The African Union Commission’s Multinational Ebola Campaign Informed by and against the Decision-Making Model for Localization

Toluwani Oloke (1), Sarab Kochhar (2)
(1) College of Journalism and Communications University of Florida, United States,
(2) Director of Research Institute for Public Relations, United States


This qualitative study documents and analyzes the 2014 African Union’s (AU) Ebola campaign in three countries (Liberia, Guinea, Sierra Leone) against the Decision-Making model for Localization. The paper looks at this case study using the localization model. Global public relations and communications management theories need theory building to study and explicate multinational phenomena. The case study is developed with interviews, news coverage, campaign materials, documents of the AU commission, and social media posts. Results indicate that a sequential and almost prescriptive process for localization’s execution missed the reality of resistance in complex environments. Localization’s strategies and tactics need pre-testing, monitoring, and adjustment, now included in a proposed revised localization model.

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Toluwani Oloke (Primary Contact)
Sarab Kochhar
Author Biographies

Toluwani Oloke, College of Journalism and Communications University of Florida

Toluwani Oloke is a doctoral candidate in the College of Journalism and Communications at the University of Florida. She got her Bachelors and Master’s degrees in 2007 and 2013 respectively. Toluwani was the Public Information Officer for the African Union Support to Ebola Outbreak in West Africa. She had prior teaching experiences at Florida A&M University, and Florida State University. Currently, she is an instructor for PR writing, and PR strategy and also a research assistant with the department of Public Relations at the University of Florida. Her research concentration is in international public relations, health communication and advocacy.

Sarab Kochhar, Director of Research Institute for Public Relations

Sarab Kochhar, Ph.D., is the Director of Research with the Institute for Public Relations (IPR). Ms. Kochhar also holds the position as the associate director in APCO Worldwide’s Washington D.C. office. Sarab serves as a strategic counsel for clients on measurement and evaluation for communication programs and works with clients across the globe to develop measurement techniques and provide insights to clients. At IPR, she is the chief research strategist, advising and leading the Institute on priorities and research programs.

Oloke, T., & Kochhar, S. (2018). The African Union Commission’s Multinational Ebola Campaign Informed by and against the Decision-Making Model for Localization. Journal of Intercultural Communication, 18(3), 1–12.

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