Public Relations in the Global South

Intended for scholars and reflective practitioners, 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. This book critically examines how public relations theory and practice are being redefined within the sociopolitical, 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.