The African Public Relations Association APRA has signed a Memorandum of Understanding MoU with the Namibian Press Agency NAMPA to co-host the 2026 Effective Communicators Conference ECC, set to take place from July 14–17 at The Dome in Swakopmund, Namibia.

Themed “Communication Reconsidered: A Driving Force for Constant Progress”, the conference is co-organised by Namibia’s Ministry of Information and Communication Technology MICT, under Minister Emma Theofelus, who publicly unveiled the initiative following the MoU signing in Windhoek.

APRA President Arik Karani, represented at the signing by Secretary General Dr. Omoniyi Ibietan, described the partnership as a landmark moment for the continent. “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,” Karani said.

The ECC aims to bring together Africa’s leading voices in public relations, marketing, government communications, journalism, and digital media to reimagine how the continent shapes and shares its narratives.

Structured around six high-level strategic forums, the conference will feature a Heads of States and Diplomatic Forum, gathering presidents, ministers, and diplomats to align on regional communication priorities. Other forums include the Captains of Industry Forum, exploring the private sector’s role in regional development; an Editors and Journalists Forum addressing press freedom and information integrity; a Government Communicators Forum for public sector information officers; a Strategic Communications and Public Relations Forum focused on crisis management and reputation building; and a Digital Storytelling Forum examining AI, social technology, and creator-led content across Africa.

More than 1,000 delegates are expected to attend the event, which will also serve as the venue for APRA’s 2026 Annual General Meeting,a precursor to its 37th annual conference, scheduled for Abuja in November 2026, alongside the World Public Relations Forum.

Organisers say the Swakopmund gathering represents a rare convergence of communication governance actors, positioning the discipline as a central pillar in Africa’s drive toward growth and prosperity. While the conference draws primarily from Southern African perspectives, its outcomes are expected to carry relevance across the broader continent.