Integration of Students in Publicity Strategies: Opportunities, Challenges, and the Way Forward for Private University Colleges in Ghana (Part I)

Abstract

This paper is derived from a three-part qualitative study that focuses on integration of strategic stakeholders in publicity activities of Private University Colleges (PUCs) in Ghana. Existing discussion on publicity strategies is narrow and leaves out the role of students as stakeholders. The purpose of the study was to assess how students could be effectively integrated into publicity activities of PUCs in Ghana. The objectives of the study were1) To find out the opportunities for integration of students' as stakeholders in publicity activities of PUCs; 2) to explore the challenges of the integration process; and 3) to examine the way forward for addressing identified challenges. A qualitative approach was used for the study with in-depth interviews conducted in obtaining data. The study concludes that even though the management of the selected PUCs admit that students are key stakeholders and have a role to play in publicity activities, they have not been properly integrated and this is evident from the lack of existing policy framework that consciously addresses the issue. It is recommended that publicity theorists must develop a comprehensive framework that informs the integration of students' in their publicity activities in a coordinated manner. The proposed framework must address issues like conceptualization, management and evaluation of integrated student publicity. It is evident from this study that a proper integration of students in publicity activities will inure tremendously to the benefit of the PUCs particularly in an era of increasing competition, lack of government support and sustainability concerns.