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

Abstract

Private University Colleges in Ghana adopt publicity strategies to promote their brand, manage reputation and increase student enrolment. However, the subject of the scope of publicity has not been researched to ascertain the feasibility of integration of stakeholders such as employees in publicity strategies. This has created a gap in extant literature on the subject of publicity. This article is a report of the findings of qualitative research on the integration of employees' in publicity strategies with special focus on the opportunities, challenges and the way forward for Private University Colleges in Ghana. The study concludes that there are no existing plans that integrate employees in the publicity strategies of Private University Colleges in Ghana even though there is general consensus from the respondents that employees should be an integral part of the publicity strategies. The study recommends that there should be a proper integration plan to guide employee centred publicity activities.