Use of Public Relations Events as Strategic Marketing Tool

Abstract

There is little information on the use and efficient management of PR events as a marketing tool. This study explores the use of PR events as a strategic marketing tool. Semi-structured interviews were conducted with eight employees and ten customers of the Ghana Revenue Authority, Maakro, Kumasi. The results showed that GRA uses PR events to achieve several objectives and key among them is marketing. However, the scope of the PR events used at GRA is limited, and there is lack of proper coordination. The findings suggest the need to broaden the scope of events in a coordinated manner by the PR and marketing functions to achieve organisational goals. Future studies, qualitative or qualitative, using marketing and PR practitioners should explore factors that could enhance the use of PR in strategic marketing vents to management.