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Role of Public Relations in Corporate Reputation Management: A Study of PR Practitioners in Selected Multinational Organisations in Ghana

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  • Albert A. Anani-Bossman

    (Ghana Institute of Journalism)

Abstract

The study examines the role of public relations in building and maintaining corporate reputation in Ghana. Corporate reputation is largely regarded as the most important, albeit, intangible asset of an organisation. The paucity of research in a developing country such as Ghana makes this research even more essential. PR practitioners from selected multinational organisations were used for the study. Results indicate that public relations plays a critical role in building the reputation of an organisation. Practitioners use a number of activities including interpersonal communication, corporate social responsibility, community engagement to build reputation. The strategic nature of PR as practiced in these organisations ensures practitioners are able to perform their roles effectively. This study has significant implications for theory and practice of public relations in non-western cultures.

Suggested Citation

  • Albert A. Anani-Bossman, 2021. "Role of Public Relations in Corporate Reputation Management: A Study of PR Practitioners in Selected Multinational Organisations in Ghana," Corporate Reputation Review, Palgrave Macmillan, vol. 24(4), pages 222-233, November.
    • Handle: RePEc:pal:crepre:v:24:y:2021:i:4:d:10.1057_s41299-020-00105-1
    DOI: 10.1057/s41299-020-00105-1
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    References listed on IDEAS

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    1. Javier Aguilera‐Caracuel & Jaime Guerrero‐Villegas, 2018. "How Corporate Social Responsibility Helps MNEs to Improve their Reputation. The Moderating Effects of Geographical Diversification and Operating in Developing Regions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(4), pages 355-372, July.
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    Cited by:

    1. İsmail Gökhan Cintamür, 2023. "Linking Customer Justice Perception, Customer Support Perception, and Customer Citizenship Behavior to Corporate Reputation: Evidence from the Airline Industry," Corporate Reputation Review, Palgrave Macmillan, vol. 26(2), pages 111-132, May.

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