Abstract

This study aims to develop, conceptualize, theorize, and propose an African public relations concept based on African ethics, sociocultural, perceptions, and practice. The study explored various subjects on African and African public relations, including history, challenges, socio-economic circumstances, and traditional public relations theory, before delving into the tenets of the proposed theory. Based on the exploration, the study suggests adopting developmental-pragmatic public relations theory. It employs history and African cultural values and ethics in prescribing how public relations should be executed in a continent as diverse as Africa to achieve a specific campaign’s objective. As an African-conceived theory, it advocates thorough research, systematic planning, sensitive, and accountable application of public relations strategies, tactics, and practices hinged on the principles of merit, pragmatism, and honesty to promote socio-economic development and welfare.

Key Words: Public Relations, African Public Relations, Development Communication, Theory, Mass Media, Marketing.

About the Author

*Emmanuel C. Alozie, (Ph.D., University of Southern Mississippi) is a full professor of media communications at Governors State University, Illinois, United States of America. He serves as a mass media and development consultant and strategist.

^JCMR Journal of Communication and Media Research, Vol. 15, No. 2, October 2023, pp. 14-29.

© Association of Media and Communication Researchers of Nigeria (AMCRON).

Article Citation

Alozie, E. C. (2023). Theorizing African public relations: A proposal for developmental pragmatic public relations. Journal of Communication and Media Research, 15 (2): 14-29.

Full Article

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Pages: 16

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