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.
Description:
A THESIS IN THE DEPARTMENT OF COMMUNICATION AND MEDIA
STUDIES, FACULTY OF FOREIGN LANGUAGES AND
COMMUNICATION, SUBMITTED TO THE SCHOOL OF GRADUATE
STUDIES, UNIVERSITY OF EDUCATION, WINNEBA IN PARTIAL
FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF THE
MASTER OF ARTS (COMMUNICATION AND MEDIA STUDIES) DEGREE