Abstract:
The increasing competition among organizations in Ghana has forced many organizations to
become innovative as well effective in their activities. Event is a Public Relations tool that has
gained increasing importance in recent times. This study sought to assess the effectiveness of
corporate events, a public relations tool for marketing in Ghana. The study used Ghana Revenue
Authority (GRA) Maakro branch, Kumasi as a case study.
The objectives of the study were to find out the role of public relations events as a tool for
marketing, to find out the impact of corporate events as public relations tool for marketing, to
find out effective strategic public relations event plans for marketing. The Two-way Symmetric
model in public relations was used as a theoretical framework. Interviews were conducted with
eighteen (18) respondents comprising eight (8) management staff of GRA and ten (10) customers
of Ghana Revenue Authority. The findings showed that GRA focuses on marketing its vital
products to customers through such as. Also the study showed that corporate events is one of the
effective tools used by GRA in achieving its goals and also has effective strategic plans for
events which is used as a PR tool for marketing, informing and education.
The study recommends that Public Relations units should be integrated at every major branch of
Ghana Revenue Authority in Ghana. It is recommended that the education on the mission and
vision of Ghana Revenue Authority should be strengthened through corporate events.
There is a need for Two-way Symmetric model which will result in bartering, negotiating and
strategies of conflict resolution to bring about symbolic changes in ideas, behaviour and attitudes
of both the organizations and their publics.
