AN ASSESSMENT OF COMMUNITY RELATIONS PROGRAMME IN ENHANCING CORPORATE IMAGE: A STUDY OF SELECTED HOSPITALS IN THE KUMASI METROPOLIS

Abstract

The purpose of this study was to provide evidence-based information on community relations activities and their contributions to corporate image of South Suntreso, Maternal and Child Health and Asafo-Agyei Hospitals. The objective of the study was to find out if community relations activities can be used as a tool to build relationships between hospitals and community members. The researchers used qualitative research approach to seek for the views of managers of Asafo-Agyei, South Suntreso and Maternal and Child Health Hospitals. Other participants whose views were sought included the Deputy News Editor of Angel FM, the Regional News Editor of the Daily Graphic, a broadcast journalist with TV3 Network, the communication Director with the Ministry of Youth and Sports and beneficiaries of community relations programmes organized by hospitals. The Theory of Legitimacy was used in this study because proponents of this theory argue that corporation constitutes a form of social arrangement which requires legitimacy to maintain functional long term relationships with various communications on which they depend. The results from the study established that, community relations activities play a role in building a relationship between members of the community and the hospital and therefore enhances the image and reputation of these hospitals. The hospitals should expand their community relations activities to include organizing sensitization workshops for the media and the need to sponsor activities that will strengthen their image and create effective publicity for them.