n Communicatio : South African Journal of Communication Theory and Research - Rethinking peace-building and public relations practice in Africa : research article




This article deals with the extent to which political instability has helped to create a negative image of the African continent and the need to reverse this perception. It challenges public relations practitioners, as professional communicators, to include peace building in their social investment agenda. Further, the article links the role of the media, especially radio, to this debate. It uses the principles of proactive public relations as the basis for change. To this end, the article attempts to delineate specific peace building activities and guidelines for use by public relations practitioners.

Hierdie artikel handel oor die mate waartoe politieke onstabiliteit bygedra het tot die skep van 'n negatiewe beeld van Afrika as kontinent en die behoefte om hierdie persepsie om te keer. Dit daag openbare skakelbeamptes uit om as professionele kommunikeerders aktiwiteite vir die opbou van vrede in hul agenda vir sosiale investering in te sluit. Hierdie artikel verbind ook die rol van die media, veral die radio, met hierdie debat. Dit gebruik die beginsels van proaktiewe openbare skakelwese as die basis van verandering. Ten slotte poog die artikel om spesifieke vredesopbou- aktiwiteite en -riglyne vir openbare skakelbeamptes te ontwikkel.


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