The Interplay of Corporate Communication Activities on the Image and Reputation of Collegiate Universities in Ghana

Abstract

The thesis examined how corporate communication activities influence the image and reputation of collegiate universities in Ghana, focusing on the role strategic communication practices play in shaping stakeholder perceptions and institutional credibility. Corporate communication in higher education has transcended its traditional public relations origins, assuming broader and more strategic responsibilities. The reputation of a university is intricately linked to its corporate image, encompassing perceptions of quality, reliability, and institutional value. In Ghana, where tertiary education faces challenges related to quality assurance and accessibility, corporate communication emerges as a vital tool for reputation management. Despite its importance, the interplay between corporate communication and university reputation in Ghana remains underexplored. To fill the gap, this present qualitative study examined the interplay of corporate communication activities on the image and reputation of three collegiate universities in Ghana. The total sample size was 15 participants from the three (3) collegiate universities in Ghana. The study used the purposive sampling approach to select the different groups of participants who differ in the variable of interest but share common characteristics such as educational background and status in the universities. Drawing on corporate communication roles theory and the hourglass conceptual model, participants noted that although corporate communication shares overlaps with public relations and organizational communication, each maintains distinct elements. It was also found that public relations offices, often under the registrar's oversight, handle centralized communication, although individual colleges may operate semi-autonomously. The study also revealed that colleges manage some communication independently, creating a blend of centralized and decentralized approaches to corporate messaging. Participants identified reputation management as crucial for institutional success and stakeholder trust, emphasizing that effective management requires consistent communication and proactive public engagement. It is therefore recommended that collegiate university managements should clearly delineate responsibilities for corporate communication roles, ensuring that the public relations office has a well-defined mandate. Furthermore, it is recommended that Collegiate University Managements should implement strategic campaigns that promote the university’s strengths and achievements to enhance its image.