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2014 | Buch

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Middle Eastern and African Perspectives on the Development of Public Relations: Other Voices

herausgegeben von: Tom Watson

Verlag: Palgrave Macmillan UK

Buchreihe : National Perspectives on the Development of Public Relations

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

The National Perspectives on the Development of Public Relations: Other Voices series is the first to offer an authentic world-wide view of the history of public relations. It will feature six books, five of which will cover continental and regional groups. This third book in the series focuses on the Middle East and Africa.

Inhaltsverzeichnis

Frontmatter

Introduction

Abstract

Middle Eastern and African Perspectives on the Development of Public Relations: Other Voices is the third volume in this series of six books on national histories of public relations (PR). The nations that comprise the ten chapters range from Turkey, at the northernmost, to South Africa, at the southernmost. There is little group commonality in their economies and political, religious and social make-up as they have been drawn from the geo-political and continental labels of ‘Middle East’ and Africa. For example, they do not have the common post-war impact of the Soviet Union and communism that so distinguished the nations of Eastern Europe in the second book of the series. However, there are themes that emerged and are shared by some nations.

Tom Watson

1. The Arab States of the Gulf

Abstract

The Arab Gulf region has a long history of traditional public relations (PR) practice expressed through hospitality, poetry, oratory, the majlis or diwaniyya, the mosque, emissaries and various local customs that prescribed internal and external relationships among tribes and between rulers and their subjects. It has developed strongly since the mid-20th century when mass media was rudimentary and sophisticated practice was almost non-existent, vague, misunderstood or defined by many in the region to mean protocol, hospitality and/or general services of various kinds. Today, modern PR practice thrives, supported by professional associations and extensive education. Although best practices still come from private practitioners, the public sector in most of the GCC is showing better understanding of the role that PR plays in nation-building, human development and global relations.

Badran A. Badran

2. Botswana, Zambia and Zimbabwe

Abstract

This chapter illustrates that the historical legacy of British colonial and public administration has influenced the approach of Botswana, Zambia and Zimbabwe to public relations practices and strategies, but without as much acceptance and understanding as in the Western nations from which they have arisen.

Ray Mawerera

3. Egypt

Abstract

This chapter traces the history and development of the public relations (PR) profession in Egypt, taking the economic, political and cultural contexts into consideration. Four main stages are identified to trace the history of PR. The first stage covers the period from 1952 to 1971, which witnessed the emergence of the PR profession. The second deals with the 1970s in which Egypt moved towards economic and political liberalization. The third traces the period from 1981 to 2000, which witnessed the expansion of mass media and academic developments. The fourth discusses the first decade of the new millennium. Challenges and opportunities for PR profession are also dealt with.

Khayrat Ayyad, Ahmed Farouk

4. Israel

Abstract

The following study discusses the linkages among political, economic and media changes which significantly influenced the role of public relations in Israel. It demonstrates how the collective-individual theme serves as a fundamental factor in understanding the profession, its goals and its ethics in historical and contemporary perspectives. The increasing individualistic nature of the Israeli society created the need for practitioners to refine their public relations capabilities and to adapt their skills to an altering social climate.

Clila Magen

5. Kenya

Abstract

This chapter traces the practice of PR from pre-independence Kenya to the 21st century. It emerges that the practice of PR is closely tied to major national events and to social, cultural, political and economic forces. PR roles as understood by the pre-independence colonial government: keeping the public informed on government development projects, assessing public opinion and advising government, endearing government to Kenyans and building the awareness of Kenya abroad have continued to modern-day Kenya.

Dane Kiambi

6. The Kingdom of Saudi Arabia

Abstract

This chapter sheds light on the history and the development of public relations (PR) in the Kingdom of Saudi Arabia (KSA). Systematic Western style PR was introduced in Saudi Arabia in the late 1930s when international oil companies started to explore the Saudi desert (Alanazi, 1996). Since then, and especially over the last 40 years, PR has kept pace with the nation’s economic, social and political developments. The profession has advanced rapidly but still suffers from barriers, such as the lack of qualified graduates, inadequate budgets and the lack of awareness among decision-makers about the roles of PR (Alanazi, 1996; Alkadi, 2007). Moreover, authoritarianism, centralization and complex hierarchical structures in Saudi organizations still influence many aspects of PR in KSA (Al-Shohaib, Al-Kandari and Abdulrahmin, 2009).

Nawaf Abdelhay-Altamimi

7. Nigeria

Abstract

The key events, institutions and personalities that combined to define the ecology of public relations (PR) practice in Nigeria are connected to its colonial history. Yet, the dominance of the economy of that country by the government and the commitment of corporate bodies to social responsibility as a PR strategy provide a unique lens to examine the evolution of public relations in Nigeria.

Ismail Adegboyega Ibraheem

8. South Africa

Abstract

The history of public relations (PR) in South Africa is as exciting and challenging as the evolution of South Africa from an apartheid state to a fully fledged democracy in 1994. In its early years, it mirrored the practice of PR as it developed in the Western world with largely unilateral communication by governments and corporates dominating practice supported by powerful media networks. Today, with the advent of social media, the dynamic challenges of two-way communication, openness and transparency have provided unique opportunities to elevate PR to new levels of relevance and importance.

Chris Skinner, Dalien Rene Benecke

9. Turkey

Abstract

Identifying five stages of development, this chapter periodizes the development of public relations (PR) based on its journey in public and private sectors, academia and professionalization. Despite all efforts since 1960, ‘public relations’ is a term and concept that has limited understanding in the Turkish public sector being reduced to a technical activity. In the private sector, some campaigns have strongly strategic characteristics of best practice but the majority of practitioners operate tactically to achieve short-term goals with heavy emphasis on media relations.

Melike Aktaş Yamanoğlu, B. Pinar Özdemir, G. Senem Gençtürk Hizal

10. Uganda

Abstract

The chapter discusses the development of the public relations (PR) in Uganda from 1962 to 2014. It identifies markers of environment, professionalization, PR education and training, culture, glocalization, issues, activism, issues and reputation as shaping the development of the industry. It observes that the authoritarian socio-political context of 1962–1986 influenced the rise of propaganda use of PR. However, with a relatively less oppressive operational environment after 1986, along with the liberalization of the media in 1993 and, more recently, the entry of foreign PR firms (post 2007) in the Ugandan market, a more strategic approach to PR is taking shape. However, increasingly globally mediated issues and national reputation management challenges since 2007 still challenge these professional achievements.

Barbra Natifu

Backmatter

Titel: Middle Eastern and African Perspectives on the Development of Public Relations: Other Voices
herausgegeben von: Tom Watson
Verlag: Palgrave Macmillan UK
Electronic ISBN: 978-1-137-40429-9
Print ISBN: 978-1-349-48728-8
DOI: https://doi.org/10.1057/9781137404299