Public Relations in the Global South

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.

Corné Meintjes is Director at the Centre for Academic Technology and Associate Professor of Strategic Communication at the University of Johannesburg, South Africa. Her research focuses on dialogic communication theory, brand authenticity, and stakeholder engagement. Her academic work advances understanding of how authentic communication fosters trust and sustainable relationships between organizations and their diverse publics.

Dalien Rene Benecke is Associate Professor and Head of the School of Communication at the University of Johannesburg, South Africa. Her research focuses on experiential learning, social impact, network theory, strategic communication, and wellbeing. She emphasizes the importance of fostering the holistic development of individuals within learning environments.

Padhma Samantha Moodley was a South African scholar of strategic communication and public relations whose work advanced critical, socially responsive PR education in southern Africa. As an Associate Professor in the Department of Strategic Communication at the University of Johannesburg, she contributed to reimagining public relations through dialogic communication, social impact, and an ethic of care in stakeholder engagement.