What is it about?
Most of the scholarly body of knowledge of public relations built up over the last three decades has been undertaken in Western countries. This article describes the influences and developments that shape African theory-building
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Why is it important?
Against the background of a new emerging global economic order, Africa is not only the storehouse of key global resources but is rapidly becoming urbanised and digitally connected. Communication management and public relations are increasingly important to doing business in Africa.
Perspectives
This work asks whether there can there be an exclusively African public relations model to what degree Western and African influences are synthesized into a hybrid model. finally, it describes what has Africa to offer to Western theory in an era of neo-liberalism.
Dr Gary Malcolm Mersham
https://www.verduresurf.com/
Read the Original
This page is a summary of: Approaches to African communication management and public relations: a case for theory-building on the continent, Journal of Public Affairs, August 2011, Wiley,
DOI: 10.1002/pa.413.
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