The Gaborone Declaration

• (RC.
265628)
1995
The Gaborone Declaration:
NECCI LIMITED www.necciconsulting.com

Public Relations and Training Consultants
© 2018
About the Principal
Consultant/CEO
At the helm of affairs of NECCI Limited is the Principal Consultant/CEO, Nkechi Ali-Balogun a
multi-talented industry veteran with over 20 years of experience on both the client and
services side of Public Relations and Training consultancy. She provides solutions to
managerial problems and other functions of management. Nkechi has lived in your shoes
and knows how to turn issues into opportunities.
She is a gifted strategist with intuitively creative abilities. As a result, she is an in-demand
industry facilitator, motivational speaker, and mentor in her career.
Her experiences include serving as Head of Corporate Affairs in two banks, NEXIM and
Equitorial Trust Bank and as Chairman of the Nigerian Institute of Public Relations, Lagos
State Chapter.
Nkechi holds a first degree in English/Education and an MSc in Mass Communication from
the University of Lagos. Shei also has a Postgraduate Diploma in Marketing from
the University of Nigeria, Nsukka and concluded an MBA in Management programme from
the same University. In addition, she has attended Public Relations Management courses in
Frank Jefkins School of Public Relations, London and the prestigious Lagos Business School.
Currently a Ph.D. student in the University of Lagos.
Nkechi has won many awards. She is the first female to receive the prestigious PR Golden
Eagle Award as the Most Outstanding Public Relations Practitioner and Life-Time
achievement Award from the Nigerian Institute of Public Relations. In recognition of her
outstanding contributions to the media industry in West Africa, she was one of the recipients
of the Red Media Living Legend Industry Award. She is a Fellow of the Nigerian Institute of
Public Relations (NIPR) and a Senior Member of the African Public Relations Association
(APPRA)
The Gaborone
Declaration:
Nkechi Ali-Balogun
Introduction
Reminder:
 Public relations is about man and relationships, its fundamental function is to enlighten,
educate, emancipate, energize, empower, elevate and enrich man.
 It can empower an individual through the dissemination of relevant information.
 Public relations helps in shaping images. They build the brand, spread the message and
minimize the effect of negative publicity.
 There is no doubt that Africa is in dire need of a better image and a stronger brand.
 Africa needs, at this time, to tell her own story and change the negative narrative.
 Through Public Relations, we must rethink and re-present Africa by producing powerful
content that will project Africa in a positive manner as well as document our achievements.
 We must begin to take action in order to influence international decisions (political,
economic and social) that impact on our lives as a continent.
 Through PR we can foster unity and understanding among Africans and the world.
Review of Public Relations Codes
The 1961 Code of Venice
The Code of Professional Conduct was adopted with minor amendments at the Council
meeting in Venice on May 22, 1961 (Venice Minutes, 1961) and was agreed by the IPRA
Assembly and 2nd IPRA World Congress (IPRA, 1994) the following day. It quickly became
known as ‘The Code of Venice’ (IPRA, 1961, 2009)
• Personal and Professional Integrity

• Conduct towards Clients and Employers
• Conduct towards the Public and the Media
• Conduct towards Colleagues
PRCA Code and the Code of Brussels in Summary
Attention is to the practitioner
A member shall:
Have a positive duty to observe the highest standards in the practice of public
relations. Furthermore a member has the responsibility at all times to deal fairly
and honestly with fellow members and professionals, the public relations
profession, other professionals, suppliers, intermediaries, the media of
communication, colleagues, and above all, the public.
Integrity. Transparency. Dialogue. Accuracy. Falsehood. Deception.
Confidentiality. Influence. Inducement. Conflict. Profit. Employment.
Bowen (2007) comments that in public relations, “ethics includes values such
as honesty, openness, fair-mindedness, respect, integrity, and forthright
communication” (p.1). These values appear to be widely applied around the
world. Many codes also have a “best interests of the profession” element, for
example the Public Relations Society of America (PRSA). Wright
THE GABORONE STATEMENT
Why the Gaborone Code
APRA like other global Public Relations institutions recognizes the power
of public relations to:
• bring about positive image for the continent
• reach and potentially influence millions of people
• promote competence and shared values within the continent
• encourage behaviour that builds build confidence in others
• foster unity
Therefore in line with the code of ethics earlier discussed:
The Gaborone statement/declaration must necessarily

• take into account the laws, usages and customs in force in each participating country and
the prevailing circumstances.
• prescribe the behaviour of public relations practitioners in relation to
- people, considered as ‘human beings’. Since the nature of the human being is universal
- Conduct towards Diversity
- Persons and Professional Integrity
- Conduct towards Clients and Employers
- Conduct towards the Public and the Media
- Conduct towards Colleagues
This statement shall apply to members of APRA and is designed to guide them in carrying out their activities in Public
Relations as it affects the continent of Africa in an ethical manner.
The Gaborone statement will help to forestall and provide guidance and or solutions to any unforeseen ethical
challenges that may arise.
APRA is committed to ethical practices and its enforcement as a body seeks to strengthen the brand Africa. Every
member is valued based on the ethical conduct of each member as we become role models to other
professionals/professions within and without the continent of Africa
The President and the Governing Council of APRA reserves the right to suspend or expel from membership of APRA
any individual who is non-compliant or who has been or is sanctioned by a government agency or convicted in a
court of law of an action that fails to comply with the Code or who through their act has become a source of
embarrassment to APRA.
It is also important to note that Africa is beset with peculiar issues like poverty, terrorism, poor governance, disunity,
terrorism and other related issues. This document is therefore designed to prevent and manage ethical challenges
that may come up in practice.
The Declaration
With the inherent and peculiar problems in Africa I propose the
statement below for ratification. This I believe is what PR should be
doing for Africa.
“Public Relations is a strategic management function that fosters

understanding, builds strong reputation, promotes good
governance, ethical behaviour and optimizes diversity with all
stakeholders using all forms of communication and research”.
Gaborone Statement 2018

All members of APRA and APRA as a body shall:
• Defend the reputation of, and do nothing that would bring into disrepute, the public relations profession or the
Association of Africa Public Relations;
• Advance the causes of peace, equity, inclusion and diversity;
• Encourage good governance, transparency and ethical standards within Africa;
• Respect the legal and regulatory frameworks and codes of all member countries and where they practise;
• Respect and uphold the cultures of the various nationalities that make up the membership of APRA as well as in their
dealings and relationship with other people, and the leadership of the countries where they come from;
• Encourage professional training and development among members of the profession in order to raise and maintain
professional standards generally;
• Make utmost and responsible use of the possibilities technically offered by social media
• Engender fairness and honesty with the communications media and the public. Members shall neither propose
nor act to improperly influence the communications media, government bodies or the legislative process by way
of improper influence may include conferring gifts, privileges or benefits to influence decisions;
• A member shall practice the highest standards of honesty, accuracy, integrity and truth, and shall not
intentionally disseminate false or misleading information.
• Members shall not make extravagant claims or unfair comparisons, nor assume credit for ideas and words not
their own.
• Members shall not engage in professional or personal conduct that will bring discredit to themselves, APRA or the
practice of public relations;
• Comply with the United Nations Charter which determines “to reaffirm faith in fundamental human rights, and in
the dignity and worth of the human person”
• Foster the free flow of information while contributing to the interests of all stakeholders.
• Respect and abide by this Code and related Notes of Guidance issued by APRA and ensure that others who are
accountable to them (e.g. subordinates and sub-contractors) do the same;
Enforcement
John F. Budd 1991
Ethical rules do not resolve ethical dilemmas nor create ethical practitioners. Codes are verbal
(sic) resolutions of ethical dilemmas but by and of themselves will no more reform an
unethical practitioner than thieves will be reformed by reading criminal statutes. Nor will laws
(sanctions, et al) discourage the bending of rules …
Our codes, now in place transnationally, are no panacea unless they are enforced.
APRA members therefore shall in upholding this Gaborone Statement, agree to abide by and
help enforce the disciplinary procedures of the APRA in regard to any breach.

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• (RC.

The Gaborone Declaration:

NECCI LIMITED www.necciconsulting.com

• Personal and Professional Integrity

The Gaborone statement/declaration must necessarily

“Public Relations is a strategic management function that fosters

Gaborone Statement 2018

• Advance the causes of peace, equity, inclusion and diversity;

• Encourage good governance, transparency and ethical standards within Africa;

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