By Lars Voedisch, Founder and CEO of PRecious Communications, and Thabisile Phumo, Executive Vice President Stakeholder Relations at Sibanye-Stillwater. Both are Executive Committee Members of WCFA.

Gathering in Nairobi for Africa Global PR Week 2025, communicators from across the continent and beyond shared a clear message: Africa is not waiting to catch up. It is setting the pace. As fellow speakers and members of the World Communications Forum Association (WCFA), we were struck by how Africa’s realities and innovations mirror global shifts while also charting a unique path forward. 

Africa’s demographic power is the first signal. With over 385 million people online and the youngest population in the world, Africa already accounts for more than one third of global youth. These young audiences are not a “future opportunity.” They are already shaping culture, consumption and communication. The global PR industry cannot afford to overlook them.

Authenticity over scale was another consistent theme. Whether in brand campaigns or influencer partnerships, credibility matters more than raw numbers. Communities respond when communicators stand for something, stay consistent and speak in ways that resonate with local realities. The lesson is simple: influence is not bought, it is earned.

Data as compass, not destination stood out in many sessions. Counting clips or chasing clicks is no longer enough. Analytics must show impact, but numbers only move people when they are translated into stories with human relevance. The future of PR will be defined by those who can connect evidence with emotion and outcomes with meaning.

Sustainability as survival came through strongly in the debates. Sustainability is no longer a competitive differentiator. It is an existential need for both companies and societies. Greenwashing is easily exposed. What matters is showing rather than telling, building trust through visible action and preparing long before a crisis hits.

Technology as front page is perhaps the most urgent shift. As AI becomes the first touchpoint for information, being findable in AI summaries is as critical as being quoted in traditional media. This is where Africa’s track record of leapfrogging gives it an edge. Just as mobile money transformed financial access, the continent has an opportunity to shape how its stories surface in the AI era.

Across all of these signals, one truth held firm: PR cannot be reduced to tactical execution. Our role is to anticipate risks, guide reputation, and help organizations navigate complexity with authenticity and clarity. Africa shows the world that communications can educate markets, unite communities, and shape industries — even with limited resources.

For us at the WCFA, the lessons from Nairobi extend well beyond Africa. Integration of data and storytelling, credibility over clicks, and readiness for an AI-driven search environment are not abstract trends. They are already practice. The global PR community should pay close attention.

The message is clear. Africa does not need to follow global PR practices. It can lead. And as communicators, we must be ready to learn from that leadership.