Assessing Public Relations Strategies In Takoradi Technical University

Abstract

This study explored how important Public Relations strategies aid in the attainment of Takoradi Technical University‘s organizational goals. Specifically, the study assessed the public relations strategies employed at Takoradi Technical University, the roles public relations operations play in the attainment of the organizational goals, the challenges confronting Public Relations operations, and how important public relations has been in achieving the university‘s goals. The study adopted a qualitative approach using an exploratory research design. In all, 10 participants were selected using purposive and census sampling, and a semi-structured interview guide was used to acquire the primary data. The data were analysed using thematic content analysis. It was discovered that Takoradi Technical University employed many PR strategies that are used in the process of achieving organizational objectives. The results of the investigation also indicated that the TTU Department of Public Relations is responsible for coordinating information inside and outside of the academic community, engaging with the institution's alumni, plan and organize all public events for the university. The study revealed that the TTU PR directorate lacks Professional PR Practitioners. The findings revealed that the TTU PR directorate has helped improve the image and reputation of the university, and created a global brand for the university. The public relations departments of TTU should develop a comprehensive Strategic Public Relations Framework/Plan to assist in integrating all public relations operations for the achievement of the broader organizational goals.