Public Relations Management in Africa Volume 1: Exploring Organisational Impact

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