The Africa Global Public Relations Week, which concluded this weekend in Nairobi, Kenya, brought together a diverse international audience of professionals from the public relations, branding, media, and communication industries. Stakeholders from government, business, academia, and consumer-facing organisations joined industry leaders and innovators to examine and shape the future of public relations on the continent. According to Dr Caroline Kiarie, Assistant Professor at the Aga Khan University Graduate School of Media and Communication (AKU GSMC), youth will play a pivotal role in the future of Africa’s PR industry. “At the heart of who will shape the future of public relations in Africa lies the youth — bold, creative, and unafraid to disrupt tradition,” she said.