The Concept of Joking Relationship in Gambian Public Relations Practice

DOI

10.2991/aebmr.k.210928.074How to use a DOI?

Keywords

joking relationship, public relations, The Gambia

Abstract

The paper pitched the joking relationship concept as a practical or strategic tool for use by PR practitioners in their quest to establishing effective relationships between the organisation they represent and their stakeholders through a fitting engagement that results to effective communication. The paper further advances joking relationship as an African model for strengthening existing norms for business and societal profit. The paper engaged mix method approach to data collection. First solicited information through face-to-face interview and open-ended questions. Secondly, using the information obtained from the qualitative approach, questionnaires were developed to seek information from wider participants to enable to address the research questions and the hypothesis. The paper concludes based on results that joking relationship concept is quite appropriate tool or approach for use by PR practitioners in their pursuit of creating effective mutual relationship through negotiations, mediations and in problem solving situations. The use of proposed joking relationship themes is contingent upon stakeholders engaged and under given circumstances to produce sustain outcomes. Soft-joking relationship themes preferred over hard-joking relationship themes. This is the first paper that proposes a strong explanation for joking relationship, as a strategic tool for public relations practice for relationship building. The study numerates the essence of joking relationship concept in relations to the perspective of management. This concept paper is a pure academic endeavour with practical applications.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Gibriel Badjie
AU  - Ratri Buda Nugrahanti
PY  - 2021
DA  - 2021/09/30
TI  - The Concept of Joking Relationship in Gambian Public Relations Practice
BT  - Proceedings of the 3rd Annual International Conference on Public and Business Administration (AICoBPA 2020)
PB  - Atlantis Press
SP  - 390
EP  - 398
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210928.074
DO  - 10.2991/aebmr.k.210928.074
ID  - Badjie2021
ER  -