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Developing a framework for public relations practice : a study of the financial services sector in Ghana

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dc.contributor.advisor Mudzanani, Takalani Eric
dc.contributor.author Anani-Bossman, Albert
dc.date.accessioned 2019-03-08T05:30:20Z
dc.date.available 2019-03-08T05:30:20Z
dc.date.issued 2018-06
dc.identifier.citation Anani-Bossman, Albert (2018) Developing a framework for public relations practice : a study of the financial services sector in Ghana, University of South Africa, Pretoria, <http://hdl.handle.net/10500/25317>
dc.identifier.uri http://hdl.handle.net/10500/25317
dc.description.abstract The goal of the study was to develop a framework for public relations practice in the financial services sector. The study was based on four key objectives. In line with the first objective, chapters 2 and 3 reviewed how public relations was conceptualised and practiced by reviewing literature. Three worldviews, the North American, the European and African worldviews, were discussed by looking at their similarities and differences. The literature also reviewed the development of public relations from these three perspectives. Literature revealed that different models influence practices in different cultural settings and that effective PR practice cannot be premised on a single model. Objectives 2, 3 and 4 empirically analysed the conceptualisation and practice of public relations in terms of the purpose (models) and roles (activities). The study employed the one-on-one interview technique to gauge the views of communication managers in the financial services sector. The result of the study was discussed and analysed in chapter 5. Findings showed that PR was not strategic and mostly had a marketing orientation. Significantly, most of the communication managers had marketing backgrounds, which invariably affected their concept and practice of public relations. Another key finding was that public relations measurement and evaluation was based on outputs and outtakes more than outcomes. Moreover, methods used were mostly unscientific in nature. PR strategies were based on audience satisfaction surveys rather than perception and attitudinal research. Practitioners are not part of the dominant coalition. The findings showed that practitioners faced a number of challenges that compromised the effectiveness of their work, including management’s value and perception of their work, lack of in-depth knowledge about the profession itself, budgetary constraints and inability to sometimes influence decisions because of their position in the organisational structure. The findings of the study, together with findings in the literature, were used to develop a framework for effective PR practice in the sector. The framework differs in certain aspects from some of the recommendations made by literature for excellent public relations practice. The framework also incorporates recommendations aligning to the reality of public relations practice within the Ghanaian cultural and political environment. en
dc.format.extent 1 online resource (164 leaves)
dc.language.iso en en
dc.subject Framework en
dc.subject Relationship management en
dc.subject Symmetrical communication en
dc.subject Public relations practice en
dc.subject Culture en
dc.subject Model en
dc.subject Strategic en
dc.subject Excellent communication en
dc.subject Worldview en
dc.subject Stakeholder en
dc.subject Relationship building en
dc.subject.ddc 659.209
dc.subject.lcsh Public relations -- Europe en
dc.subject.lcsh Public relations -- Africa en
dc.subject.lcsh Public relations -- United States en
dc.subject.lcsh Financial services industry -- Ghana en
dc.title Developing a framework for public relations practice : a study of the financial services sector in Ghana en
dc.type Thesis en
dc.description.department Communication Science en
dc.description.degree D. Litt. et Phil.(Communication)


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