Lessons learnt at the APRA Conference in Gaborone earlier this year

I found a list of things I wrote down after the APRA conference that took place in Gaborone, Botswana in May 2018:

26 Things I learnt at the APRA Conference:

1. We are our own worst enemy; we need to start thinking and being a lot more positive about our own African countries and continent;
2. Building a reputation of a country and continent starts with having a set of core values in place. These core values set the direction of the narrative and what we want to communicate, and how we want to be perceived;
3. Does Africa have a strategic intent? What is the core focus for Africa? We often ask clients what their unique selling proposition (USP) is, can they describe it in eight words or less? Can we fluently say what Africa's USP is? Are we all singing from the same hymn sheet? [This was a question one of our newest additions to the Reputation Matters family and I also chatted about after presenting the research results at an information sharing session in Johannesburg earlier this month. What has happened to Ubuntu?]. 
4. Why do we always look at and celebrate celebrities from across the ocean (e.g. the Kardashians?). Surely, we have our own stories and celebrities to celebrate?
5. Leaders need to embrace values and walk the talk, talk the walk (quoted by Robyn de Villiers);
6. Changing the narrative starts at the leadership level;
7. Communication needs to be collaborative; if you do the communication right, you don't need to spend a lot of money on advertising to change perceptions. The story tells itself;
8. Ethical behaviour is there or it is not, you can't be 'a bit' ethical; you are or you are no. There is no in between; R30 vs R3 million is to be regarded and respected the same;
9. There needs to be a strategy and plan in place regardless of what is being communicated;
10. We often hear the term 'conflict' management, which generally relates to crisis and issues management; when it comes to Africa, it means communication during wartime. It is just as important, if not more so, to have a communication strategy and plan in place then; 
11. Research is key, you can't manage what you don't measure;
12. Lack of  leadership buy-in is a problem;
13. Research is often not invested in because:
• Lack of time; 
• Lack of resources; 
• Lack of knowledge;
• Not interested and it is perceived as being
• Daunting
14. It is important to embrace the African culture and heritage, it is part of who we are. We need to understand innovation and growth, however, there needs to be a balance to remain authentic;
15. A positive image and changing the narrative plays an important part in the economy of a country and continent and will encourage foreign investment;
16. We need to set the agenda and determine what is communicated about the African continent;
17. Ethics/values/governance are the foundation for driving: decisions, resources, partnerships;
18. Balance is key;
19. We should set high standards, expect high standards;
20. We need to be mindful of what we communicate on public forums;
21. It is easy to focus on the negative. The more we focus on the positive, the more positive things we'll have to focus on and communicate about; 
22. There needs to be a balance between in-house and outsourcing of communication support; 
23. We need to show a lot more country and continent pride; when we see our country flags, we need to rejoice and celebrate it! 
24. Everyone feels a bit lonely at the beginning of a conference; everyone leaves as friends;
25. Breaking bread together is the best way to forge new friendships; 
26. Embrace your culture, wear the head doek with pride!