APRA President, Mr. Arik Karani, kicked off his guest lectures at the Public Relations Institute of Southern Africa (PRISA) in Johannesburg, delivering a hybrid webinar that brought together over 300 practitioners from across South Africa.

He was received by PRISA President, Bradly Howland , alongside members of the PRISA Council, underscoring the strong and growing collaboration between both organisations. As Bradly noted, “ platforms like this are critical to shaping a more confident, relevant, and globally competitive African communications industry. ”

His lecture focused on the importance of African Storytelling and Cultural Leadership —a timely dialogue on how the continent tells its stories and positions its voice on the global stage.

The session highlighted how our stories can challenge stereotypes, celebrate diversity, inspire innovation, and honour the voices of our elders while empowering the creativity of our youth. Mr. Karani emphasized that the future of Africa will not only be shaped by policies and infrastructure, but also by the narratives we choose to tell about ourselves.

“If we want a continent defined by opportunity, dignity, and creativity, we must tell stories that make those possibilities real in the minds of our people,” he said, urging practitioners to harness the power of storytelling to shape Africa’s future.