ABSTRACT

Strategic communication is a pre-requisite for the achievement of organisational goals, and an effective strategic communication plan is vital for organisational success. However, systems and models dominant in the West may not necessarily be best suited for the sub-Saharan Africa reality, where many organisations lack adequate financial resources to develop and implement an effective strategic communication plan.

This book examines current practices in sub-Saharan Africa, as well as the challenges faced and the intersection with culture. It packages inspiring debates, experiences and insights relating to strategic communication in all types of institutions, including private and public sector organisations, governmental organisations and NGOs, political parties as well as social movements in the sub-Saharan context. It explores how culture is integral to the attainment of strategic communication goals, and diverse case studies across socio-economic contexts offer insights into the successes of organisations across Africa, including Zimbabwe, Tanzania, Lesotho and Nigeria.

This unique edited collection is a valuable resource for worldwide scholars, researchers and students of strategic communication and organisational studies, as well as related fields including public relations, advertising, political and health communication and international studies.

1 Introduction: conceptualising strategic communication in sub-Saharan Africa Isaac Mhute, Hugh Mangeya and Ernest Jakaza.  2 Strategic communication: can African indigenous popular music come to play? Israel Ayinla Fadipe and Abiodun Salawu.  3 ‘Keep speaking vernacular’: Yoruba language as a strategic communication tool for consumers’ gaining and sales promotion in streets adverts of product and services in Ibadan metropolis, Nigeria. Adeola Obafemi Mobolaji.  4 Iconic animals and Basotho’s identities: the relational image of a people in selected epitaphs Taofik Olasunkanmi Adesanmi .  5 The narrative as an organisation’s DNA in strategic communication: the case of Matonjeni Hugh Mangeya.  6 Introducing the stakeholder-oriented strategic communicative control approach Mkhululi Hondo and Ernest Jakaza.  7 Sexually suggestive content in advertising: a multimodal social semiotic analysis of Mambo’s Chicken advertisements on Twitter Tambawoga C. Muchena.  8 The relationship between social media and social capital: a case of Seed Co Limited, Zimbabwe Lovemore Mutonga and Patrick Mutandwa.  9 Pursuing knowledge translation: the missing link in knowledge economies of developing countries Umali Saidi, Hazel T. Ngoshi and Bhekinkosi Ndlovu.  10 Strategic communication in sub-Saharan Africa: reappraisal of John Marston’s RACE Model of the public relations process Kingsley Chukwuemeka Izuogu, Onyekwere Okpara and Dennis Ugochukwu Omeonu.  11 A socio-cultural approach to corporate reputation management: a case of Clicks Pharmaceuticals, South Africa Caroline Makoni.  12 Research for strategic communication as a vehicle for reputation management: a case of Mugabe’s ZANU-PF Isaac Mhute.  13 Discontinuance discourses as an organisation’s strategic communication: a case of ZANU-PF Ernest Jakaza.  14 Is social media a solution to limited media space? Communicating alternative politics in Tanzania Festo Mulinda.  15 A critical discourse analysis of media landscape and political conflict in Zimbabwe from 2000 to the Mnangagwa era Esther Mavengano and Tobias Marevesa.  16 Conclusion: strategic communication in sub-Saharan Africa and its futures Ernest Jakaza, Isaac Mhute and Hugh Mangeya