Abstract

This article reports on a study that examined the nature of public relations (PR) management in Ghanaian higher education institutions (HEIs), specifically public and private universities. The study aimed to determine the degree to which PR practitioners in Ghanaian HEIs practise excellent PR. The study adopted a qualitative approach in gathering data from 14 PR practitioners purposively sampled from public and private universities. The findings demonstrated that PR practice in Ghanaian HEIs is premised on the technician role with a minimal managerial role. PR practice is also based on one-way communication and PR practitioners do not have much influence on the decision-making process. The implication is that PR practice cannot be highly valued in HEIs unless it fulfils its dual role.

摘要

本文报道了一项研究，该研究检查了加纳高等教育机构 (HEIs)，特别是公立和私立大学的公共关系 (PR) 管理性质。该研究旨在确定加纳高等教育机构的公关从业人员在多大程度上实践了优秀的公关。该研究采用定性方法收集来自公立和私立大学的 14 名公关从业者的数据。研究结果表明，加纳高等教育机构的公关实践以技术人员角色为前提，管理角色最少。公关实践也是基于单向沟通，公关从业者对决策过程没有太大影响。这意味着公关实践不能在高等教育机构中得到高度重视，除非它发挥其双重作用。