The African Public Relations Association (APRA) signed a Memorandum of Understanding (MoU) with the Namibian Press Agency (NAMPA) on Thursday.
This MoU comes after NAMPA invited APRA to co-host the 2026 Effective Communicators Conference (ECC). The conference is set to happen from July 14 to 17 at The Dome in Swakopmund, Namibia’s popular coastal town.
The theme of the ECC is “Communication Reconsidered: A Driving Force for Constant Progress.” The conference is co-organized by Namibia's Ministry of Information and Communication Technology (MICT), led by Minister Emma Theofelus. She had previously announced the conference details in Windhoek after the MoU signing.
The ECC aims to gather Africa’s brightest minds along with global partners from public relations, marketing, government communications, journalism, and digital media. They will discuss how the region tells its stories and how this can shape the future and prosperity of Africa.
This aligns with APRA’s goal to highlight the importance of communication as a key driver of development. The conference will also bring together scholars, professionals, and policymakers in public relations and communication management. They will engage in meaningful discussions and share knowledge to tackle today’s communication challenges.
APRA President Arik Karani, represented by Secretary General Omoniyi Ibietan at the MoU signing, praised African governments and institutions for their growing commitment to prioritizing communication in governance.
The APRA president mentioned that the partnership between APRA, MICT, and NAMPA marks a big step towards improving standards and education. He said, “We are committed to telling the African story with shared intentions, cooperative, evidence-based, safe, ethical and responsible communication, to enhance understanding, trust, stability and prosperity of the continent.”
The 2026 ECC will feature six strategic forums. These discussions will include leaders, practitioners, and decision-makers, aiming to set a direction for the future of communication. The talks will focus on Southern African perspectives but will have insights relevant to the entire continent.
One significant part of the ECC 2026 will be the Heads of States and Diplomatic Forum. This gathering will include presidents, vice presidents, ministers, and diplomats to discuss regional communication goals and Africa's narrative globally.
Other discussions planned include the Captains of Industry Forum, which will look at how businesses can support regional development. There will also be an Editors and Journalists Forum for senior journalists and communication experts to talk about press freedom and the future of journalism in Africa. The Government Communicators Forum will be a space for government communication officers to collaborate and align messages.
There will also be a Strategic Communications and Public Relations Forum. This will feature public relations consultants and communication strategists focusing on crisis communications and reputation management. Lastly, a Digital Storytelling Forum will discuss new digital tools and the rise of creator-led storytelling in Africa.
The Namibian conference promises to be a unique gathering of key players in communication governance. It emphasizes the growing importance of communication in Africa’s journey towards growth and development.
More than 1,000 participants are expected at the event, where APRA will also hold its 2026 annual general meeting. This meeting will come ahead of its 37th annual conference planned for Abuja in November 2026 during the World Public Relations Forum.
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