Pitch Forward

Pitch Forward is an Initiative focused on improving how pitching works across Africa’s PR and communications industry. From the briefing stage to feedback and final selection, the goal is to make the process fairer for agencies, clearer for clients, and more effective overall.

We have sought insights from those who know the process best – the professionals doing the work.

Whether in-house or agency-side, members and industry professionals have shared their perspectives on what is working, what needs to change, and where the pain points are, helping to raise the bar across the industry.

To inform the initiative, there were two ways to get involved:

• Complete the confidential survey: The survey has now closed.

• Join a member-only focus group: These have been held across key markets, with invitations sent directly to member leaders.

We are now reviewing all feedback and data to identify a better approach to pitching. Watch out for the full Pitch Forward report, which will be published in 2026, which will help inform the next steps in building a better, smarter approach to pitching across the continent.