The Role of Public Relations in Building a Sustainable Corporate Image and Reputation. A Study of Volta River Authority-Ghana

Abstract

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.