Principal Secretary for Broadcasting and Telecommunications, Stephen Isaboke, has called on public relations (PR) professionals to take the lead in guiding Africa through a responsible and ethical digital transformation. Speaking during the 36th Africa Public Relations Association (APRA) Conference and Golden Jubilee Celebration held in Mombasa, Isaboke challenged communicators to anchor digital progress in African values, empathy, and truth.
The high-level conference brought together over 700 delegates from across the continent, with participants from countries such as Ghana, Gabon, Nigeria, Uganda, Tanzania, Rwanda, South Africa, Burundi, Ethiopia, Zambia, Zimbabwe, and Somalia. Under the theme “Transforming Africa through Safe and Responsible Digital Communication,” the event focused on the role of PR in navigating digital change while preserving integrity and humanity.
Isaboke emphasized that as the continent embraces technologies like artificial intelligence and big data, ethical considerations must remain central. “Public relations is not just a profession—it’s a force for progress, connection, and truth,” he said, underscoring the role of PR in safeguarding public discourse and societal trust.
He further pointed to the power of storytelling and its enduring value in African culture. While acknowledging the rapid digitization of communication, Isaboke stressed the need to maintain the human touch and authenticity in how messages are crafted and delivered.
A key highlight of his address was the call to invest in Africa’s youth, who he described as digital natives and frontline agents of change. “Our youth are projecting Africa’s potential. PR professionals must empower them to amplify Africa’s voice,” he said. He noted that young Africans are actively reshaping global perceptions through stories of innovation, resilience, and entrepreneurship.
The conference served as a platform for thought leaders and communication experts to discuss strategies for ethical digital engagement, especially in a time when misinformation and AI-driven content pose challenges to truth and transparency.
As Africa continues its digital journey, Isaboke’s message resonated as a reminder that the future of communication must be both technologically advanced and deeply human—rooted in values that honor the continent’s diversity and heritage.
