Perception of Public Relations Practice Among Selected Chief Executive Officers (CEOs) In Ghana


  • Isaac Tandoh Ghana Institute of Journalism
  • Kwame Asare Duffour Kumasi Technical University
  • Mavis Essandoh Ghana Institute of Journalism
  • Eric Opoku Mensah Ghana Institute of Journalism



The study's goal was to find out what some of Ghana's top executives thought about public relations. The goals were to determine the Chief Executive Officers' (CEOs') understanding of public relations, as well as their perceptions of public relations' role in strategic management and the restrictions of public relations' role in corporate strategy. Through an in-depth interview with five (5) CEOs of chosen agencies within Ghana's Ministry of Transport, the study gathered data using a qualitative research technique. This data was then evaluated using theme analysis, which demonstrated that the public impression of public relations practice in Ghana is positive, implying that the technique is effective. Public relations were deemed to be an important role in strategic management, particularly if it was part of top management. It also limited its contribution to business strategy owing to a variety of problems experienced in the chosen firms, including financial limits, a lack of deep understanding of CEOs in public relations, and others. According to the conclusions of the research, Ghanaian CEOs and business leaders should identify and promote public relations practice. The Institute of Public Relations Ghana should speed up its attempts to enact a statute making public relations a regulated profession.


Abbaszadeh, M., 2012. Validity and reliability in qualitative researches.

Abdullah, Z. and Antony, C.A., 2012. Perception of employees on internal communication of a leading five-star hotel in Malaysia. Asian Social Science, 8(2), pp.17-26.

Anderton, C.L., Pender, D.A. and Asner-Self, K.K., 2011. A review of the religious identity/sexual orientation identity conflict literature: Revisiting Festinger’s cognitive dissonance theory. Journal of LGBT Issues in Counseling, 5(3-4), pp.259-281.

Austin, E.W. and Pinkleton, B., 2015. Strategic public relations management: Planning and managing effective communication campaigns. Routledge.

Bickman, L. and Rog, D.J. eds., 2008. The SAGE handbook of applied social research methods. Sage publications.

Botan, C.H. and Hazleton, V. eds., 2010. Public relations theory II. Routledge.

Chentiba, A.T., Faisal, A.M. and Mumuni, E., 2021. A Quantitative Examination of the Phenomenon of Soli and Public Relations Practice in Ghana. Journal of Development and Communication Studies, 8(1), pp.74-98.

Chin, X.Y., Kho, J.S., Tey, C.K., Wong, S.M. and Yew, J.J., 2017. Managerial Perceptions towards The Role of Public Relations: Public Relations Practices In The Malaysian Hotel Industry (Doctoral dissertation, UTAR).

Coombs, W.T. and Holladay, S.J., 2019. The conceptual heritage of public relations: using public memory to explore constraints and liberation. Journal of Communication Management.

Dozier, D.M., Grunig, L.A. and Grunig, J.E., 2013. Manager’s guide to excellence in public relations and communication management. Routledge.

Frandsen, F. and Johansen, W., 2018. Corporate communication. The International Encyclopedia of Strategic Communication, pp.1-10.

Kim, Y.S., 2011. Application of the cognitive dissonance theory to the service industry. Services Marketing Quarterly, 32(2), pp.96-112.

Gehrt, 2011. The CEO’s Vital Role in Public Relations. Retrieved on 20/05/2021 from:

Grunig, L.A., 2020. Power in the public relations department. In Public relations research annual (pp. 115-156). Routledge.

Grunig, J.E., 2011. Public relations and strategic management: Institutionalizing organization– public relationships in contemporary society. Central European Journal of Communication, 4(06), pp.11-31.

Grunig, J.E. and Grunig, L.A., 2000. Public relations in strategic management and strategic management of public relations: Theory and evidence from the IABC

Hanadi, A.L. and Aruna, M., 2013. Technology innovation for SME growth: A perception for the emerging economies. Technology, 4(3).

Heath, R.L. ed., 2013. Encyclopedia of public relations. Sage Publications.

Heyman, W.C., 2005, May. You can’t homogenize success in PR: top PR executives reveal 10 patterns in success. In International Communication Association 55th Annual Conference (pp. 26- 30).

Hiscock, R., 2019. Paradigm lost? A historical review of the application of systems theory to public relations since 1975. Public Relations Inquiry, 8(3), pp.201-223.

Issah, J.A., 2017. Public relations practice in the Ghana police service (Doctoral dissertation, University of Education, Winneba).

Kyeremeh, W.B., 2018. Public relations practice in technical universities in Ghana, a study of Sunyani Technical University (Doctoral dissertation, University of Education, Winneba).

McGrath, A., 2017. Dealing with dissonance: A review of cognitive dissonance reduction. Social and Personality Psychology Compass, 11(12), p. e12362.

Mehta, A. and Xavier, R., 2009. Public relations management in organizations. An Introduction to Public Relations: From theory to practice: pp.190-221.

Metin, I. and Camgoz, S.M., 2011. The advances in the history of cognitive dissonance theory. International Journal of Humanities and Social Science, 1(6), pp.131-136.

Murphy, M., 2003. Unlocking the potential of public relations: developing good practice. a report by a steering group appointed by the Department of Trade and Industry (DTI) and the Institute of Public Relations (IPR), available at:

Murphy, T. and Sage, D., 2014. Perceptions of the UK’s Research Excellence Framework 2014: a media analysis. Journal of Higher Education Policy and Management, 36(6), pp.603-615.

Murray, K. and White, J., 2005. CEOs’ views on reputation management. Journal of communication management.

Needle, D. and Burns, J., 2010. Business in context: An introduction to business and its environment. Boston: South-Western Cengage Learning.

Ngonyo, M.H., 2018. Could the perceptions surrounding the emergence of public relations globally have influenced the existing mistrust and misconception about the profession in Kenya? International Journal of Communication and Public Relation, 3(1), pp.1-17.

Ofori, D.F., S-Darko, M.D. and Nyuur, R.B., 2014. Corporate social responsibility and financial performance: Fact or fiction? A look at Ghanaian banks. Acta Commercii, 14(1), pp.1-11.

Oliver, S., 2008. Public relations strategy. Strategic Direction.

Paskin, D., 2013. Attitudes and perceptions of public relations professionals towards graduating students’ skills. Public Relations Review, 39(3), pp.251-253.

Public Relations Society of America, 2021. About Public Relations. Retrieved on 15/06/202! from:

Schroll-Machl, S., 2016. Doing business with Germans: Their perception, our perception. Vandenhoeck & Ruprecht.

Seitel, F.P., 2017. Practice of public relations. Pearson Education.

Sele, M., 2006. Defining public relations in New Zealand through its history and practice. Smith, R.D., 2020. Strategic planning for public relations. Routledge.

Stacks, D.W., 2016. Primer of public relations research. Guilford Publications.

Standifer, R.L., Evans, K.R. and Dong, B., 2010. The influence of spirituality on buyer perception within business-to-business marketing relationships: A cross-cultural exploration and comparison. Journal of Relationship Marketing, 9(3), pp.132-160.

Sterne, G.D., 2008. Business perceptions of public relations in New Zealand. Journal of communication management.

Tandoh, I., 2020. Public relations as a marketing communications tool: Evidence from selected multinational companies in Ghana. International Journal of Innovation and Applied Studies, 30(1), pp.363-375.

Telci, E.E., Maden, C. and Kantur, D., 2011. The theory of cognitive dissonance: A marketing and management perspective. Procedia-Social and Behavioral Sciences, 24, pp.378-386.

Thompson, J.K., Schaefer, L.M. and Menzel, J.E., 2012. Internalization of thin-ideal and muscular-ideal.

White, C. and Park, J., 2010. Public perceptions of public relations. Public Relations Review, 36(4), pp.319-324.

Wicklund, R.A. and Brehm, J.W., 2013. Perspectives on cognitive dissonance. Psychology Press.

Wright, D., Gaunt, R., Leggetter, B., Daniels, M. and Zerfass, A., 2009. Global survey of communications measurement 2009–final report. London, UK: Association for Measurement and Evaluation of Communication.

Wu, M.Y. and Taylor, M., 2003. Public relations in Taiwan: Roles, professionalism, and relationship to marketing. Public Relations Review, 29(4), pp.473-483.

Wu, M.Y. and Baah-Boakye, K., 2014. Public Relations in Ghana: Professionalism and Impacts of Globalization. China Media Research, 10(3).

Zerfaß, A., 2009. Communication as a constitutive element in innovation management. In communication as a success factor in innovation management (pp. 23- 55). Gabler.

Zerfass, A. and Sherzada, M., 2015. Corporate communications from the CEO’s perspective. Corporate Communications: An International Journal.

Zerfass, A. and Viertmann, C., 2017. Creating business value through corporate communication: A theory-based framework and its practical application. Journal of Communication Management.




How to Cite

Tandoh, I. ., Duffour, K. A., Essandoh, M. ., & Mensah, E. O. (2022). Perception of Public Relations Practice Among Selected Chief Executive Officers (CEOs) In Ghana. Communicare : Journal of Communication Studies, 9(1), 44–61.