International Journal of Innovation and Applied Studies
ISSN: 2028-9324     CODEN: IJIABO     OCLC Number: 828807274     ZDB-ID: 2703985-7
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Public relations as a marketing communications tool: Evidence from selected multinational companies in Ghana

Volume 30, Issue 1, July 2020, Pages 363–375

 Public relations as a marketing communications tool: Evidence from selected multinational companies in Ghana

Isaac Tandoh1

1 Department of Public Relations and Advertising, Ghana Institute of Journalism, Accra, Ghana

Original language: English

Received 20 May 2020

Copyright © 2020 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.


Advertising has been a dominantly used discipline for the company’s external communication for almost one century. Largely marketing communications has been described by most organisation as advertsing. However, times have changed dramatically, and markets have evolved rapidly. Customers are more educated, research-oriented and keen to be communicated to more on a more « personal » basis than on « mass » level. Within these changes, advertising functionality got lost and a new dominant communication discipline, Public Relations arose. This research explored the role of PR as a marketing communication tool to build building initiatives of the selected companies.This study used a case study approach with the target population being the staff of the three selected multinational companies. With the aid of the purposive sampling techniques, respondents were selected from the three organizations and the main research instrument was a questionnaire and an interview schedule aided by secondary data from renowned writers. The most significant outcome of the literature review was that brand equity can remarkably be enhanced by creating brand awareness using Public Relations. The qualitative data also depicted through the interaction of the three companies that, all use public relations for building their brand and these have been well represented in the form of tables and charts for easy understanding. It’s being established that all three companies viewed public relations as an important factor in building their brands and acknowledged the power that PR has on customer awareness.The study recommended brand development and building of the consumer interests and trusts as foundations of an efficient brand that will enhance the capabilities of PR professionals within the Multinational environment in Ghana.

Author Keywords: Public relations, marketing, communications, companies, Ghana.

How to Cite this Article

Isaac Tandoh, “Public relations as a marketing communications tool: Evidence from selected multinational companies in Ghana,” International Journal of Innovation and Applied Studies, vol. 30, no. 1, pp. 363–375, July 2020.