By Mary Njoki, Founder & CEO, Glass House PR Limited
As we stand at the cusp of transformative change across Africa’s communications landscape, today’s public relations (PR) industry finds itself both challenged and empowered in equal measure.
At Glass House PR, earlier this year, on February 24, 2025, we unveiled “The Glass House PR Report: State of PR in Africa,” our inaugural, pan‑continental analysis grounded in data from 28 agencies across 15 countries, as well as insights from thought leaders and the public at large.
This milestone study reveals a continent in motion, driven by digital disruption, demographic shifts, and an unrelenting demand for strategic, authentic storytelling. Yet, beneath the whirlwind of opportunity lies a persistent truth: many still misunderstand the value of PR itself.
Aper centfrica, 22.22 percent of respondents cited perceptions of PR’s value as the most significant hurdle, one that continues to limit growth, especially amid economic instability and tightened budgets.
Despite these challenges, our findings affirm that storytelling remains at the heart of effective PR. Anper centsive 41.38 per cent of respondents ranked narrative crafting as extremely important, especially when grounded in cultural sensitivity, a percentage that 62.96 per cent describe as critical to campaign success. It is a powerful reminder that, across our diverse continent, authenticity and resonance go hand in hand.
Meanwhile, Africa is awakening to the potential of AI. Nearly 46.43 per cent of agencies have already integrated AI tools into their daily workflows, although adoption remains nascent among media houses, with nearly 63 per cent lagging behind. This gap is not a drawback but an invitation: a unique opportunity for innovation to flourish across African PR.
Digital‑first campaigns are surging, forecasted to grow at an annual rate of 10.83 per cent, and are closely followed by corporate reputation management and marketing communications initiatives.
Practitioners also emphasize data and measurement: 22.67 percent name data analysis as the most critical skill in PR today, while 25 percent of professionals stress community‑level brand awareness as the key success metric.
Yet, no transformation comes without human challenges. Talent retention remains the industry’s greatest staffing concern. 5.48 per cent report difficulties keeping mid‑level talent, with varied hiring pools drawing from advertising, marketing, journalism, and rival agencies.
So, what is next? Insight without action achieves nothing.
That is why Africa Global PR Week (AGPRW), scheduled for August 27–29, 2025 in Nairobi, carries profound significance. Branded under a theme of redefining PR, redefining Africa, it will gather over 1,000 professionals – CEOs, C‑suite leaders, media and communications experts – from more than 15 countries, along with over 150 exhibitors, thought leaders, and media analysts.
For me, this event is not just a conference. It is a continuation of the journey our report begins. We must turn our findings into collective action. Platforms like Africa Global PR Week provide the ideal gateway to share best practices, ignite conversations around AI and digital strategies, and foster collaboration across borders.
At the convening, we shall spark youth engagement through PR challenges – inviting students and emerging professionals to craft real‑time strategies with industry mentors. We shall also showcase innovations in PR technology, highlight how data and cultural nuance drive results, and explore how practitioners can influence perceptions and public policy.
The PR industry in Africa is evolving rapidly. But more than data or trends, what we need now is trust, creativity, and solidarity. Our report sets the direction; Africa Global PR Week provides the momentum to move forward, together.
To my peers across the continent, join us in Nairobi. Let us harness technology, embrace storytelling rooted in our rich narratives, and reshape how the world sees Africa. The future of PR is African‑driven, and it starts now.