Broadcasting and Telecommunications Principal Secretary (PS), Stephen Isaboke has called upon public relations practitioners to champion safe, responsible and inclusive digital communication to shape Africa’s future.
Speaking in Mombasa during the closing ceremony of the 36th Annual Africa Public Relations Association (APRA) Conference, Isaboke underscored the importance of responsible communication in a digital era shaped by rapid technological advancements.
Isaboke said there is a need for safe, ethical, and inclusive digital communication as the continent navigates an evolving media landscape.
He challenged professionals to address critical questions: how to manage the rapid pace of digital information, harness tools like Artificial Intelligence and data analytics ethically, and ensure communication remains human, empathetic, and rooted in African values in their storytelling and narration.
“Public relations is not just a profession; it is a force for connection, progress, and truth. As information moves at lightning speed, we must ask ourselves how we can preserve ethics, protect our cultural values, and harness tools like artificial intelligence responsibly,” he said.
The conference, which attracted over 700 delegates from 24 African countries, including Ghana, Nigeria, Uganda, Cameroon and Gabon, was held under the theme “Transforming Africa through Safe and Responsible Digital Communication: Celebrating 50 Years of APRA”.
Isaboke commended the Public Relations Society of Kenya (PRSK) for hosting the event and reaffirmed the government’s recognition of the role public relations practitioners play in national development.
He said the Kenyan government is committed to partnering with communication professionals to advance national development goals, counter misinformation and build a digitally resilient society.
He added that the insights and networks forged among PR practitioners in Africa will strengthen the collective ability to navigate the digital landscape with integrity and inclusivity.
“We are empowering and retooling communication professionals to support transparent engagement with citizens, especially as we expand internet connectivity across the country,” he said.
He revealed that a Bill currently before Parliament seeks to formally recognise public relations as a key profession in the country’s governance and development frameworks.
The PS highlighted the transformative potential of Africa’s youth, describing them as digital natives who are reshaping the continent’s global narrative.
He lauded Africa’s youth as pivotal players in shaping the continent’s digital narrative, adding that the youth are telling Africa’s story of resilience, innovation, and unity, thus the need to amplify their voices.
“Our youth are using platforms to project Africa’s resilience and potential. I urge the PR professionals to empower their young voices to amplify Africa’s story of innovation and unity,” he noted.
The APRA conference also marked the organisation’s Golden Jubilee, honouring five decades of advancing public relations across Africa.
Outstanding practitioners and initiatives were recognised during the event through the SABRE Awards and other honours.
Isaboke closed the conference by encouraging attendees to use the knowledge and networks gained to build a digitally resilient and ethically grounded future for Africa.
“Let us leave here connected, inspired, and ready to ensure Africa’s voice in the digital age remains responsible, inclusive, and authentically African,” he said.
By Chari Suche and Sitati Reagan
