ARP-CV Aims to Revitalize Association and Regulate Public Relations Profession
Yara dos Santos has been re-elected as the president of the Board of Directors of the Association of Public Relations of Cabo Verde (ARP-CV) for the 2026-2028 term. She announced that the association plans to become more active and closer to its members, while also strengthening the promotion of Public Relations and Strategic Communication within Cabo Verde. A key priority will be to reactivate the association's dynamics, create more value for its members, and consistently demonstrate the strategic role of Public Relations both in Cabo Verde and globally. Dos Santos emphasized that communication should be viewed as a strategic leadership function that enhances the connection between organizations, citizens, and society. The ARP-CV aims to serve as a bridge between society and institutions through more dynamic, participatory, and member-focused engagement. The regulation and recognition of the profession are also central to the new mandate, with the goal of increasing the appreciation for Public Relations. Dos Santos believes that the profession's recognition has improved over the past decade, partly due to the ARP-CV's efforts since its founding in 2013. It has evolved from an operational or protocol-related function to a strategic role in reputation management, trust-building, institutional relations, crisis communication, diplomacy, and social responsibility. The increasing number of Communication and Public Relations courses offered by Cabo Verdean universities reflects the field's consolidation as an academic and professional discipline. The new leadership team includes Karine Freire as vice-president, Jani de Pina as secretary, Celmira Mendes as treasurer, and Elsa do Rosário as a member. Nancy Cardoso will chair the General Assembly Board, and Dulcelina Martins will lead the Fiscal Council, with Suzel Cruz representing the São Vicente regional chapter. The General Assembly also approved the management and financial reports from 2015 to 2025.
The re-election of Yara dos Santos and the ARP-CV's stated goals for the 2026-2028 mandate highlight a strategic imperative for professional associations to adapt to evolving communication landscapes. The emphasis on reactivating membership engagement and elevating the strategic importance of Public Relations reflects a broader trend where communication functions are increasingly recognized as critical for organizational success and national development. The push for professional regulation and recognition suggests a desire to formalize standards and enhance the perceived value of the discipline, potentially influencing academic curricula and market demand. As AI continues to reshape information dissemination and public discourse, professional bodies like ARP-CV face the dual challenge of leveraging new technologies while ensuring ethical practices and maintaining human-centric relationship building. The association's focus on bridging society and institutions through communication could become even more vital in navigating complex information ecosystems and fostering informed public opinion in the coming decade.
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