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Full Description
This book critically examines how public relations theory and practice are being redefined within the socio-political, cultural, and technological realities of the Global South. Grounded in Southern African scholarship, the book challenges dominant Western paradigms by foregrounding relational, ethical, and contextually embedded approaches to strategic communication.
Through theoretically rich and empirically informed chapters, the volume explores key contemporary themes shaping the field, including metamodernism, dialogic engagement, digital intermediation, sustainability communication, anti-fragile crisis management, participatory governance, and the future of PR education in an AI-mediated world. Collectively, these perspectives advance a more inclusive understanding of PR as a discipline that transcends functionalist traditions to embrace social responsibility, authenticity, and transformative dialogue.
Intended for scholars and reflective practitioners, this volume positions Southern Africa as an intellectual contributor to global PR thought. It underscores the field's evolving role in cultivating trust, transparency, and resilience, and in shaping public relations as a strategic and ethical force for societal progress in an interconnected, rapidly changing world. The book will particularly appeal to advanced public relations scholars seeking critical insights into developing PR practice and theory in the context of AI and related fields, including strategic communication, advertising, journalism, and digital marketing.
Contents
1. Navigating Complexity: Public Relations Scholarship and Practice from Southern Africa 2. Exploring the Metanarratives of Public Relations: Embracing a Range of Contemporary Perspectives 3. The Entanglement of Theories Underpinning PR - Historical and Future Perspectives: A Q Study 4. Digital Intermediaries: Navigating Dialogic Relationships Past, Present, and Future 5. Incorporating AI Into Daily Organizational Life: Towards a Human-Centred AI Guiding Framework for Public Relations and Communication Professionals 6. Here Be Dragons: Anti-Fragile Crisis Communication in Times of Black Swans and Disinformation as Covert Weapons in Hybrid Warfare 7. Sustainability Communication: A Business Imperative in the Sustaincentric Paradigm 8. Municipalities As Spaces for Social Innovation: A Public Relations and Participation Perspective 9. Education and Training for the Future Public Relations Professional 10. Entangled Futures: Public Relations, Communication and the Co-Creation of Meaning in Complex Contexts
