AU Advocates Measure to Tackle Africa’s Image Challenges


Raheem Akingbolu

The African Union Commission (AUC) has once again reiterated its resolve to work with the African Public Relations Association (APRA) in tackling the reputation challenges of Africa.

In a statement issued by APRA in Lagos, the declaration was recently made when the Deputy Chairperson of the AUC, Ambassador Kwesi Quartey, received the President of APRA, Yomi Badejo-Okusanya in his office in Addis Ababa.
Quartey was quoted to have stated that the vital role APRA can play in the second phase of AU’s mandate as contained in its Agenda 2063, cannot be overemphasised.

According to him, the initial mandate of the continental body centered around the liberation struggle, while the second phase is focused on integration.

He further solicited the support of APRA in propagating the values of the AU to Africans. In this vein, it is expedient for APRA to become an affiliate body of the AUC, a process which had already begun but will be speeded up.
It was then agreed that a Memorandum Of Understanding between both organisations be developed to accommodate the various proposed initiatives.

In his opening remarks, the APRA President affirmed his association’s willingness and capacity to drive the much needed change in Africa’s perception.

He said: “The best persons to tell Africa’s story are Africans and the best Africans to tell the story are public relations practitioners on the continent and in diaspora.”
He assured the commission that APRA has all it takes to drive and advocate all AU programmes including the Continental Free Trade Agreement (CFTA)

The African Union Commission through its Deputy Chairperson, also seized the opportunity to endorse the next annual conference of the professional body tagged APRA Rwanda 2019 holding in Kigali between May 13 & 17 under the theme ‘Africa & Storytelling’. It is expected to draw over 300 participants from around the globe.

APRA is the umbrella body for the practice of public relations in Africa and has as its goal, selling positive Africa through the instrument of its profession. It boasts of both individuals and national public relations associations, as members across nation states of Africa