Prospects and Challenges of Public Relations as a Marketing Tool

The importance of public relations to organizations cannot be overemphasized. Overtime, public relations has evolved from information dissemination to relationship management. Supported by research, public relations has increasingly been integrated into management and practiced strategically beyond the scope of keeping the publics informed. This case study explored the use of PR in marketing a private tertiary institution. The study examined the prospects and challenges in the use of public relations in marketing the Islamic University College, Ghana. The primary theoretical and methodological tools were excellence theory, systems theory, and document analysis. The research therefore used the qualitative approach, with the target population being the staff of the institution¿s public relations department to assess how public relations is utilized at Islamic University College, Ghana as a marketing tool, the challenges involved as well as the prospects.