The African Public Relations Association (APRA) has called for sustained efforts to strengthen professional standards, ethical practice and collaboration within Africa’s public relations industry.

The association made the call as it received the Africa PR Legacy Award at the 2026 ASCOM Communication Summit and Awards held on September 17 at CRRAE UMOA in Abidjan, Côte d’Ivoire.

APRA, which became the first organisation to receive the award, was recognised for its 50-year contribution to professional unity, standardisation, collaboration and continuous dialogue within the public relations profession across Africa.

The recognition, according to the organisers, also reflected APRA’s efforts to build a continental professional body with a presence across Africa and bring practitioners together to examine the present and future of public relations.

Speaking at the summit, Chief Executive Officer of ASCOM, Michel Lohore, commended APRA for its longstanding role in strengthening collaboration among public relations professionals across African countries.

He also highlighted the importance of accountable public relations and strategic communication to Africa’s development.

Receiving the award on behalf of APRA President, Arik Karani, the association’s Secretary General, Dr Omoniyi Ibietan, said the recognition reinforced the responsibility of the organisation to deepen professional collaboration, knowledge exchange and ethical practice.

Ibietan said the award was a tribute to generations of public relations practitioners who had contributed to building APRA and advancing the profession across Africa.

He added that the association would continue to promote professional collaboration, knowledge exchange, ethical practice and the continuous advancement of public relations on the continent.

The award comes as APRA begins the next chapter of its 50-year journey, with the association reaffirming its commitment to strengthening collaboration with governments, professional bodies, partners and communication practitioners across Africa.