The African Public Relations Association (APRA) on Thursday signed a Memorandum of Understanding (MoU) with the Namibian Press Agency (NAMPA). This agreement follows an earlier invitation from NAMPA to APRA to co-host the 2026 Effective Communicators Conference (ECC), scheduled for July 14-17 at The Dome in Swakopmund, Namibia's adventure capital and coastal resort city.
Conference Theme and Objectives
Focusing on the theme "Communication Reconsidered: A Driving Force for Constant Progress," the ECC is co-organized by the Ministry of Information and Communication Technology (MICT) of Namibia under the leadership of Minister Emma Theofelus. In Windhoek, Theofelus earlier performed a public unveiling of events leading to the conference after the signing of the MoU between NAMPA and APRA.
The ECC aims to rally Africa's most vibrant and informed minds, along with global partners in public relations, marketing, government communications, journalism, and digital media. The goal is to rethink how the region tells its stories to shape the future and prosperity of the continent.
APRA's Vision
This initiative aligns with APRA's vision to shape the upturns and uptakes of communication as a premium driver of development. It encourages the gathering of public relations and communication management scholars, professionals, and policymakers for meaning-making, knowledge production, and immersion in requisite skills. The forum also provides an opportunity for stakeholders to share rational and empirical thoughts necessary to navigate the challenges of contemporary communication.
APRA President Arik Karani, represented at the signing by Secretary General Omoniyi Ibietan, appreciated African governments, institutions, and stakeholders for their increasing commitment to placing communication at the heart of governance. Karani stated that the collaboration between APRA and MICT through NAMPA constitutes a milestone in the collective vision for good standards, education, and re-establishing communication as a foundational pillar and driving force for progress.
"We are committed to telling the African story with shared intentions, cooperative, evidence-based, safe, ethical and responsible communication, to enhance understanding, trust, stability and prosperity of the continent," the APRA president stated.
Strategic Forums at ECC 2026
Built around six high-level strategic forums, ECC 2026 will bring together leaders, practitioners, and decision-makers in purpose-designed spaces to shape the future of communication. While discussions will draw significantly from Southern African perspectives and priorities, the outcomes and insights are expected to resonate across the continent.
A key foreground of ECC 2026 is the Heads of States and Diplomatic Forum, a high-level gathering of presidents, vice presidents, ministers, and diplomatic representatives to align with regional communication priorities and Africa's narrative on the world stage. Other discourses include:
- Captains of Industry Forum – Exploring the role of businesses in shaping regional progress.
- Editors and Journalists Forum – An exclusive forum for editors, senior journalists, and communication practitioners to discuss press freedom, information integrity, and the future of African journalism.
- Government Communicators Forum – A practitioner-led space for government information officers, ministry spokespersons, and public sector communicators to share frameworks and align messaging.
- Strategic Communications and Public Relations Forum – Featuring public relations consultants, agency leaders, and in-house communication strategists, focusing on crisis communications, reputation management, and integrated campaigns.
- Digital Storytelling Forum – Participants will discuss emerging digital tools, social technology platforms, AI in content creation, and the rise of creator-led storytelling across Africa.
Expected Impact
This positions the Namibian conference as a rare assemblage of Africa's key actors in communication governance and highlights the increasing role communication is poised to play in the continent's march towards a new frontier of growth, development, and prosperity. Over 1,000 people are expected at the forum, where APRA will host its 2026 annual general meeting ahead of its 37th annual conference, scheduled for Abuja in November 2026 during the World Public Relations Forum.
