By Edna Akoth
The African Public Relations Association (APRA) 36th Annual Conference kicked off on June 10, 2025 in Mombasa, Kenya, with a stirring address by Kofi Amadi, a renowned PR strategist, urging Africa to embrace safe and responsible digital communication.
Held at the PrideInn Paradise Beach Resort, the event coincides with APRA’s 50th anniversary, attracting delegates from across the continent, including the APRA President and the Zambian Minister of Information.
Kofi, hailing from a modest Kenyan village, rose through years of dedication, from pioneering community radio to advocating for ethical digital practices.
He stressed harnessing artificial intelligence to amplify African narratives while safeguarding cultural integrity, aligning with the conference theme, “Transforming Africa through Safe and Responsible Digital Communication.”
“The future of public relations in Africa lies in technological agility and a renewed commitment to ethics, ensuring our digital transformation tells a story of pride, resilience, and progress,” he said in his speech.
The five-day conference, running from June 9 -13, 2025, blends professional discourse with cultural celebration. Traditional dance troupes greeted Kofi post-speech, their rhythmic beats echoing his call for unity.
Panels explored AI-driven innovation, economic shifts, and stakeholder engagement, with attendees like the Wikimedia Foundation’s Global Head of Trust & Safety, Jan Eissfeldt, contributing expertise.
Kofi’s journey from rural roots to this global stage mirrors the resilience he champions, though some delegates noted the challenge of balancing technological agility with traditional values.
Beyond the main stage, bilateral talks and cultural exchanges hinted at partnerships to boost Kenya’s ICT sector.
This conference, more than an event, is rewriting Africa’s story with pride and progress. His commitment to ethical digital transformation stands as a beacon, promising a future where every African voice finds its place in the global narrative.