Towards a framework for public relations scholarship and practice in Africa: a globalisation perspective

Abstract

Purpose Much of public relations scholarship in the last three decades has been dominated by discussions about best practices. Theories developed over the years have often been based on western practices with little focus on emerging economies such as Africa. The growing call for a shift to a new system, especially from a non-western perspective has resulted in scholars examining public relations scholarship and practice in other jurisdictions, particularly in Asia. The onset of globalisation increased the scholarly discussion on public relations theorising, with culture playing a significant role in these discussions. This paper undertakes a review of the various discussions on public relations theorising due to globalisation and discusses its implications for public relations scholarship and practice in Africa. Design/methodology/approach The paper approaches the issue by examining relevant literature on globalisation and societal changes, public relations theorising, and the African worldview. Findings The paper concludes by proposing an African public relations framework that reflects the African worldview. The framework proposes that African public relations can be premised on four levels, humanist, relational, communalist, and strategic. Research limitations/implications This research is limited in the sense that the proposed framework has not been empirically tested for verification. It offers scholars the opportunity to empirically test it within the African setting. Practical implications The framework presents an opportunity for practitioners to review public relations practice within the African context. Originality/value The paper's originality is premised on the development of a public relations framework premised on African social values.

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