PRAXIS comes to Africa

Earned First, the media and events community dedicated to elevating communications professionals across Asia-Pacific, the Middle East, and Africa, today announces a strategic partnership to launch a PRAXIS-branded programme segment at Africa Global PR Week 2026 in Nairobi this August.

The partnership marks PRAXIS' launch on the African continent. Born in India in 2012, PRAXIS spent more than a decade establishing itself as the subcontinent's foremost forum for senior communications leadership before expanding internationally in partnership with Earned First — debuting at Singapore's National Gallery in October 2025 and following with PRAXIS MENA in Abu Dhabi in early 2026. Its arrival in Africa represents a significant further step in Earned First's mission to amplify the full diversity of the Global South’s communications voices, placing APACMEA PR practitioners at the centre of the global conversation rather than at its margins.

The PRAXIS Africa segment, presented as part of the second edition of Africa Global PR Week (AGPRW), will convene senior PR and communications leaders for the kind of high-level, substantive dialogue that has defined PRAXIS across fourteen years and three continents. The 2026 edition of AGPRW takes place around the theme Redefining Africa: Africa as a Brand, which resonates directly with Earned First's core conviction that the world's fastest-growing communications markets are no longer content to be defined by others.

"The arrival of PRAXIS in Africa is both timely and transformative," said Mary Njoki, chair of Africa Global PR Week. "For too long, African communicators have contributed to global narratives without equal access to the platforms that shape them. This partnership signals a shift, one where African voices are not just included, but are central to defining the future of our industry.

"By bringing PRAXIS to Africa Global PR Week, we are creating space for deeper dialogue, stronger collaboration, and a more confident articulation of Africa’s role as both a market and a meaning-maker in global communications."

The partnership reflects a broader structural shift underway in the global PR industry. As Western economies turn inward, the APACMEA region — representing over 75% of the world's population — is increasingly recognised as a crucial source of communications innovation, cultural intelligence, and market growth. Earned First was founded to rebalance a communications landscape that has historically underserved these markets, and the Africa partnership extends that mandate to numerous dynamic and underrepresented markets.

Africa Global PR Week 2026 takes place in Nairobi on 26-28 August 2026. Further details on the PRAXIS segment programme will be announced in the coming weeks.

"It has been less than a year since PRAXIS went international with an edition each in the Middle East and Asia-Pacific thanks to Arun Sudhaman joining forces with the PRomise Foundation," added PRAXIS founder Amith Prabhu. "We have grown from strength to strength and move beyond the continent now, with the first edition in Africa taking place in August."