Public Relations Practices: A Study of Selected Private Universities in Ghana

ABSTRACT 

The aim of this research was to understand public relations practices within the context of private universities in Ghana. The objectives of the study were to investigate public relations practices in private universities, to identify public relations tools utilized by public relations in private universities, to identify if public relations in private universities have succeeded in building a good corporate image and finally, to identify the challenges faced by public relations unit of private universities. The interview guide was the main tool used in gathering information for the study through personal interviews. The respondents were public relations managers of three private universities in Ghana. The study revealed that the public relations units in the universities were not adequately resourced in terms of logistics to enable them perform effectively. At another level, the study also revealed that the public relations units of the universities were not represented at the council which is the highest decision making body in the universities to enable them disseminate management decisions to the university’s publics. The findings again showed that the universities were not avenues for money making, do not employ unqualified lecturers and do not admit unqualified students. On the basis of these findings, the study recommends that public relations units of the universities should be adequately resourced in terms of staff and logistics to enable the unit contribute effectively in disseminating information in building the corporate image of the universities. In addition, the study recommends that public relations units of the universities should be represented on council meetings to disseminate timely and accurate information for decision making at the universities and also communicate effectively to external publics. Finally, the study recommends that public relations units of the universities should put in place a comprehensive strategy to debunk the idea that the universities are avenues for money making but rather a place where quality education is imparted to the students.