AU Advocates Measure to Tackle Africa’s Image Challenges

The African Union Commission (AUC) has once again reiterated its resolve to work with the African Public Relations Association (APRA) in tackling the reputation challenges of Africa.

In a statement issued by APRA in Lagos, the declaration was recently made when the Deputy Chairperson of the AUC, Ambassador Kwesi Quartey, received the President of APRA, Yomi Badejo-Okusanya in his office in Addis Ababa.

Quartey was quoted to have stated that the vital role APRA can play in the second phase of AU’s mandate as contained in its Agenda 2063, cannot be overemphasised.

According to him, the initial mandate of the continental body centered around the liberation struggle, while the second phase is focused on integration.

He further solicited the support of APRA in propa- gating the values of the AU to Africans. In this vein, it is expedient for APRA to become an affiliate body of the AUC, a process which had already begun but will be speeded up.

It was then agreed that a Memorandum Of Understanding between both organisations be developed to accommodate the various proposed initiatives.

In his opening remarks, the APRA President affirmed his association’s willingness and capacity to drive the much needed change in Africa’s perception.

He said: “The best persons to tell Africa’s story are Africans and the best Africans to tell the story are public relations practitioners on the continent and in diaspora.”

He assured the commission that APRA has all it takes to drive and advocate all AU programmes including the Continental Free Trade Agreement (CFTA)