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 good corporate image and finally, to identify the challenges
faced by public relations unit of private universities. 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.
