How ethical are you? How ethical is the company that you work for? How ethical is your country? What is ethics and how does it impact your reputation?

The research study to understand the ethics and reputation of Africa, was first introduced by the African Public Relations Association (APRA) in 2018 and is conducted by South African based reputation research firm, Reputation Matters. This year’s study is currently out in the field.

The results will be compared and shared at APRA’s 33rd Conference taking place in Dar es Salaam, Tanzania from 23 May to 27 May 2022.

Ethics and reputation are inextricably linked. Many organisations have experienced how a lack of integrity resulted in a ruined reputation with a disastrous impact on its bottom line,” says Yomi Badejo-Okusanya, president of APRA.

“Research should be the cornerstone when it comes to building the narrative, be it on an individual, business or government level,” shares Regine le Roux, Founder and Managing Director of Reputation Matters. “APRA are setting the example on how to effectively leverage research to implement and manage successful reputation building strategies.”

“APRA is championing the effort to engage in more research as part of our contribution to the advancement of PR in Africa”, shares Badejo-Okusanya.

APRA assists in setting standards, creating and enabling a professional environment for accurate perception, goodwill and understanding of necessary and effective PR practices.

The target audience for the survey are Executives (e.g. CEOs’, MD’s, Directors), Managers (Senior and Junior) as well as Public Relations Managers and/or Officers.

Please follow the link to start the survey; it should not take longer than ten minutes to complete.

For more information on APRA Tanzania 2022, please follow the link: or send a mail to

If you have any specific questions regarding the research, please do not hesitate to contact Reputation Matters: