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An Empirical Investigation of Public Relations Roles: A Case Study of the Financial Service Sector of Ghana

Author

Listed:
  • Albert A. Anani-Bossman

    (Ghana Institute of Journalism)

Abstract

Public relations is essential in helping to develop, shape, maintain and manage relationships between an organisation and its publics. However, for that to occur PR must play a strategic/managerial role. It is only when the practitioner is involved in strategic management and engages in managerial activities, can PR really excel and add real value to the organisation. The present study presents findings from an investigation of the role of senior PR practitioners in the financial services sector of Ghana. It examines the roles practitioners in the FSS perform, the strategic nature of these roles, and the challenges that affect the performance of the strategic role. The research was inspired by a lack of knowledge on the specific roles performed by PR practitioners in Ghana, which affects the practice of the profession and limits scholars in the country from fully participating in the discussion on the subject. The article reviews literature on roles research from western and African perspectives and empirically analysis two key roles—technician and manager. Data were gathered utilising a one-on-one interview with 22 senior PR practitioners in the financial services sector. The study found little evidence of a separation between the technician and managerial roles. An important finding was that even though practitioners enjoyed access to senior management, they were not involved in the decision-making process. Also, they faced challenges such as lack of understanding by the management of the value of PR. The paper concludes that the lack of involvement in the decision-making process and the challenges faced limits the ability of practitioners to fully perform the strategic role. Significantly, there is a need for scholars in Ghana to examine the perceived value of PR to organisations from the perspective of senior management. The study calls for comprehensive research in this area in relation to the unique characteristic of African PR practice.

Suggested Citation

  • Albert A. Anani-Bossman, 2022. "An Empirical Investigation of Public Relations Roles: A Case Study of the Financial Service Sector of Ghana," Corporate Reputation Review, Palgrave Macmillan, vol. 25(2), pages 94-105, May.
    • Handle: RePEc:pal:crepre:v:25:y:2022:i:2:d:10.1057_s41299-021-00114-8
    DOI: 10.1057/s41299-021-00114-8
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