Public Relations as a Marketing Tool in Higher Education Management

Abstract

With a concentration of exploring how public relations could be used as a marketing tool in higher education management, the study set objectives to guide the study. These objectives were to assess the relationship between public relations and higher education management, understand the importance of public relations in higher education management and to understand the importance of public relations in higher education management. The study resorted to the qualitative research approach. Data was collected from Heads of communication/public relations of selected tertiary institutions in Ghana through interviews. After this, the data was analyzed using the thematic analysis approach which led to the observation that there is a significant relationship between public relations and higher education management. Also, imperative nature of public relations to higher education management, it was again found to be very important in that regard. It was also found that the proactive nature of public relations presents institutions with an advantage because stop-gap measures would have been anticipated already thereby increasing efficiency. The study recommends that tertiary institutions equip their public relations outfits so that they can be more efficient. Again, it is recommended that tertiary institutions recognize the public relations functions so that they can perform more efficient in a productive manner.