Africa must take control of its own narrative instead of allowing others to define the continent through stories of conflict, poverty and disaster, African Public Relations Association (Apra) president Arik Karani has said.
Speaking at the 2026 Effective Communicators Conference at Swakopmund on Thursday, Karani said Africa is too often portrayed negatively while its innovation, resilience, entrepreneurship, scientific achievements and rich cultures are overlooked
Apra represents 24 national public relations associations and more than 40 000 public relations practitioners across the continent.
“If we do not tell our own stories, someone else will, and they will not tell them completely, truthfully or accurately,” he said.
Karani described communication as a strategic leadership tool rather than a luxury, urging communicators to build confidence in Africa by promoting truthful stories that strengthen both individual countries and the continent’s reputation.
He stressed that telling Africa’s story must be accompanied by honesty and credibility, warning that poor communication creates confusion and weakens public trust.
Karani cautioned against delayed communication, saying governments and institutions that fail to communicate quickly allow rumours and assumptions to shape public opinion.
“In today’s digital world, if you wait too long to communicate, you surrender the narrative to others,” he said.
He further warned against misinformation, saying communicators have a duty to ensure the information they share is accurate, complete and supported by facts.
Karani urged Africans not to remain silent when the continent is misrepresented.
“Sometimes silence is louder than words,” he said, adding that every African has a responsibility to challenge false narratives and defend the continent’s image.
He encouraged communicators to use artificial intelligence and digital platforms responsibly to counter misinformation and ensure Africa’s stories are told by Africans themselves.
