Pretoria: Public relations practitioners across Africa have been urged to position themselves as strategic leaders and decision-makers rather than remaining confined to traditional communication support roles. The call was made during a panel discussion on Wednesday ahead of preparations for the 2026 World Public Relations Forum (WPRF) and African Public Relations Association (APRA) conference in Nigeria.
According to Namibia Press Agency, the discussion, themed 'The Golden Age of Strategic PR: Pathway to WPRF/APRA 2026,' opened the Effective Communicators Conference in Swakopmund, where experts agreed that public relations has evolved into a leadership function shaping organisational strategy, reputation, and public trust. PetroFund Namibia Head of Communications and Stakeholder Engagement, Shoki Kandjimi, noted the profession's transition beyond traditional roles like writing press releases and managing crises.
Kandjimi emphasized that communication professionals are increasingly influencing executive decision-making, with more practitioners serving on boards and in senior leadership positions. Representing Zambia, Zaffico PLC Director Irene Lungu highlighted the need for communication professionals to demonstrate their value in strategic discussions. She encouraged practitioners to embrace continuous professional development and technological innovation, moving beyond implementing communication plans to shaping organisational strategy.
Chairperson of the WPRF/APRA 2026 Planning Committee, Professor Emmanuel Dandaura, remarked that public relations has evolved from a management function into a leadership discipline. He stressed Africa's opportunity to lead global conversations on trust and reputation with the 2026 World Public Relations Forum. Dandaura urged organisations to focus on building lasting reputations through consistent performance rather than pursuing short-term publicity.
The Namibia Press Agency, in partnership with the Ministry of Information and Communication Technology (MICT), is hosting the Effective Communicators Conference at The Dome in Swakopmund from 14 to 17 July 2026.