
The African Public Relations Association (APRA) has been celebrated on the continental stage, receiving the prestigious Africa PR Legacy Award at the 2026 ASCOM Communication Summit and Awards. Held on September 17, 2026, in Abidjan, Côte d'Ivoire, the ceremony marked APRA as the first-ever organization to achieve this specific accolade. The award serves as a significant recognition of the association's long-standing impact on the communications landscape across Africa, with its nomination notably supported by a communications firm based in Paris.
The honour specifically underscores APRA’s half-century of service to the profession. For 50 years, the association has been at the forefront of fostering unity, establishing industry standards, and encouraging constructive dialogue among practitioners. Michel Russel Lohore, CEO of ASCOM, lauded the association's instrumental role in enhancing professional connections and ensuring accountability within the field. By creating a framework for collaboration, APRA has successfully bridged gaps between diverse markets and promoted a more cohesive African PR identity.
Accepting the award on behalf of the association, APRA Secretary General Dr. Omoniyi Ibietan expressed profound gratitude for the recognition. He highlighted that the accolade is a testament to the collective efforts of members across the continent to advance ethical communication practices. Dr. Ibietan emphasized that the association remains dedicated to elevating the profession, noting that the award comes at a pivotal moment as APRA reflects on its historical achievements while preparing to tackle modern communication challenges.
As APRA embarks on its next 50 years, the organization aims to deepen its partnerships with regional and international stakeholders to further professionalize the industry. The legacy award sets a high benchmark for the association to continue advocating for transparency and excellence in public relations. This recognition in Abidjan not only validates APRA’s historical contributions but also reinforces its role as a central pillar in Africa’s evolving narrative of growth and development through strategic communication.