Kigali, 14 May 2019 - In its pursuit to enhance Africa’s narrative, the African Public Relations Association (APRA) hosted its annual African Public Relations Conference in Kigali from 13–17 May 2019. Minister of Foreign Affairs of Rwanda Dr. Richard Sezibera delivered keynote address at the official opening of the 31st Annual African Public Relations Conference.

Speaking at the event, Minister Sezibera said that the event would enable public relations practitioners to own the narrative about Africa’s transformation journey. He added that the theme of this year’s conference is timely and appropriate with Africa’s current situation and its trajectory toward socio-economic development. ‘’Being able to change the narratives of our continent is key in ensuring that we achieve our common objectives as stipulated in the Agenda 2063: The Africa We Want,’’ he added.

Minister Sezibera emphasized that Africa is still heavily defined as a dark continent in the media landscape. ‘’If we want to change this narrative, we should start by telling the African Story, by Africans, for African, in Africa. Moreover, it is not enough to just tell our story; we also need to tell it well’’, he added.

He further stated that there is a need to put more emphasis on subjects and stories that provide a counterpoint showing the success, diversity, opportunity, vibrancy of Africa– its emerging middle class, technology and innovation, solution driven culture, as well as its talent through arts and entertainment.

‘’We should take advantage of the rise of new technologies on our continent as a tool to redefine the way we are perceived by the rest of the world. Africa’s population has embraced digital technology more rapidly than any other population,’’ said Minister Sezibera

Speaking on this year’s theme of the conference on ‘Africa and Storytelling: Changing the Narrative,’ the President of APRA, Yomi Badejo-Okusanya said the conference is aimed at inspiring professionals and committed individuals working in public relations, media, brand management, advertising, and integrated marketing to communicate in an ethical manner so that they contribute towards the African narrative.

The conference brought together over 500 practitioners in public relations, media, brand management, advertising, government and other marketing communications professionals. It was a mixture of plenary sessions, workshops and trending case studies.

It also featured the third edition of the SABRE Awards Africa showcasing the best in public relations work from across the continent and the Innovation Summit.

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