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Archives of Business Research – Vol. 10, No. 7

Publication Date: July 25, 2022

DOI:10.14738/abr.107.12317. KanKam, G. (2022). Are Public Relation Strategies Useful for Ghanaian Public Universities: An Exploratory Inquiry on the University

of Education, Winneba in Ghana. Archives of Business Research, 10(7). 66-78.

Services for Science and Education – United Kingdom

Are Public Relation Strategies Useful for Ghanaian Public

Universities: An Exploratory Inquiry on the University of

Education, Winneba in Ghana

George KanKam

Department of Marketing and Entrepreneurship

University of Education, Winneba – Ghana

ABSTRACT

Universities in the twenty-first century must use successful public relations

methods to communicate with both external and internal audiences. Ghana's public

universities are dedicated to change, which necessitates the creation of public

relations techniques to increase student enrolment. The exploratory inquiry was

used in this study. The consequences of public relations tactics on public relations

strategies at Ghanaian public universities are examined in this paper. Based on the

existing literature, it is concluded that public universities use a variety of marketing

public relations strategies to increase student enrollment, including television

advertising, radio advertising and web page information. However, there is still

room for improvement, and practical recommendations are made.

Keywords: Public relation, public universities, exploratory inquiry, communication,

Ghana.

INTRODUCTION

Institutions have been forced to expand their activities beyond national lines as a result of

globalization, and the educational sector is no exception, as public and private institutions,

particularly public universities in Ghana, compete for students in the local and worldwide

market (Curs, 2008). The internet has profoundly impacted how public relations practitioners

adopt tactics, convey information, communicate with critical publics, deal with crises, and

handle challenges in the twenty-first century" (Hallahan, 2011). The essential parameters for

every educational institution are student recruiting, retention, and eventual achievement. Most

current university public relations strategic plans now directly address the complexity of

enrollment management, with the goal of bringing the entire campus approach to student

enrollment, retention, and success (Gottheil, 2015; Brooks, 2015; Sweetser, 2015).

Many public universities have begun to embrace on market-oriented practices as market

factors increasingly influence university admissions (Bruning, 2002). Several factors contribute

to this competitive climate, including the expansion of corporate and for-profit schools, as well

as the creation of a buyers' market for students through efficient public relations campaigns

(Gass, Garvey & Sugerman, 2003). Historical reputation, aggregate student demand and student

admission scores, academic standing, and research performance all contribute to a university's

prestige (Dolence, 2003; Fornell, 2007). According to Ledingham (2003), universities have

evolved from a domesticated, centrally sponsored, nonmarket-oriented organization to a very

market-oriented and competitive environment. According to JO (2006), choice simply implies

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KanKam, G. (2022). Are Public Relation Strategies Useful for Ghanaian Public Universities: An Exploratory Inquiry on the University of Education,

Winneba in Ghana. Archives of Business Research, 10(7). 66-78.

URL: http://dx.doi.org/10.14738/abr.107.12317

that customers can patronize more than one organization. Competition has indicated that other

suppliers would respond, and it argues that companies will compete for comparable customers

on the basis of product difference and price, this can be linked to public universities in terms of

various programmes they run and the prices they charge for school fees and others. Student

preference is becoming increasingly essential in deciding the sector's long-term viability

(Porter & Sallot, 2003). Universities have been pushed to examine alternative ways and

strategies of recruiting students and increasing student enrolment as a result of global financial

limitations (Kelleher, 2009)

Mainly the focus of private universities is more job-oriented and has resulted in the creation of

linkages with the professional world of work (Hayes, 2015). In their strategic plans, public

universities often have two goals: to boost enrollment through direct application and online

programs, and to improve the ethnic diversity of their student bodies (Hector, 2016). The

objectives serve a dual purpose: they reflect a philanthropic desire to make high-quality public

education available to non-traditional and marginalized students, as well as the urgent need for

innovative enrollment techniques to keep public institutions afloat. Although public

universities are primarily concerned with attracting students through academic programs

(Hossler, 2014), their purpose and vision are frequently well linked with goals of access, equity,

social justice, and gender. Public universities exist for the public benefit and contribute to

human development through their mission statement (Ministry of Education, 2018). Public

universities' strategic goals for academic programs and increasing student diversity are

mission-driven and cost-effective. Despite their late embrace of online programs, Ghanaian

public institutions have seen quicker growth in online enrolment than any other industry in

recent years (Brown & Gross, 2015).

The University of Education, Winneba (UEW) is Ghana's first university dedicated completely

to teacher education. UEW was founded to satisfy Ghana's rising need for certified teachers as

a result of the country's educational reforms. It is a multi-campus university with two

campuses: the main campus in Winneba and the College of Languages Education (Ajumako

Campus) all in the Central Region of Ghana. The University of Education, Winneba recognizes

the critical role of public relations in corporate image development and has established the

Office for Institutional Advancement (OIA) to supplement the Public Relations Section's efforts

(University of Education, Winneba [UEW], 2003; 2021). The university's programs, their goal,

vision, possibilities, and effect on national and international development must all be well

packaged and promoted to the public. As a marketing entity, the university’s public relations

section must be active in marketing the institution and the programs they offer to individuals

across the country and around the world at large. Surprisingly, a cursory assessment of the

image of public universities in Ghana and personal interaction with some of the public relations

officers and sections of the university give the impression that the Public Relations Section is

employing a variety of strategies to attract students, according to Grunig (2015). In addition,

despite the existence of the OIA and the PRO, there is a lot of information about the University

of Education, Winneba, regarding the strengths and uniqueness of its teacher education

programmes.

Due to two major factors, enrollment concerns have grown increasingly serious in several

Ghanaian public institutions, particularly UEW, in recent decades. The first tendency is for

higher education to become a product for the broader public rather than an exclusive, well-