The Public Relations and Communications Association (PRCA) is the world's largest professional PR body, representing practitioners across more than 70 countries. Its global mission is to raise standards, promote ethical practice and support the continuous development of the communications industry. As part of this mission, PRCA operates a network of regional bodies, including PRCA Africa, which focuses on strengthening the professionalism, innovation and impact of communicators across the continent, says the organisation.

PRCA Africa's mandate includes developing strategic committees that guide the industry in key focus areas such as Ethics & Practices, Education & Talent, Innovation, Diversity & Inclusion and Sustainability. Within this structure, the Sustainability Committee exists to advance responsible, science-aligned environmental communication and ensure African communicators are equipped to navigate climate misinformation, ESG scrutiny, greenwashing risks and the growing expectation for credible, transparent sustainability storytelling. The appointment of Hunter, Maharaj and de Beer strengthens the Committee's capacity to deliver on this work:

  • Adam Hunter from Hook, Line & Sinker joins the Committee following his work with the United Nations Development Programme (UNDP) on global climate campaigns including #ClimateCounts and the WeatherKids. Hunter brings deep expertise in narrative strategy, youth climate engagement,and data-driven climate communication. His appointment underscores the Committee's ambition to bridge global sustainability frameworks with the realities and opportunities of pan African communications.
  • Kirtanya Maharaj from World Wide Fund for Nature (WWF), brings scientific, and environmental depth to the group. Her work spans biodiversity conservation, sustainable consumption, science communication, conservation education, behaviour change and community-based sustainability initiatives. Maharaj's involvement strengthens the Committee's ability to provide fact-based guidance and embed credible environmental insight into industry best practices and communications standards.
  • Nabiella de Beer from Havas PR adds strong capability in integrated communications, purpose-led brand strategy and audience insight. De Beer has supported organisations across sectors to translate sustainability commitments into clear, accessible narratives that build trust and public understanding. Her appointment reinforces PRCA Africa's objective to foster authentic storytelling across the continent.

The new members join the existing Committee, which includes Karena Crerar, CEO of Edelman; Sarah Gooding, Managing Director of WE Communications and Laurent Potage, Chief Communication and Sustainability Executive at Alteo Limited, adds the organisation.

Together, the expanded team brings a powerful combination of science-based insight, strategic communications expertise and creative climate storytelling to support PRCA Africa's commitment to credible, transparent and impactful sustainability communication across the continent, concludes the organisation.

For more information, visit www.prca.global. You can also follow the PRCA on Facebook, LinkedIn, X, or on Instagram.

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