Abstract:
The study investigated the functions, position and structure of Public Relations in
professional Ghanaian Football clubs. It essentially looked at how the football clubs
defined the function and roles of Public Relations. The study was qualitative and a
multiple case study design was employed for the data collection. Five clubs namely,
Accra Hearts of Oak, Kumasi Asante Kotoko, Aduana Stars, Liberty Professionals and
West African Football Academy (WAFA) from the Ghana Premier League were
purposively sampled for the study. Data were thematically analysed from the
perspective of the Excellence Theory and Relationship Management model. These
theories specify how Public Relations makes organisations more effective in the
organisation and management of their publics. The study found among others that
Public Relations was used by management of the clubs as a tool for maintaining
relationship with their publics through media relations and also their understanding of
PR was limited to some few roles and functions. The study also show that the Public
Relations Officers of the clubs mainly played the technician role and sometimes
communication facilitator’s role based on the clubs’ understanding of PR. The study
also established that the clubs used channels such as telephone calls, memos, meetings
and emails for their internal communication and mass media (radio, television and
newspaper) and social media as channels for external communications. The study found
that the clubs managed issues and their image mostly through the mass media in order
to either attract sponsors or establish and maintain good relationship with their
sponsors. However, it was established that non-performance and lack of success on the
pitch were hindrances to attracting sponsorship.
Description:
A THESIS IN THE DEPARTMENT OF COMMUNICATION AND MEDIA
STUDIES, FACULTY OF FOREIGN LANGUAGES, LINGUISTICS AND
COMMUNICATION STUDIES, SUBMITTED TO THE SCHOOL OF
GRADUATE STUDIES, UNIVERSITY OF EDUCATION, WINNEBA IN
PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD
OF MASTER OF PHILOSOPHY (BUSINESS COMMUNICATION)
DEGREE.
JULY, 2017