Select Page

New survey tests reputation management before major continental PR conference

New survey tests reputation management before major continental PR conference

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” ~ Warren Buffet

Ethics and reputation are inextricably linked. Many an organisation has experienced how a lack of integrity resulted in a ruined reputation with a disastrous impact on its bottom line. Do businesses, government leaders, and communication professionals understand this link?

The African Public Relations Association (APRA) will be hosting the 32nd annual APRA Conference in Dar es Salam, Tanzania from 11 to 15 May 2020. The focus of the conference will be on Africa’s march to economic integration and the role that public relations plays in helping to create trust and ultimately to build the narrative for “One Africa”!

For the third consecutive year, APRA will be conducting research amongst business leaders and communication experts across the continent to find out what they think of ethics and reputation management in Africa. Reputation specialists, Reputation Matters, will once again be conducting the research on behalf of APRA. We invite all business owners and communication practitioners to participate and to share their views on this very important topic.

“Annually, this study delivers fascinating insights into the state of the public relations and communication industry, as well as providing a view on ethical business as a whole,” says Yomi Badejo-Okusanya, president of APRA.

The research investigates how ethics and reputation are managed across three levels: individual, organisational and national, across the African continent.

Badejo-Okusanya lists some of the interesting findings from last year’s study: “On an individual level, the 2019 research found that ethics is the driving force behind people’s decision-making. When it comes to the business world though, there appears to be a disconnect between how the different levels within an organisation perceive ethics and reputation management, with CEOs and other top-level management scoring their organisations’ ethical practices 12% higher than junior and middle management do. From questions around national government, it is apparent that there is a major opportunity for African leaders to incorporate ethics into all decision making.”

“Botswana was perceived to be the most ethical country in Africa in the 2018 and 2019 studies,” said Chanell Kemp, reputation specialist at Reputation Matters. “This year, we would love to garner even greater response rates from a larger number of African countries. To that end, we are introducing a Portuguese survey in addition to the English and French online questionnaires. We invite everyone to participate in the survey and we look forward to seeing the results. Ultimately our aim is to build greater awareness of the importance of ethics and reputation management on the African continent.”

If you would like to share your views, please select one of the following links according to your language preference. The survey is completely anonymous, unless you choose to provide your information. Please complete the survey by Monday, 23 March 2020 at 17:00:

  • English:
  • French:
  • Portuguese: Please send an email to for the link.

APRA assists in setting standards, creating and enabling a professional environment for accurate perception, goodwill and understanding of necessary and effective PR practices. For more information about APRA visit or send a mail to

For more information about reputation research, contact Reputation Matters, or visit


About The Author

Guest Contributor

A Guest Contributor is any of a number of experts who contribute articles and columns under their own respective names. They are regarded as authorities in their disciplines, and their work is usually published with limited editing only. They may also contribute to other publications. - Ed.

Following reverse listing, public can now acquire shareholding in Paratus Namibia


20 February 2020, Windhoek, Namibia: Paratus Namibia Holdings (PNH) was founded as Nimbus Infrastructure Limited (“Nimbus”), Namibia’s first Capital Pool Company listed on the Namibian Stock Exchange (“NSX”).

Although targeting an initial capital raising of N$300 million, Nimbus nonetheless managed to secure funding to the value of N$98 million through its CPC listing. With a mandate to invest in ICT infrastructure in sub-Sahara Africa, it concluded management agreements with financial partner Cirrus and technology partner, Paratus Telecommunications (Pty) Ltd (“Paratus Namibia”).

Paratus Namibia Managing Director, Andrew Hall

Its first investment was placed in Paratus Namibia, a fully licensed communications operator in Namibia under regulation of the Communications Regulatory Authority of Namibia (CRAN). Nimbus has since been able to increase its capital asset base to close to N$500 million over the past two years.

In order to streamline further investment and to avoid duplicating potential ICT projects in the market between Nimbus and Paratus Namibia, it was decided to consolidate the operations.

Publishing various circulars to shareholders, Nimbus took up a 100% shareholding stake in Paratus Namibia in 2019 and proceeded to apply to have its name changed to Paratus Namibia Holdings with a consolidated board structure to ensure streamlined operations between the capital holdings and the operational arm of the business.

This transaction was approved by the Competitions Commission as well as CRAN, following all the relevant regulatory approvals as well as the necessary requirements in terms of corporate governance structures.

Paratus Namibia has evolved as a fully comprehensive communications operator in Namibia and operates as the head office of the Paratus Group in Africa. Paratus has established a pan-African footprint with operations in six African countries, being: Angola, Botswana, Mozambique, Namibia, South Africa and Zambia.

The group has achieved many successes over the years of which more recently includes the building of the Trans-Kalahari Fibre (TKF) project, which connects from the West Africa Cable System (WACS) eastward through Namibia to Botswana and onward to Johannesburg. The TKF also extends northward through Zambia to connect to Dar es Salaam in Tanzania, which made Paratus the first operator to connect the west and east coast of Africa under one Autonomous System Number (ASN).

This means that Paratus is now “exporting” internet capacity to landlocked countries such as Zambia, Botswana, the DRC with more countries to be targeted, and through its extensive African network, Paratus is well-positioned to expand the network even further into emerging ICT territories.

PNH as a fully-listed entity on the NSX, is therefore now the 100% shareholder of Paratus Namibia thereby becoming a public company. PNH is ready to invest in the future of the ICT environment in Namibia. The public is therefore invited and welcome to acquire shares in Paratus Namibia Holdings by speaking to a local stockbroker registered with the NSX. The future is bright, and the opportunities are endless.