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Across Africa, the public relations (PR) profession is evolving. Through its ongoing ethics research, the African Public Relations Association (APRA) is helping to place research, ethics, and reputation at the centre of this shift.
As part of APRA’s 50-year milestone celebrations, Reputation Matters was honoured with an award for outstanding contribution to innovation at APRA. This innovation is underpinned by a research-led approach, including its proprietary Repudometer® methodology, which quantifies perceptions of ethics and reputation. The recognition reflects a shared commitment to advancing ethics, strengthening research, and building reputation across the continent, with a clear focus on creating sustainable organisations grounded in trust and accountability.
APRA is leading this shift by example. Rather than treating research as optional, APRA has placed it at the centre of the profession's evolution. For many in the industry, research has historically been seen as complex or even intimidating. The reality is the opposite. When embraced, research becomes one of the most powerful tools for strengthening communication and relationships across the continent.
APRA president Arik Karani adds, “Reputation Matters has been a valued strategic partner to APRA over the years. Their work has supported greater clarity and consistency in how trust is built and brands are positioned. The partnership reflects a shared commitment to strengthening the profession, and it is deeply appreciated.”
Building on this, Regine le Roux, managing director of Reputation Matters, adds, “We value the opportunity to contribute to APRA’s work and to the broader industry. Research enables us to listen with intent, to better understand one another, and to strengthen relationships across the continent, grounded in evidence. It also supports ethical, informed decision-making, which is essential to building and sustaining reputations across organisations, governments, and countries.”
As the profession evolves, research is becoming central to how organisations understand stakeholders, make ethical decisions, and remain accountable in how they build relationships across the continent.
The State of Ethics and the Public Relations Industry in Africa 2026 survey is currently in the field. Your participation will help build a clearer picture of the ethical challenges and opportunities facing organisations and communication professionals across the continent.
Please complete the survey by scanning the QR code below or using this link:
https://www.surveymonkey.com/r/APRAEthicsPR2026
