Department of Public Relations & Advertising

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Internal Communication, A Tool for Organizational Performance: A Case of the Ghana Revenue Authority
(UniMAC - GIJ, 2015-09) Agbevade, Millicent Akoe
Communication is one of the most dominant and important activities in organizations. Fundamentally, relationships grow out of communication and the functioning and survival of organizations is based on effective relationships among individuals and groups. Based on the above, this study looks at the extent of internal communication in the Ghana Revenue Authority (GRA) and its effects on organizational performance. The research employed a hybrid approach with qualitative methodological approach where self-administered questionnaire was used to solicit detailed information from respondents. The findings reveal multiplicity of channels being used depending on the type of communication that takes place within the organization. Preference for traditional media outweighed new media due to the organization's structure and its nature of operations. However, with the advent of new media, a blend of both old and new media of communication is considered appropriate in achieving the goal of the organization as well as providing timely information and fostering a culture of two-way communication to enable employees at all levels openly share ideas, opinions and suggestions.
Achieving Effective Risk Communication for Disaster Prevention in Ghana - A Study of Ghana National Fire Service
(UniMAC - GIJ, 2015-10) Anaglate, Prince Billy
This research aimed to determine the Disaster Risks Communication and Reduction activities, particularly early warning, education being implemented in Accra metropolis especially the market areas. The findings from this research delved into the various risks communication channel through which hazards are communicated. The research also focused on the various stakeholders responsible for communicating hazards. This thesis addresses this uncertainty via a qualitative research study that sheds light on the meaning of risk communication, despite such uncertainty, by revealing a discrete number of qualitatively different ways in which disaster managers and disaster educators experience and understand public education. Transcriptions of interviews of three such senior Accra disaster managers (GNFS, AMA, ECG) and sixty traders from the market were analyzed using qualitatively different ways of experiencing public education on risk communication. The results suggested multiple ways to improve public education within the fire disaster management community and more widely. The need for clarity in communication amongst educators and professionals in regard to public communication channels and education was confirmed by the research findings.
Situational Analysis of the Phenomenon of the Freight Truck Overload on West African International Highways
(UniMAC - GIJ, 2015-10) Appiah, Innocent Samuel Kwame
The purpose of the study was to analysis the phenomenon of freight overloading on West African highways. The study had its objectives to examine the predisposing factors that gave rise to freight overload and identify their respective socio-economic implications. The researcher also described how stakeholders regulate freight overload through a pure qualitative research process. The participants of the study involved 20 drivers, purposely sampled, who plied the three corridors of Ghana, as well as the security services and other stakeholders who were conveniently sampled. Through focus group discussion, interviews, issuing of questionnaires and participant observations, the data revealed that, though security personnel are mandated to inspect the certifications of freight loads, some of them engaged in an 'ugly' act of collecting monies from drivers whether they overload beyond the legal axle weight limit or not. These inactions caused freight merchants to compel their drivers to overload their trucks which posed financial stress on the Government in maintaining and improving bad roads. Economic reasons were the main influence on freight overloading, as the drivers made up for the sums of money given to security officers as bribes. It was recommended that through corporate bodies like Borderless Alliance and the Ghana Shippers Authority, public sensitization should be maximized in the form of forums, workshops and seminars. Based on the findings of the study, it was further suggested that the introduction of entrenched laws and prosecution of persons involved in bribery would deter other personnel from engaging in such acts.
The Effects of SSNIT Corporate Social Responsibility on Organizational Performance: The Pensioners Perspective
(UniMAC - GIJ, 2015-10) Amoo-Darku, Evangeline
The purpose of the research was to understand how Social Security and National Insurance Trust (SSNIT) as an institution regards the concept of CSR activities and how the Ghanaian Pensioner assesses this understanding and its impact. Two sets of Twenty (20) outline interview questions were used to interview three (3) SSNIT managers by the researcher. Ten (10) pensioners were randomly picked at the head office (Pension House) and interviewed face to face in a comfortable setting. The interviews were recorded and transcribed and used for the general analysis or the research. It is also important to mention that. Most workers are roped into a social security scheme not necessarily by their choice because the Law enforces it: and so by the time they have become pensioners are relying on the outcome of their contributions: they are left with not much of a choice than to accept whatever it is: however it may come. CSR however moves any institution even one like SSNIT further in achieving their main goals thereby attracting without compulsion the needed contributors and adequate investment capital to secure the future for survivors. aged and invalid. It suggests that further study could he conducted to establish the actual value in monetary terms as to how much CSRs contribute to the organizations effectiveness and success. Also further research could he conducted to find what degree these CSR programmes have impacted the society. its relevance and its corresponding value generation for organizations backed by law.
Influence of Multiple Celebrity Endorsement on Brand Perception and Consumer Purchase Intention in Ghana
(UniMAC - GIJ, 2015-10) Mensah, Myra Magdalene
In recent times, companies have tried to tap into the emotional connection of consumers by associating their brands with single or multiple celebrities' endorsements. This study investigated the influence of mUltiple celebrity endorsement on brand perception and purchase intention of consumers in Ghana for Mobile Telecom services and products. The Source Models, the Meaning Transfer Method and the Psychodynamic Theory underpinned the study. The convenience sampling methodology was used in this study. Eight adverts were presented to 60 respondents on their reasons for using celebrities for advertisements. Two experts were also interviewed. The data gathered were analysed using SPSS with results from the study suggesting that consumers did not perceive multiple celebrity adverts as more confusing than single celebrity endorsed Telecom Ads. Consumers had enhanced purchase intentions for multiple endorsed celebrity Ads than single endorsed celebrity Telecom adverts. Additionally, majority of respondents were influenced by multiple celebrity endorsement in relation to positive brand perception for Mobile Telecom products and services. Results indicated that multiple traits are more likely to be persuasive in Telecom adverts. These findings reflected the views of consumers in Accra and may be generalised to the wider Ghanaian population.
The Role of Corporate Social Responsibility in Shaping Community Perception about an Organization
(UniMAC - GIJ, 2015-10) Adusei-Poku, Maame Fosuaah
Organizations have invested substantially in initiatives that do not generate revenue or profit in the short-term, but rather with the potential to shape the public perception about them, all in a bid to secure a significant market share and enhanced financial position in the medium to long-term. A very potent strategy employed by organizations to shape the perception of the public is Corporate Social Responsibility (CSR). The concept of CSR is now firmly rooted on the global business agenda but in order to move from theory to concrete action, many obstacles need to be overcome including the challenges inherent in the use ofCSR communication. It is against this backdrop that this research seeks to examine the role of CSR in shaping the perception of a community about an organization. The study also among others, aims at identifying effective strategies that organizations could employ to communicate CSR to shape community perception. To achieve these objectives, the researcher used quantitative research approach and surveyed 200 residents of Srafa Immuna community through the use of simple random sampling method. The research revealed that Corporate Social Responsibility has the potential of enhancing an organization's corporate image, reputation and credibility culminating in rise in sales, customer loyalty gains, attainment of competitive advantage and improvement in the overall organizational perfonnance. As the need for organizations to undertake CSR initiatives gain momentum, communication of CSR has been cited as being one of the crucial elements of shaping public perception. It is therefore recommended that, MTN integrates CSR communication into its CSR programs in order to effectively shape public perception.
Qualitative Assessment of Corporate Image of GCB Bank Ltd
(UniMAC - GIJ, 2015-10) Akyene, John Kwaku Duncan
The focus of this study was to qualitatively assess the corporate image of GCB Bank Limited. The qualitative approach was used. In this regard in-depth interviews were conducted which led to the gathering of qualitative data. Views and experiences of a long-standing customer of the Bank and an official of the Bank were gathered in the study. The intention was to collect and analyse data on the meanings they attached to their experiences with GCB Bank Ltd. The data were analysed qualitatively. Basically, it was found that, the GCB customer was of the view that the Bank has a positive corporate image. Contrarily, the GCB official was of the view that the Bank's corporate image is generally negative. The study recommended that the Corporate Affairs Department must be better recognized and allowed to perform its true professional functions to help enhance the Bank's corporate image.
The Role of Public Relations in Building a Sustainable Corporate Image and Reputation. A Study of Volta River Authority-Ghana
(UniMAC - GIJ, 2015-10) Agudey, Shirley
Corporate image and reputation in recent times has gained recognition and acceptance as a valuable asset in the corporate world, especially in the increasing competitive business environment. The purpose of this research was to examine the different activities that organisations engage in as part of their strategy to build a positive reputation and image. Volta River Authority, (VRA) was used as the research subject. The specific elements and activities employed by VRA in order to build a positive reputation and image were examined. The study also sought for the factors that influenced the decision to employ these image building activities and how VRA sustains this reputation and image. Data for the study was gathered through both quantitative and qualitative methods. In- depth interviews with the professionals directly involved in building and managing reputation and image at VRA. Questionnaires to staff members of the communication unit and other department were the means adopted to gather quantitative information or data. Findings of the research indicated that VRA carefully selects specific activities to concentrate on based on the expectation of its target audience and the image the company desires to build and portray. VRA employs corporate social responsibility activities, community relations and media relations as image and reputation building activities and through constant reputation research , VRA is able to re-adjust its strategies to ensure that the company's positive image and reputation are sustained.
The Mediating Effect of Corporate Communication on Image of Organization and Reputation of Organization: (A Case Study of Scancom Ghana Limited - MTN)
(UniMAC - GIJ, 2015-12) Osew, Nana Odei Raphael
The purpose of this research was to examine the mediating effect of corporate communication on image of organization and reputation of organization using MTN as the case study. Primary data was collected from customers of MTN at five (5) different sales centre of the network through a survey of one hundred (100) questionnaires. The research adopted a quantitative research method in conducting the study; a five-point likert scale questionnaire was developed to collect data for the study using simple random sampIing method. A Statistical Package for Social Studies (SPSS) software was used for easy and accurate computation of quantitative survey results and a multiple regression analysis was tested to know the extent to which the independent variable (corporate communication) accounted for a variation in the dependent variables (image of organization and reputation of organization). At the end of the analysis, the results from the data showed a positive level of correlation of the variables that were tested. It was found out that the results from the analysis support the hypothesis that was put forward for testing, it was also found out that corporate communication is the best predictor of reputation of organization and corporate communication is directly linked to reputation of organization and all the variables entered for reputation are interdependent as shown in the results from the analysis.
Edutainment and Health Education - Using Edutainment Feature Stories For HIV Education
(UniMAC - GIJ, 2015-12) Mensah, Mary Sakyiwaa
This research aimed to find out the possible relevance of using entertaining feature stories as a tool for HIV education in Ghana. Entertainment is a very broad industry that employs films, music, television and a host of avenues to keep people entertained and relatively happy. It was thought that presenting health issues which people usually shy away from, such as issues relating to HIV and AIDS in feature. stories primarily meant to provide its audience with entertainment could go a long way to educate these audiences with the underlining relevant information on HIV. A feature story was produced to that effect and grounded theory was developed as a result of the qualitative methodology used and the inductions that were made from the responses provided by the five respondents used, two of which are persons living with HIV.
Conflict Management in Organization: A Study of SSNIT
(UniMAC - GIJ, 2017) Apedo, Deborah
The purpose of this study is to first recognize the various sources of conflict in SSNIT (as service providers) in Ghana and how it emanates, the effect it has on the input of workers in such an industry. Secondly is to identify the best ways in minimizing the conflict in the financial institutions. Choosing SSNIT as case study, the study revealed that, in most cases the employees are aware of conflict management policy in the organization . Two main sources of data were used for the research: primary data and secondary data. Questionnaires were used in the collection of the primary data. Secondary data from Journals, brochures, policies and the website of the selected Institution were used. The population was the employees of SSNIT Ghana. The data was analyzed with the aid Excel and presented using frequency percentages and tables with explanations. The findings revealed that conflict in organizations are normally caused by: different attitudes, values or perceptions, disagreements about needs, goals, priorities and interests, poor communication, poor or inadequate organizational structure, lack of teamwork, lack of clarity in roles and responsibilities.
Assessment of Public Relations Roles in Stakeholder's Relationship Management in the Ghanaian Banking Sector (A Case of Ecobank Ghana Limited- Head Office)
(UniMAC - GIJ, 2017) Ali, Dorcas
The primary aim of this study was to examine the role of public relations in managing the relationships with organizational key stakeholders with specific reference to Ecobank Ghana. Specifically, the objectives was to identify the PR roles and functions in Ecobank and how it promotes stakeholders' (customers) relationship, the communication strategy that Ecobank uses to engage key stakeholders (customers), the communication methods that Ecobank deploy to manage their key stakeholders (customers), and to describe the challenges of public relations practice in Ecobank in terms of relationship management. The mixed approach (qualitative and quantitative) to research was adopted to collect data from 200 respondents and 2 (in-depth interview) management staff of Ecobank Ghana. Both purposive and convenience sampling techniques were used for the selection of respondents for the study. The findings of the study revealed that management style in term of PR roles and functions had a more significant positive stakeholder relationship with their stakeholders. Additionally, the provision of customer service department to receive complaints and feedback is one of the strategies being employed at Ecobank for customers in order to foster good stakeholder relationship. The study concluded that it is the quest of every organization to see its stakeholders exhibit the best organizational practices and behaviors at all levels as a result proper implementation of PR roles and functions. It was however recommended that Organizations that desire to get stakeholders to exhibit the highest level of good relationship as a result of best PR practices not only encourage the Presence of PR department but must get a highly competent PR manager to steer the affairs of good stakeholder relationship management. It also is therefore recommended that on no account should management appoint another person from a different department to steer the affairs of a vacant PR manager position.
Palace Communication and Public Relations in Traditional Governance: A Focus on the Asante Kingdom
(UniMAC - GIJ, 2017) Owusu Prempeh, Dorigen
Traditional goveluance, represented in the chieftaincy institution, relnains very prominent in Ghanaian socio-political life, notwithstanding the modern Western-oriented political governance system that the country practises. As a political systeln, chieftaincy reflects power relations between traditional political authority and inhabitants with the seat of government being the Palace. Like every other institution, cotnmunication plays a crucial role in the administration of the affairs of the traditional society. Yet while much work has been done of the chieftaincy institution, especially in sociology, very little studies exist on how communication works in this setup and the communication dynamics therein. This is why this study, which seeks to investigate the communication roles of the Okyeame in the palace setup is very relevant today. Specifically, the study strives to discover whether the Okyeanle's communication roles share a symbiotic relationship with public relations. The study focuses on the Manhyia palace and is guided by the Systems Theory (Dozier, Grunig and Grunig, 2002). It is supported by a qualitative research methodology that used semistructured interviews and observation to collect data for analysis. The findings revealed that the institution of the okyeame is central to the operations of the Manhyia palace. The okyeame is regarded as the king's wife and has unlitnited access to the king. The okyeame used to play more roles in the past than now. He used to run errands for the king, he was the public relations officer, the human resource manager, pours libation on some occasions and is the king's representative. However, due to the expansion of the Asante kingdoln and the high division of labour of the Manhyia palace under Otulnfuo Osei Tutu II, the Okyeame is now mostly seen to be a representative of the king at celiain gatherings and relays information between the king and his subjects. Major public relations activities are carried out by consulted public relations finns for the Otumfuo.
Corporate Social Responsibility and Customer Loyalty: A Case of MTN Ghana
(UniMAC - GIJ, 2017-08) Nikoi Kotey, Cephas
This research work focuses on Corporate Social Responsibility (CSR) as a Public Relations intervention, and its 'role in enhancing Customer Loyalty. It sought to find out if customers stay with MTN because of Corporate Social Responsibility Initiatives and to determine if Customers stay loyal to MTN regardless of Service Level problems. The study used face-to-face semistructured interviews to collect data from a sample selected purposively and conveniently. Participants showed generic knowledge and understanding of Corporate Social Responsibility (CSR) as developmental projects undertaken by corporate organisation. Participants attributed their choice of MlN over other telecommunications companies to wide network coverage, and reasonable service charges, in relation to phone calls and internet service. With regards to loyalty decisions, more claimed they will patronise' MTN and use its services in the future" but not because of their CSR activity. The interview indicates that participants are interested in getting value for the monies they expend on the products of MTN, or some kind of satisfactory quality of service, hence their decision on brand patronage due to great service qUality. This study revealed that in as much as CSR somewhat courts an amount of customer loyalty, most customers show loyalty based on quality of service in tenns of accessibility, costs, proximity, speed and effectiveness et cetera. Customers expect to have value for their monies. There is the need for a large population study for quantitative data on this important issue of CSR and Customer Loyalty. Also, service quality should be a priority for enhancing customer loyalty. CSR activities aimed at individuals, with notable benefits that these individuals can solidly lay claim to, should be captured in the general CSR plan of corporate organisations like MTN.
The Role of Social Media as a Communication Tool and its Impact on Brand Awareness: A Case of Papaye Fast Foods Limited.
(UniMAC - GIJ, 2017-08) Dadzie, Nana Kojo M.
Social media is a phenomenon that has become an important aspect in marketing mix and revolutionizing the way companies interact with customers. The purpose of this study has been using scientific research methodology to look at how social media can create brand awareness. The specific area of fast food industry was chosen. This study is of an exploratory, descriptive and mixed research approach and by looking at a single case; it has been possible to withdraw necessary primary and secondary data. Data collection was conducted by administering questionnaires to customers and an in-depth interview with the staff of the company. The results obtained from the data collection were subjected to descriptive analysis. The objectives of the research was to: To investigate the role social media played in the process of brand awareness, to identify the various types of social media available to Papaye in creating brand awareness, to determine the effectiveness of social media and its impact on brand awareness and the resultant share of market for Papaye Fast Foods and to determine the challenges and solutions to the use of social media in marketing of Papaye Fast Foods products. What was considered more important by the company in the case study was to integrate social media in the communications and Public Relations strategy, a task which is actually being pursued at this moment. The findings presented in this study conclude that even though social media is effective in creating brand awareness as a marketing and advertising channel, it cannot be implemented in isolation without augmenting it with other forms of traditional advertising channels. The implications are that social media alone as of now cannot on its own create brand awareness.
Public Relations (PR) Practices and the Managing of Crisis and Reputation Phenomena in Private Universities in Ghana: Assessment of the Effectiveness of Public Relations Management Tools for Managing Crisis and Reputation in Methodist University College Ghana and Central University in the 2016-2017 Academic Year.
(UniMAC - GIJ, 2017-09) Tweneboah-Koduah, Eunice
This study focused on Crisis Management and Reputation Management by Public Relations (PR) outfit in Private Universities in Ghana and it case studied the Public Relation outfits of the Methodist University College and Central University, all in Accra, a suburb of the Greater Accra Region. This study interrogated four research questions in attempt to achieve four research objectives which included, to identify success stories of reputation management and crisis management for private universities and to examine public relations tools utilized by public relations in private universities in handling reputation management and crisis management. Also, to ascertain whether or not public relations in private universities have succeeded in building good corporate image and handling crisis; and to investigate the challenges faced by public relations unit of private universities in managing the reputation and handling crisis of their universities. This research employed the Excellent Theory in Public Relations practices to elucidate the comprehensibility of crisis and reputation management in private tertiary institutions in Ghana. It also, reviewed concepts and literature on the crisis and reputation management and its implication for building corporate image in organizations .. This study adopted a case study strategy or this study. Particularly, it deployed quantitative research design with a sample size of one hundred (100) respondents made up of management members, private universities, the PR practitioners selected from the private universities and students of the two private universities. Convenient and purposive sampling techniques were used in selecting the respondents. Secondary data was derived from articles, journals, magazines, websites and other literature on the subject matter. Primary data was collected from the field using survey questionnaire. Findings of this study revealed that PR outfit of the private universities are poorly resourced though; they have chalked some remarkable success with regard to branding of the corporate image. It concluded that the PR success story is a function of the effectiveness of the PR tools used. It therefore recommends that the PR outfit should be well-resourced to enable the outfit sustain the success story.
The Impact of Marketing Communication Spend on Brand Awareness and Profitability - A Case Study of Selected Banks in Ghana
(UniMAC-GIJ, 2017-09) Awuku, Kenneth
The main objective of this research was to find out the relevance of marketing communication spend and its impact on brand awareness and profitability, using some selected banks in Ghana. A mixed method study was conducted in which a sample size of fifty (50) professionals were selected from the Banking sector, the Advertising Association of Ghana, the Institute of Public Relations, and some corporate communication practitioners. Many findings were identified, notably were resources such as money, time, humans, and machinery, among others been commonly used by the banks to support their marketing communications. Human resource is the most used resource among the lot in the banks marketing activities. For the factors that are involved in marketing communication spend, the study concluded that awareness creation, customers' interest, and the purchase of the offer generated prospective customer interested. This impacted on whether marketing communication spend has an impact on brand awareness. It was also noted that the impact of marketing communications on profitability has affected positively the profitability of. the banks. In other words, serving the customer and making profit is the main goal of most organizations. Suggestions for further research included investment in human resources, reduction in turnover rate, review of marketing communications budget and increase in the marketing communications budget allocation.
The Role of Public Relations as a Management Tool in a Public Service Organisation: A Study of the Ministry of Environment, Science, Technology and Innovation - Accra
(UniMAC - GIJ, 2017-10) Akutor Asamoah, Janet
The main objective of the study was to examine whether public relations is a management tool and whether PR practitioners perform modern PR roles and functions in the public service of Ghana particularly at the MESTI towards achieving its overall organisational goals and to identify the challenges PR practitioners face in the public service in the delivery of their duties and services. The study was underpinned by the roles theory and systems theory. The mixed method to research was used in data collection, specifically structured interview guides and questionnaires were used in gathering the data for analysis. The quantitative data was analysed and interpreted using SPSS, paying particular attention to frequency and percentage while the qualitative data was recorded, transcribed and analysed in relation to whether PR is a management tool and whether PR practitioners perform modem PR roles and functions in the Public Service and in the MESTI in particular towards achieving its overall organisational goals and objectives. The study revealed that, though there are a few misgivings as to why PR should be part of the dominant coalition, the Public Service organogram positioned it to as such to coordinate all communication related activities of all government institutions including the MESTI. It was recommended that the management of the MESTI should provide the necessary financial assistance, logistics, improve on how it communicates with its publics especially the internal publics. In summary, top management was advised to give motivational incentives to enable the PR department of function more efficiently and effectively to ensure that the image and reputation of the Ministry is well managed since the internal publics are the mirror that reflects the Ministry and its ideologies.
Crisis Management to the Ruin or Rescue of Corporate Image: A Study of Agricultural Development Bank (ADB)-Accra
(UniMAC - GIJ, 2017-10) Amevor, Selorm
The evolution of Public Relations in Ghana has led to a dramatic demand for PR services within the Banking sector. This has compelled organizations not to only consider their customer base and profit as a major competing tool in intense competitive markets but also, focus on good PR practices like crisis management as a means of excelling and maintaining a good relationship with stakeholders in the banking sector in order to build and maintain brand image and reputation. The study sought to assess crisis management to the ruin or rescue of corporate image. Both qualitative and quantitative designs were applied in the form of in-depth interview and survey to gather data on how crisis management ruins or rescues corporate image. Data collected was presented by means of transcription of the in-depth interviews conducted and the use of charts and tables to represent and analyse data gathered through the survey. The findings of the study established that lack of good crisis management plan, insufficient issues management plan, lack of good relationship with the media and the neglect of proper implementation of PR roles and functions could greatly affect the brand image, reputation and financial strength of an organization during crisis. It was clearly concluded that, as a result of the stiff competition and the brand proliferation in the banking sector, there must be a marked increase in the use of brand image and reputation in order to survive in the competitive environment and effectively manage crisis. It is recommended that the banking sector in Ghana should leverage well on PR functions and roles to educate and inform its internal stakeholders of the implication of giving out information to outsiders as a result of registering their displeasure during crises. Organizations must make sure there is a total adherence to internal communication procedures should there be any misunderstanding between management and staff.
The use of Social Media for External Communication in the Hospitality Industry: A Case of La-Palm Royal Beach Hotel.
(UniMAC - GIJ, 2017-10) Appiah, Valentine
This study assessed the use of social media for external communication in the hospitality industry by adopting La-Palm Royal Beach Hotel as a case study. The study focused on identifying the social media technologies used by La Palm Royal Beach Hotel, explored how these social media technologies are used for external communication but also examined the effectiveness of these social media technologies. As a single case study, semi-structured questionnaires and in-depth interviews were employed to obtain primary data from staff, management and key external publics of the hotel. It emerged that the hotel employs various social media technologies namely; Facebook, Instagram, WhatsApp and Linkedln to interact with its external publics. Many of these social media technologies are integrated into the Hotel's website and are deployed as a composite. Social media at La Palm Royal beach hotel is targeted at existing clients, prospects and partners of the hotel. The organisation adopts a strategic approach to social media management, but it does not have documented social media policy, and guideline. The use of social media at La Palm Royal Beach Hotel is strategic but social media governance is weak in the organisation because of the lack of a documented social media policy and clear written out guidelines. This makes it difficult for the organisation to attain the full benefits of social media as a tool for external communication.

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