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The M-Net Face of Africa competition: A study on the evaluation of a public relations success story from the African continent

A study on the evaluation of a public relations success story from the African continent

Ilse Niemann
University of Johannesburg
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The M-Net Face of Africa competition: A study on the evaluation of a public relations success story from the African continent . (2022). Communicare: Journal for Communication Studies in Africa, 20(1), 1-27. https://doi.org/10.36615/jcsa.v20i1.1866
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  • Submited: October 29, 2022
  • Published: October 31, 2022

Abstract

The M-Net Face of Africa competition was conceived as a platform for African models to
showcase their talent to the international fashion world, and to present a positive
image of contemporary Africa. Other goals of this competition were to comply with MNet's social responsibility in the greater African community where the broadcasting
company functions, and to develop inter alia television broadcasting programmes for
M-Net's rapidly increasing audience across the African continent. The Excellence Study
(Dozier, Grunig & Grunig, 1995) formed the theoretical basis of the present study.
This study argues that public relations (PR) contributes to organisational effectiveness
by "using programmes to build relationships with the strategic constituencies of an
organisation" (Grunig, 1992:65).
The major theoretical concept in the present study was the public relations campaign
built around the M-Net Face of Africa competition, and the following three constructs
were identified for the purposes of the present study: the seven steps in the PR
campaign, the goals/objectives of the campaign and the evaluation thereof.
The research goal of the study was to evaluate the M-Net's Face of Africa public relations
campaign by means of a standard, internationally accepted evaluation model for public
relations programmes. It was established that M-Net has never formally and scientifically

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How to Cite
The M-Net Face of Africa competition: A study on the evaluation of a public relations success story from the African continent . (2022). Communicare: Journal for Communication Studies in Africa, 20(1), 1-27. https://doi.org/10.36615/jcsa.v20i1.1866

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