AFRICA &STORY TELLING RWANDA 2019 PROGRAMME.pdf · 2019. 5. 16. · DIGITAL AGE: IMPLICATION FOR PRACTITIONERS Pg. 27 ... 12.00hrs Roundtable Discussion on the Keynote Address Presentation.

31st Annual African Public Relations Conference

AFRICA&STORYTELLING. . . C h a n g i n g t h e N a r r a t i v e s

KIGALI SERENA HOTEL

Inside Story

PR IN POST DIGITAL AGE: IMPLICATION

FOR PRACTITIONERS

Pg. 27

PLENARY SESSION | WORKSHOP | 3RD SABRE AWARDS AFRICAIN2SUMMIT | ICCO CONSULTANCY’s MEETING

Be a Registered Member of your National PR/Communications Association01

02 Be a PR Practitioner

Provide Evidence of Membership in your National PR/Communications body 04

Get endorsement from 2 Members of APRA in good financial standing. One of the referees must be from applicants national body. 03

ARE YOU A

PR PRACTITIONER?

MEMBERSHIPM

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MEMBERSHIP POLICY

FINANCIALOBLIGATIONS

MEMBERSHIP REGULARISATION

ACCOUNTDETAILS

Only Paid-Up Members have a voting right

Members must ensure to pay up their annual dues as our financial year begins March and Ends in February of each year

Membership Regularisation is carried out every mid-year. At this period members are expected to regularise and upgrade their membership to get a membership number.

Visit www.afpra.org/payment.html for online paymentOr Bank Transfer toAccount Name: The Association of African Public Relations PractitionersBank: Ecobank Nigeria Plc,Account N0: 0322015341(Dollar account)

ASSOCIATEMEMBERSHIP

FULLMEMBERSHIP FELLOW CORPORATE

MEMBERSHIP

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WHAT ARE YOU WAITING FOR???

CONTENT

AFRICAN UNION COMMISSIONPRESIDENT OF RWANDAAPRA EXECUTIVESAPRA SECRETARIAT 0206 AFRICAN UNION ANTHEM

LOC

08PROGRAMME FLOW

12 PAST CONFERENCE THEMESBRIEF HISTORY ON APRAAPRA VALUE CHARTER/MISSION

15CHAIRMAN’S PROFILESPEAKERS’ PROFILE

23 HONOREE’S PROFILEINVESTITURES

26SABRE AWARDSIn2 INNOVATION SUMMIT

2729

PAST CONFERENCES IN PICTURES

PR IN POST DIGITAL AGE: IMPLICATION FOR PRACTITIONERS

Ambassador Kwesi Quartey

PRESIDENT OF RWANDA3

APRARwanda20193

President, Republic of Rwanda

H.E. Paul Kagame

President, APRA

Vice President, APRA

Secretary General, APRA

APRA EXECUTIVES4

APRARwanda20194

Yomi Badejo-Okusanya

Robyn de Villiers

Jane Gitau

APRA COORDINATOR

APRA PROJECT EXECUTIVE

APRA, IT

APRA SECRETARIAT5

APRARwanda20195

Taiye Tunkarimu

Adebowale Raimi

Adekunle Mazu

LOC6

APRARwanda20196

Public Relations Association of RwandaHost Association

Rwanda Convention Bureau General Logistics Services

AFRICAN UNION ANTHEM7

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AFRICAN UNION ANTHEM

Let us all unite and celebrate together O Sons and The victories won Daughters of Africafor our liberation Flesh of the Sun Let us dedicate and Flesh of the ourselves to rise Skytogether Let us make Africa To defend our the Tree of Lifeliberty and unity

Let us all unite and O Sons and toil togetherDaughters of Africa To give the best we Flesh of the Sun have to Africaand Flesh of the The cradle of Sky mankind and fount Let us make Africa of culturethe Tree of Life Our pride and

hope at break of dawn.Let us all unite and

sing togetherTo uphold the O Sons and bonds that frame Daughters of Africaour destiny Flesh of the Sun Let us dedicate and Flesh of the ourselves to fight Skytogether Let us make Africa For lasting peace the Tree of Lifeand justice on earth

PROGRAMME FLOW8Monday 13 May 2019

08.30 – 10.30hrs Pre-Conference Event for University Students

Venue: Mount Kenya University - Kigali, Rwanda

08.30hrs – 09:00hrs Arrival of the Students

09.00hrs – 09:15hrs Arrival of the APRA delegation & Introductions

09.15hrs – 09:30hrs Welcome Remarks from MKU Dean of Mass Comm Faculty

09.30hrs – 09:35hrs Remarks from APRA Head of Delegation

09.35hrs – 10:05hrs Is a Career in Public Relations Right for You?

Ronke Bamisedun, Brands We Love (BWL)

10.05hrs –10:30hrs Question & Answer Session

10.30hrs – 10:35hrs Vote of thanks

10:35hrs Photograph Session & Departure

11.00 – 13.00hrs Pre-Conference Event for Public Servants

Venue: MINAFET – Kigali, Rwanda

11.00hrs – 11:15hrs Arrival of the Public Servants

11.15hrs – 11:30hrs Arrival of the APRA Delegation & Introductions

11.30hrs – 11:40hrs Welcome Remarks

11.40hrs – 11:50hrs Remarks from APRA Head of Delegation

11.50hrs – 12:30hrs Storytelling: The Impact of Words - Jane Gitau, Secretary-General

APRA, President, Public Relations Society of Kenya (PRSK)

12.30hrs –12:50hrs Question & Answer Session

12.50hrs – 13:00hrs Vote of Thanks

13:00hrs Photograph Session & Departure

14.00 – 17.00hrs International Communications Consultancy Organisation

Meeting

Welcome and Introduction

Matt Cartmell – Deputy Director- General, Public Relations &

Communications Association (PRCA) – United Kingdom

Yomi Badejo-Okusanya, President, African Public Relations

Association (APRA)

Round Table Discussion and Debate:

Overview of Challenges and Opportunities in Each Country as well

as Member Services Offered by Each Association

Training, Professional Development and Talent Retention Needs

Over the Next Five Years

Managing Global Connections and Participation in Global Causes

and Campaigns

How We Can all Work Together Effectively to Deliver for PR in

Africa

19.00 – 22.00hrs RegistrationAPRARwanda20198

PROGRAMME FLOW9

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Tuesday 14 May 2019

Day 1 (Opening Ceremony)

07.00 – 09.00hrs Arrival of Delegates/Conference Registration

09.00 – 09.30hrs All Delegates to be seated

09.30 – 09.45hrs Arrival of Speakers/Guests/VIPs

09.45 – 09.55hrs Arrival of Special Guest of Honor

09.55 – 10.00hrs National Anthem (Rwanda/African Union)

10.00 – 10.10hrs Introductions/Recognitions/Flag Parade of African Countries

10.10 – 10.15hrs Welcome Remarks – Herbert Muhire, President, Public Relations

Association of Rwanda, PRAR

10.15 – 10.25hrs Video Presentation on Rwanda

10.25 – 10.35hrs Opening Address - Mr. Yomi Badejo-Okusanya, President, African

Public Relations Association (APRA)

10.35 – 10.45hrs Goodwill Messages – Guest of Honour & APRA Ambassadors

Justin Green - President Global Alliance for Public Relations &

Communications Management (GA)

10.45 – 10.50hrs Chairman's Opening Remarks – H.E John Dramani Mahama,

Former President, Republic of Ghana

10.50 – 11.30hrs Keynote Address on the Theme: Africa & Storytelling: Special Guest

of Honour

11.30 – 12.00hrs Roundtable Discussion on the Keynote Address Presentation.

Moderator –- Ronke Bamisedun – Brands We Love Agency

Discussants

Ambassador Kwesi Quartey – Deputy Chairperson, African Union

Commission (AUC)

Yomi Badejo-Okusanya – President, African Public Relations

Association (APRA)

Paul Holmes – Founder, The Holmes Group

Representative from Rwanda

Chief Dele Momodu – CEO & Publisher, Ovation Media Group

Mrs Folake Ani-Mumuney -, Group Head, Marketing & Corporate

Communications - First Bank of Nigeria

12.00 – 12.30hrs Investitures

Patron – H.E Paul Kagame, President, Republic of Rwanda

Honorary Fellows

Ambassador Kwesi Quartey, Deputy Chairperson, African Union

Commission (AUC)

H.E John Dramani Mahama – Former President, Republic of

Ghana

Chief Dele Momodu – CEO & Publisher, Ovation Media Group

10

APRARwanda201910

PROGRAMME FLOW

12.30 – 12.50hrs First Bank at 125 – Changing the Narrative of the African Brand –

Mrs Folake Ani-Mumuney, Group Head, Marketing & Corporate

Communications - First Bank of Nigeria

12.50 – 13.00hrs Remarks/Vote of Thanks - Jane Gitau, APRA Secretary - General

13.00 – 13.15hrs Official Conference Photograph Session

13.15 – 14.15hrs Networking Lunch

14.15 – 15.00hrs APRA/Reputation Matters Survey Report – Regine le Roux

Managing Director, Reputation Matters

15:00 – 15:45hrs ICCO World PR Report and Global Trends

Matt Cartmell – Deputy Director - General, Public Relations &

Communications Association (PRCA) – United Kingdom

15:45 – 16:30hrs False Narratives About Africa: An Evidential Rebuttal

Dr Wole Olaoye – Chairman, Diametrics Limited, Nigeria

16:30 – 17:00hrs Releasing The Power Of Storytelling For Nation Branding And

Destination Marketing: Prescriptions For African Nations - Mr

Isreal Jaiye Opayemi - MD/Chief Strategist, Chain Reactions

Nigeria

17:00 Leisure for Delegates

Day 2 – Wednesday 15 May 2019

08.30 – 10.30hrs Storytelling and Message Development: Training Workshop

Robyn de Villers, Vice President, APRA, Chairman & CEO, BCW

Africa.

10:30 – 11.00hrs Tea Break

11.00 – 11.45hrs Practical Session: Storytelling Development Group Discussion

11:45 – 12.30hrs Plenary Session from Storytelling Development Group Discussion

12.30 – 13.30hrs Networking Lunch

13.30 – 14.30hrs Global Trends in Storytelling

Paul Holmes – Founder, The Holmes Group, United-Kingdom

14.30 – 15:00hrs Global Alliance - Justin Green - President Global

Alliance for Public Relations & Communications Management (GA)

15:00 – 16:00hrs Platforms that bind. A Case Study of Forbes 8 Network and How

Storytelling is Bringing Together Entrepreneurs Across the World,

Starting From Africa. - Cynthia Ofori-Dwumfuo - PR & Marketing

Communications Professional |PR Business Lead, Ogilvy, Ghana

16.00 - 16.20hrs Brand Africa Quiz

16: 20 – 16: 30hrs APRA and the AU – Progress and Next Steps

16:30 – 17:00hrs Presentation of Certificates of Recognition

17:00 - Leisure

Day 3 – Thursday 16 May 2019

09.00 – 09.45hrs The Public Relations Profession, Creativity and Storytelling in

Africa- Dr Wole Adamolekun, Head of Department, Mass

communication, Elizade University Nigeria

11 PROGRAMME FLOW

09.45 – 10:30hrs Trends in PR & The Influence of New Media and Technology on The

Practice of PR On The Continent: Tactics, Tools, Trends &

Technology – A Survival Guide For The Modern Day PR Practitioner

Paul Mwirigi Muriungi, TBWA, Uganda

10:30 – 11:00 Tea Break

11:00 – 11:45 Junior Sabena Mutabazi, Senior Advisor, Rwanda Development

Board (RDB)Rwanda

11:45 – 12:30 Communique and Next Destination

12.30 – 13. 30hrs Networking Lunch

13.30 – 17:30hrs In2 Summit by the Holmes Group

THE AGENCY OF THE FUTURE

Moderator: Paul Holmes – Founder, The Holmes Group (United

Kingdom)

Panelists: Kamal Taibi, Strateus Group (Morocco)

Nick Wachira, Oxygene (Kenya)

Matt Cartmell, Public Relations and Communications Association

(PRCA) (United Kingdom)

THE NEW EMPLOYER-EMPLOYEE CONTRACT

Presented by: Jordan Rittenberry, CEO, Edelman Africa

BEST PRACTICES IN AFRICAN PR

Moderator: Paul Holmes - Founder, The Holmes Group (United

Kingdom)

Panelists: Mandy Kojetin, Atmosphere Communications (South

Africa);

Bidemi Zakariyau, LSF PR (Nigeria);

Cynthia E. Ofori-Dwumfuo, Ogilvy (Ghana);

Lekha Seebaluck, Blast BCW (Mauritius)

19:00– 22.00hrs SABRE Awards Africa (APRA & The Holmes Group)

Venue: Marriot Hotel, Kigali, Rwanda

Friday 17 May 2019

Scheduled Visit to Tourist Attractions

Visit to Kigali Genocide Memorial, Belgian Memorial at The Camp Kigali, Old & New Kigali

City Tour, Campaign Against the Genocide Museum, Kigali Economic Zone & Kimironko Local

Market.

APRARwanda201911

PAST CONFERENCE THEMES12

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2018 - Re-PResenting Africa: Focus on Ethics Of PR in Africa

Gaborone, Botswana

APRA formerly known as the Federation by telling the world compelling stories about for African Public Relations Association Africa in many ways.(APRA), is a non-governmental, non- We will also use the opportunity to examine Political, and non-profit making current issues on ethics in Africa, especially professional association established to as it relates to the continent's image.foster unity via interaction and exchange of ideas amongst public

APRA has now been registered in Nigeria in relations practitioners in Africa as a March 2008 with similar aims and whole and through communication, objectives.promote social, political and economic They include but not limited to the integration on the continent. As an following:association, APRA is strongly committed

to selling positive Africa through the 1.To be the clearing house for public instrumentality of the public relations information in Africa.profession'. 2.To set standards of public relations

information in Africa.

Accordingly, the Association has put 3.To foster the establishment of national together a gathering that will draw and sub-regional public relations stakeholders from around the continent associations so that the profession can and beyond in order to herald the flourish in the continent.journey towards a more positively 4.To promote African unity and co-operation perceived and prosperous Africa. especially as consultant body to the African

Union and its various agencies.

As Africa continues her upward rise 5.To publish bulletins and journals on public globally, it is pertinent that all relations in Africa.stakeholders combine efforts in the 6.To affiliate with all other similar realization of the more prosperous international professional bodies.continent which we all seek. Upon this, T h e s e a i m s a n d o b j e c t i v e s a re APRA as the image management complemented by the Codes of Professional clearing house of the continent is in Conduct approved by its Council.partnership with the African Union Commission (AUC), International Public

In addition, we are set to raise the practice-R e l a t i o n s A s s o c i a t i o n ( I P R A ) , bar with the 3rd edition of the SABRE Awards International Communications & Africa and In2 Summit. The awards will Consultancy Organisation (ICCO), Global celebrate remarkable PR achievement in its Alliance (GA) and The Holmes Report for numerous dimension and bring to note, the 2019 edition of its annual conference creatives and brands that have placed tagged 'APRA Rwanda 2019' and is Africa in positive light on the global expected to draw stakeholders from all landscape, while the In2 summit will bring unit of the communication sector.together practitioners in Europe, America & Over the years, APRA has held her Africa on one table to share ideas across flagship event; the annual conference, as borders. central amongst activities used to

promote the profession. The 31st edition, APRA Rwanda 2019, theme; Africa&Storytelling is designed to further the deliberate on positioning and selling the positive Africa to the world.

BRIEF HISTORY ON APRA13

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88B Oduduwa Crescent G.R.A., Ikeja, Lagos, Nigeria

Telephone: +234 817 135 0933, +234 803 303 2295 | Email: [email protected] | Website: www.afpra.org news.afpra.org

APRA VALUE CHARTER/MISSION14

APRARwanda201914

Our MISSION

As an association of professionals, we firmly With faith we shall continually fight for a believe in the promotion of African Unity even as corruption - free Africa, promoting high moral we strive for the growth of our noble profession standards and producing the right kind of on the African continent and also the global leadership.frontier.

Seeking enterprise driven and socially We consciously and conscientiously support the responsible investment in Africa, we shall exchange and freedom of information at all establish strategic global partnerships that will levels in Africa as an indisputable prerequisite for yield returns to enhance the economic and social the growth of democracy and predominance of wellbeing of the continent.the rule of law.

APRA's primary purpose is to help in creating an enabling professional

enviroment for accurate perception, goodwill and understanding of

necessary and effective performance of Public Relations practice in Africa.

1. Economic Integration of Africa 2. Promote Infrastructural Development of Africa 3. Social Welfare with strong focus on health, education and poverty reduction 4. Good Governance 5. Tourism & Leisure

5 KEY APRA INTERVENTION AREAS

1. Strengthen Membership 2. Strengthen financial base

3. Strengthen organizational base (structure)

4. Strengthen Continental relevance/position

5. Strengthen Practice (Capacity Building)

5 KEY INTERVENTION GOALS OF THE CURRENT

ADMINISTRATION

GABORONE STATEMENTPublic Relations is the strategic

management function that fosters understanding, builds strong reputation, promotes good

governance, ethical behavior and optimizes diversity with all

stakeholders using all forms of communication and research.

CHAIRMAN’S PROFILE15

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Mr. Mahama was the 4th President of the Fourth Republic of Ghana. He was popularly elected for a four-year term (January 07, 2013 – January 06, 2017) on December 07, 2012.

Born on November 29, 1958 to a Christian father and a Muslim mother in Damongo, a rural community in the Northern Region of Ghana, John Dramani Mahama at an early age came to appreciate, personally, the beauty and strength in diversity.

A student of history and later communications, John Dramani Mahama made history by being the first President of Ghana to serve in all levels of political office– Member of Parliament for Bole-Bamboi Constituency, Deputy Minister for Communications, Minister for Communications, Vice President and eventually President of the Republic of Ghana.

As President, John Dramani Mahama chaired the Authority of Heads of State and Government of the West African regional body, ECOWAS, and also served as Chairperson of the Africa Union's High-Level African Trade Committee.Considered one of the most trying periods for ECOWAS during which the sub-region experienced the outbreak of the deadly EBOLA virus, political instability in Burkina Faso, election-related issues in Togo and Nigeria among others, President Mahama is highly credited and won international praise for his handling of these issues.

His singular and selfless devotion to the people of Liberia, Guinea and Sierra Leone did not only result in one of the fastest deployment of international humanitarian and health support to the region, saving thousands of lives in the process and also ensuring an early return to normalcy in these countries.

John Mahama is an avid reader, author and historian. Over the course of his career he has written for several newspapers and authored a number of publications. He published in 2012, his first book, a memoir entitled 'My First Coup D'etat and other true stories from the lost decades of Africa'.

John Mahama considers the combination of the study of history, communications and social psychology as having had a profound impact on shaping his views, thoughts and understanding of the human condition and have contributed significantly to making him the person he is today.

Apart from his love of reading and acquiring knowledge, President Mahama has a keen interest in Technology and being a farmer himself, in Agriculture. President Mahama had intimate knowledge of and love for Agriculture from a young age, when his father was a prominent rice farmer and teacher.

He is particularly interested in finding the most effective ways to improve agricultural productivity and works to encourage more young people to see farming as a viable business and not a subsistence activity. His passion for Agriculture led to the birth of the Savanna Accelerated Development Authority (which is referred to by the acronym SADA) to create new opportunities for people living in the Savanna areas of the country, which includes the Upper East, Upper West and Northern Regions, and the northern parts of the Brong-Ahafo and Volta Regions.

Even on official assignments outside of the country, Mr. Mahama liked to take advantage of opportunities to visit agricultural establishments and update himself on current trends and developments.

At the core of his love for the promotion of agriculture, he says, is reflected in Goal 2 of the SDGs: ''End hunger, achieve food security and improved nutrition and promote sustainable agriculture.''

While in office, Mr. Mahama promoted girls and women's interest at all levels. It was during his administration that Ghana attained gender parity in basic education. He also ensured the appointment of many women to high positions in his administration. This included the Minister for Foreign Affairs, the Attorney General, Special Advisers, Ghana's Permanent Representative to the United Nations among many others.

He also nominated for appointment, Ghana's first Chairperson of the Electoral Commission, and also Ghana's First Female Chair of the Council of State was also nominated to the Council by President Mahama.

President Mahama is a man of many talents and accomplishments, who committed himself to fulfilling the vision of Transforming the Lives of Ghanaians by focusing on Jobs, Stability and Infrastructural Development.

John Dramani MahamaFormer President, Republic of Ghana

SPEAKERS’ PROFILE16

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Yomi Badejo-Okusanya is a consummate public relations practitioner and the Group Managing Director of one of Nigeria's foremost communication consulting groups, CMC Connect (Perception Managers). The Group consists of CMC Connect Burson Marsteller (flagship business), Tangelo Africa (Agric Media Communication), I –Octane (Digital Interactive Media) & Reignite Public Affairs (Abuja). YBO, as he is otherwise known, is an alumnus of the Lagos Business School and a renowned facilitator seeing him deliver several papers at both local and international training programs, seminars, workshops and conferences. He holds a single honours degree in History from the University of Benin and has close to three decades of work experience in Integrated Marketing Communications coupled with the edge of pioneering perception management business in the Nigerian marketing communication market.

He is the current President of the African Public Relations Association (APRA), the umbrella body for the practice of public relations in Africa, a board member of the International Public Relations Association (IPRA), a Fellow and former member of the Governing Council of the Nigerian Institute of Public Relations (NIPR), and past two term Chairman of the NIPR, Lagos State Chapter. He is also a Fellow of the National Institiute of Marketing Nigeria (NIMN).

His professional recognition awards include the prestigious PR Golden Eagle Award as the Most Outstanding Public Relations Person for the Year 2010, and pioneer recipient of the Bob Ogbuagu Leadership Award in 2017 for positively impacting the Nigerian PR industry and inspiring younger practitioners.

YBO is also a patron of both the Fashion Designers Association of Nigeria (FADAN), the Brand Journalist Association of Nigeria (BJAN) and the current Secretary General of the Igbobi College Old Boys Association (ICOBA).

Yomi Badejo-OkusanyaPresident, APRA | Group MD, CMC Connect Ltd.

Global Ambassador African Public Relations Association & Public Relations Society of Kenya

President, Global Alliance for Public Relations and Communication Management

Former President & current Vice President Public Relations Institute of Ireland (PRII)

Founder & Managing Director, Wide Awake Communications.

Justin Green is one of the most experienced and an award-winning Communications consultant with over 25 years' experience across the Entertainment, Marketing and Public Relations Industry. In that time Justin has worked with some of the biggest names in the world of entertainment as well as major events, including the historic visits of Presidents Obama and Clinton to Ireland, the MTV Europe Music.

Awards, the Special Olympics World Games and the offical Government New Year and Millennium Celebrations. In addition, he has worked with European and International Government Ministers and Departments from a wide range of countries, as well as with the European Union and African Union representatives, Law Enforcement Agencies,

international consumer agencies and global brands.

He received a special Award for his outstanding contribution to the global industry at the world PR Forum in 2015. In 2017, the Irish PR industry (PRII) awarded Justin a 'Life Fellowship', the highest honour within the industry in recognition of his significant contribution to the profession.

Justin is a Director and Chair Elect to the Board of the Global Alliance for Public Relations and Communication Management, the confederation that represents over 160,000 practitioners and academics around the world. In February, Justin was appointed to the Public Relations World Ethics and Standards Task Force established in Madrid, Spain 2018. Justin received an 'Outstanding Contribution' Award to the Live Entertainment Industry and was singled out for a special recognition award by the President of Ireland, Micheal D Higgins for his 'Let's Celebrate' 2017 publication.

Amongst some of the global superstars Justin has worked with are: Eminem, U2, David Bowie, Rolling Stones, Beyonce, Coldplay, Madonna, Jay Z, One Direction, Prince and Taylor Swift.

Justin GreenAPRA Ambassador | President Global Alliance

SPEAKERS’ PROFILE17

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Wole Adamolekun holds a doctorate in media arts, has more than thirty five years' experience in corporate communications in downstream oil sector, micro credit administration, youth & social-political development, and strategic communication. His last appointment in the public service was as the General Manager Operations and Corporate Services, Petroleum Products Pricing Regulatory Agency.

He is currently a Senior Lecturer, Head of Department of Mass Communication and Ag. Dean Student Support Services, Elizade University, Ilara-Mokin. Ondo State. Nigeria. He has authored two public relations books, co-authored four chapters in public relations books and several scholarly articles in peer reviewed journals worldwide.

A Fellow of the Nigerian Institute of Public Relations (FNIPR), Fellow, Nigerian Institute of Management (FNIM), former Secretary General, African Public Relations Association (APRA), Senior Member, International Public Relations Association (IPRA), Senior Member, African Public Relations Association and Member, Chartered Institute of Public Relations, United Kingdom (CIPR).

Wole AdamolekunHOD Mass Communication, Elizade University, Nigeria.

Robyn is Founder, Chairman and CEO of Burson Cohn & Wolfe Africa. She has engaged in public relations and corporate communications in South Africa and across Africa for 25+ years. Through the Burson Cohn & Wolfe Africa network of indigenous, in-country communications consultancies she developed, Burson Cohn & Wolfe provides clients with market relevant communications in 50+ African markets.

The Burson Cohn & Wolfe Africa network is recognised as the premier African communications network and in 2016, the Holmes Report, the most highly regarded PR industry publication, awarded Robyn an EMEA SABRE Award for Outstanding Individual Achievement. In 2017 she was invited by the Chartered Institute of Public Relations International to deliver the Maggie Nally Memorial Lecture on

“Communications in Africa” in the House of Lords, Palace of Westminster.

Robyn’s depth of experience has earned her respect globally, and she is called upon by business associations, local and international communications associations to address, and facilitate training for, communications professionals, public relations and corporate communications students and corporate audiences on topics including reputation management, issue and risk management, crisis communications management and working across Africa.

Robyn is a Chartered Public Relations Practitioner and is a member of the Public Relations Institute of South Africa, the International Public Relations Association, the International Association of Business Communicators and the Issues Management Council. Robyn is the Vice President of the African Public Relations Association and its Training Chair. She sits on the Advisory Council of the National Business Initiative, a group of national and multi-national companies, working towards sustainable growth and development in South Africa through public private partnerships, practical programmes and policy engagement. She is on the Board of the American Chamber of Commerce for Southern Africa and serves on the Steering Committee for the 30% Club of Southern Africa. Robyn represents Africa on the Burson Cohn & Wolfe Europe and Africa Leadership Team, is on the Global Advisory Board for Burson Cohn & Wolfe’s Advantage Women Initiative the WPP South Africa Leadership Council and WPP’s Transformation Committee in South Africa, leading the Gender Equity initiative.

Robyn de VilliersVice President, APRA

SPEAKERS’ PROFILE18

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Cynthia is a communications maven with a colourful international career covering strategic & corporate communications, media & government relations, public affairs, CSR, marketing & brand development, healthcare communications, event organising, advocacy, and digital.

She has led teams with high-profile client portfolios covering West and Central Africa including large multinationals like Coca-Cola, Gold Fields, Google CSquared, HMD Global (Nokia), MAZDA,Samsung, Johnson and Johnson, Turkish Airlines, Unilever, VISA, Vodafone; international organisations like UNICEF, Rockefeller Foundation, FHi360; government agencies like South African Tourism and non-profits like African Media & Malaria Research Network.

Under Cynthia’s leadership, her agencies won local and international awards including African SABRES, Gong Gongs, and PR Excellence awards.

In the US she worked at American University, Smoak PR and Vox Global, a Fleishman Hillard public affairs agency with Fortune 500 clients AT&T, Nissan and non-profits.

During Cynthia’s early career she liaised with pharmaceuticals in the UK, national service at Ghana Ministry of Communications, and worked as junior consultant at ShawbellConsulting.

In academia, Cynthia taught first-year accelerated composition and communications studies at Clemson University, USA.

Cynthia is published in The Journal of College and University Student Housing, USA (2015). She presented at PRSA South East Conference in Florida (2012).

With a Bachelor’s in Economics from Kwame Nkrumah University of Science and Technology, Cynthia has a Master’s in Professional Communications from Clemson University.

Cynthia co-founded Ghana’s first private national basketball league and is a member of TEDxAccra.

Cynthia Eyram Ofori-DwumfuoPR Business Lead, Ogilvy in Ghana and

West Africa Marketing Communications Professional

With eleven years of experience, Paul Mwirigi Muriungi is one of East Africa’s vastly experienced marketing communications professionals.

As a brand custodian for major local, regional and international brands in Cameroon, Kenya, Uganda and Rwanda, Paul has contributed to various game changing campaigns; as a result he has been recognized by clients and peers for spontaneous creativity, an exceptional work ethic and above par delivery.

Throughout his career, Paul has worked in various senior roles for Knight Frank, TBWA, WPP Scangroup among others and given advice to a diverse portfolio of corporate clients in industries ranging from telecoms, manufacturing, retail, leisure, hospitality to beverages, professional services, banking, insurance and semi-autonomous Government bodies.

Paul holds a B.A. in Social Sciences from MUK, a Certificate in Oil & Gas Studies from MUBS, a Post Graduate Diploma in Marketing from the Chartered Institute of Marketing (CIM) UK and a Diploma in PR from the Chartered Institute of Public Relations (CIPR) UK.

Oddly, he dropped out from an ‘MBA for Executives’ class at Strathmore Business School (Kenya) after realising a career in management did not augur well with his ultimate passion.

“My ultimate mission in life is to help brands position themselves for market growth and help the same brands communicate better to their key stakeholders” says Paul who writes regularly in the Ugandan daily New Vision on topics related to marketing communications.”

Paul Mwirigi MuriungiPR Director, TBWA Uganda

SPEAKERS’ PROFILE19

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Academic Qualifications: M.Com (Communication Management), Universityof Pretoria 2003.

Regine is a corporate reputation specialist. She completed her Communication Management Honours degree Cum Laude at the University of Pretoria in 2001, and completed her MCom within a year.

Regine is currently a Fellow Member of the Institute of Directors of Southern Africa (IoDSA), and on the advisory committee for the Western Cape Branch.

Regine was the Chairperson of the Western Cape Public Relations Institute of Southern Africa (PRISA) Committee, and was also on the Board of the Rotary Club of Newlands, responsible for Public Image. Regine founded Reputation Matters in 2005. The

Repudometer® is a proprietary reputation research tool that she has

developed to quantify organisations' reputations.

Regine is the author of: Reputation Matters, Building blocks to becoming the business people want to do business with Communication Management student.

Regine le RouxManaging Director, Reputation Matters

Paul Holmes, founder and chair of The Holmes Group, has been writing about public relations for more than 25 years. Paul began his career in local newspapers in the north of England and also worked for a newspaper group in South London before joining PR Week as news editor in 1985.

In 1987 he moved to New York to launch the short-lived US edition of that publication, and after that project came to an inglorious end worked with Adweek and Adweek’s Marketing Week for a year.

In 1989, he launched his own company, initially publishing Inside PR, and later Reputation Management magazine, both focused on

providing analysis of critical trends and issues in the public relations industry. He created the annual Public Relations Agency Report Card, which included profiles of the leading PR firms in the US, and the Creativity in Public Relations Awards, which grew to become the largest in North America.

Early in 2000, Holmes launched The Holmes Group, which provides knowledge and insight to public relations professionals across a variety of platforms, including a website, an e-newsletter, events, printed reports, research and consulting assignments, and the SABRE Awards competition. The group’s flagship title, The Holmes Report, covers the public relations business in the Americas, EMEA (Europe, the Middle East and Africa) and the Asia-Pacific region. In 2011, Paul was inducted into the ICCO Hall of Fame.

Paul HolmesFounder and Chair of The Holmes Group

SPEAKERS’ PROFILE20

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Wole OlaoyeChairman, Diametrics Limited

Studied at the Universities of Ife and Lagos, Nigeria. Former editor in the DRUM magazine Group and Monthly Life magazine. Columnist, Daily Trust newspaper; Director, Academy Press; Member, Editorial Board, Leadership newspapers; Chairman of Diametrics Limited, an Abuja-based PR firm since 1996; has led major reputation management efforts both nationally and internationally; Fellow, APRA

Junior Sabena Mutabazi is a Senior Advisor with the Rwanda Development Board where he assists the CEO to align priorities with the vision and strategy of the institution.

Prior to moving back to Rwanda in 2017, Junior lived and worked in a number of areas in London, including at the UK Parliament, House of Lords, where he coordinated the set-up of a fully functional parliamentary policy lobbying group (the All-Party Parliamentary Group on Diaspora, Development and Migration) to connect parliamentarians with diaspora organizations, academics and civil society groups to discuss ways in which diaspora contributions can be harnessed for a greater impact.

In the media, Junior has been a weekly columnist for Rwanda's leading newspaper, The New Times, since 2014, and made a number of appearances on London-based ARISE News. His media appearances focus on political and socio-economic issues of the African continent.

In his spare time, Junior speaks at youth conventions, schools and universities on various subjects such as raising awareness of the 1994 Genocide against the Tutsi, peace building, and so on. He is currently the Networks & Public Relations Advisor at Ishami Foundation –a foundation that draws on genocide survivor experience to help us all connect to our common humanity.

Junior holds an MSc in Public Services Policy & Management from King's College London, University of London.

Junior Sabena MutabaziSenior Advisor, Rwanda Development Board

SPEAKERS’ PROFILE21

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Opayemi holds a B.A (Hons) Degree in Philosophy and Master's Degree in Political Science both from the University of Lagos. He began his career upon the completion of his University education as a freelance Copy Writer and Speech Writer outsourcing his services to a number of agencies, medium-sized corporate organisations and public sector clients. He moved from here to assume the position of Chief Press Secretary in the Office of the Deputy Governor of Lagos State, (2002-2003); Special Assistant on Public Affairs in the Governor's Office with responsibility for Public Affairs Strategy Development and Public Communication including Speech Writing (2003 – 2007).

Opayemi later left the Lagos State Governor's Office in Nigeria upon the completion of administration's term to become the founding of CEO, Image Savvy Limited, a Media and Public Affairs Consulting firm in 2007; pioneer Managing Director, Wisdom Keys Group Nigeria (2008 – 2010); MD/Chief Strategist, Chain Reactions Nigeria, March 2010 to date. In the year 2016, Chain Reactions Nigeria, under his leadership became the Nigerian Affiliate and West Africa's Preferred Partner to Edelman, the world's largest Public Relations firm.

A consummate Strategist and Master Story teller, Opayemi has served as External Public Relations Consultant to a number of high-level public sector clients such as the Federal Government of Nigeria, State Governments, Governors and Ministers in Nigeria. As the MD/Chief Strategist for Chain Reactions Nigeria, he has also served as Lead Consultant to several high-profile past and present clients and brands including, Reckitt Benckiser, Vital Voices, ONE Campaign, 9mobile, First Bank of Nigeria, Facebook, HP, Dubai Tourism, Motorola Solutions, World Bank, National Social Investment Office (NSIO) amongst others.

He is a member of the Nigerian Institute of Public Relations (NIPR) and serves as Publicity Secretary of the Public Relations Consultants Association of Nigeria (PRCAN).

Israel Jaiye Opayemi, mniprMD/Chief Strategist, Chain Reactions Nigeria

Matt Cartmell is the Deputy Director General of the Public Relations and Communications Association (PRCA), the membership body that represents in excess of 30,000 PR practitioners across the UK, MENA, and Southeast Asia. The PRCA exists to raise standards in PR and communications, providing members with industry data, facilitating the sharing of communications best practice, and creating networking opportunities. Cartmell has led communications, marketing, and events at the association for six years, before which he was the UK News Editor at PRWeek, where he covered breaking stories about the business of PR and communications. A former PR agency consultant, Cartmell has 20 years of experience in news, writing, and story development.

Matt CartmellDeputy Director General, Public Relations and Communications Association (PRCA)

SPEAKER S PROFILE’22

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The infectiously amiable Mrs. Folake Ani-Mumuney was appointed

to the Board of FBN Insurance Brokers Ltd in 2017. She is a

seasoned marketer and communicator who brings to bear a total

management actionable vision to her role as captain of the highly

demanding marketing and corporate communications group of

FirstBank, the number one banking brand in Nigeria. She

previously served as Chief Marketing and Communication Officer

for the Dangote Group, the largest conglomerate in Africa. Prior to

this, Folake had responsibility for Brands, Policies and Communications for British Airways PLC

across the Europe & Africa region. Folake holds a first degree in Philosophy and a second degree in

Law, and a Diploma in Business Computing Systems Analysis and Design. She is the President of

Advertisers' Association of Nigeria (ADVAN), an Honourary Member of The Chartered Institute of

Bankers of Nigeria, a Member of the Chartered Institute of Marketing UK, a member of the

National Institute of Marketing Nigeria, and serves in an advisory capacity to many organisations

on strategy and marketing communications issues. An alumna of the prestigious Harvard

Business school, Folake chairs or co-chairs a handful of private sector and NGO Boards, and her

appointments to select committees, such as the Presidential Committee on Efficiency, enable her

contribute meaningfully to the public sector. She is happily married with three children and

currently lives in Nigeria

Group Head, Marketing & Corporate CommunicationsFolake Ani-Mumuney

INVESTITURE23

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H.E. Paul KagamePresident, Republic of Rwanda

Ambassador Kwesi QuarteyDeputy Chairperson, African Union Commision

GRAND PATRON 2019

HONORARY FELLOW 2019

Chief Dele MomoduCEO and Publisher, Ovation Media Group

HONORARY FELLOW 2019

John Dramani MahamaFormer President, Republic of Ghana

HONORARY FELLOW 2019

HONOREES PROFILE24

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Ambassador Kwesi Quartey, the third Deputy Chairperson of the African Union Commission since March 2017, manages the Commission’s key administrative and financial portfolios to ensure operational efficiency of the Union. His strategic focus is to ensure that the operational systems are fully functional and aligned to enhance the institutional capacity of the Commission, organs, liaison offices and specialized agencies.

This will help build the strong foundation needed to drive and coordinate the vision of the Union – an integrated, prosperous, democratic, peaceful and united Africa at peace with itself and the world. Elected by the African Union Executive Council, and appointed by the Assembly of Heads of State and Government of the 55 member states in January

2017, the Deputy Chairperson’s core mandate includes standing in for the Chairperson in

his absence.

Mr. Kwesi Quartey is a lawyer by training. He has over thirty-five years of experience as a career diplomat. He is particularly keen on empowering people to unleash their ingrained creativity at work. He is passionate about education and the promotion of human capital through skills improvement as the critical vehicle to achieve the “Africa We Want”. His dream is to have every African child in school before 2020. He believes this will enable Africa to harness its demographic bulge into quality skills to create human capital. Without a numerate and literate Africa, Africa will not be able to own the 21st century or find its way in the knowledge-driven globalized economy.

Prior to his appointment, Ambassador Quartey was Secretary to H.E. Mr. John Dramani Mahama, President of the Republic of Ghana from 2015. In 2012, he was Ghana’s Deputy Minister of Foreign Affairs and Regional Integration, where he was involved in the coordination and management of Ghana’s Foreign Policy.

Between 1980 and 2001, Amb. Quartey served in various capacities in Ghana’s Embassies and High Commissions in Cotonou, Cairo, Brussels, Havana, New York and London, during which he played a key role in promoting multilateralism and enhancing the political and economic relations of Ghana within the comity of nations. During his tour of duty in Brussels, he helped to steer financial and economic negotiations with the European Commission and the European Investment Bank.

In 2001 and 2004, he served as Ghana’s Deputy Permanent Representative to the United Nations in New York. He represented Ghana on the International Law Committee (6th Committee) of the General Assembly and the International Law Commission. He was Deputy High Commissioner at the Court of St. James, London, from 2007 until October 2008, when he was appointed Ghana’s Ambassador to Ethiopia and Permanent Representative to the African Union. During the period, he chaired the Advisory SubCommittee on Administrative, Budgetary and Financial Matters, and helped draft the Commission’s Staff Rules and Regulations.

Mr. Quartey served for many years as Director of the Legal and Consular Bureau, i.e. Principal Legal Advisor to the Ghana Foreign Ministry. His duties included managing treaties, their ratification, and the advancement of consular relations.

Ambassador Quartey graduated LLB (Hons) from the Faculty of Law, University of Ghana. He is a Barrister-at-Law, Solicitor at the Supreme Court of Ghana, and a Notary Public.

Mr. Kwesi Quartey is married to Mrs. Audrey Quartey. They have four grown-up daughters. His hobbies include table tennis, chess, tennis, and field hockey where he was a member of the Ghana National Hockey team which won the First African Hockey Championship in Cairo, 1974.

He is an unrepentant feminist.

Ambassador Kwesi Quartey - Deputy Chairperson, African Union Commission

HONOREES PROFILE25

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Chief Dele Momodu, born May 16, 1960, in the ancient town of Ile-Ife, Nigeria, is an African Journalist of high repute and loud acclaim; he is a Publisher, polemicist, businessman, philanthropist, actor, politician and motivational speaker. He is the CEO and Publisher of Ovation International, a magazine that has given publicity to people from all over the world in over 60 countries. He is the Chairman of the Ovation Media Group, comprising of Ovation International magazine, Ovation Television and The Boss newspaper. His media empire has worked assiduously to change the negative perception of Africa as a dark continent of vampires. He is one of the most prolific essayists in Africa and he has authored and published several books in his name. He is one of the biggest voices on the African social media platforms

and his Twitter account is already approaching a million followers. He is one of the most photographed celebrities in Africa. Chief Momodu has met and interacted with world leaders. He has received innumerable awards and honours, and garnered recognition for his work in the world of business, politics, literature, music and fashion in which he plays major roles. He has bagged two Doctorates (honoris causa) from Universities in Benin Republic and Ghana. He is a recipient of multiple traditional titles in Nigeria and Liberia. Chief Momodu writes a weekly and very popular column, called Pendulum, on the back page of Thisday, Nigeria’s most influential newspaper, every Saturday.

Chief Momodu is a graduate of the great University of Ife, (now Obafemi Awolowo University , Ile-Ife). He holds a Bachelor's degree in Yoruba language (1982) and a Master's degree in English Literature, 1988, from the same University (the first Nigerian ever to attempt such a combination). He has been a political activist for decades and was forced into exile in Great Britain from 1995-98 under the military rule of General Sani Abacha.

Chief Momodu announced his intention to run for the Presidential election in his homeland Nigeria, in 2011 but lost.

Chief Momodu is currently a Visiting Scholar at Oxford University, England. Chief Momodu is married with children.

Chief Dele Momodu - Chairman of the Ovation Media Group

SABRE AWARDS26

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We have entered the Age of Convergence, an era in which all of the marketing and communications disciplines are competing to play the lead role and add the most value to their organizations and clients.

Inside corporations, nonprofits, and government agencies, communications professionals must prove their value daily, demonstrating that they are just as creative, just as strategic, just as proactive as their

relationships is of critical importance to all c o u n t e r p a r t s i n m a r k e t i n g - - a n d organizations and all those who occupy the C-demonstrating that they can add just as suite. And this is PR's sweet spot, the special much value to the organization's bottom ingredient that differentiates us from all of line.those competing disciplines and gives us the edge when it comes to creating meaningful

In the agency world, public relations firms connections, building trust and credibility, and

are competing not only against one another truly engaging with consumers and other

but also against ad agencies, digital stakeholders.

s p e c i a l i s t s , e v e n m a n a g e m e n t consultancies. They need to show that they

The SABRE Awards have always been about are at least the equal of these other firms in engagement, credibility, and relationship terms of delivering insight, multiplatform building. Now more than ever you need to be content, and engagement.able to demonstrate your credentials in these areas, and the peer reviewed endorsement of

Fortunately, we are also entering the Age of your abilities that SABRE provides is

Relationships, an era in which creating, increasingly valuable.

nurturing, and leveraging stakeholder

Since launching in 2014, the IN2Summit EMEA has

featured senior comms and social media executives

from SBTV, Unilever, Twitter, Nissan, Microsoft,

Electrolux, Salesforce, Tata, Rocket Internet, Xerox,

AirBnB and more.

The 2019 edition will continue this commitment to

the future of engagement, focusing in particular on

how tomorrow's brands, talent, technology and

campaigns are reshaping the communications world

before our eyes. A handpicked roster of senior in-

house speakers will lead discussions, along with

some of the brightest minds from the agency world.

In INNOVATION SUMMIT2

APRA Conference, Mauritius

APRA Conference, Mauritius

APRA Conference, Casablanca, Morocco

APRA Conference, Calabar, Nigeria

APRA Conference, Calabar, Nigeria

APRA Conference, Casablanca, Morocco

APRA Conference, Addis Ababa, Ethiopia

APRA Conference, Addis Ababa, Ethiopia

PAST CONFERENCES IN PICTURES27

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APRA Conference, Gaborone, Botswana

PAST CONFERENCES IN PICTURES28

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PR IN POST DIGITAL AGE: IMPLICATION FOR PRACTITIONERS29

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Every day, we see the many changes that the press releases, trade show participation, and post-digital age brings to business. New relationship building through philanthropic industries are springing up, consumer habits are efforts and press agentry to gain media changing, and industries we are accustomed to, exposure. Companies focused more on are evolving at an accelerated rate. The public disseminating information to the public than on relations industry is not any different. With a the how or why. Measuring results proved history as far back as 50 B.C., the business of difficult as well.public relations has become a legacy business. The key problem with legacy businesses The technological boom has redefined the roles operating in the new age is that they are quickly public relations professionals perform within an becoming obsolete. There are schools of organization and how results are being thought arguing for or against public relations measured. In spite of the changes the digital age becoming obsolete. has brought, there are some core fundamentals

of PR that haven't and will likely never change. The truth is that perception and reputation will Excellent storytelling, great relationships, and a always have to be managed. Relationships with strong brand identity have always been and will customer segments and key stakeholder groups always be essential, but how they are put to use will always have to be considered and executed has been forever altered. Some of these seamlessly. It will be unwise to play the ostrich alterations currently waver between small and concerning these changes. The industry will big changes. To make changes today, however, require a continuous re-invention to remain there are three key practices that PR relevant to the evolving organizational practitioners must be in tune with. The first is the structures and changing consumer habits. The Dynamism of the modern media landscape. 'how' of public relations is threatened by new What this means is that what was once a small, industries, a new workforce of the future, and consistent and niche group has ballooned. clients' changing requirements which is largely Beyond influential core news platforms, influenced by the changes in the marketplace. talkability and buzz leveraging new media

tactics are increasingly important. News Like with most other businesses, public relations channels have expanded to include social companies would have to keep doing the nuts media, blogs, and even comedy shows. Every and bolts work at the core of the trade. But they single touchpoint of a story has become a also have to be ready and agile enough to channel for information dissemination. PR compete in a fast-changing environment, one practitioners must stay in tune with this and that's almost hard to predict. Prior to the digital expand their horizon beyond media contacts.age, traditional public relations practices consisted of the creation and distribution of Modern PR teams have to keep track of who is

APRARwanda201930

writing, talking, tweeting, and making videos Company Executives can now get a real-time about relevant topics. It can help you target just look into the impact of PR without any time the right pitch with pertinent content for each wasted. What this means for PR practitioners is person who might be in the position to share that if they do not heed the validation of the your brand's messages. The second key power of analytics tie to what their clients want, practice today's PR practitioner must stay in they will clearly be at a disadvantage. The tune with is Measuring Impact and Return on implication of these changes combined is that Investment. Before the digital boom, measuring there are more opportunities for PR the success and impact of PR was very difficult. professionals to disseminate and expand So difficult, in fact, that many brands simply communications for clients using different didn't do it. PR was seen largely as a nice to elements and channels such as events, have cost element that didn't in any way tie back experientials, videography, social media, digital, to revenue. While that was the general infographics; all of which before now were perception, it was not true. Being consistently majorly a prerogative of advertising and seen and heard meant that a business was marketing functions. There has never been a building momentum in the minds of customers one-size fits all approach, and so the industry and key stakeholder groups, keeping them top continually evolves to meet the changing needs of mind when it came to their area of operation. of clients and their audiences as well as Unfortunately, there was little to no metric to leverage the new and emerging channels prove this. available to reach these audiences. More so, the

function of public relations is largely storytelling.The Advertising Value Equivalency (AVE) measurement metric became commonplace as Media results, web traffic and sales leads that a way to measure public relations value. AVE clients demand are largely dependent on refers to the cost of buying the space taken up by compelling storytelling skills, which is strategic a particular article, had the article been an and deliberate in aligning communication with advert. This measurement meant that PR the organization's objectives. Public relations executives would sit with a ruler and a bundle of professionals will continue to tailor messages for newspapers to measure the size and space in individual audiences as well as identify column inches, of a piece of coverage and platforms through which to reach them. It is clear match that to the measure of the equivalent of that PR is changing a great deal and will become advertising. Today, AVE festers as a public more important than ever, helping individuals, relations metric. Though, AVEs are still valid brands and organizations manage their today, they are slowly changing. communication to inform, engage and persuade

even in this post digital age. These point to the Communication Directors and PR managers in fact that, like the proverbial fine wine, PR organizations are now constantly asking the practitioners will need to keep getting better at question, 'What does this really mean for our the job with creative, out of the box thinking that company?' What this means for PR practitioners helps in delivering communication solutions to today is that the measurement of PR must be clients. Interestingly also, current statistics related to a campaign's objectives, key shows that the biggest population of internet messages, sentiment and what these mean for users are aged between 18 and 49 years, a how an organization is perceived. The ability for majority of whom are millennials. We are talking PR practitioners to track the behavior of people about a globally growing population of who connect, act or react to a story changes the millennials whom the old tactics of public game. Thanks to digital, PR outcomes can be relations do not serve. These are people who measured based on a number of metrics are increasingly becoming weary of what they including website traffic, reach, impressions and read, advertisements they see, and are not audience reactions. The third key practice for easily swayed.today's PR practitioner is Analytics and Reporting. Based on the need to measure ROI, How then do PR practitioners catch and sustain the modern PR report is swiftly moving from their attention and convince them to take action? being activity-based to becoming outcome- To answer the question, the future of PR will based. Spreadsheets are rapidly giving way to have to entail more dependence on balancing interactive PR reports that analyze a client's data with creativity – an approach that has long share of voice and the general sentiment across strengthened PR campaigns to predict future industries. trends, identify new audiences and ensure

programmes are engaging and interesting.

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