Now in its sixth year of tracking ethics and the fourth of mapping the broader PR landscape, the study continues to provide valuable insights into the trends shaping communication across Africa. For the second year, the research also explored attitudes towards artificial intelligence (AI) and the evolving digital landscape, says the duo.

This year's study drew responses from 313 professionals across 24 African countries, representing the broadest regional participation to date. South Africa contributed 30% of responses, followed by Kenya (17%), Nigeria (16%) and Cameroon and Mauritius (7% each). Every response offers rich, contextual insight, reinforcing the diverse and dynamic nature of Africa's communications landscape, add APRA and PRCA. 

The results highlight a profession adapting to rapid technological change while reaffirming its ethical foundations. Long-standing challenges, such as underrepresentation at board level and the undervaluing of evaluation and measurement, remain prominent. At the same time, new ethical concerns are emerging as technology accelerates communication at an unprecedented pace.

According to the duo, key insights from the 2025 research include:

Ethics Under Scrutiny

Corruption remains the most frequently cited ethical challenge across the countries represented in the study. Respondents noted that broader societal issues such as cultural norms, social injustice and weak enforcement mechanisms continue to impact public trust and institutional credibility.

AI and Ethics in Tandem

Sixty-nine percent of participants see AI as a tool to enhance, not replace, PR practice. However, concerns about misinformation, manipulation and the responsible use of emerging technology are widespread.

Boardroom Influence Slowly Improving

While 40% of respondents believe PR is still undervalued at board level, 38% report that business leaders now rely more heavily on PR counsel, a notable rise from 31% in 2024.

Training Gaps Persist

There is ongoing demand for professional development, particularly in strategic communication, crisis management and reputation management. 

PR's Resilience and Reach

Although overall response numbers dipped slightly from 2024, the increased regional diversity points to growing sector maturity and a shared belief in PR's ability to build trust during times of reputational and governance challenge.

Arik Karani, President of APRA, says, "In an era where trust is fragile, the value of ethical public relations has never been clearer. This report shows both the urgency and the opportunity for PR professionals to lead with integrity."

Sarah Waddington CBE, Interim CEO of PRCA, says, "While optimism is encouraging, it must be matched with a firm commitment to ethics, accuracy and responsible AI deployment. This year's research confirms that our industry is increasingly aware of its responsibilities, but much work remains to embed trust at every level. At the PRCA, we remain steadfast in our commitment to guiding the profession through clear standards and support to ensure that ethical principles underpin every use of emerging technologies."

APRA and PRCA say the report outlines three pillars on which Africa's PR future is being built: ethical clarity, strategic credibility and a commitment to continual growth.

Regine le Roux, Managing Director of Reputation Matters, says, "This year's findings remind us that PR is not just about managing perception. It is about building trust, standing for what is right and growing together. In an era where digital communication travels faster than ever before, our responsibility as communicators has never been greater. We are the stewards of truth in a time of miscommunication, and the custodians of clarity in a world clouded by confusion."

"Let us keep moving forward, with integrity in our purpose, with compassion in our storytelling, and with courage in our leadership. When PR is done with heart, it does more than shape brands. It becomes a voice for change. It shapes futures and serves as a force for transformation across Africa. We are deeply grateful to APRA and PRCA for their continued commitment to advancing the profession through research. Their investment in this annual research is setting the standard for ethical leadership and knowledge-sharing across the continent. It is this kind of collaboration that elevates our industry and strengthens our collective impact," adds Le Roux. 

To further explore the 2025 findings, PRCA Africa and APRA say they will host a live panel discussion through the Ethics and Practices Network on Thursday, 19 June at 12:00. The session will delve into key insights from the report and reflect on the role of ethics in a digitally transforming world.

APRA and PRACA conclude that attendance is free, and all industry professionals are welcome.

Individuals are encouraged to register for the discussion here. 

For more information, visit www.reputationmatters.co.za.  

*Image courtesy of contributor