APRA Urges PR Practitioners to Promote Creative Industry in Africa

APRA Urges PR Practitioners to Promote Creative Industry in Africa President of the African Public Relations Association, APRA, Yomi Badejo-Okusanya, said that Africa is blessed with enormous potential to attain economic growth and development, being the world’s fastest-growing continent. He however, stressed that Public Relations professionals in the continent must harness “this potential and use it to promote Africa’s growth and development on the world stage”. Badejo-Okusanya, disclosed this in a remark at the 34th APRA Annual Conference, holding in Lusaka, capital of Zambia. “Creative Africa: Exploring the PR Potential of Africa as an Emerging Economic and Reputation Powerhouse,” is the theme of the conference, PRNigeria reports. “In today’s rapidly changing world, public relations has never been more important. We are living in a time of unprecedented challenges: climate change, economic uncertainty, and social and political upheaval. “In this context, effective public relations has a vital role to play in helping individuals, organizations, and governments to communicate effectively, build trust, and navigate complex issues,” he said. According to the APRA President, the creative industry is one of Africa’s fastest-growing sectors, and it makes a significant contribution to the continent’s economy. He added that the African creative industry is vast and diverse, encompassing music, film, television, fashion, art, and other disciplines. The APRA President said a report by UNCTAD reported that Africa’s creative industry generated $49 billion in revenue in 2018, with an annual growth rate of 14.2%”. According to him, the creative industry employs millions of Africans, with an estimated 2.4 million people working in the industry in South Africa alone. Badejo said: “One of the most significant contributors to the African creative industry is the music industry. According to a PwC report, the African music industry was worth $68 million in 2018 and $83 million in 2022. This expansion can be attributed to the growing global popularity of African music, as well as the rise of digital streaming platforms, which have made it easier for artists to distribute their music and reach a wider audience. As the industry expands, more job opportunities and economic growth for the continent are expected. “The Nigerian film industry, commonly referred to as Nollywood, is the second-largest film industry in the world in terms of output, behind only Bollywood in India. The industry is estimated to be worth over $3 billion. In 2018, the African television market was valued at $11 billion, with Nigeria accounting for more than half of the market share. Nollywood produces over 2,500 films annually and employs more than a million people, directly or indirectly. The industry has also contributed significantly to Nigeria’s economy and cultural identity. “The African fashion industry is also rapidly expanding, with a market value of $31 billion expected by the middle of 2023. A growing interest in African fashion on the global stage has boosted the industry, with designers from the continent showcasing their work at major fashion events around the world.” Badejo-Okusanya, explained that the theme of this year’s APRA conference, “Creative Africa,” reflects their belief in the power of creativity and innovation to drive progress and change. “Through our work as public relations professionals, we have a unique opportunity to showcase the many strengths of Africa, from its dynamic business environment to its rich cultural heritage. “This, I believe, can be achieved by highlighting Africa’s strengths, collaborating with stakeholders, developing partnerships, leveraging digital media, and organizing events that showcase Africa’s potential,” he said. The APRA President commended the Zambian Minister of Information and Media, Cushi Kasanda for supporting the hosting and for declaring the Conference open. Other speakers at the Opening Ceremony included President International Public Relations Association (IPRA), Anne-Gret Hurriaga Abarzua; President Global Alliance for Public Relations and Communication, Justin Green; President Zambia Institute Institute of Public Relations and Communication (ZIPRC). APRA is the leading professional body for public relations practitioners across the African continent. Its mission is to advance the profession of public relations in Africa by promoting excellence, developing skills, and providing a platform for networking and collaboration. By PRNigeria

Communication or communications: The difference one letter makes

Communication or communications: The difference one letter makes First word TO clear my own befuddlement as much as to serve readers, I researched online and in the dictionaries and usage books, the precise meanings and proper usage of the terms “communication” and “communications” with only the letter “S” standing between them. This has become important because of the way our leaders and policymakers have rushed headlong into the information revolution and the world of digital communications without understanding their nature and peculiar demands. The Marcos administration has two Cabinet-level departments that sport the word “communications” in their titles, and yet the two Cabinet secretaries are hardly engaged in the work of information dissemination and communication planning for the government. Most Filipinos today, and probably most public officials as well, are unsure about when to use “communications” or “communication.” One student filed the following report: “Ever wondered what is the difference between communication and communications? The obvious reason would be the letter ‘S,’ if only it was that easy. Believe it or not, there is a big difference between the two words, and it is more than just a single letter. Before getting into the nitty-gritty of the definitions, we asked a few fellow Xavier students about what they thought the difference between the two words were. “What is the answer? Dr. Wagner, an associate professor in the communication department, kindly weighed in on the definitions. “Communication is how messages are received and interpreted. It is about forming relationships with others. A human element. Communication is something that we do on a daily basis. “Communications, on the other hand, is the distribution of the messages. It is a technical term that defines the act of mass communication. It is things such as radio transmissions and technology.” As a strategic and corporate communication major, I have heard and have said the phrase, “I am studying communicationS” many times. These people (including me) have been actually saying it wrong all along. The correct way to say it is without the “s.” They are specifically studying Communication (no S). Why is this? Is there really a difference? Yes. Using these words interchangeably is like comparing apples to oranges. How can one letter change the whole concept of a word? “CommunicationS is the distribution of messages. In other words, it is how mass communications distributes messages such as the radio, television or the internet. It can be used to communicate information to a large audience. Communications is considered the study of media, journalism and technology. “Communication (No S) is forming relationships with people. It is the process of sending and receiving messages (what we actually do every day!). Communication is considered the study of human interaction, rhetoric, communication methods and inquiries.” The English Business website conducted a deeper probe into the difference between communication and communications. It reported: “Even for native English speakers, the answer isn’t obvious. English is a language with many variations, so things can get a bit murky, and a general answer to vocabulary questions can be surprisingly difficult. For an authoritative source, let’s start with dictionaries. We looked at the Oxford English Dictionary for British English and Merriam-Webster for US English. Communication Oxford Dictionary: [mass noun] The imparting or exchanging of information by speaking, writing, or using some other medium; [count noun] A letter or message containing information or news. Merriam-Webster: Interchange of thoughts or opinions: a process by which meanings are exchanged between individuals through a common system of symbols (such as language, signs or gestures); an instance of communicated information (such as a letter or telephone call): a written or spoken message; facts or information communicated. Communications Oxford Dictionary: Means of sending or receiving information, such as phone lines or computers; [treated as singular] the field of study concerned with the transmission of information. Merriam-Webster: A system (as of telephones, telegraphs or computers) for communicating information; the function in an industrial organization that transmits ideas, policies and orders; plural in form but singular in construction: an art that deals with expressing and exchanging ideas effectively in speech or writing or through the graphic, or dramatic arts, and that is taught as an integrated program at various levels of education in distinction to traditional separate courses in composition and speech. What have we learned from this? “Communication,” as a mass noun, is the exchange of information. This is the most common use of “communication.” “Communications,” treated as a singular, refers to technology that enables communication or a field of study and artistic activity. However, “communication” can also be a count noun that refers to an instance of communication, such as a letter or a phone call. This makes things more complicated. A department of communication, financial communication or communication strategy would then deal with the imparting or exchange of information. In turn, a department of communications, financial communications or communications strategy would deal with many instances of communication or the underlying infrastructure. This helps us understand the meaning, but what is the correct use? Merriam-Webster tells us that communications in US English can be a function in an organization and mentions “communications department” as an example, but the Oxford Dictionary makes no such mention. Communications department vs communications department The United States does, in fact, use “communications department” more frequently, if only marginally. In the United Kingdom, “communication department” is the more popular phrase. Department of Communication vs Department of Communications Only a slight change of wording is enough to change the results in the US. While other English-speaking countries’ preference is consistent with their use of “communication(s) department,” in the US, “department of communication” is the more popular phrase. Could it be that the communications department deals with phone networks and fiber-optic cables, while the department of communication is more concerned with the human exchange of information in general? Communication strategy vs communications strategy Our previous research suggests that a communication strategy lays out what to communicate, while a communications strategy might be an analysis of what medium to use. Fortunately, the global use indicates quite clearly that “communication strategy” is the more common phrase. Corporate communication vs corporate communications Looking at “corporate communication” and “corporate communications” usage does seem to differ across the globe. English-speaking countries like the UK, Ireland, the US, Canada and Australia search for “corporate communications” more frequently, but it is still hard to draw a conclusion here. “Corporate communication” is not an uncommon phrase in the English-speaking world, but the messages and departments within the field of corporate communications should be referred to as “corporate communications,” and this is apparently the more common phrase.” Conclusion The bad news is, when it comes to “communication” vs “communications” there is no universally correct answer. The good news is, with usage varying so much across the globe, you’re unlikely to misstep by choosing either. What we have learned, however, is that you can make a conscious choice to emphasize the human exchange of information or the distribution of its instances depending on whether you add an “S” or not. The Cornell Department of Communication gives a clear explanation of their decision that sums up this point: “The simple answer is that we use the term ‘communication’ to reflect our department’s focus on the social scientific study of communication — specifically, the process by which humans use symbols, verbal and nonverbal, to create meaning and form relationships with other humans in face-to-face or mediated environments. This is the essence of what we teach, research and do in our department. ‘Communications,’ in contrast, is often used to refer to the products — the messages that are transmitted or distributed — or to the equipment (like wireless or fiber-optic cables) that conducts the transmission.” White House Office of Communications Finally, it is useful to note that in the US, the US presidency has both a press office which is headed by the press secretary and handles press relations for the president, and a White House Office of Communications, which is headed by a communications director, and handles communication for the whole administration. I have yet to find one government that merges information and communications technology management with government communications.   Source: manilatimes