His departure concludes his tenure as Vice-President, PRISMS Committee Chair, Membership Committee Chair, and his three-year term as Chief Judge of the PRISMS Awards, says the agency.

PRISA confirmed the departure publicly last week, and Reynell has now outlined the focus of his next chapter.

In a message to the PRISA Board, Immediate-Past President Bradly Howland acknowledges Reynell's contribution, "Paul joined PRISA at a time when the organisation was working hard to find its footing again, and he threw himself into that rebuilding effort with real energy and commitment. He was part of growing and elevating the awards into the flagship programme they have become one that is now genuinely respected in the industry."

Reynell says the decision to step down followed a period of reflection on where he can make the most meaningful impact in the profession.

"People don't follow leaders because they stay in roles. They follow leaders because they move forward. Africa's communication profession is entering a defining decade. My focus now is on strengthening the continent's voice, boosting Africa's reputation globally, and building pathways that bring more international briefs and investment into African markets."

Reflecting on three years as Chief Judge of the industry's flagship awards programme, The PRISMS Awards, Reynell states that the PR industry has never been stronger but strength is only the beginning.

Reynell is expanding his professional focus to a broader continental role, working with international partners to elevate Africa's strategic presence in global communication and reputation management. His vision is to ensure African markets are better connected, better represented and better understood on the world stage, adds the agency.

Reynell has also proposed bringing his UN2030 Sustainable Africa Narrative Campaign into this global platform, an initiative designed to prepare African markets to own their voice, shape their narrative, and position the continent confidently ahead of the 2030 sustainability deadline. The proposal is currently under consideration.

"It is a positive and timely development to see seasoned experts putting the continent first, uniting leading agencies, professionals and stakeholders to share knowledge, tools and data. Such collaboration strengthens Africa's gateway to investment and amplifies its voice in global dialogue," says Professor Justin Green, President and CEO, Global Alliance for Public Relations and Communication Management.

"We need to start owning our own narrative, and it starts with us, Africans. In 2024 and 2025, Africa saw a total of USD$167-billion invested into the continent. Guess what? The truth is, we are not waiting to arrive. We are already here. We are already amongst the best in the world."

"What stands in the way is confidence and narrative ownership. Too often, our story is told by others. We must stop waiting for permission and begin asserting our own voice with pride, with evidence, and with the conviction that Africa is shaping global momentum, not following it," concludes Reynell.

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*Image courtesy of contributor