Chap. 10 – Africa Global Public Relations 1

2 The UN and others generally group the African continent into five regions. This chapter addresses the four regions excluding Northern Africa, collectively called Sub- Saharan Africa.

General Shared Characteristics Poverty, low life expectancy, low literacy Poverty, low life expectancy, low literacy Poor health & nutrition, prevalence of diseases such as malaria and HIV/AIDS Poor health & nutrition, prevalence of diseases such as malaria and HIV/AIDS Exploitative colonial experience at the hands of several European nations Exploitative colonial experience at the hands of several European nations National boundaries without regard to ethnic, tribal, linguistic divisions National boundaries without regard to ethnic, tribal, linguistic divisions 3

Africa’s Importance Strategic assets Strategic assets Chromium, cobalt, manganese, platinum Chromium, cobalt, manganese, platinum Gold, oil Gold, oil Fertile land Fertile land Seeds of democratic governments, market economies Seeds of democratic governments, market economies 4

Challenges for Public Relations Limited communication infrastructure Limited communication infrastructure Government influence, even control over media in many countries Government influence, even control over media in many countries Complex cultural constructs Complex cultural constructs More than 2,000 languages and dialects spoken More than 2,000 languages and dialects spoken 5

Nature of PR in Africa Emphasis on nation building, development communication Emphasis on nation building, development communication Primarily in government sector; information model Primarily in government sector; information model Programs and campaigns benefit from folk media, “pavement radio” Programs and campaigns benefit from folk media, “pavement radio” Opportunities growing as reforms take hold and spread 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) Former British colony; first in Sub-Saharan Africa to achieve independence (1957) Familial relationships, clan relationships highly important Familial relationships, clan relationships highly important Modernization challenging complex cultural mosaic Modernization challenging complex cultural mosaic 7

PR in Ghana Gov’t PR centralized in Information Services Department Gov’t PR centralized in Information Services Department Early links to journalism Early links to journalism Professionalization thanks to PRAG (now IPR) Professionalization thanks to PRAG (now IPR)PRAG Mostly male, mostly low- to mid-level managers, mostly press agentry Mostly male, mostly low- to mid-level managers, mostly press agentry Gaining respect and recognition Gaining respect and recognition 8

South Africa Multi-cultural, multi-lingual Multi-cultural, multi-lingual Leading economic power in region Leading economic power in region Lingering high unemployment and poverty Lingering high unemployment and poverty Dutch and British colonial past, plus aparteid Dutch and British colonial past, plus aparteid Quest for consensus in new era (since 1994) Quest for consensus in new era (since 1994) 9

PR in South Africa Western influence superimposed on African cultural traditions Western influence superimposed on African cultural traditions “Wine-and-dine” image in the past, but professionalism more prevalent now “Wine-and-dine” image in the past, but professionalism more prevalent now Helping build trust, promote social progress and CSR Helping build trust, promote social progress and CSR Well-established higher education curricula Well-established higher education curricula PRISA leading the way PRISA leading the way PRISA 10

Kenya Also a former British colony, until 1963 Also a former British colony, until 1963 Unsteady democratic growth since independence, but stability gaining Unsteady democratic growth since independence, but stability gaining Recent unrest appears to be on the mend Recent unrest appears to be on the mend Still, corruption is perceived as a problem Still, corruption is perceived as a problem Poverty and unemployment remain endemic Poverty and unemployment remain endemic 11

PR in Kenya Early use was to manage public opinion Early use was to manage public opinion Personal relationship building central to practice Personal relationship building central to practice PRSK helping to advance practice PRSK helping to advance practice PRSK Hosted first gathering of African practitioners Hosted first gathering of African practitioners Less associated with propaganda than in the past; university programs expanding Less associated with propaganda than in the past; university programs expanding 12