Public Relations Management in Africa Volume 2: The Practical, the Conceptual and the Empirical

✍ 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: 279
• Category: Library

✦ Synopsis

This two-part volume, the first of its kind, examines current pedagogical modules and research directions in public relations and communication management, identifying emerging issues driving the practice in Africa. In comparison to its Western and Asian counterparts, literature on public relations management in Africa is limited, and much of it is examined through the lenses of Western philosophies and pedagogies, failing to reflect Africa's socioeconomic, political, and cultural contexts. This project aims to change that. ​
Albert Volume 2 brings together African scholars, moving beyond organizational impact to share the wider theoretical and practical perspectives on the practice of public relations on the continent, within its cultural, global, and technological milieu.Through conceptual discussions and empirical analyses, this volume shows how Africa is gradually coming out of the shadows of the Western world by building a body of knowledge the reflects the nature of public relations management on the continent. Chapters cover: how public relations contributes to strategic management in Africa; health communication and public relations management; strategic management of issues, as well as the implications of the fourth industrial revolution for public relations practice in Africa.

✦ Table of Contents

Preface
Preface
References
Acknowledgments
Contents
Notes on Contributors
List of Figures
List of Tables
Chapter 1: Introduction: Public Relations Research and Practice in Africa
The African Context
Political Context
Economic Context
Sociocultural Context
Media Landscape
Conceptualizing Public Relations
Conceptualizing Public Relations: An Ubuntu Perspective
Development of Public Relations in Africa
Public Relations Scholarship and Practice in Africa
Models of Public Relations Practice in Africa
Public Relations Roles in Africa
Public Relations Professionalism in Africa
Conclusion
References
Chapter 2: Benchmarking Public Relations Practice in the Namibian Public Service with the Principles of the Excellence Theory
Literature Review and Theoretical Framework
Government Public Relations
The Excellence Theory of Public Relations
Methodology
Research Design
Population and Sampling
Research Methods
Observation
In-Depth Exploratory Interview
Results and Discussion of Findings
Stakeholder Engagements
Challenges Faced by the Government PROs
Diversification in PR
PR Structure/Reporting Line
Empowering of PROs
Models of Communication
Conducting Research
PR as Technical or Management Function and the Integration of Communication Function
Conclusion and Recommendations
References
Chapter 3: Ethiopian Public Relations in Practice: Historical Development and Its Constraints
The Origin and Historical Development of Public Relations in Ethiopia
Modern Public Relations in Ethiopia
Public Relations Education in Ethiopia
The Practice of Public Relations in Ethiopia
Communication Technician Roles of Public Relations
Communication Management Roles of Public Relations
Models of Public Relations in Ethiopia
Public Relations and Ethiopia’s Political System
Constraints of Public Relations in Ethiopia
Conclusions
References
Chapter 4: Radicalization, Divides, or Interfaith Harmony? Relationship Management and Strategic Communication in Sudan
Sudan’s Political Quagmire, Political Islamism, and the North-South Sudan Divides
Theoretical Framework: The Emic and Constructivist Approaches
Extremism, Radicalization, and Peacebuilding
Factors in the Sudanese Susceptibility to Terrorism
Fundamentalist Islamist Groups: Al-Qaeda and ISIS
Conflict Management: Possibilities, Approaches, and Communication Strategies
Interventions of Islamic Institutions: A Source of Conflict Resolution
Communication Response to Ethno-religious Crises and Extremism
Intervention of Foreign Entities and Organizations: A Source of Conflict Resolution
Conclusion
References
Chapter 5: COVID-19 Health Campaigns and Public Relations Management: A South African Perspective
Literature Review
Public Relations Management and Health Communication/Health Promotion via Education Entertainment (EE) Media Campaigns
Illness Outbreaks and Public Relations Management
Crisis and Risk Communication: Health Communication Perspectives
Crisis Communication: The Case of the Omicron Variant Detected in South Africa and Africa
Crisis Communication and the Call to Vaccinate in South Africa: A PR Strategy
Public Relations Management in Organizations: When Illnesses Outbreak
Social Media Representation of the Coronavirus: The Era of Fake News and Infodemics
Tim Noakes and Mahdi: Twitter Debate on COVID-19 Vaccines in South Africa
PR and Cultural Diversity in Health Promotional Campaigns
Case Studies: Health Campaigns Related to COVID-19 Vaccination in South Africa
Theories Related to Health Behavior Change and PR Approaches
The Trans-Theoretical Model (TTM) or the Stages of Change Model
The Precaution Adoption Process Model (PAPM)
Social Marketing Approach
Agenda Setting and PR Campaigns
Recommendations for Future Research
Conclusion
References
Chapter 6: Social Media and Public Relations Practice in Tanzania
Theoretical Framework and Literature Review
Grunig’s Four Models of PR
Social Media and Public Relations
Methodology
Findings
Deployment of Social Media in Corporate Public Relations
Attitudes Towards Social Media
Social Media and the Changing Public Relations Landscape
Discussion
Conclusion
Recommendations
References
Chapter 7: A Framework for Excellent Public Relations Practice in Higher Education Institutions in Africa: A Study of Selected African Countries
Problem Statement
Literature Review
Public Relations in Higher Education
The Strategic Management Role of Public Relations and the Excellence Study
Public Relations Practice and HEIs in Africa
Method
Participants and Sampling
Procedure
Analysis
Findings and Discussion
Demographics
Involvement in Strategic Management Process
Participation in Strategic Planning/Decision Making
Reporting Lines
Dominance of Informal Research
Environmental Scanning (Informal Based)
Focus on Output Evaluation
The Communication Role of Public Relations Practitioners in HEIs in Africa
High Emphasis on the Technician Role and Moderate Managerial Role
The Extent to Which Public Relations Is Premised on Two-Way Symmetrical Communication
Dominance of One-Way and Moderate Use of Two-Way Communication
Challenges of Public Relations Practice in HEIs
The Proposed Framework
Justification of Framework
Limitations and Recommendations for Further Research
Conclusion
References
Chapter 8: Toward Ensuring Effective Crisis Communication Management in Institutions of Higher Learning: A Case of a South African University
Public Relations and Crisis Management in Higher Institutions
The Need for Public Relations in Institutions of Higher Learning
Theoretical Framework: Stakeholder Management Theory
Stakeholder Management Theory and Its Relevance in Organizations
Methodology
Data Analysis
Causes of Strike
Lack of Communication
Lack of Meetings for Reconciliation
Nonchalant Attitudes Toward Stakeholders
Discussion
Conclusion
Limitation of the Study
Future Research Direction and Recommendations
References
Chapter 9: Public Relations and Identity Management Under Authoritarian Leadership: Experiences of Makerere University Managers (1971–1979)
Literature Review
Public Relations/Communication and Crisis and Identity Management
Organizational Identity Management
Organizational Technical Identity
Leadership and Management Perspectives
Cherished Values of HEIs and the Duty of Leaders to Protect Them
Methodology
Research Design
Sampling Strategy and Data Collection
Data Analysis
Ethical Considerations
Findings and Discussion
Impact of Political Environment on Technical and Institutional Identity Management
Impact of Authoritarian Political Environment on Technical Mission and Values
Impact of Authoritarian Political Environment on Autonomy
Compliance with De Facto Directives Versus Autonomous Decision-Making and Exercise of Personal Leadership Traits
Impact of Authoritarian Political Environment on Communication
“No Freedom” of Speech, Self-Censorship as a New Norm
Impact of Legal Environment on Identity Construction and Management
Compliance to Authoritarian Legal Framework
Impact of the Chancellor’s individual Leadership Style, Traits, and Actions
“Amin Was Against Intellectuals….”
Suppression of Criticism, Disregarding Standards, and Imposition of Personal Values
Introducing Policies that Stifled Technical HEI Values
The Extent to Which Internal Top Management Served as Leaders as Opposed to Administrative Managers
Single Incidence of Institutional Leadership
Conclusion and Implications
References
Chapter 10: Mixing Business with Politics: A Framing Analysis of Sir Sam Jonah’s “Down the Up Escalator” Activist CEO Speech of April 22, 2021
The Current Study
Literature Review
CEO Activism, a Genre of Corporate Social Advocacy
Framing Theory and Leadership Rhetoric
Methods
Framing Theory-Guided Textual Analysis
Justification for Speech Selection
Data Analytic Technique
Findings and Discussion
The Governance Frame
The Silence Frame
The Assault on Democracy Frame
The Solutions Frame
Conclusion
Practical Implications for PR Professionals and Communication Managers
Suggestions for Future Research
References
Chapter 11: Future of Public Relations in Africa: A Case for Rethinking Inquiry and Practice
What We Know About Public Relations in Africa
Is There a Future for Public Relations in Africa?
What Is the Outlook of the Future of Public Relations in Africa?
Conclusion
References
Index