A Systematic Review of Public Relations Strategies in Ghanaian Universities: Implication for Higher Education Management

Abstract

In the competitive landscape of higher education, the corporate image of universities plays a pivotal role in attracting students, faculty, funding, and partnerships. This study examines the public relations strategies employed by the Universities to manage its corporate image. The term public relations or PR is a broad one and it has been conceptualised by different scholars in diverse ways. One of the most simplified definitions of the term was put forward that any attempt to portray oneself to others in a particular way is considered PR. Public relations is a strategic managerial activity that aims to establish and sustain mutually advantageous connections between an organisation and the general public. The outcome of these efforts significantly impacts the overall performance and outcomes of the organisation. Public relations play a vital role in the promotion and communication strategies. Furthermore, the author asserts that despite its significant potential in enhancing public awareness, cultivating market preferences, and protecting market products, its use remains rather seldom. The potential benefits of incorporating public relations as a strategic tool for enhancing corporate promotion have often been underestimated, resulting in missed opportunities for campaign success. The bulk of professions in existence today can be attributed to their roots in America and Europe, and public relations is no exception to this trend. In Nigeria, the field of public relations is seen as a significant economic function. It is noteworthy to acknowledge that the origins of public relations practise in both the United States and the United Kingdom can be traced back to the 19th century. The early initiation of Public Relations in these nations may contribute to the high level of professionalism observed in the field. This study contributes to the understanding of public relations in higher education institutions and provides practical insights for universities and similar institutions seeking to enhance their corporate image.