PUBLIC RELATIONS PRACTICE IN TECHNICAL UNIVERSITIES IN GHANA: A STUDY OF SUNYANI TECHNICAL UNIVERSITY

ABSTRACT This study examined public relations practice (PR) in higher educational institutions in Ghana with a focus on Sunyani Technical University. The study adopted the qualitative research and purposively sampled employees at the registry, Heads of Department and other management staff within the university. In all 35 participants comprising 15 employees at the Registry, 16 Departmental Heads and 4 Deans participated in the study. The results of the study revealed that the role of the PR unit is that of a communication technician. The role is therefore output focus. The PR unit is not deeply involved in organisational decision-making, but implements public relations programmes such as writing press releases, organising events or producing web content. This role increases students’ motivation and public acceptance of the technical educational system and helps in increasing students’ patronage. The PR unit however, has challenges including lack of resources, lack of understanding of the role of the PR unit, lack of a consensus on what the term PR means and the lack of adequate knowledge, all of which hamper the operations of the PR unit. The study recommends that the PR unit be deeply involved in the decision-making of the University. The study therefore will inform both the management and the PR department on the relevance of their coordination towards the achievements of the goal of the Sunyani Technical University.