An Evaluation of Public Relations Practice in Public Sector Institutions: A Case of Selected Government Agencies in Ghana.

Abstract

The practice of Public Relations has become increasingly crucial in aiding organizations reach their goals and objectives. The centrality of Public Relations roles is to manage relationships between organizations and their publics through the use of communicative tools and strategies. In more recent times, PR has gained some grounds in public institutions, gradually holding a lot of significance in how public institutions operate. The purpose of the study was to evaluate the practice of public relations in Public institutions and its effectiveness to achieving organizational goals. The study was underpinned by the excellence theory and the systems theory. Qualitative research approach was employed in this study, semi-structured interview guide based on the objective of the study was used for data collection. Thematic data analysis was done based on prevailing themes during the interview. The findings of the study revealed that PR is considered a crucial part of public institutions and therefore acknowledged as a member of the dominant coalition. In addition, the study also found that the practice of Public Relations was seen as effective in aiding public institutions reach their organizational objectives. Furthermore, the study pointed out that PR is effective in organizations as they perform diverse functions and activities that manage the reputation and aid public institutions achieve their aims and objectives. Notwithstanding, the study also identified the following as challenges affecting Public Relations Practitioners in most organization: lack of adequate funds in executing their duties, Lack of logistics, negative reportage among others. Based on the findings, the study recommended that policy formulators of public institutions should ensure that Public Relations is a key member of the dominant coalition, also management of public institutions should ensure funds are made available to equip PR in their organization in order to contribute more effectively to organizational goals achievement.