Public Relations Practice Of Football Clubs: A Study Of Four Ghanaian Premier League Clubs

ABSTRACT

This dissertation assessed public relations practice in Ghanaian football clubs by studying four Premier League clubs in Ghana namely; Kumasi Asante Kotoko FC, Obuasi Ashantigold FC, Accra Hearts of Oak FC and Wa All Stars FC. Underpinned by the systems and relationship management theories, the study interviewed heads of administration and public relations officers of the four clubs, leadership of supporters of the four clubs, and some media organizations. Through a qualitative methodology, interviews were conducted to find out whether public relations departments existed in the clubs, the PR roles and functions played in the clubs and the channels of communication used by the clubs. The study also sought to find out how PR roles and functions portrayed management’s understanding of PR as well as how the channels of communication impacted on the clubs’ relationships with their publics. The study established that management of the clubs viewed PR as a management function as well as a tool for maintaining relationship with their publics through media relations, although their understanding of PR was limited to some few roles and functions. The study found that the Public Relations Officers of the clubs mainly played the communication facilitator role and sometimes the technician role as a result of the clubs’ understanding of PR. The study also established that the clubs used channels such as telephone calls, memos, meetings and emails for their internal communication and mass media (radio, television and newspaper), social media and, telephone meetings as channels for external communications. The study found that the clubs managed issues and their image mostly through the mass media in order to either attract sponsors or establish and maintain good relationship with their sponsors. However, it was also established that non-performance and lack of success on the pitch were hindrances to attracting sponsorship