Chap. 10 – Africa
Global Public Relations
1
The UN and others
generally group the
African continent into
five regions. This
chapter addresses the
four regions excluding
Northern Africa,
collectively called SubSaharan Africa.
2
General Shared Characteristics




Poverty, low life expectancy, low literacy
Poor health & nutrition, prevalence of
diseases such as malaria and HIV/AIDS
Exploitative colonial experience at the
hands of several European nations
National boundaries without regard to
ethnic, tribal, linguistic divisions
3
Africa’s Importance

Strategic assets




Chromium, cobalt, manganese, platinum
Gold, oil
Fertile land
Seeds of democratic governments, market
economies
4
Challenges for Public Relations




Limited communication infrastructure
Government influence, even control over
media in many countries
Complex cultural constructs
More than 2,000 languages and dialects
spoken
5
Nature of PR in Africa




Emphasis on nation building, development
communication
Primarily in government sector;
information model
Programs and campaigns benefit from folk
media, “pavement radio”
Opportunities growing as reforms take
hold and spread
6
The Example of Ghana



Former British colony; first in Sub-Saharan
Africa to achieve independence (1957)
Familial relationships, clan relationships
highly important
Modernization challenging complex
cultural mosaic
7
PR in Ghana





Gov’t PR centralized in Information
Services Department
Early links to journalism
Professionalization thanks to PRAG (now
IPR)
Mostly male, mostly low- to mid-level
managers, mostly press agentry
Gaining respect and recognition
8
South Africa





Multi-cultural, multi-lingual
Leading economic power in region
Lingering high unemployment and poverty
Dutch and British colonial past, plus
aparteid
Quest for consensus in new era (since
1994)
9
PR in South Africa





Western influence superimposed on
African cultural traditions
“Wine-and-dine” image in the past, but
professionalism more prevalent now
Helping build trust, promote social
progress and CSR
Well-established higher education curricula
PRISA leading the way
10
Kenya





Also a former British colony, until 1963
Unsteady democratic growth since
independence, but stability gaining
Recent unrest appears to be on the mend
Still, corruption is perceived as a problem
Poverty and unemployment remain
endemic
11
PR in Kenya



Early use was to manage public opinion
Personal relationship building central to
practice
PRSK helping to advance practice


Hosted first gathering of African practitioners
Less associated with propaganda than in
the past; university programs expanding
12
Descargar

Common Ground