An Assessment Into The Relevance Of Public Relations In Tertiary Institutions In West Africa: The Case Of Ghanaian And Nigerian Universities
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Date
2021-10
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Publisher
University Of Ghana
Abstract
This study examined the relevance of public relations in tertiary institutions in two West African countries— Ghana and Nigeria. The study was undertaken within the framework of the excellence theory. A qualitative in-depth interview was employed for data collection. Six institutions were purposively sampled — three in Ghana and three in Nigeria. The study noted that functions performed by the public relations units in the selected institutions are media and community relations, internal communication and content management. Tenets of the excellence theory were used as parameters to establish the relevance of public relations in tertiary institutions. The findings revealed that in some institutions, the senior public relations executive is a member of the dominant coalition. Again, it was revealed that the public relations units also perform other functions outside the core PR duties. Some challenges faced by the public relations units are inadequate funds and lack of qualified personnel and equipment. The fundamental parameters of the excellence theory were met hence the excellent practice of public relations in the selected institutions provide the benchmark for institutional relevance. The study recommends that for effective implementation of public relations functions, the senior public relations executive shouldbe a member of the dominant coalition. Again, the senior public relations executive should play the manager role and not the technician role or both. Also, it is important to separate the core publicrelations functions from other duties. In addressing the challenges identified, the public relationsunits should be well- resourced with adequate budget and equipment as well as qualified personnel.
KEYWORDS: public relations, functions, relevance, challenges.
Description
M.A. Communication Studies
Keywords
Functions, Public Relations, Relevance, Challenges