President of the Africa Public Relations Association (APRA), Yomi Badejo-Okusanya, has charged Public Relations practitioners to enhance the value of the profession.
Badejo-Okusanya, who is also Group Managing Director of CMC Connect, a PR firm based in Lagos, stated this in a statement to celebrate the second World Public Relations Day, on Saturday, July 16, 2022; themed – TRUST, TRUTH AND TRANSPARENCY.
He said: “May I use this medium to request all practitioners and stakeholders on the continent to aggressively push the agenda of PR in their daily dealings by highlighting its importance and value in every organization, business, and nation.
“As you are aware, I am a firm advocate of ‘Affirmative PR’
Simply put, Affirmative PR means making sure PR speaks for PR. It makes sure we determine and define the value and importance of PR and we effectively communicate it.
“After all, if we can do it for our clients and principals, we surely can do it for our profession.
“In line with this, APRA since 1975 has been able to gather PR professionals across the continent and beyond, under one roof in various locations, at various times, to push forward the unified African agenda for Public Relations.”
Badejo-Okusanya expressed satisfaction that the association resumed its annual conference after a break caused by the worldwide pandemic since 2019.
According to him: “Our latest gathering was our 33rd annual conference held in Dar es Salaam, Tanzania, this May and was hugely successful. The 34th edition, tagged APRA Zambia 2023, is scheduled to hold in Lusaka, Zambia in May 2023 and will afford us another opportunity to push our continental agenda for public relations.’’
The APRA President applauded CEO and Founder of BHM, Ayeni Adekunle, for conceptualizing the World Public Relations Day.