By Kingsley I. Ilechukwu, Senior Correspondent Lagos

BHM Research & Intelligence has announced that starting this year, its annual report on the public relations and communications sector in Nigeria, Africa’s largest economy, will be expanded to cover the whole continent, adding 53 more countries with a combined economy of over US$2 trillion and over 1 billion population.

This will be the first-ever report that will cater exclusively to the PR and communications industry within the African continent.

The Africa PR and Communications report is being compiled in partnership with the Public Relations and Communications Association (PRCA), the Chartered Institute of Public Relations (CIPR UK), CIPR International, the International Communications Consultancy Organisation (ICCO), Africa Communications Week (ACW), Wadds Incorporated, ID Africa, Plaqad Incorporated, and Magna Carta Reputation Management Consultants. Other partners are to be announced.

BHM Founder Ayeni Adekunle commented: “Since we launched the Nigeria PR Report on January 29, 2016, we have witnessed the growth of the industry at home and abroad. Five years after, we are pleased to confirm we are now expanding our research to cover a continent that holds plenty of promise for the global communications sector. We hope the Africa PR and Communications report will quickly become the authoritative voice in the industry, providing insights, data, and useful information for those working here, as well as everyone outside looking in.’’

With 54 countries and an expected GDP of US$5.6 trillion in four years, the continent is home to six of the top ten fastest-growing economies in the world. Africa accounts for around 17 per cent of the world’s population, but only about 3 per cent of global GDP.

If Africa sustains and accelerates structural reforms, some believe the continent can emulate China’s rapid rise over the last 50 years. It will, after all, have 24 million more people, on average, living in its cities each year between 2015 and 2045, according to the World Economic Forum.

The COVID-19 pandemic has, of course, taken a heavy toll, but the recovery is afoot.

The implementation of the African Continental Free Trade Area (AfCFTA) is further proof of the continent’s plans for the future, as it has the potential to create a continental free-trade zone with a combined Gross Domestic Product (GDP) of US$3.4 trillion, according to the African Union (AU).

These advances are also being reflected in the continent’s burgeoning PR & Communication landscape – the industry best equipped to help fix the continent’s reputational issues.

The 2022 Africa Report will contain verified facts and statistics on the Public Relations industry, analysis that can guide governments and multinationals, resources and recommendations that assist practitioners in building better careers and business models, designed to enhance and deliver value to all stakeholders.

Ayeni adds: “The past 28 months have been volatile for the world. It invariably highlighted our strengths and weaknesses as a continent. And the PR & communications industry was one of the first points of call in advising government and business leaders on wading through the times and supporting initiatives across the continent.

“Yet, this only showed a glimpse of the potential of the PR & communications industry. Because beyond health and financial crisis, as an industry, there is a dire need for professionals to be embedded in every area of policymaking, advisory, and management. It is important that the industry understands the almost impossibly heavy sense of duty it has to the continent and the people.

However, we cannot do any of these without data-driven insights that will enable us to give the proper advisory required. By modelling well-founded world reports such as the Holmes Report, World Development Report, Relevance Report, Edelman Trust Barometer, and others, we are hoping to create a standard global report that can easily be used for referencing details, instances and facts about the industry.”

A member of the APCR board and the Managing Director of Magna Carta, a pan-African reputation management consultancy, Moliehi Molekoa says “PR professionals, now more than ever, have an increased duty to advise clients based on sound data and experience. APCR will be one of the key sources of that data. We are filling a void within the industry, and this report will better equip us as professionals as well as the businesses about the African PR landscape. It will provide valuable insights and how to build, manage and protect reputations with the overall aim of elevating the role the industry plays in brand building.”

According to the Economist, It is expected that Africa’s total population would reach nearly 2.5 billion by 2050. The continent will also be home to the world’s largest under-25 workforce, which will open the door to immense opportunities for growth and development.

BHM Group, through this seminal industry-wide report, therefore, seeks to foster an in-depth understanding of the world’s business, tech, commercial and communications landscapes, among others. It will tell Africa’s story by Africans, for Africa and for anyone else hoping to gain a deeper understanding and foothold on the continent and the immense opportunities it offers.