Perceptions of Practitioners and Managers on the State of Public Relations Practice in the Hospitality Industry in Accra, Ghana.
Date
2020-07
Authors
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Publisher
University Of Ghana
Abstract
This study sought to explore how PR is practice in the Ghanaian hospitality sector and
understand the perceptions of managers and practitioners about the contribution of PR strategies
and facilitate the development of the hospitality industry. Finally, the challenges and constraints
to PR practice in the hospitality sector were also examined. Data from a qualitative in-depth
interview of six key informants working in hotels, restaurants and travel and tour agencies in
thematically analyzed. The study found that aside from a limited scope for media and customer
relations, public relations practice has not fully formed as a distinct function in the Ghanaian
hospitality industry. A narrow view of public relations was often adopted and practiced by
personnel whose professional backgrounds and core job roles were in human resource,
marketing, sales, operations and even accounting. Public relations was either treated as an
afterthought or something anyone in the organisation could effectively carry out, or both. The
function also tended to be symbolically represented at management through unrelated functional
heads who may either be incapable or unwilling to initiate structural changes that will emphasize
the role of public relations in these hospitality organisations. Nonetheless, there appeared to be
significant optimism about the potential for public relations to drive growth and profitability of
hospitality organisations, particularly in the cost-effective building of a valuable loyal customer
base. Limited financial capacity, the relatively small size of most hospitality organisations and
poorly suited professionals impacted the effective performance of the PR function. Based on
these findings, we conclude that effective PR practice can help develop and maintain the
reputational and relational assets of hospitality institutions in Ghana, as well as drive other
underexplored areas of PR practice in the industry.
Description
MA. Communication Studies
Keywords
Public Relations, Hospitality Industry, Accra, Ghana