Africa Global Public Relations Week 2026 Calls for Africa to Take Charge of Its Global Narrative

By Christopher mbiti 

NAIROBI |Kenya, August 26, 2026 

 African nations have been urged to take greater ownership of their global narrative and position reputation, culture and strategic communication as key assets for economic growth, investment and international influence.

The call was made during the opening of the second edition of the Africa Global Public Relations Week (AGPRW) 2026 in Nairobi, bringing together public relations practitioners, government representatives, business leaders, diplomats and communication experts from across the continent.

Held under the theme “Redefining Africa; Africa as a Brand,” the forum seeks to explore how strategic communication can reshape perceptions of Africa, strengthen national reputations and enhance the continent's competitiveness in the global marketplace.

A key highlight of the event was the presentation of the Africa Brand Index 2026, which examines how African countries and the continent as a whole are perceived across areas including investment, tourism, trust, media influence and future readiness.

AGPRW Secretariat Chair Mary Njoki said Africa's brand should be treated as a strategic asset with direct implications for investment attraction, diplomatic credibility, tourism growth and social legitimacy.

“For too long, Africa's narrative has largely been shaped through fragmented perceptions and conversations that we do not always control,” Njoki said.

She noted that hosting the launch in Nairobi reflected Kenya's growing role as a regional communications and business hub.

“The Africa Brand Index gives us a shared, evidence-based way to understand how African nations, including our own, are perceived, and what that means for investment, tourism and trade,” she added.

The Index identifies six pillars critical to strengthening Africa's brand: Reputation and Trust, Investment Appeal, Tourism and Culture, Media and Narrative, Future Readiness, and Sustainability.

However, the report highlights a significant gap between continental pride and consumer behaviour. While an estimated 80 percent of Africans believe in Africa, only 15 percent actively purchase African brands.

The Africa Brand Index has set ambitious targets for 2030, including increasing active consumer preference for African brands to 50 percent, raising Africa's share of the world's Top 100 most admired brands to more than 25 percent, and growing the value of Africa's top 200 brands beyond US$100 billion.

South African High Commissioner to Kenya H.E. Ms Salome Zulu Baloi said Africa's reputation must no longer be viewed as an afterthought but rather as a strategic national and continental asset.

“Africa is a brand, and we are not talking about creating an artificial image because that is who we are. Every bilateral meeting, presidential visit and cultural showcase communicates something powerful,” she said.

“Reputation cannot be treated simply as an afterthought or the sole responsibility of a communications department. It is a strategic national asset.”

Baloi called for a shift from reactive communication to deliberate and intentional narrative-building, saying Africa must define itself through consistency, authenticity and agency.

“By moving from reactive defence to intentional narrative building, we ensure that Africa is not simply discussed, but heard, and defined on our own terms,” she said.

The High Commissioner further challenged African communicators to confront outdated stereotypes that continue to portray the continent primarily through the lens of poverty, conflict and underdevelopment.

“We are living in Africa. Let us tell our own stories and the truth about Africa: the innovation coming out of it, the development and infrastructure we are seeing, and the trading among sister countries,” she said.

The Africa Brand Index 2026 calls for a transformation in the role of communication professionals, urging them to move beyond simply disseminating announcements and become “architects of reputation.”

According to the Index, African communicators have a critical role in proactively shaping narratives around national development, corporate success, innovation and the continent's future.

Culture has also been identified as a major economic and export asset, with the report proposing stronger links between heritage, creative industries, tourism and media exports to create a unified demand engine for African products and experiences.

Looking ahead, the Africa Brand Index has outlined a 2030 roadmap that will move from baseline research and pilot surveys to continental scorecards, sector-specific indices and a live platform for monitoring trends and supporting policy action.

AGPRW 2026 is expected to continue providing a platform for African and global stakeholders to engage on public relations, public diplomacy, nation branding, corporate reputation and the growing strategic importance of communication.

The discussions come at a time when African countries are increasingly seeking to reposition themselves in the global economy, with delegates agreeing that controlling the continent's narrative will be central to shaping perceptions, attracting investment and unlocking the full potential of Africa's people, brands and institutions.

The message emerging from Nairobi was clear: Africa's story can no longer be left for others to define. The continent must own its narrative, build its reputation deliberately and communicate its identity to the world on its own terms.

Ends.