ASSESSMENT OF THE EFFECTIVENESS OF CORPORATE EVENTS, AS PUBLIC RELATIONS TOOL FOR MARKETING: A CASE STUDY OF GHANA REVENUE AUTHORITY, MAAKRO BRANCH, KUMASI

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.