THE ROLE OF COMMUNITY RELATIONS IN BUILDING CORPORATE IMAGE OF AN ORGANISATION (A CASE STUDY OF KOMFO ANOKYE TEACHING HOSPITAL) PRISCILLA BUATSI

Abstract

The concept of Community relations has seen a new heightened interest with many organizations in Ghana joining the Community relations bandwagon. It is as a result of this reason that the researchers set out to explore the reasons why organizations undertake Community relations activities. The research focused on one organization in Ghana, Komfo Anokye Teaching Hospital (KATH), whose Community relations activities are widely publicized through the media. Qualitative research method was used for the study. Interviews were conducted to find out the views of some selected staff and members of the community within which KATH is located, about community relations and how it has helped in building the corporate image of the organization. The study revealed that, KATH undertakes community relations activities in the area of health education, training and provision of clinical services. It was also found that the community relations activities have created a positive image in the minds of the public. The findings also showed that KATH ascertains its community relations strategies by observing the community relations programmes which are in progress. The study therefore recommends that, proper attention should be given to the social policy in the host community to maintain positive image and reputation in the minds of the public.