Re-writing the African narrative, one core value at a time

Archbishop Desmond Tutu has been voted Africa’s most reputable and ethical individual, while Gift of the Givers and Botswana were recognised as the most admired organisation and country on the continent.

These are just some of the top level results from the research conducted by Reputation Matters for African Public Relations Association (APRA) on African ethics and reputation. According to president of APRA, Yomi Badejo-Okusanya, “Many lessons have been learnt from the research and great opportunities present themselves to take ethics and reputation of African countries to the next level.”

The results of the survey were presented at the APRAs 30th annual conference in Gaborone, Botswana last week. “We need to start celebrating Africa as Africans, and to take the narrative back, leaders need to walk the talk and talk the walk if there is any chance for development and economic growth,” added Badejo-Okusanya.

Valuable insights were gained from the almost 120 respondents who mostly identified as CEO’s and senior executives in the communication, Public Relations (PR) and marketing industry. These insights will be used to support the partnership between APRA and the African Union (AU) to assist them in building a prosperous image and reputation that is authentic to Africa.

Of the 12 countries represented in the survey, 71% of respondents reside in South Africa with Ghana, Nigeria, Mozambique, Zimbabwe, Zambia, Tanzania, Kenya, Uganda, Ethiopia, Namibia and Angola also being represented.

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