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

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