Reflections on the PRSM Conference 2024: Shaping Public Relations in Africa for Democracy and Development

In a continent where democracy and development are closely tied to the flow of information, the 2024 Public Relations Society of Malawi (PRSM) Conference came at a crucial time. As misinformation spreads and crises become more complex, public relations professionals across Africa need to redefine their role in managing narratives for the greater good.

Held under the theme Managing Narratives for Enhanced Democracy and Development, the conference provided a vital platform to explore critical issues such as misinformation, crisis management, Environmental, Social, and Governance (ESG) imperatives, and inclusive communication strategies.

This blog will unpack the key themes discussed at the PRSM Conference, grounding them in African-focused research, theories, policies, and case studies. I will highlight how public relations professionals can help shape democracy, development, and trust across the continent.

The Role of PR in National Development and Democracy in Africa

Public relations in Africa extends beyond corporate reputation management; it is a powerful tool for shaping national development and fostering democratic processes. During his keynote address, Hon. Moses Kunkuyu, Malawi’s Minister of Information and Civic Education, highlighted the critical role PR professionals play in managing narratives to promote transparency, particularly in the lead-up to Malawi’s 2025 elections. His message resonates across the continent, where the ability to counter misinformation and promote openness can influence the success of democratic processes.

Research by Ojebode and Adegbola (2018) underscores the vital role PR professionals play in fostering transparency and accountability in emerging democracies like Nigeria and Kenya. In these contexts, where political structures are still solidifying, the flow of accurate and timely information is essential for maintaining public trust and preventing the destabilising effects of misinformation. A case in point is the 2017 Kenyan elections, during which false information rapidly spread on social media platforms such as Facebook and Twitter, confusing voters and potentially influencing electoral outcomes. PR professionals were instrumental in countering this misinformation by using fact-based communication strategies to engage the public, debunk false claims, and restore confidence in the electoral process.

Similarly, Malawi’s 2019 elections witnessed a surge in misinformation, particularly on social media platforms like Facebook and WhatsApp, where unverified information circulated, threatening the integrity of the election process. PR practitioners played a key role, using various communication channels to clarify facts, correct inaccuracies, and engage in crisis communication to mitigate the impact of the misinformation. These examples highlight the critical role PR professionals play in safeguarding democratic processes by ensuring that citizens receive clear, accurate, and timely information, thereby maintaining public trust and supporting the integrity of democratic institutions.

Across Africa, access to information is a fundamental pillar of democratic governance, as outlined in the African Charter on Democracy, Elections, and Governance (ACDEG). The ACDEG stresses the importance of free, transparent, and reliable communication in strengthening democracy, ensuring that citizens are well-informed and able to hold their leaders accountable. It underscores the right to accurate information as a cornerstone of transparent elections and governance. This framework advocates the free flow of information as a safeguard against misinformation, corruption, and political manipulation, defining a clear role for PR professionals in promoting informed public discourse.

In Malawi, the Access to Information (ATI) Act (2017) aligns with these continental principles by guaranteeing citizens the right to access accurate and timely information from public bodies. The ATI Act empowers citizens to request and receive information, enhancing transparency and accountability in both the public and private sectors. For PR professionals, the Act provides the legal framework that supports their role as key facilitators of accurate communication. In politically sensitive contexts, such as elections or national crises, PR practitioners bear the responsibility of ensuring the public receives factual, clear, and reliable information, helping to combat the spread of misinformation.

By leveraging both the ATI Act and the principles of ACDEG, PR professionals in Malawi and across Africa act as stewards of public trust. Their responsibility extends to ensuring that accurate information reaches the public, particularly in politically sensitive situations where transparency is crucial to the integrity of democratic processes. In emerging democracies, where the media environment can be volatile, PR practitioners serve as gatekeepers of truth, combating misinformation and disinformation. Their role goes beyond traditional functions, directly contributing to the stability and resilience of democratic institutions by fostering informed public discourse. In doing so, they help mitigate political tensions, restore trust in institutions, and safeguard the health of democracy.

Crisis Management and Narratives: Lessons from Africa

Effective crisis management is becoming an increasingly vital aspect of public relations in Africa. At the PRSM Conference, Lewis Msasa delivered a compelling presentation on how African PR professionals must navigate complex crises, balancing both organisational interests and public accountability.

During public health emergencies or natural disasters, PR practitioners must act swiftly, delivering accurate, timely, and clear messages that guide public behaviour and build trust in government actions. Effective crisis communication not only helps prevent the spread of misinformation but also promotes public cooperation, mitigating the impact of crises. Proactive communication, transparency, and engagement with affected communities are essential for maintaining public trust and ensuring a coordinated, effective response to crises. PR professionals in Africa must prioritise proactive communication, manage the "blame game" during crises, and ensure transparency and empathy in their narratives.

A relevant example of the importance of timely crisis communication is the 2017 cholera outbreak in Zambia. During the outbreak, delays in government communication led to widespread public fear and confusion, hindering efforts to control the spread of the disease. As highlighted by Oluwaseyitan and Ofuoku (2020), poor crisis communication in African contexts can significantly erode public trust and worsen the severity of crises. In Zambia, the delay in providing clear, factual updates led to uncertainty about government interventions, undermining public confidence in health responses and allowing misinformation to spread, complicating efforts to manage the outbreak effectively.

Similarly, Malawi's handling of the 2020 COVID-19 pandemic exposed significant communication challenges. Social media platforms, such as Facebook and WhatsApp, became hubs for misinformation, spreading false claims about the virus and its treatment. This misinformation eroded public trust in government health measures, including mask mandates and social distancing protocols. The situation underscores the need for crisis communication strategies that address misinformation promptly and effectively engage with communities to build trust in public health directives.

These challenges are not unique to Zambia or Malawi. Across Africa, governments and organisations often lack robust crisis communication frameworks, creating gaps that allow public speculation and misinformation to thrive. Many African countries struggle with proactive crisis communication, frequently resorting to reactive responses during emergencies. The African Union's African Risk Capacity (ARC) initiative offers a model for how African nations can better prepare for crises, emphasising rapid and coordinated communication to maintain public trust during emergencies.

In Malawi, the National Disaster Risk Management Policy (2015) provides a framework for managing crises, but its implementation has faced challenges, reducing its overall effectiveness. While such frameworks exist, their application across the continent remains inconsistent. This is an area that requires further attention to ensure better preparedness and response during crises.

In times of crisis, PR practitioners are called upon to act quickly, delivering accurate, timely, and clear messages to guide public behaviour and build trust in government actions. However, the environment in which these practitioners operate can either promote or hinder their ability to fulfil this role. Factors such as the availability of clear communication frameworks, the speed of government responses, and the level of trust between the public and institutions all influence how effectively PR professionals can manage crises.

Inclusive Communication: DEI in African PR

Inclusive communication is essential to ensuring that marginalized groups are not excluded from public discourse. At the PRSM Conference, Ruth Dero emphasised the need for PR professionals to develop tailored communication strategies that address the unique needs of different communities.

Globally, several legal frameworks and policies promote inclusive communication. The United Nations Convention on the Rights of Persons with Disabilities (CRPD) (2006) asserts the right to accessible communication, advocating for policies that ensure information is available in formats such as Braille and sign language. The Universal Declaration of Human Rights (UDHR) (1948) and the International Covenant on Civil and Political Rights (ICCPR) (1966) guarantee freedom of expression and access to information for all, regardless of disability or background. Additionally, the Sustainable Development Goals (SDGs) (2015), particularly Goals 10 and 16, encourage policies that reduce inequalities and ensure universal access to information. The UNESCO Universal Declaration on Cultural Diversity (2001) also promotes inclusive communication by encouraging cultural diversity and equal access to media.

Regionally in Africa, the African Charter on Human and Peoples’ Rights (1981) guarantees the right to receive and impart information. The Protocol to the African Charter on Human and Peoples' Rights on the Rights of Persons with Disabilities in Africa (2018) advocates for policies ensuring accessible communication for people with disabilities. The African Union’s Agenda 2063 encourages African states to implement communication policies that foster equity and inclusion. Other frameworks such as the African Charter on Democracy, Elections and Governance (2007), the SADC Protocol on Gender and Development (2008), and the Maputo Protocol (2003) promote inclusive communication by ensuring that marginalized groups, including women and people with disabilities, have equal access to information.

At the national level in Malawi, several legal frameworks and policies reinforce inclusive communication. The Disability Act (2012) and the Gender Equality Act (2013) provide a legal basis for ensuring that information is accessible to all citizens, including people with disabilities and women. The National Disability Mainstreaming Strategy (2018–2023) outlines clear policies aimed at ensuring that people with disabilities have equal access to communication, media, and public information. Additionally, the Malawi Communications Regulatory Authority (MACRA) enforces policies to ensure that communication services are accessible to all citizens, in line with both regional and global commitments to equity, inclusivity, and accessibility.

Despite these frameworks, inclusive communication in Africa faces multiple challenges rooted in social, economic, and infrastructural barriers. Linguistic diversity is a significant issue, with over 2,000 languages spoken across the continent, making it difficult to develop communication strategies that reach all communities effectively. Many marginalized groups are often excluded from public discourse because messages are not delivered in languages they understand (UNESCO, 2024). Additionally, digital access and digital literacy are critical challenges, particularly in rural areas where internet access is limited and many people lack the skills to engage with digital platforms. This digital divide excludes large segments of the population, especially women, who face a significant gender digital divide. Only 34% of women in Africa have internet access compared to 45% of men, limiting their ability to access crucial information and services (Statista, 2024; OHCHR, 2021; UN Women, 2021).

Furthermore, disability access remains a substantial barrier, as many communication platforms across Africa fail to cater to the needs of people with disabilities. Tools such as sign language, Braille, or audio descriptions are often missing, leaving people with disabilities isolated from vital public information (UNESCO, 2024). Addressing these challenges requires concerted efforts from governments, the private sector, and international organisations to promote digital inclusion, language accessibility, and gender equity in communication across the continent.

In response to these challenges, PR practitioners in Africa are working diligently to ensure that they leave no one behind. They are developing inclusive communication strategies that consider linguistic diversity by translating key messages into local languages and collaborating with local community leaders to reach marginalised groups. Additionally, they are advocating for increased digital literacy and access by partnering with governments and NGOs to expand internet access in rural areas and promote digital skills training. PR professionals are also working to ensure that communication platforms are accessible to people with disabilities, integrating tools like sign language, Braille, and audio descriptions into their campaigns. It is worth mentioning that there is still a long way to go to ensure that no one is left behind.

Digitization and the Future of PR in Africa

Digitisation is transforming the public relations landscape in Africa, but challenges remain, including limited digital infrastructure and a stark digital divide. However, the potential for digital PR is immense, particularly as mobile and internet connectivity continue to expand across the continent.

The digital landscape in Africa is characterised by both growth and disparity across different countries. As of 2024, 43.2% of the African population is connected to the internet, which is significantly lower than the global average of 65%. Mobile connectivity drives internet access, with 93% of African users accessing the web via mobile phones. For instance, in Kenya, 83% of the population has internet access, largely due to widespread mobile network coverage and the growth of mobile money services like M-Pesa, which have advanced digital inclusion. In contrast, Ethiopia, with only 26.1% internet penetration, faces limited infrastructure and government control over telecommunications, slowing the expansion of digital services.

In Nigeria, Africa’s most populous country, internet penetration stands at 50.2%, with 85% of internet users relying on mobile devices. However, a stark rural-urban divide persists, with much of the rural population still lacking reliable internet access. In contrast, South Africa boasts higher internet penetration at 76.3%, with more widespread fixed broadband access, though rural areas still face connectivity challenges.

Malawi presents even greater challenges. As of 2024, only 15.7% of the population has internet access, one of the lowest rates in Africa. Almost all internet traffic in Malawi, 98%, comes from mobile phones, reflecting the dominance of mobile networks in a country where fixed broadband is largely inaccessible. Social media penetration is low at 5.8%, with Facebook being the most popular platform. The average mobile connection speed in Malawi is around 13.2 Mbps, far slower than in countries like South Africa or Kenya, making it difficult for users to access data-intensive services.

Affordability is a major barrier across Africa, with the cost of 1GB of mobile data in countries like Chad or DR Congo exceeding 8% of the average monthly income, well above the global affordability benchmark of 2%. In Malawi, 1GB of data costs about 4.56% of the average monthly income, making it unaffordable for much of the population. In countries such as Rwanda and Ghana, efforts to reduce data costs through regulatory reforms and infrastructure investment have helped lower prices and improve access.

To bridge these gaps, countries like Rwanda are investing in digital infrastructure and forming public-private partnerships to expand coverage to rural areas, while nations like Ghana are focusing on boosting digital literacy and inclusion programmes to increase engagement across all sectors of society.

PR and communication practitioners in Africa must navigate a complex and evolving digital landscape marked by both growth and disparity. To harness opportunities while addressing challenges, they must adopt flexible, localised approaches that account for varying levels of internet access, digital literacy, and socio-economic contexts across the continent. Tailoring digital strategies by country is essential. In countries like Kenya and South Africa, where internet penetration is high, there are greater opportunities for mobile-first strategies, using social media and mobile apps for engagement. In countries with lower internet penetration, such as Malawi or Ethiopia, PR professionals should consider alternative communication methods, such as radio or SMS-based campaigns, targeting mobile users in rural areas.

Localisation is key to success. Given Africa’s linguistic diversity, PR campaigns should be adapted to local languages and cultural contexts to build trust and engagement. For example, in Nigeria, with over 500 languages, content must be tailored to local audiences. In high-access regions like Nigeria and Kenya, PR professionals can capitalise on the widespread use of social media, engaging in real-time conversations and leveraging influencers to amplify their messages.

However, PR professionals face several challenges. The digital divide between urban and rural areas remains a significant barrier. In countries like Malawi and Chad, where internet access is limited and data costs are high, reaching rural populations via digital platforms is difficult. Linguistic and cultural barriers also present challenges, as crafting culturally sensitive and language-appropriate campaigns requires deep local insights, which can be resource-intensive. Additionally, low digital literacy in many regions, particularly rural areas, means PR campaigns must use simple, accessible formats to communicate effectively.

The regulatory and political environment in some countries, such as Ethiopia and Uganda, presents additional challenges, with restrictions on internet access or social media platforms affecting campaign reach. Moreover, the high cost of data in many African countries, including Malawi and DR Congo, limits engagement with digital content, especially among lower-income populations. PR professionals must find ways to create content that is not data-intensive and explore partnerships with mobile providers to offer affordable access to key digital platforms.

The African digital landscape offers significant opportunities for PR and communication practitioners, but it also requires adaptability and innovation to overcome infrastructure, language, and regulatory challenges. By tailoring strategies to local contexts and leveraging appropriate platforms, PR professionals can successfully engage diverse audiences across the continent.

Recommended Digital Tools for PR Professionals:

1. Hootsuite – A social media management tool that allows scheduling and tracking of content across multiple platforms, with powerful analytics to measure performance.
2. Google Analytics – Offers deep insights into website performance, helping PR professionals understand audience behavior and the effectiveness of campaigns.
3. Canva – A user-friendly design tool for creating visually compelling social media posts, presentations, and infographics without needing advanced design skills.
4. HubSpot – A complete CRM and inbound marketing tool that helps PR professionals manage media contacts, track relationships, and distribute email campaigns.
5. BuzzSumo – A content discovery tool that helps PR professionals identify trending topics, track competitor content, and find key influencers.
6. Sprout Social – A social media management platform with deep engagement insights and reporting features for detailed social media analysis.
7. Meltwater – A media monitoring tool that helps track media mentions and sentiment, making it easier to manage a brand’s reputation.
8. Trello – A project management tool that helps teams organize PR campaigns, tasks, and deadlines visually.
9. Brandwatch – A social listening tool that tracks social media conversations and provides sentiment analysis to help PR professionals understand public opinion.
10. Mailchimp – A leading email marketing platform, ideal for PR professionals looking to automate email campaigns and track performance metrics.
11. Prowly – A media relations tool for managing press contacts, distributing press releases, and tracking media coverage.
12. Cision – A media monitoring and influencer outreach platform that helps track brand mentions and build relationships with journalists.

These tools provide the digital infrastructure necessary to enhance audience engagement, manage communication more effectively, and measure the success of PR strategies across Africa. Embracing these tools will help PR professionals navigate the digital landscape and foster stronger relationships with stakeholders.

Misinformation and Disinformation: Combating the African Challenge

Misinformation and disinformation are major challenges across Africa, particularly during elections and public health crises. At the PRSM conference, speakers highlighted the critical role PR professionals must play in countering false narratives that undermine public trust and democratic processes.

Misinformation and disinformation have increasingly disrupted elections in Africa, where false information can manipulate voter behaviour and weaken democratic institutions. In countries such as Kenya and Nigeria, social media platforms like Facebook and WhatsApp have been widely used to spread false information. During the 2017 Kenyan elections, misinformation campaigns, including fake news and doctored images, heightened ethnic tensions and contributed to political instability. In response, Kenya enacted the Computer Misuse and Cybercrimes Act (2018), which criminalises the dissemination of false information, with penalties including fines and imprisonment. However, enforcing these laws has been challenging, and the spread of misinformation remains a concern.

Similarly, Nigeria has struggled with disinformation, particularly during its 2019 elections. False claims, such as rumours of certain candidates’ deaths, created confusion among voters. To address this, Nigeria passed the Cybercrime Act (2015), which provides a legal framework to combat cyber-related crimes, including the spread of false information. Additionally, platforms like Africa Check and Dubawa have been established to fact-check content and mitigate the impact of disinformation.

In Malawi, misinformation played a significant role during the 2019 elections, causing confusion over polling results and contributing to voter manipulation. Malawi’s Communications Act (2016) and Electronic Transactions and Cyber Security Act (2016) aim to regulate misinformation, but enforcement remains weak, compounded by low levels of digital literacy. This makes it difficult for the public to critically assess online content. Although local fact-checking initiatives have been introduced, their impact has been limited by low media literacy.

The African Union’s Digital Transformation Strategy (2020-2030) highlights the need for stronger measures to combat misinformation across the continent. These include improving regulatory frameworks and enhancing public education on media literacy to empower citizens to identify and avoid false information. PR professionals play a vital role in addressing misinformation by promoting fact-based communication and fostering media literacy.

PR and communication practitioners in contexts with limited legal frameworks or weak enforcement face significant challenges in managing disinformation and misinformation. To effectively navigate these issues, they must prioritise building trust through transparent and consistent communication, ensuring that their audiences receive fact-based, reliable information. Public education campaigns focusing on media literacy are essential, especially in regions with low digital literacy. These initiatives equip the public with tools to recognise and avoid false information.

Practitioners can also leverage digital platforms, such as social media, to monitor and counter misinformation by collaborating with platforms to flag or report misleading content. Establishing rapid response mechanisms within their teams enables PR professionals to quickly address emerging false narratives before they spread further.

Collaboration with civil society, media organisations, and fact-checking bodies is crucial in amplifying efforts to counter disinformation, particularly in areas where legal and policy enforcement is weak. Additionally, ethical storytelling that respects social and cultural contexts helps prevent backlash and reduces the polarising effects of disinformation. Finally, practitioners can advocate for stronger policy reforms by working with governments and stakeholders to promote the development of more robust legal frameworks. Through these combined strategies, PR professionals can effectively mitigate the impact of disinformation, even in challenging regulatory environments.

ESG and PR: The Rising Imperative in Africa

Environmental, Social, and Governance (ESG) considerations are increasingly shaping corporate practices across Africa, as stakeholders demand greater transparency, ethical behaviour, and sustainable business operations. Countries such as South Africa, Ghana, and Nigeria are taking proactive steps to integrate ESG into their regulatory frameworks, particularly in industries like mining, agriculture, and finance.

In South Africa, for example, the Mining Charter mandates that companies invest in local communities and minimise their environmental impact, driving ESG compliance and reporting. The Carbon Tax Act further compels businesses to reduce carbon emissions, supporting global climate change mitigation efforts. In Nigeria, the Securities and Exchange Commission (SEC) introduced Sustainable Financial Principles, encouraging ESG practices in capital markets, though enforcement remains a challenge. Similarly, Ghana has seen increased scrutiny of ESG issues, particularly in agriculture, where sustainable farming practices are being prioritised.

In Malawi, while ESG integration is still emerging, important steps are being taken. The National Climate Change Management Policy (2016) and Malawi Vision 2063 emphasise sustainability as a national priority. For example, Illovo Sugar Malawi has implemented sustainability measures aimed at reducing its environmental footprint and enhancing community development. This includes projects such as efficient water management and engaging local farmers through sustainability-focused initiatives, such as a solar-powered irrigation scheme that supports 13 villages. However, the country faces significant challenges in enforcing these ESG policies, similar to other parts of Africa, where weak enforcement mechanisms hinder full compliance.

Across the continent, PR and communication practitioners play a pivotal role in promoting transparency by ensuring that businesses communicate their ESG efforts meaningfully. In Malawi, for example, PR professionals help craft narratives that highlight the social and environmental impacts of corporate activities, building long-term trust with stakeholders. These practitioners are crucial in bridging the gap between regulatory policies and business practices by advocating for stronger commitment to ESG values beyond mere compliance. They also play a key role in media literacy, educating the public on the significance of ESG and encouraging responsible corporate behaviour.

While ESG initiatives are gaining momentum across Africa, from South Africa’s robust regulations to Malawi’s emerging frameworks, challenges related to enforcement and practical implementation remain. PR professionals are essential in shaping the conversation, ensuring that ESG becomes not just a regulatory requirement, but a core part of business strategy across the continent.

Conclusion: Elevating PR in Africa

The 2024 PRSM Conference provided valuable insights into the evolving role of public relations in Africa. From managing crises to integrating ESG considerations and combating misinformation, PR professionals across the continent are well-positioned to shape narratives that promote democracy, development, and public trust.

As a Chartered PR practitioner, I am inspired by the discussions at the PRSM Conference and optimistic about the future of PR in Africa. By embracing Africa-specific research, adopting digital tools, and promoting inclusive and ethical communication, we can ensure that PR continues to be a driving force for positive change across the continent.

For more on the Public Relations Society of Malawi (PRSM), visit their website here .

References:

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