The report - Impact Beyond Borders: Expanding Global Access for Young African Communicators - was authored by Adedoyin Jaiyesimi Chart.PR, MCIPR and sponsored by the CIPR Research Fund. It draws on a survey of more than 200 respondents across 11 African countries, 10 focus group discussions with 40 young professionals in Nigeria, Kenya and Zimbabwe, and one-on-one interviews with the presidents of four national PR associations and the chair of the CIPR International Group.

The study sets out to understand why young African professionals are excluded from global PR and communications training and how international associations could widen access. Reviewing how training is provided across the sector, it identifies where engagement is strongest and sets out practical steps to reach those still being missed.

The research identifies three main barriers that limit the access young African professionals have to global training and certification:

• Financial constraints and affordability
• Limited awareness and visibility of what associations offer
• A mismatch between global course content and African market realities

To address the barriers, the report proposes the ARC model, a framework built on three pillars: accessibility, relevance and collaboration. Accessibility addresses the cost, format and payment of training. Relevance concerns how well course content reflects African markets. Collaboration calls for partnerships between global bodies and African associations, academic institutions and PR communities.

• Read more CIPR Research Fund reports.
• Download the full report.

Led by CIPR Corporate Affiliate member, BHM Research & Intelligence, the annual report on the sector in Nigeria, Africa’s largest economy, will be expanded to cover the whole continent, adding 53 more countries.

With 54 countries and an expected GDP of $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% of the world’s population, but only about 3% of global GDP. The 2022 Africa Report will provide insight into the PR industry across the continent to guide governments and businesses and assist practitioners in delivering value to all stakeholders.