Strategic Public Relations in Emerging Economies: Public and Private Sector Perspectives

by Genevieve Bosah (Editor), Robert E. Hinson (Editor), Eric Kwame Adae (Editor)

Overview

This book examines the nuances of public relations in the developing world. Offering a comprehensive exploration, description, analysis, and explanation of diverse PR strategies, tactics, and challenges, authors draw on insights from both the public and private sectors of developing societies.

The chapters explore the unique cultural nuances, socio-political contexts, and emerging trends that continue to shape PR practices in emerging economies. The book examines how to effectively navigate complex regulatory environments, build strong relationships with publics, and leverage innovative communication strategies to achieve impactful results in the public and private sectors.

This must-have book provides valuable insights into the challenges and opportunities facing PR professionals in emerging markets.

Product Details

ISBN-13:	9783031853449
Publisher:	Palgrave Macmillan
Publication date:	09/15/2025
Series:	Palgrave Studies of Marketing in Emerging Economies
Sold by:	Barnes & Noble
Format:	eBook
File size:	2 MB

About the Author

Genevieve Bosah PhD is a Senior lecturer at the Department of Media and Communications, University of Hertfordshire, UK. She is an academic and a strategic communicator with more than 12 years of professional experience in Africa and Europe. She has worked with media institutions, governments and NGOs and is proficient in qualitative research, capacity development, strategy development and implementation as well as programme management, journalism and strategic communications. 

Robert Ebo Hinson is Professor and Pro Vice-Chancellor at the Ghana Communication Technology University, Ghana.  Robert has authored/edited several books and has over a hundred scientific publications to his credit. For the last twenty-five years he has consulted for and trained several public and private sector institutions globally in the general areas of Marketing, Sales, and Service Excellence; and served as well on the boards of local and international institutions. 

Eric Kwame Adae PhD is Assistant Professor of Public Relations at Drake University School of Journalism and Mass Communication, US. He is an accredited public relations practitioner and was a communications consultant for over 15 years in Ghana. His research interests include responsible management, corporate social advocacy, corporate social responsibility, sustainability, critical public relations, and Afrocentricity.

Table of Contents

Chapter 1: Introduction – Enhancing Public Relations in Emerging Economies Genevieve Bosah, Robert Ebo Hinson, and Eric Kwame Adae.- Part 1: Public Sector Perspectives.- Chapter 2: Connecting With Farmers and Improving Engagement With Agricultural Extension Officers to Promote Sstainable Agriculture: The Role of Storytelling as a Public Relations Strategy Enoch Kwame Tham-Agyekum, Prince Asiedu, and John-Eudes Andivi Bakang.- Chapter 3: The Effects of Public Relations, Brand Image, and Identity on University Brand Equity: The Mediating Role of Reputation Ebenezer Asare Effah, Isaac Sewornu Coffie, Mohammed Majeed, and Chosniel Elikem Ocloo.- Chapter 4: Preaching Water and Drinking Wine: Transformational Leadership and Reputational Trust as Key Drivers of Sustainable Uptake of COVID-19 Social and Behavioral Change Messages in Uganda Barbra Natifu.- Chapter 5: Public Relations Via X: A Critical Study of Crisis Communication By Saudi Government Organisations During the COVID-19 Pandemic Ennas Al Kedm, Petya Eckler, and Michael Higgins.- Chapter 6: Healthcare Public Relations in Ghana: The Case of Two Teaching Hospitals Akwasi Bosompem Boateng.- Chapter 7: Exploring Public Relations and Strategic Communication in Health Services During the War in Tigrai Gebru Kahsay Kiflu and Haftamu Kiros Tekare.- Chapter 8: The Significance and Challenges of AI-Driven PR Campaigns in Diverse Cultural Contexts: A Conceptual Framework Antoinette Yaa Benewaa Gabrah, Henry Boateng, Kojo Kakra Twum, and Enoch Opoku Antwi.- Part 2: Private Sector Perspectives.- Chapter 9: Branding in Flux: PR, Emotional Bonds, Trust, and Loyalty in Emerging Economies – A Case Study Approach Nivea Heluey and Maria Gutierrez.- Chapter 10: Digital Media Consumption and Corporate Reputation Management in Nigeria Charles Obeta and Igboanusi Remigus.- Chapter 11: Internal Public Relations Management in Organisations in Ghana Akosua Kosei Kwarteng Asamoah and Paulina Kuranchie.- Chapter 12: Digital Transformation’s Effect on PR and Strategic Communication in Palestinian Startups Shadi Abu-Ayyash.- Chapter 13: Conclusion Genevieve Bosah, Robert Ebo Hinson, and Eric Kwame Adae.

What People are Saying About This

From the Publisher

“Strategic Public Relations in Emerging Economies by editors Bosah, Hinson, and Adae provides a much needed and balanced overview of the relation between public and private perspectives. The wide ranging selection of case studies provides examples for how PR professionals might find strategies for shaping public opinion.” (Lee Artz, Media Studies professor, Purdue University Northwest)

“The book Public Relations and Strategic Communications Management in Emerging Economies is a fundamental and important initiative for the literature in the area of public relations. The volume reflects on the main issues of strategic communication in emerging economies, mainly in countries in the global south. The result is an essential reading for public relations professionals and academics.” (Márcio Simeone Henriques, Professor of Public Relations and Postgraduate Studies in Communication, Universidade Federal de Minas Gerais, Brazil)

“This book provides an insightful and comprehensive analysis of public relations in emerging economies, blending public and private sector perspectives. Covering topics like crisis communication, digital transformation, and cultural nuances, it is an invaluable resource for PR practitioners, scholars, and students seeking to navigate complex regulatory environments and master innovative strategies in dynamic, fast-evolving markets.” (Ahmed Farouk Radwan, Associate Professor and Chair of the Public Relations Department of the University of Sharjah, United Arab Emirates)

“By addressing Strategic Public Relations in Emerging Economies, this book offers a distinct view from most published works in the area, allowing a broader framing of the phenomenon of strategic communication in both the public and private sectors.” (Alexandre Duarte, PhD, Professor UNIVERSIDADE NOVA de LISBOA, Invited Professor UNIVERSIDADE CATÓLICA PORTUGUESA Coordinator Advertising WG – SOPCOM Researcher UID ICNOVA – UNL)

“These two volumes provide an updated account of the evolving PR landscape across diverse regions, addressing cultural nuances, ethical challenges, and innovative strategies. The valuable insights offered are highly relevant for PR professionals, scholars, and students seeking to deepen their understanding of strategic communication in today's dynamic and rapidly changing global markets.” (Dr. Xiaying Richard Xu, Associate Professor and Associate Head of Department of Communication, BNU-HKBU United International College)