this growing consumer base, to effectively communicate their brand messages to capture market share.
- Diverse and dynamic market
Home to over 1.4 billion people spread across its 54 countries, and with diverse and near unique cultures, languages, political orientations and business environments, an investment in Africa’s PR industry promises great returns to PR practitioners and strategists.
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Research by the MasterCard Foundation reveals that, “by 2030, there will be 375 million
young people in the job market in Africa.” The research further projects that almost half of the world’s youth will be African by 2100, with over sixty percent of this number in active employment.
With an in-depth understanding of the cultural nuances of the continent and its peoples, PR strategists, communicators and storytellers can tailor communication strategies to specific markets that can lead to more effective campaigns.
- Social and environmental impact
Africa is saddled with a number of social and environmental challenges such as poverty, inequality, climate change, lack of business and educational funding, underrepresentation of minorities, etc. Investing in its PR industry will provide practitioners an opportunity to help organisations and even private individuals make a positive impact by supporting initiatives that address these issues.
Practitioners and strategists can carve a niche for themselves in areas that look to reputation management and image enhancement initiatives such as corporate social responsibility, to work with organisations, individuals and governments to raise awareness, drive social change, and promote sustainable practices, that contribute to the overall development and well-being of the continent and her peoples.
