Approaches to African communication management and public relations: a case for theory‐building on the continent

Abstract

Most of the scholarly body of knowledge of public relations built up over the last three decades has been undertaken in Western countries. Naturally, these conceptual frameworks have been suited to those areas of the world. The focal point of the calls for a shift to a new, inclusive global economic order is the growing influence of the developing economies of the world. This, in turn, has important implications for public relations and communication management in these regions and internationally. Academic researchers could embark on building an African body of knowledge of public relations and theories based on an African philosophy and worldview. Against this background, the debate around whether a generic model of public relations in and for Africa is possible has been the subject of considerable debate. It has also been argued that shared, common African philosophical approaches can be identified, and that these have an important role in communication throughout Africa. This article describes some of the influences that might shape African theory‐building and raises a number of questions along the way such as: Can there be an exclusively African public relations model? What is the balance between Western and African influences in the synthesis of a hybrid model? What has Africa to offer to Western theory? Copyright © 2011 John Wiley & Sons, Ltd.

An exploration of strategic public relations management in Ghana

“…The concept of Ubuntu is based on communalism in terms of which people are defined in relation to their community. Mersham et al (2011) note that Ubuntu places emphasis on collectiveness and community. The African is therefore viewed as someone who participates in and depends on others for her/his development.…”

“…With the increasing entry of MNCs into Ghana, and Africa as a whole, PR practitioners will continue to be at the forefront of connecting the two different cultural philosophies. Practitioners are expected to “develop communication approaches and skills to resolve the discordance between the business-as-business practice and the prevailing African orthodoxy of business-as-a-social cause on the continent” (Mersham et al, 2011: 203). As literature continues to identify similarities and differences in PR practice globally, Ghanaian PR scholars and practitioners should be able to collaborate and network to develop effective programs that work for the country.…”

“…Although multiple channels of communication, both new and traditional, exist, interpersonal communication is still the most effective means of communication for shaping public opinion. Whereas Western communication attempts to keeps face-to-face communication to a minimum, Africans tend to share information orally (Mersham et al, 2011). Dialogue and consultation are therefore essential in creating consensus and resolving issues.…”

Art or dark art? Moral failure and ethical obligation in South African public relations practice

“…However, Mersham et al (2011) argue that South African public relations has yet to realise its full responsibilities to the urban and rural classes of Africa. These scholars point to the tremendous gap that separates public relations practice from the needs and aspirations of millions of people in Africa, and which in their view can only be met through establishing communal relationships and approaches to public relations practice within the African social and political context.…”

Challenges of Issue Management in a Postmodern World: A Case Study of the South Durban Industrial Basin

“…In this view, the emergence of internationalised and flexible systems of production and capital investment lead to numerous problems of "territorial non-correspondence", so that "the events over which the state needs to exercise control in order to achieve its objectives fall increasingly outside of its control" (Cox 2003: 329). Ironically, newly enfranchised South African citizens with widened expectations of government -regulating economic growth, creating jobs, providing health care, housing, improving education or environmental quality -comes at a time when the South African state appears less able to intervene in the ways in which citizens might now expect (Mersham, Skinner & Rensburg 2011;Barnett & Scott 2007;Mersham et al 1995).…”