Strategic Integrated Communication Model for Media Convergence and the Future of Public Relations Practice in Africa

The rapidly evolving digital landscape in Africa is fundamentally transforming how information is produced, disseminated and consumed, with media convergence emerging as a critical phenomenon. This study examined the implications of converging media platforms on the future of public relations (PR) practice across the continent. The rationale for this study stems from the urgent need for PR professionals in Africa to adapt to the dynamic media ecosystem, characterised by the fusion of traditional and digital platforms, to maintain relevance and impact. The main objective was to explore how media convergence is reshaping the tools, strategies and expectations of PR practitioners in Africa and to propose a strategic integrated communication model tailored to the continent’s socio-cultural and technological realities. Anchored on the technological determinism theory and systems theory, the study analysed how technology drives communication innovation and how PR practitioners must function within a complex, interconnected media environment. Employing a library-based methodology, the study reviewed scholarly literature, industry reports and expert commentaries to synthesise existing knowledge and present new insights. The study argued that while media convergence presents challenges such as content oversaturation and credibility issues, it also offers opportunities for real-time engagement, audience targeting and data-driven decision-making. It concluded by advocating for a strategic, integrated communication framework that blends traditional PR competencies with digital literacy, adaptability and cross-platform storytelling. Key recommendations include capacity building, investment in digital infrastructure and institutional policy reforms to support future-forward PR practice in Africa. Keywords: Media Convergence, Public Relations, Integrated Communication, Africa, Digital Transformation