The 50th Anniversary Conference of the Africa Public Relations Association (APRA) ended on a powerful note in Mombasa last week, bringing together distinguished communicators and key policy leaders from around the world to reflect on the continent’s evolving communication landscape.

A key highlight of the event was a panel on “The Digital Future and the Reality of Global Digitalisation”, featuring Ghana’s Henry Nii Dottey, Head of Brand, Marketing, and Corporate Communications for UBA Anglophone West Africa. 

He was joined by global experts, including Jan Eissfeldt, Director & Global Head of Trust & Safety at the Wikimedia Foundation; Ryan Beiermeister, Vice President of Product Policy at OpenAI; and Dr. Ike Neliaku, President of the Nigerian Institute of Public Relations.

The session, moderated by Moses Kemibaro, Founder & CEO of Kenya’s Dotsavvy, focused on how digitalisation is transforming public relations from a top-down messaging model to one rooted in interactivity, real-time engagement, and trust.

Mr Dottey emphasised the need for African brands and institutions to rethink digital engagement in a continent where youth, mobile technology, and local relevance are reshaping expectations.

 “Across Africa, the shift is undeniable,” said Mr Dottey.

“Our audiences are younger, mobile-first, and digitally fluent. Today’s communication is not about broadcasting; it’s about building relationships on the platforms where people already live and engage.”

Mr Dottey further highlighted four dominant trends influencing the future of digital PR on the continent:

1. Hyper-localisation of content to reflect cultural and regional nuances.
2. The rise of community influencers who bring authenticity and relatability to campaigns,
3. Data-driven engagement, where analytics guide storytelling, innovation, and even crisis response.
4. Interactive communication formats, from Instagram Lives to WhatsApp chatbots, where audiences demand participation, not just information.

UBA’s Drive for Inclusive Digital Transformation

Mr Dottey also shared UBA’s strong commitment to making digital access available to everyone, especially in underserved and rural areas across its 20 African markets.

For us at UBA, “We strongly believe that if digital transformation isn’t inclusive, it fails its core purpose,” he said.

UBA’s strategy includes Mobile-first tools like the AI-powered Leo chatbot available on WhatsApp and Facebook Messenger, Instagram, etc, to ensure convenience for the customers; Expanded agent banking networks and USSD platforms to reach non-internet users; Community-led financial literacy campaigns using radio and in-person activations; and Ethical communication and data transparency, ensuring that consent is informed and respected.

Building Trust in a Rapidly Changing World

Speaking on digital trust, Mr Dottey emphasised that a brand’s reputation is more fragile than ever and must be earned every day.

“In the digital-first era, people don’t just care what you sell; they care what you stand for. Brands must humanise their stories, respond with empathy, and lead with purpose,” he remarked.

He outlined three key pillars for building trust in the digital age: telling authentic stories, communicating quickly and openly, and engaging with a clear sense of purpose.

APRA@50: A Milestone Moment for African PR

The conference, themed “One Africa, One Voice: 50 Years of Advancing African PR Excellence,” brought together over 700 delegates from across the continent and beyond.

It celebrated the legacy and future of Public Relations in Africa, with sessions focused on AI, ethics, media evolution, corporate governance, and youth inclusion in communications.