Embracing public relations (PR) as survival panacea to private colleges’ corporate image & corporate identity erosion

Abstract

The research study explored the role of Public Relations (PR) elements such as seminars and speeches, digital media in creating a positive corporate image and corporate identity and explored how selected private colleges in Chitungwiza, Zimbabwe can leverage on publicity to boost students’ enrolment. Extant literature of PR was approached and the Hedging and Wedging theory of communication was used as the theoretical framework for the research. The researcher applied mixed-pluralist research approach, where the qualitative research design was nested into partially quantitative research design. Methodology applied was exploratory, deductively anchored on the critical analysis of the data and discussion of findings to arrive at an informed decision. A purposive sample of 300 students, 30 teachers, 10 college directors and 30 administrators and self-administered closed-ended questionnaires were used in different private colleges. Structural Equation Modelling (SEM) using AMOS version 6 software, was used to test the propositions. Major findings are that seminars and speeches are less frequently than other digital PR approaches done in private colleges and this can affect the students’ enrolment and survival of the former. Recommendations included the need to make an improvement on carrying out frequently on the seminars and speeches, so as to enhance public image of the former. Budgeting for the PR function in private colleges is crucial. Students need to be involved in the publicity activities of a private college.