Role of Public Relations in Corporate Reputation Management: A Study of PR Practitioners in Selected Multinational Organisations in Ghana

Albert A. Anani-Bossman ()
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Albert A. Anani-Bossman: Ghana Institute of Journalism

Corporate Reputation Review, 2021, vol. 24, issue 4, No 4, 222-233

Abstract: Abstract The study examines the role of public relations in building and maintaining corporate reputation in Ghana. Corporate reputation is largely regarded as the most important, albeit, intangible asset of an organisation. The paucity of research in a developing country such as Ghana makes this research even more essential. PR practitioners from selected multinational organisations were used for the study. Results indicate that public relations plays a critical role in building the reputation of an organisation. Practitioners use a number of activities including interpersonal communication, corporate social responsibility, community engagement to build reputation. The strategic nature of PR as practiced in these organisations ensures practitioners are able to perform their roles effectively. This study has significant implications for theory and practice of public relations in non-western cultures.

Keywords: Corporate reputation; Public relations; Publics; Multinational organisations; Reputation management; Culture (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1057/s41299-020-00105-1

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