Department of Public Relations & Advertising

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A Critical Assessment of the Perception of Consumers on Political Celebrity Endorsers- Survey of Ghana Institute of Journalism
(UniMAC - GIJ, 2020-09) Pinto, Richmond
This study was undertaken to assess the claim that celebrities who endorse political parties and candidates lose their career or fan base. The belief is an age old one yet very little is known about the veracity of it and prior researchers have focused mainly on the effectiveness of celebrity endorsement as a marketing tool. To this end, a quantitative research method was adopted with seven hundred respondents drawn to answer structured questionnaire to ascertain the truthfulness or otherwise of this belief. From the analyzed data, although respondents appreciate celebrity endorsement and see celebrity endorsers as attractive, they however consider celebrities as the least people to disseminate political information or messages. This proves that attractiveness of the celebrity cannot be translated into credibility for them to be used by politicians as mouthpiece or information carriers. The study made the revelation that the widely held perception that celebrities lose their career after endorsing a political party or candidate cannot be trusted rather the effectiveness of a celebrity is dependent on how he or she manages the social capital gained across fields. On the basis of the findings, it was recommended that celebrities even though can migrate their social capital must be proactive in building and enhancing their brands or status.
A Historical Analysis of Ghana’s Postal System Post the Internet Era
(UniMAC - GIJ, 2020-10) Kumi, Benedicta Dede
It is not a disputable fact that the introduction of modern Information and Communications Technology (ICT) in communication has reduced the patronage of postal services in Ghana. For this reason this study focused on a comprehensive review approach to examine changes that taken place after the emergence of technology in communication, how Ghana’s postal services have been affected by ICT, how ICT can be incorporated into the postal system and the importance of ICT in the postal system. It was discovered that change cannot be avoided in any society and for that matter the introduction of ICT into the communication sector should not be seen as a threat to collapse of the postal sector but rather an opportunity to improve postal service delivery. This was observed to be achieved through training and also the provision of tools and logistics to the sector. It was also discovered that though ICT has come to make communication easier and faster, not all areas in Ghana have access to internet and for that matter why the postal sector should not be neglected. It is therefore important that further studies should be conducted to help determine customers and staff opinion on how modern ICT can be incorporated into the postal sector to make the sector vibrant and quick in communication and information delivery.
A Lighter Generation: A Study of Skin Bleaching among the Ghanaian Youth.
(UniMAC - GIJ, 2021-11) Mensah, Rebecca
Skin bleaching is a practice that raises public health concerns due to its more serious side effects. The practice, especially among Ghanaian youths, has become a trend due to proliferation and accessibility of cosmetics products containing skin bleaching chemicals. This study explores skin bleaching by looking at the role played by the Food and Drugs Authority as a regulator, their communication of interventions and public perspectives on skin bleaching regulation. As an explorative study, it adopts a qualitative research design to get in-depth responses from respondents understanding, viewpoints and experiences. Purposeful and convenient sampling methods put together 17 participants with data collected through semi structure in-depth interviews and focus group discussion. Thematic analysis revealed that even though the FDA regulates cosmetic products including skin bleaching products, it does not regulate the skin bleaching practice. Findings of the study also reveal that a policy on skin bleaching together with other interventions such as public education is the sure way to control the practice.
A Study of Female Managers, Public Relations Departments.
(UniMAC - GIJ, 2021-11) Gyamesi, Jemima
The purpose of this research was to find out how gender and leadership stereotypes have Impacted women’s access , success and experiences in leadership roles in Public Relations. A qualitative in-depth interviews was employed to gather data Data was collected through interviews with 10 women working in leadership positions in the public relations field and analyzed based on themes and using the Feminist Standpoint Theory and the Liberal feminist theory which were the theories underpinning this research . The study found six major themes related to the experiences of these women leaders in public relations: (a) promotional barriers, (b) double standards for women, (c) pressure of stereotypes, (d) leadership styles, female competition and bullying, and (f) optimism about the future. The study found that these women thought that gender has influenced the challenges and success they have faced in their careers; Specifically, the participants described their challenges as promotional barriers as well as inequalities in salary and representation in leadership roles. The findings also indicated that these women thought they were perceived as leaders in both a positive and negative light and believe a double standard exists between women and men leaders. Finally, the study also found an issue with female competition in the form of workplace bullying. However, the participants see a shift happening in the field of public relations regarding gender issues, which they believe will benefit women. This study recommends that laws are put in place in organizations and in government such that equity is achieved among men and women alike in the workplace. Also, Developing mentorship programs for women in leadership roles to connect with those women in high school or college could be a way to show young women that women do have a spot in leadership and to help create advocates for other women. There are several opportunities for future research to further develop these findings and to arrive at a greater understanding of women in leadership roles in Public Relations. One particular area that could be to open the study includes both male and female perspectives regarding women in leadership roles. Another area could be to dive deeper into the issue of interpersonal relationships within the workplace and specifically look into female competition and workplace bullying. This study found that gender has influenced the experiences of a selected group of women leaders in public relations in a variety of ways, such as salary, promotions and expectations. It is likely that gender will continue to impact women’s experiences until equity is achieved. It concludes that the influx of women within the profession does not devalue the profession. Therefore society must work toward achieving equity for women.
A Study of The Residents of Accra on the Relevance of Travel Agencies in an Online Business Era
(UniMAC - GIJ, 2020-10) Adzayao, Matilda
The increasing competitiveness in the global tourism market encourages tourism operators to invest more in promotion, resources, knowledge and quality in order to achieve satisfactory growth. This study sought to explore the relevance of travel agencies in an online business in Accra. The research methodology employed by this study was the qualitative approach. Here, secondary data was used to conduct a content analysis for the study. The findings of the study indicate that travel and tourism has not only become one of the world's largest industry but also grows consistently every year. Also, it was established that indeed online business has affected travel agencies, however this is in the positive light. The study recommended among other things that as much as this study is advocating for the adoption of the new trend of doing business, the regulatory agency of the hospitality industry must make efforts to ensure that data of the patrons are protected. Again, the regulator must draw and implement policies that will incentivise the travel agencies to adopt online transactions in order to raise the standard of the Ghanaian tourism industry as a whole in the tech-savvy sense.
A Study of the Role of Public Relations Practitioners in the 2020 Political Election - A Ghanaian Case Study.
(UniMAC - GIJ, 2021-12) Gaewu, Courage Kwame
Despite the growing acknowledgement of Public Relations (PR) practice within the corporate environment, it has not been integrated and embraced into the political space of Ghana. Various perceptions about the practice has created a barrier to the appreciation of the relevant role PR practitioner's play for various political parties during an election. In 2020 however, amidst the emergence of the corona virus, a general election was held and many PR practitioners were engaged by different political parties to handle the strategic communication aspect of their campaigns. The purpose of this study was to explore the role of Public Relations practitioners in the context of the 2020 election of Ghana. This study explored the role of the PR practitioners of a political party in the 2020 election, the strategies employed as PR practitioners at promoting and protecting the image of the presidential candidate and political party during the 2020 election, as well as the practitioners engagement with the electorate in the 2020 election. The two major political parties in Ghana that participated in the 2020 election were at the center of the study, that is, New Patriotic Party and National Democratic Congress. Thus, the study concentrated on the PR practitioners of these two political parties. Qualitative methodology was used for the study and data were collected through the semi structured interviews of 10 PR practitioners from both National Patriotic Party (NPP) and National Democratic Congress (NDC). The data were coded and analyzed using the thematic approach. Findings from the study revealed that roles of the public relations practitioner were communicating of political party's position on policies, monitoring of political discussion in the media, building of relationship with the voters, persuasion of voters and acting as a guardian of information and communication on issues and candidates. The use of propaganda and persuasive communication were identified from the findings to be some of the strategies employed by the public relations practitioners to protect the image of the political party and candidates. Findings from the study also indicated that the engagement of the public relations practitioners with the electorates focused on vote winning messages. Recommendations include increasing participants by incorporating PR practitioners from other political parties. The major conclusion of the study is that there is a gradual appreciation of the role of Public Relations practice within political parties in Ghana. The implication of this is that interventions and programs are needed to harness the full benefits of public relations practitioners' participation in the democratic electioneering process of Ghana and other developing nations.
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.
An Analysis of Employee Participation in Corporate Social Responsibility and its Impact on Work Commitment and Job Outcomes
(UniMAC - GIJ, 2020-09) Sarpong, Barbara Kwakyewa
Extant literature suggests that the level of awareness and participation of employees in an organisation’s corporate social responsibility is essential in engendering employee commitment and work outcomes. This is essential given the influence of work engagement on both employee health and organisational productivity, as well as the importance of CSR for society. The current essay examines the participation of employees in the CSR activities of organisations in and its effect on workplace commitment and job outcomes (job satisfaction, performance, turnover intentions etc.). The study was conducted by means of secondary/desktop research. Literature was reviewed in relation to the objectives of the study. Result from literature demonstrates a positive relationship between participation in CSR and organisational commitment and job outcome. The essay makes recommendations for future research using primary data.
An Analysis of Public Relations Strategies in Perception Management
(UniMAC - GIJ, 2020-10) Dodoo, Jennifer
The study was focused on analysing PR strategies in perception management. The study then set the following objectives in conducting the study. The first was to determine PR strategies that can be used to manage perceptions. The second was to explore how public perception can affect an organization’s reputation and the third was to find out way(s) of attaining a favourable public perception. The findings of the study indicates that community relations, CSR, social media management, media relations and others are among the PR techniques that could be used to control perception while social media management and community relations could be used to garner favorable public perception. The study recommended that individuals and organizations alike should take note of the concept of perception management if they cared about their public image.
An Analysis of the Internal Communication Flow of Organisations: A Case Study of the Social Security and National Insurance Trust (SSNIT).
(UniMAC - GIJ, 2021-12) Tsey, Wendy Seyram
Communication is regarded as the key to the success of every organization. Internal communication is the process used to interpret and communicate organizational strategies and goals. Through effective internal communication strategies, employees are well equipped with relevant information which will enable them to adequately address customer issues leading to improved customer satisfaction. Therefore, the importance of effective internal communication cannot be overemphasized. This study investigated the internal communication flow within the Social Security and National Insurance Trust (SSNIT), Ghana. It adopted a mixed method research design, which involved the administration of questionnaires and interviews to the staff of SSNIT who constituted the respondents and participants respectively in the study area. The responses of the respondents and participants were analysed thematically. The result of the investigation revealed the need for improved internal communication within the organization. Management staff who were interviewed revealed that although internal communication is the role of the Corporate Affairs Department, it is also the responsibility of all staff members. A high number of neutral responses was received from the study participants, suggesting a disillusionment rising from ineffective internal communication practices within the organization. The study recommends that management staff should make internal communication a priority by undertaking frequent evaluations, assessments and audit of the approaches and outcomes of communication practices. In addition, management staff must maintain open door policy, approachable and accommodating towards staff members of the organization.
An Analysis of The Relationship between Employee Communication and Business Productivity: A Study of Theovision International, Accra.
(UniMAC - GIJ, 2021-12) Mawuxornam, Fumadorh Priscilla
Internal communication has evolved into an element that is crucial for the success of any organization when adopted effectively. According to the Excellence theory of public relations, a symmetrical system of internal communication increased employees’ satisfaction with their jobs and with the organization. Furthermore, internal communication affects the ability of strategic managers to engage employees (Welch & Jackson. 2007). This study explores the relationship between employee communication and business productivity at Theovision International, Accra and also analyzes the impact internal communication has on business productivity. The study used a mixed method approach which used survey questionnaires and interviews among a sample of 41 employees. In line with related literature, the study revealed that there is a relationship between employee communication and business productivity. It also confirmed that employee communication positively impacts on the latter. Following findings from the research, it was recommended that Theovision International, Accra adopts a two – way symmetrical internal communication system where feedback from employees is seriously considered. Also, team work and informal events which strengthen internal communication must be encouraged at the organization.
An Assessment of Corporate Reputation Management in a Digital Era: A Study of the Banking Industry in Ghana.
(UniMAC - GIJ, 2021-12) Aryee, Abraham Nii Ayitey
Against the backdrop of the banking sector clean up that engulfed the country four years ago, there have been some estimations by scholars with regards to how this has affected the reputation of banks in general. More importantly, the role of social media in the escalation of the scandal informed the curiosity of the researcher to conduct an enquiry into the various ways in which banks in Ghana manage their corporate reputation in an increasingly digital era. The study was guided by three objectives which sought to understand the effect of advancement in digital technologies on the corporate reputation management of the banks, understand the effectiveness of the strategies employed in the management of the corporate reputation in a digital era and assess the challenges that confronts the banks in that regard. Using semi-structured interviews which involved the participation of four representatives from four banks in Ghana, the findings show that advancements in digital technologies have provided a tool for the management of the reputation of banks. The banks used innovative and creative digital solutions to offset and assuage the ability of digital media to impinge on their reputation. However, the various strategies employed by the banks were affected by challenges which were discovered through research, which was a central pillar in their corporate reputation management efforts. The researcher recommends that future studies should focus on a customer perception study to quantify the performance of these banks in the wake of digital technologies.
An Assessment of CSR on Livelihood Enhancement in Mining Communities: A Study of Newmont Ahafo Development Foundation.
(2021-11) Atsu, Catherine
The study’s main goal was to investigate CSR and how it affects mining communities’ livelihoods. In order to reach this aim, three objectives were set forth. These included assessing how CSR influences livelihood enhancement in mining communities, finding out if NADeF has improved the livelihood of the community members and ascertaining the perception of held by the community members of Newmont Ghana. In attaining this end objective, the study employed the qualitative approach through which in-depth interviews was employed as the data collection tool. Through this, data was collected from one (1) community member each sourced from each of the ten (10) mining communities within which Newmont operates. The findings showed that through NADeF, Newmont had augmented its CSR activities with the catchment area. It was as well found that NADeF’s CSR activities enhanced the livelihood of the mining communities and that it efforts improved the livelihood of the community members as well. This also led to the realization that because of the impact of NADeF’s activities, the perception the mining communities held of Newmont was in the positive light. The study recommends that businesses recognize and fulfill their social obligations. Even though it is not required, studies suggests that organizations who engage in CSR initiatives gain public support, which helps to improve their corporate image. Also, in order to maintain the long-term viability of CSR activities as well, there must be participation in the strategic use of social investment budgets as well as the implementation of an effective audit/review mechanism to improve CSR quality.
An Assessment of Customer Engagement with Insurance Companies on Social Media Platforms.
(UniMAC - GIJ, 2021-11) Kwashie, Georgina Emefa
A lot of studies on social media usage, especially among young people have found that young people use social media for communication, entertainment, to alleviate boredom, etc. but much attention has not been given to how customers use social media for insurance engagement. This study therefore examined factors which hinder customer engagement with insurance companies on social media platforms. Using the mix method research design the study sampled the views of 150 respondents (questionnaire) and 5 interviewees (interview guide) quantitatively and qualitatively respectively. Findings indicate that lack of knowledge on the benefits of insurance, especially among the millennial and negative perception about poor claim payment associated with the industry, hinders customer engagement, even on social media. Besides, issues on job hunting, sports, education and entertainment attracted the attention of customers more than information on insurance on social media platforms. The study concluded that the ever-growing influence of social media on consumer behaviour presents companies with opportunities and risks while the massive amount of content enables the identification of previously unknown patterns, preferences and trends. The study recommended insurance that companies should have a 24 hours response team working on their WhatsApp and Facebook platform. Also, there is the need for management to support the need for the strategic use of social media by linking specific types of content to different aspects of engagement to meet the demands of customers.
An Assessment of Effective Communication in Mitigating Human Wildlife Conflict in Shai Hills Resource Reserve.
(UniMAC - GIJ, 2021-11) Kwabia, Lydia Akosua
This study sought to investigate the role of communication in mitigating human wildlife conflict at Shai Hills Resource Reserve. This study employs descriptive research design using questionnaires and interviews. The study involves 76 participants from various villages around Shai Hills Resource Reserve. The sample was collected and analysed using SPSS version 20 and Microsoft Excel. Analysis of the data shows that local communities around Shai Hills Forest Reserve are very tolerant with wildlife and do not retaliate against wildlife. However, they do not take part in any conservative measure and also do not benefit from the reserve. This study hence recommends intensive education of the benefits of wildlife and how the reserve can be profitable to the local communities.
An Assessment of Ethical Standards Between Organizations and Public Relations Practitioners
(UniMAC - GIJ, 2020-09) Effirim, Matilda Ama
This study was an assessment of the ethical standards of Public relations. The objectives of the study are to identify the influences that bound public relations practice in Ghana. It also examines who sets the ethical rules and what the rules seek to achieve in the practice of public relations in Ghana. It further assesses whether or not successful public relations practice equates to good ethical practice and what public relations aims to achieve and why/when ethical public relations matter. The research problem among others includes an interesting question about whether every practitioner irrespective of their location behaves ethically in the same way per standard as compared to their counterparts elsewhere. Because of the COVID-19 restrictions, a literature review was used as a basis for data analysis. The findings show that ethical standards are influenced by public interest. It is set for practitioners to give value to stakeholders and build trust. The findings further suggest that professional associations mostly set ethical standards. However, the organizations that practitioners may be working for also set ethical standards. The study also found out good ethical practice is linked to successful practice and ethics mostly matter when organizations face challenges and tends to build a good image. Based on the finding from the study, the recommendation was that to have much compliance with ethics and hold Public relations as a respectable profession in Ghana, there must be a legal backing to enforce practitioners to join the professional body. It also recommended that organizations must also encourage practitioners to be ethically bound in all their decisions and actions. On recommendation for further research, it was suggested that this study needs primary data to support the already existing literature. This will provide further and better particulars of the research objectives.
An Assessment of the Contribution of Public Relations in Building Corporate Image in the Tourism Industry
(UniMAC - GIJ, 2020-10) Abban, Francis
The main focus of the study was to assess the contribution of PR in building corporate image in the tourism industry. For which reason the study set specific objectives to aid in achieving the general objective which were to assess the current image of the tourism industry in Ghana, to determine whether PR can be used to build corporate image of the tourism industry and how, as well as probing how to identify PR functions that can be used to build corporate image of the tourism industry. To pursue this course, the study proposed to adopt the quantitative approach to research where questionnaire were the data collection tool employed. The study, which was based on desktop research, observed that while the PR industry keeps growing and its contribution to the success of organizations and even individuals Naveed (2013), the Ghanaian tourism industry appears not to have taken advantage of this to build its corporate image. The literature suggests (eg. Amegbe, Owino and Kerubo, 2017; Johnston and Sheehan, 2020 etc.) time and again making it resound that PR could be used to improve corporate image of organizations and individuals alike. Also, PR functions that were identified to be able to build the corporate image of the industry included media relation, social media management, environmental scanning and boundary spanning among others (Proverbs, 2020). The study then made recommendations that the supervising Ministry, Ghana Tourism Authority as well as key stakeholders in the industry probe and champion the role of PR by recognizing and equipping the function with the necessary needs so that it can equally harness the good fruits of PR. For policy makers as well, the study recommends policies which drive at sensitizing agencies, stakeholders and the general public as a whole so that tourism will be patronized the more.
An Assessment of the Internal Communication Practices of Beverage Companies: A Case Study of the Coca-Cola Bottling Company of Ghana Limited
(UniMAC - GIJ, 2020-10) Obeng, Ernest Yeboah
Internal communication has gained recognition in the business world over the last two decades (Verčič, Verčič, & Sriramesh, 2012). It improves business values by providing a means by which businesses can effectively communicate with their employees and vice versa. And as a result, instill a sense of belonging and social involvement (Helsby, 2009). This research seeks to examine internal communications from a Ghanaian perspective while drawing much experience from previous literature. It gives a new perspective by exploring internal communication practices of beverage companies by using The Coca-Cola Bottling Company of Ghana as a case study. As a result of the outbreak of COVID-19 and the need to observe prevention protocols, data could not be collected from respondents as the company restricted access to its facility. The study however discussed a proposed qualitative research design for the work, made a fair critique or appreciation of research methods used by other researchers in relation to the topic and further discussed findings from existing literature. Based on a thorough review of findings from previous works, it was anticipated that The Coca-Cola Bottling Company of Ghana Limited was likely to practice a system of internal communication that supported effective information dissemination and encouraged employee participation. It is believed that projected findings from this study will contribute significantly to the body of knowledge on internal communication in Ghana, especially in the beverage industry.
An Assessment of the Perceived Image of the Controller and Accountant-General's Department (CAGD)
(UniMAC - GIJ, 2020-09) Asomani, Wendy Ewurama
Organizations that are socially conscious tend to have the goodwill of the public as much as the corporate image is like a swinging pendulum. This paper aimed to shed light on the perceived image of the Controller and Accountant-General (CAGD). Review of literature on the perceived image showed that public perception was a significant factor in building the reputation of an organization. This study did not collect data as a result of minimizing contact due to the COVID-19 pandemic. The study recommends that even though not mandatory, organizations should bear in mind that the perceived image their publics have about them is likely to affect their long term reputation.
An Assessment of the Role and Impact of Internal Communication on Employee Engagement: A Case Study of National Trust Holding Company (NTHC) Limited
(UniMAC - GIJ, 2017-11) Kploanyi, Patience Setutsi
According to Soeters (1999:58), "internal communication is an important, maybe even the most critical, factor in an organisation". Employee engagement thrives in an environment where employees' personal values are in sync with the organization, as well as transparency and integrity. It is therefore critical that organizations pay attention to the communication culture that exists within them. The aim of this study was to examine the impact of internal communication on employee engagement. The study surveyed 100 management and non-management staff of the NTHC Ltd to ascertain the internal communications arrangements at the company and their impact on employee engagement. Six management members were also interviewed in-depth for the study. The study found that employee engagement within NTHC is high. It was also found that the internal communication arrangements within the organization were generally effective, but face challenges including delay in response to corporate emails; reliance on grapevine information and lack of openness, thereby hampering open communication exchange among teams. The study therefore recommends that the management of NTHC takes steps to conduct a comprehensive communications audit of the company and draft a communication policy to guide the company's communication engagements. Also, the company should invest in information technology, such as webinars and other cloud services with the aim of improving performance and engagement.