USING PUBLIC RELATIONS AS A MANAGEMENT TOOL IN TERTIARY INSTITUTIONS

Universities around the world have public relations offices which are created to propagate their missions. Quite often, the public relations office is charged with the responsibility of advancing the objectives of the university to enhance its corporate image. This study therefore examines the extent of practice of public relations as a tool for facilitating the achievement of the objectives of the University of Education, Winneba. Data for the study was collected from a sample of One Hundred and Fifty (150) respondents sampled from staff of the University. Findings from the study showed that the University's public relations department is poorly resourced to perform its functions. Among the challenges militating against its operations are scarce telecommunication equipment, lack of official means of transportation and lack of trained personnel. Furthermore, the study revealed that the public relations position is neither accorded the same status as other senior management positions nor involved adequately in decision making. Based on the findings of the study it was recommended that the public relations unit of the University be adequately resourced and the practitioners adequately empowered. [PUBLICATION ABSTRACT]