EFFECTIVE INTEGRATION OF EMPLOYEES IN PUBLICITY ACTIVITIES: A STUDY OF PRIVATE UNIVERSITY COLLEGES IN ASHANTI REGION.

Abstract

The purpose of the study was to assess how employees could be effectively integrated in publicity activities of Private University Colleges (PUCs) in the Ashanti Region. The following objectives were set: to establish the category of employees to be part of the Employee Publicity Integration (EPI) of PUCs, to establish the level of EPI of PUC, to find out the manner of implementation of the EPI of PUCs, to find out the motivational considerations for EPI of PUCs, to find out which department takes oversight responsibility and coordinates the EPI of PUCs, to identify how Employee Publicity Integration Model (EPIM) can be created among employees of PUCs, and to identify the difficulties of the EPIM and the way forward. A qualitative approach was used for the study and in-depth interviews were conducted in obtaining data from the participants. Even though it was underscored in the study that, it was very important to integrate all employees in publicity activities of the PUCs, it was found that employees were mostly involved only at the preparation stage of the publicity activities, the PUCs do not organize training programmes on publicity activities for their employees and the employees were not motivated enough to participate in publicity activities. The study further disclosed that there was apathy, lack of commitment and lack sense of ownership among the employees. Based on these findings, it is recommended that, management should highly involve employees at all stages of the publicity activities, periodically organize training programmes to equip and motivate them enough to attract more of them to voluntarily participate in the publicity activities. It was also recommended that, the management of the University colleges be transparent and open to the employees, involve them in all activities and as well, appreciate employees’ contributions to the growth of PUCs.