Public Relations Management in Africa Volume 1

Book excerpt: 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.