APRA moves to change western perception about Africa

African Public Relations Association (APRA) has conceived a multidimensional initiative tagged “Campaign Africa” to drive home the African narrative in a bid to change negative perception associated with the African continent, especially by Western countries.

This initiative encompasses a narrative of hope, renewal and of endless possibilities and will draw stakeholders from around the continent and beyond in order to facilitate the journey towards a more positively perceived and prosperous Africa.

Secretary general of APRA, Mr. Yomi Badejo-Okusanya disclosed this at a press briefing held in Lagos recently on the forthcoming 27th edition of the African Public Relations Association (APRA) Conference billed for Yaounde, Cameroon, later this month.

The theme of the conference is “Africa Trending: Contemporary Challenges, Opportunities in Reputation and Crisis Management.”

According to him there is no gainsaying the fact that Africa is a bright continent with adequate human and material resources. However, after decades of independence, Africa remains the least developed continent in the world. It is often discussed with emphasis on the narrative of war, poverty and disease.

It is even referred to as the Dark Continent and African people, no matter their standard of education and achievements, are looked down upon and ridiculed everywhere. He said Africa needs a voice of her own to overcome the negative voices that have overshadowed her own for decades. “Africa’s failure to have a voice of her own , tell her own story, sing her song, paint her own images, gives the rest of the world and even Africans a distorted view of the African continent.

This has impacted negatively on the socio-economic growth and eventual development of the continent.

Badejo-Okusanya said in a bid to drive this narrative and frame the vision and reputation of the continent for generations yet unborn, the duty has fallen on APRA as reputation and image builders, to steer this ship; to gather under one umbrella, the crop of thriving African corporations and individuals who represent what Africa stands for and the possibilities that abound on the continent and preach the gospel of a positive Africa from as many platforms as possible.

“Campaign Africa is poised to re-introduce Africa as the next frontier for opportunities to investors and business prospects with the aim of showing them what they are liable to enjoy – for a lifetime, as benefits of our re-emerging continent.

“We are happy to announce that the conference is endorsed by the African Union and also enjoys the support of the Government of Cameroon. As a matter of fact, the Prime Minister of Cameroon, HE Mr. Philemon Yang will chair the opening ceremony and also declare the conference open, while the Cameroonian minister of Communications, Mr. Issah Tchiroma Bakary will deliver the Keynote address,” Badejo-Okusanya said.

The conference is expected to draw more than 200 attendees, including speakers and facilitators from all over Africa, Europe, Asia and North America, who will deal with such diverse topics as Global Tendencies in the PR Industry, Developing Communication Strategy, Reputation Management, Effective Internal Communications/Employer Branding, Leadership & Communication as well as Crisis Communication Theory, Case Study and a group crisis simulation exercise.