Public Relations Management in Africa Volume 1: Exploring Organisational Impact

✍ Scribed by Albert A. Anani-Bossman (editor), Takalani E. Mudzanani (editor), Cornelius B. Pratt (editor), Isaac A. Blankson (editor)

• Publisher: Palgrave Macmillan
• Year: 2023
• Tongue: English
• Leaves: 282
• Category: Library

✦ Synopsis

This two-part volume examines current pedagogical modules, research directions and other emerging issues in public relations and communication management in Africa. In comparison to its Western and Asian counterparts, the literature on public relations management in Africa is limited, and much of it is examined through the lenses of Western philosophies and pedagogies that do not generally resonate with Africa's socioeconomic, political, and cultural contexts. This book aims to change that.
Through analyzing the organizational dynamic, Volume 1 brings together contributors from across Africa to provide valuable insights into how public relations contributes to organizational effectiveness on the continent. Chapters discussed include a review of public relations research in Africa, the role of the African CEO as a public relations activist, the use of social and digital media in public relations, the measurement and evaluation of communication programs, and the implications of the fourth industrial revolution on public relations practice in Africa. Providing important pathways and overviews of public relations management in Africa, this volume not only highlights current practices but offers insights into the future of the practice within its evolving global landscape.

✦ Table of Contents

Foreword
Acknowledgments
Contents
Notes on Contributors
List of Figures
List of Tables
Chapter 1: Introduction: Public Relations Management in Africa
Framework for the Book
Chapter Organization
Conclusion
References
Chapter 2: Public Relations in Sub-Saharan Africa: A Ten-Year Review
Literature Review
Overview of the Media Landscape
Overview of Public Relations Education in SSA
Examining Public Relations Literature from SSA
The State of Public Relations Scholarship in Sub-Saharan Africa
South Africa
Nigeria
Kenya
Ghana
Zimbabwe
Moving Forward
References
Chapter 3: The Use of Social and Digital Media in Public Relations: Empirical Perspectives from Ghana
Literature Review
Public Relations Research in Africa
Public Relations and Social Media Use
Use of Social Media in Africa and Ghana
Method
Demographics
Findings
Discussion
Implications for Practice and Scholarship
Conclusion and Limitations
References
Chapter 4: Tensions Between Public Relations and Journalism: A Namibian Perspective
Literature Review and Theoretical Framework
Global Perspectives on Public Relations and Journalism
African Perspectives on Public Relations and Journalism
Dialogic Theory
Methodology
Findings
Demographic Data
Government–Media Relations in the Namibian Public Service: Perspectives of Public Relations Practitioners
Government–Media Relations in the Namibian Public Service: Perspective of Journalists
Discussion
Conclusion and Recommendations
References
Chapter 5: China’s Public Diplomacy for Image Making in Islamic North Africa: Frames of the Belt and Road Initiative in Daily News Egypt
China’s Public Diplomacy in Africa
Belt and Road Initiative in Islamic North Africa
China’s Image in Islamic North Africa
China-Egypt Relations and BRI
Framing Theory
Method
Measures
China’s Image
China’s Image Dimensions
Political Image
Economic Image
Cultural Image
Social Image
Technological/High-tech Image
Results
Discussion
Limitations and Future Research
Conclusion and a Way Forward
References
Chapter 6: Public Relations Evaluation in Ghana: Are We There Yet?
Literature Review
Defining Evaluation
State of Public Relations Evaluation and Measurement
Evaluation Research in Africa
Method
Sampling and Procedure
Measures
Results
Assessment of Communication Activities
Evaluation Requirement by Senior Management
Use of Measurement Insight
Measurement Skills of Practitioners
Discussion
Practical and Theoretical Implications
Limitation and Future Direction and Conclusion
References
Chapter 7: Image Building Versus Relationship Building in Public Relations Practice in Tanzania: A Survey of Practitioners
Literature Review
Shifting Emphasis of Public Relations
Methodology
Reliability Statistics
Findings
Demographic Characteristics of Respondents
The Predominant Focus of Public Relations Practice in Tanzania and Its Effect
Discussion
Conclusions
References
Chapter 8: Is China’s Belt and Road Initiative in Africa Effective Public Diplomacy? Valences in Dialogic Communication in Three Newspapers
Significance of Chapter
An Overview of BRI
Ethical Frameworks in Asia and Africa
Confucianism
Ubuntu
Public Diplomacy and Dialogic Communication
Article Selection And Five Themes
Article Selection
Five Themes
China Daily Africa
Daily Nation (Kenya)
The Nation (Nigeria)
Africa-Focused BRI as China’s Public Diplomacy
Limitations and Directions for Future Research
Conclusion
References
Chapter 9: The CEO Activism Playbook: An Empirical African Perspective from Ghana
Theory and Literature Review
Responsible Management, Public Relations for Social Responsibility, and Afrocentricity
The African School of Thought in Leadership and Public Relations
CEO Activism as Corporate Social Advocacy
The CEO Activism Playbook, Guidelines, and Safeguards
Methods
Participants’ Self-Identification as CEO Activists
Research Ethics
Inclusion/Exclusion Criteria
Data Collection
Data Analysis
Results
Ex-Ante CEO Activism Campaign Guidelines
Personal Conviction and Emotional Safeguards
CEO Social-Mindedness and Signature Advocacy
Authenticity and Truth-Based Activism
Playing by the Book
Community Creation
Process/CEO Activism Campaign Implementation Guidelines
Taking Cover and Setting Boundaries
Audience Profiling and Strategic Targeting
Benchmarking and Following Best Practices
Courage and Passion
Social Support System and Offensive Play
Ex-Post CEO Activism Campaign Guidelines
Discussion
Conclusion and Recommendation
References
Chapter 10: Redefining Media Relations in Higher Educational Institutions in Ghana: A Case Study of Public and Private Universities
Aim and Objectives of the Study
Literature Review
Public Relations Practice
Media Relations
Media Relations Practice in Ghana's Higher Educational Institutions
Theoretical Framework
Competing Values Framework
Network Theory and Analysis in Organizations
Framing in Organizations Theory
Method
Sampling
Unit of Analysis
Data Analysis
Validity
Findings
PR Structure and Systems of PBU1
PR Unit
Media Relations
PR Practitioners and Place within the Management Network
PR Structure and Systems of PBU2
Public Relations Unit
Media and Events Office
Media Platforms
PR Practitioners and Place within the Management Network
PR Structure and Systems of PRU1
PR Unit
Media Relations
PR Practitioners and Place within Management Structure
PR Structure and Systems of PRU2
PR Unit
Media Relations
PR Practitioners and their Place within Management Structure
Discussion
Public Relations and Media Relations
Place in Management Network
Implications for Practice and Theory
Conclusion, Limitations, and Recommendations
References
Chapter 11: The Fourth Industrial Revolution: Artificial Intelligence and Its Implications for Public Relations Practice in Africa
Technology and Public Relations in Africa
The Fourth Industrial Revolution: Characteristics and Driving Technologies
Overview of Artificial Intelligence
Applications of Artificial Intelligence in Africa
Potential Impact of AI on Public Relations Practice in Africa
Advantages of AI Adoption in PR Practice in Africa
Streamline and Automation of Routine PR Tasks
Data Analytics Capabilities
Real-Time Media Monitoring
Broader Content Marketing
Targeted Influencer Outreach Programming
Focus on Creative Tasks
Obstacles to Successful Adoption of AI in PR in Africa
Data Challenges
Lack of Data Protection Laws
Education and Skills Challenges
Conclusion
References
Index